Ralf Schlözer - Digital Business - FID Madrid

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Ralf Schlözer - Digital Business - FID Madrid

  1. 1. Digital Business Ralf Schlözer Director InfoTrends © 2008 InfoTrends, Inc. www.infotrends.com
  2. 2. More Than 30 Years Ago… The World Changed 1977 1988 Today © 2008 InfoTrends, Inc. www.infotrends.com 2
  3. 3. What Business Are You In? Printing OR Communications? © 2008 InfoTrends, Inc. www.infotrends.com 3
  4. 4. Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 4
  5. 5. “Changing lifestyles, the Internet, the changing communications, and the global economy are all coming together to create a new sense of individualism that is powerfully transforming society.” Mark J. Penn, Microtrends © 2008 InfoTrends, Inc. www.infotrends.com 5
  6. 6. THE ONE SIZE FITS ALL WORLD IS DEAD! • It’s about individuals • It’s about personal choice • It’s about micro-targeting – identifying small, intense subgroups and communicating with them about their individual needs and wants © 2008 InfoTrends, Inc. www.infotrends.com 6
  7. 7. Think About It! – The “My Media” and “Me” Generation © 2008 InfoTrends, Inc. www.infotrends.com 7
  8. 8. “My Media” Media Fragmentation… Market Fragmentation 5,000 Advertising Messages a Day Source: Richard Hren, Director of Product Marketing SPSS, CRM Magazine, February 2008 © 2008 InfoTrends, Inc. www.infotrends.com 8
  9. 9. Percentage of Items Received Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows? Not personalized but useful Only 23% are 12% personalized and useful Not personalized and not useful Personalized 39% and useful 23% Personalized but not useful 26% N = 1,067 Source: Trans Meets Promo… Is It More Than Market Hype?, InfoTrends, 2008 Consumers © 2008 InfoTrends, Inc. www.infotrends.com 9
  10. 10. It’s about Helping the Marketing Executive! • Average tenure for a CMO (Chief Marketing Officer) is 26.8 months. • Only 1 in 10 keep their jobs more than three years. • “Just because a marketer was successful in the 1980s (where image and bigger advertising ruled) does not mean that he or she will be a good fit today (when successful marketing requires a much more complete and integrated approach).” • Main goal of any communication service providers needs to be to support the CMO in getting started and how to use the most effective tools in a new media world Source: Spencer Stuart June 1, 2007 © 2008 InfoTrends, Inc. www.infotrends.com 10
  11. 11. Where are Marketing Executives Spending Money? Marketing performance measurement dashboard 42.2% • Marketing E-mail campaign management 39.2% performance Lead generation qualification or reactivation 39.2% measurement Customer relationship management 31.2% dashboard Customer intelligence and analytics 30.0% Sales and marketing integration tools 26.7% • E-mail campaign Viral word of mouth 23.8% management Marketing resource/process management 23.3% Customer networking and affinity building 19.5% • Lead generation Loyalty and Rewards 16.7% qualification or Brand Advocacy 14.6% reactivation Enterprise Content Management 13.3% Digital Asset Management 11.6% • Customer Channel Productivity 9.3% relationship Other 3.6% management 0% 25% 50% • Customer Percentage of Respondents intelligence and analytics N = 57 © 2008 InfoTrends, Inc. www.infotrends.com 11
  12. 12. Direct Marketing Channels Used Which of the following direct marketing channels do you use? E-mail 79.6% Internet/Web 72.8% Direct mail 70.8% Magazine 39.2% Telemarketing 28.2% Radio 27.4% Television 24.8% Mean = 3.7 Channels Used Wireless (cell phone, 24.8% mobile) Other 6.0% 0% 20% 40% 60% 80% 100% Percentage of Respondents N = 383 © 2008 InfoTrends, Inc. www.infotrends.com 12
  13. 13. “My Mail – My Media – My Message” © 2008 InfoTrends, Inc. www.infotrends.com 13
  14. 14. Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 14
  15. 15. Digital Technology Drives New Graphic Communications Strategies Full Service Share of Customer Specialist in Market Niche © 2008 InfoTrends, Inc. www.infotrends.com 15
  16. 16. Full Service: A Broad Portfolio • Supply chain management • Web-to-Print • Creative and design • Database management • Multi-channel communication (e-mail, print, SMS) • Digital asset management © 2008 InfoTrends, Inc. www.infotrends.com 16
  17. 17. Digital Technology is Transforming Markets and Creating New Niche Opportunities Custom Custom Publications Catalogs Customised Photo Newspaper Publishing TransPromo/ Transforming Digital Statement Merchandising Markets Signage Custom Surfaces Books on (wallpapers, textiles, flooring,…) Demand Customised Short Run Greeting Cards Packaging © 2008 InfoTrends, Inc. www.infotrends.com 17
  18. 18. Photo Publishing © 2008 InfoTrends, Inc. www.infotrends.com 18
  19. 19. Building Books… One at A Time © 2008 InfoTrends, Inc. www.infotrends.com 19
  20. 20. Custom Publishing: Micro-Targeted Publications Did grow 12% in 2007 in the UK 65% of CMOs say they would use more custom media if it were less expensive. Huge growth opportunities in B2B media © 2008 InfoTrends, Inc. www.infotrends.com 20
  21. 21. Growth Forecast for TransPromo/Transeducational/Transinformational Billions of TransPromo Impressions 68% CAGR Year *This projection is linked to the availability of full-color high-speed inkjet technologies Page 21, TransPromo: Getting into the Game © 2008 InfoTrends, Inc. www.infotrends.com 21
  22. 22. Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation Software Equipment • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 22
  23. 23. Software… The Great Enabler • Tools to create a more attractive, customer-focused statements and direct marketing materials that accommodate dynamic marketing messages and co-branding • Complex page imposition and software-generated barcodes to automate shop floor functions and tracking • Electronic versions that match printed versions of customer documents • Aggregation, cleansing, and manipulation of customer data so users can map products to customer segments, cross-sell new services, and select individuals and households for marketing efforts based on true customer intelligence © 2008 InfoTrends, Inc. www.infotrends.com 23
  24. 24. The Internet IS the Strategy: European Web-to-Print Study • The volume of print jobs handled via Web-to-print will grow by 264%, surpassing €10.5 billion in the next 5 years • Survey results suggest an early adopter market • Adoption rates will differ by geographic market • All markets can benefit from increased education about benefits and stronger involvement on the part of suppliers Spain Internet Statistics © 2008 InfoTrends, Inc. www.infotrends.com 24
  25. 25. Defining Web-to-Print : More than Job Submission Today! What does the term “Web-to-print” mean to you? Job submission/tracking over the Internet for 63.5% print production Templates for versioning or variable data jobs 26.8% E-catalogue print ordering system 26.7% Marketing tool 22.6% Remote soft proofing 21.5% Multiple Responses I don’t know what Web to print means 25.6% Permitted 0% 20% 40% 60% 80% N = 652 print service providers Percentage of Respondents © 2008 InfoTrends, Inc. www.infotrends.com 25
  26. 26. Web-to-Print Installations Europe: The Number of Installations is Expected to Grow by 68% by 2012 Do you have a 'web-to-print' solution for internet based transactions around your printing services? N = 652 © 2008 InfoTrends, Inc. www.infotrends.com 26
  27. 27. There are Huge Differences in the Speed of Adoption by Country Do you have a 'web-to-print' solution for internet based transactions around your printing services? N = 652 © 2008 InfoTrends, Inc. www.infotrends.com 27
  28. 28. Percentage of Print Volume through Web-to-Print TODAY and by 2010 40% 37% 35% 21-30% 30% 25% Mean 20% 15% 14% Median 10% 1-5% 5% 0% Print Volume Submitted Today Print Volume Submitted by 2010 N = 324 printers with Web-to-print systems © 2008 InfoTrends, Inc. www.infotrends.com 28
  29. 29. Multi-Channel Marketing Campaign Management 5 Database Direct Sales & Marketing Sales Call 1 Statement, transaction document or E-mail 4 Campaign Alert! E-mail To Sales Thank You E-mail 2 or Letter or Document contains Follow-on Direct Personalized URL Responses Mailer www.domain.com/JohnSmith Saved in Database 3 Personalized Survey Page With Info Filled In Dashboard for Response Tracking © 2008 InfoTrends, Inc. www.infotrends.com 29
  30. 30. Using Mobile Devices and Multi-channel Communications What can the recipient do? • Pay a bill • Accept an offer (from a statement or a direct mail piece) • Link to a landing page • Provide survey information predicated on the offer © 2008 InfoTrends, Inc. www.infotrends.com 30
  31. 31. Customers are Moving Volume to Colour Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree My customers are moving more work to full colour from b/w and 3% 13% 26% 48% 10% 2- or 3-colour work 0% 20% 40% 60% 80% 100% Percentage of Respondents N = 259 InfoTrends’ Research: The Printing Market in Western Europe, 2008 © 2008 InfoTrends, Inc. www.infotrends.com 31
  32. 32. Expected Investments in Next 2 Years What new investments in equipment or software do you expect to make within the next 2 years? Software and solutions 68.8% Finishing equipment 57.5% Digital colour system 50.0% Offset press and/or computer-to-plate 39.2% (CTP) Digital black & white 16.7% system Multiple Responses Permitted 0% 20% 40% 60% 80% 100% Percentage of Respondents N = 240 InfoTrends’ Research: The Printing Market in Western Europe, 2008 © 2008 InfoTrends, Inc. www.infotrends.com 32
  33. 33. Ultra High-Volume Colour Market Segment Emerges (1) ? © 2008 InfoTrends, Inc. www.infotrends.com 33
  34. 34. Ultra High-Volume Color Market Segment Emerges (2) • Dramatic increase in color speed (2,000ppm) Inkjet – High quality Continuous – High speed Laser • Dramatic Reduction in Operating Cost per Page Today’s best TCO: 5¢ New TCO: under 2¢ • POD vs. offset run length cross over increases dramatically • POD will address additional graphic arts market segments Newspapers Magazines Catalogues © 2008 InfoTrends, Inc. www.infotrends.com 34
  35. 35. Economics: Digital vs. Offset Printing Off set Phase 1 Phase 2 Phase 3 Phase 4 © 2008 InfoTrends, Inc. www.infotrends.com 35
  36. 36. Market Changes in High-Speed Continuous Feed Digital Color Price vs. Throughput Océ JetStream 3000 Kodak Versamark VX5000 plus (4/4W) Océ JetStream 2200 Acquisition Price (list) Kodak Versamark VT3000 500 Océ JetStream 1500 Notes: Xerox 980 • Available products only InfoPrint Solution 5000 • Does not include products where the vendor has not released a list price Océ JetStream 1100 Kodak Versamark VL2000 (1090) • Positions are approximate Kodak Versamark VT3000 250 (1090) No published or available list price: •Screen TruePress Jet 520 family Océ JetStream 750 Kodak Versamark VX5000 plus (4/0N) Xerox 490 Not yet available: Kodak Versamark VL2000 (4/0) Océ ColorStream 10000 • HP Indigo W7200 • HP Inkjet Web Press Punch Graphix Xeikon 8000 • Kodak Stream Concept Press 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/min) © 2008 InfoTrends, Inc. www.infotrends.com 36
  37. 37. What Happens When Cost Goes Down? • Application roll-over Forms replacement • Longer run applications can move to digital Catalogs, newspapers, magazines, color books • New applications become feasible TransPromo © 2008 InfoTrends, Inc. www.infotrends.com 37
  38. 38. Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation Software Equipment • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 38
  39. 39. It’s All About “Me and My Media” Relevancy in Content Relevancy in Contact Relevancy in Channel Relevancy in Time ENABLED BY DIGITAL TECHNOLOGY © 2008 InfoTrends, Inc. www.infotrends.com 39
  40. 40. Conclusions and Recommendations • It’s a “my media my message” world… Print service providers need to leverage the new cross-media opportunities • In a multimedia-world print needs to leverage all its assets to remain competitive • Individualisation will continue - Personalisation is going mainstream • The Internet isn’t just part of the strategy, it is the strategy • Ultra high-speed digital color takes POD to the next level – print products that weren’t digital will be! © 2008 InfoTrends, Inc. www.infotrends.com 40
  41. 41. Industry analyst firm focused on the consumer imaging, office document technology, and production printing & publishing industries UK Boston Beijing Tokyo Focused Credible Responsive Visionary © 2008 InfoTrends, Inc. www.infotrends.com 41
  42. 42. ralf_schlozer@infotrends.com © 2008 InfoTrends, Inc. www.infotrends.com 42

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