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Ralf Schlozer, Infotrends
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Ralf Schlozer, Infotrends Presentation Transcript

  • 1. Focused | Responsive | Credible | Visionary Transpromo – What Do Marketers and Consumers Actually Think About It Xplor Spain Ralf Schlözer Director On Demand Printing and Publishing 1.12.2009 © 2009 InfoTrends, Inc. www.infotrends.com
  • 2. InfoTrends – Who we are London Boston Beijing Tokyo • Strategic Consultants for the Digital Imaging and Document Solutions Industries © 2009 InfoTrends, Inc. www.infotrends.com 2
  • 3. Hardware The Big Enabler
  • 4. Transpromo – Why now? • Adding promotional messages to transaction documents has been used for years. Can you spot the promotional message? © 2009 InfoTrends, Inc. www.infotrends.com 4
  • 5. Transpromo – Why now? Enablers • Technology Progress • Market Drivers - New high volume digital - Fight for the attention of the colour presses consumer - Composition software - Consumers are getting better in - White space optimisation filtering out unwanted advertising messages - CRM systems to provide data - Transpromo is one of the - Enterprise Integrated Marketing largest untapped potentials for Campaign Management advertising messages solutions to mine and analyse data © 2009 InfoTrends, Inc. www.infotrends.com 5
  • 6. Forms Replacement Is a Testing Ground for TransPromo Two-step process + = (offset color and monochrome digital) White paper in, full color out (fully digital process) © 2009 InfoTrends, Inc. www.infotrends.com 6
  • 7. Inkjet for High Volume Colour • Inkjet technologies have the best potential to fulfill the demand of Transpromo production While toner was the preferred technology for high volume black & white printing, colour toner printing has only been able to address small portions of the market Three factors are the main drivers for colour inkjet: - Speed - The potential for lower consumable cost - The ability to cost-effectively print low-coverage color © 2009 InfoTrends, Inc. www.infotrends.com 7
  • 8. Market Overview in High-Speed Continuous Feed Digital Colour Updated! Price vs. Throughput About this Graphic: • Shows available products only Océ JetStream 3300 • Does not include products where the vendor has not released a list price Océ JetStream 2800 • Positions are approximate • See box below for omitted products Kodak Versamark VX5000 plus (4/4W) Océ JetStream 2200 Acquisition Price (list) Two future products whose approximate list prices have been made public are shown in blue: Kodak Versamark VT3000 500 • HP Inkjet Web Press Kodak Versamark VL6200 (4/4) • Kodak Prosper Color XL Océ JetStream 1500 Kodak Prosper Color XL Xerox 980 HP Inkjet Web Press Océ JetStream 1100 Kodak Versamark VL2000 (1090) Kodak Versamark VT3000 250 (1090) Agfa Dotrix Océ JetStream 750 Kodak Versamark VX5000 plus (4/0N) Xerox 490 No published or available list price: Kodak Versamark VL2000 (4/0) • InfoPrint Solutions InfoPrint 5000 Océ ColorStream 10000 • Miyakoshi MJP600 • Screen TruePress Jet 520 family Punch Graphix Xeikon 8000 Kodak Versamark VT3000 250 (4/0 narrow) HP Indigo w3250 & Punch Graphix Xeikon 6000 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Throughput (A4/letter) © 2009 InfoTrends, Inc. www.infotrends.com 8
  • 9. InfoTrends Transpromo Survey
  • 10. Why a Transpromo Survey Job Functions of Interest © 2009 InfoTrends, Inc. www.infotrends.com 10
  • 11. Transpromo • InfoTrends is following and analysing the TransPromo market for years • Latest research does focus on the two main groups deciding about the success of TransPromo Document owner and marketers Consumers © 2009 InfoTrends, Inc. www.infotrends.com 11
  • 12. Direct Marketer and Document Owner Respondents • 792 direct marketer and transaction Direct Marketers and Transaction Document Owners document owner respondents (N = 792 Respondents) Sweden 6 countries 7.7% Belgium Germany 60+ respondents from each country 10.9% 26.6% • Guidelines: Operations in Belgium, France, Germany, Italy, Sweden, or the United Kingdom Italy 16.9% Responsible for the purchase or United development of direct marketing programs Kingdom (direct marketers) 19.2% France Responsible for the purchase, 18.7% development, or deployment of transaction documents (transaction document owners) Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 12
  • 13. Consumer Respondents Consumers (N = 2,460 Respondents) • 2,460 consumer respondents Sweden Germany 6 countries 16.3% 16.4% 400+ respondents from each country • Guidelines: Belgium United 18+ years of age Kingdom 17.2% 17.0% Internet-connected Resides in Belgium, France, Germany, Italy, Sweden, or the United Kingdom Italy France 16.3% 16.8% Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 13
  • 14. The Customer Voice © 2009 InfoTrends, Inc. www.infotrends.com 14
  • 15. Mail Discarded Without Being Opened or Read Unaddressed mail from unfamiliar businesses 73.70% Credit card offers 71.40% Addressed mail from unfamiliar businesses 45.80% Unaddressed mail from familiar businesses 44.70% Promotional inserts included with bills & statements 31.80% Catalogues 27.80% Addressed mail from familiar businesses 20.60% Coupon packs 20.30% Statements 1.60% Bills 1.30% 0.00% 100.00% N = 2,460 Consumers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 15
  • 16. Time Spent Reviewing Monthly Statement 5 Mail Internet 4.5 4 3.8 3.8 3.5 3.4 3.3 3.1 3.1 3.0 2.9 2.9 2.8 3 2.6 2.3 2 1 0 Total Belgium France Germany Italy Sweden UK N= 2460 424 413 403 401 400 419 Consumers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 16
  • 17. Preferred Way to Receive Bills and Statements Via Mail and Internet 18.0% Via Internet 43.0% Via Mail 39.0% N = 2,460 Consumers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 17
  • 18. Number of Transaction Documents Received Per Month Mail Internet 8.0 6.0 4.0 2.0 0.0 Total Belgium France Germany Italy Sweden UK N= 2460 424 413 403 401 400 419 Consumers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 18
  • 19. Plans to Change Use of Online Bills and Statements No change Increase Decrease 100% 80% 60% 40% 20% 0% Total Belgium France Germany Italy Sweden UK N= 2049 305 360 354 341 324 356 Consumers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 19
  • 20. Improvement Potential on Bills: Primary Reason for Contacting Provider about a Bill or Statement N = 828 Consumer respondents who have contacted their billing / statement provider Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 20
  • 21. Transpromo The Customers Voice • Consumers almost always open, read and spend focussed time with statements Typically 3 to 4 minutes are spent with a printed statements Slightly less time is spent on e-statements – not all e-statements are read • There is some interest in e-statements, but even among internet users a large group of consumers still prefer printed statements Considering not-internet connected consumers, the share is much higher There is a trend towards more e-statements • Consumers still have considerable problems with unclear statements and perceived billing problems More than a third of consumers had recently a problem with a statement Help desk is very costly for a service provider © 2009 InfoTrends, Inc. www.infotrends.com 21
  • 22. The Document Owners Voice
  • 23. Familiarity with Term 'Transpromotional' N= 790 85 148 211 133 61 152 Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 23
  • 24. Expected Change in Spending on Transactions in 2010 Print Electronic 50% 42.6% 40% 35.8% 31.3% 29.3% 30% 25.8% 27.1% 20% 10% 0% Decreases Stays the Same Increases N = 483 Direct Marketers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 24
  • 25. Estimated % of Customers that Will Adopt Electronic Presentment 2009 15.4% 2011 26.3% 2013 41.9% 0% 10% 20% 30% 40% 50% N = 133 Transaction Document Owner respondents who intending to offer e-presentment services Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 25
  • 26. Substitution of Postal Mail by Electronic Media Extent to which enterprises with computers have substituted traditional postal mail in their communication with customers and other enterprises by electronic means of communication, (2001-2005) Source: Eurostat, Community survey on ICT in the Enterprise, 2006 © 2009 InfoTrends, Inc. www.infotrends.com 26
  • 27. Most Important Factors in Selecting an External Service Provider N= 501 Transaction Document Owners Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 27
  • 28. Use of Digital Colour Printing for Transactional Prints Do you use digital colour printing for transactional print? Yes No 100% 80% 60% 40% 20% 0% Total Belgium France Germany Italy UK N= 395 35 81 108 63 94 Transaction document owners Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 28
  • 29. Transaction Print Volume that will be Digitally Printed in Full Colour 2009 29.8% 2011 37.5% 2013 44.0% 0% 10% 20% 30% 40% 50% N = 361 Transaction Document Owners Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 29
  • 30. Document Owner’s Colour Usage Today: Why Colour is Used on Bills and Statements N = 395 Transaction Document Owners who are using digital colour Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 30
  • 31. Tools in Place to Optimise Targeting of Direct Mail Campaigns N = 286 Direct Marketers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 31
  • 32. Improvement in Response Due to Targeting Tools No, not at all 6.4% Yes 93.6% N = 94 Direct Marketers Source: Trans Meets Promo: A European Perspective, InfoTrends, October 2009 © 2009 InfoTrends, Inc. www.infotrends.com 32
  • 33. Transpromo The Document Owners Voice • Document owners are not as familiar with the term “Transpromo” as expected • Spending on printed statements is expected to decline only slightly, while there is some growth expected for e-statements But very few document owners expect a total replacement of printed statements • Quality and delivery time are the most important aspects when selecting an outside service provider Other factors can be important as well and are likely to gain even more importance • According to document owners there is a widespread usage of digital colour in statement printing already The share of colour pages is expected to increase rapidly Colour is seen as adding value to documents • Still few document owners do have ROI tracking for direct mail in place Those who have usually can prove the benefits © 2009 InfoTrends, Inc. www.infotrends.com 33
  • 34. Summary & Recommendations
  • 35. The case for TransPromo • Transaction documents command high attention (The average customer invests 3-4 minutes reviewing each document) • With less than 7 transaction documents monthly TransPromo can cut through the clutter. • TransPromo documents are addressed to a well- known target market—current customers. A 5% increase in current customer business can equate to as much as a 50% increase in bottom-line profits. • Companies are already mailing statements… this makes TransPromo cost-efficient. • The clarity associated with TransPromo documents and digital colour communications can lead to reductions in call center activities. • Tools are available to make them multi-channel communications customer dialogue generators • Source: InfoTrends Trans Meets Promo…Is it More than Market Hype, August 2008, USPS 2007 • TransPromo equates to “opt-in” and is far less likely Household Diary to annoy consumers © 2009 InfoTrends, Inc. www.infotrends.com 35
  • 36. Recommendations • Document Owners are slowly getting on the colour train Transpromo as a concept is not that familiar yet Almost all document owners see improvements with targeted campaigns, but the word spreads slowly - Support for document owners in ROI analysis is needed Multichannel capability is essential • Colour volume is expected to grow Quality is important factor in selecting an outside provider, but other factors do have an influence as well. There are several aspects on how colour can add value to a document – be sure to discuss all aspects - Unclear statements are still a big issue with consumers • Shift towards electronic documents Be prepared to support document owners with electronic media Be sure to abele to prove their value of printed documents © 2009 InfoTrends, Inc. www.infotrends.com 36
  • 37. ralf_schlozer@infotrends.com © 2009 InfoTrends, Inc. www.infotrends.com 37