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Ralf Schlözer - Digital Business - FID Madrid
 

Ralf Schlözer - Digital Business - FID Madrid

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    Ralf Schlözer - Digital Business - FID Madrid Ralf Schlözer - Digital Business - FID Madrid Presentation Transcript

    • Digital Business Ralf Schlözer Director InfoTrends © 2008 InfoTrends, Inc. www.infotrends.com
    • More Than 30 Years Ago… The World Changed 1977 1988 Today © 2008 InfoTrends, Inc. www.infotrends.com 2
    • What Business Are You In? Printing OR Communications? © 2008 InfoTrends, Inc. www.infotrends.com 3
    • Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 4
    • “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
    • 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
    • Think About It! – The “My Media” and “Me” Generation © 2008 InfoTrends, Inc. www.infotrends.com 7
    • “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
    • 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
    • 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
    • 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
    • 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
    • “My Mail – My Media – My Message” © 2008 InfoTrends, Inc. www.infotrends.com 13
    • Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 14
    • Digital Technology Drives New Graphic Communications Strategies Full Service Share of Customer Specialist in Market Niche © 2008 InfoTrends, Inc. www.infotrends.com 15
    • 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
    • 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
    • Photo Publishing © 2008 InfoTrends, Inc. www.infotrends.com 18
    • Building Books… One at A Time © 2008 InfoTrends, Inc. www.infotrends.com 19
    • 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
    • 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
    • Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation Software Equipment • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 22
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Ultra High-Volume Colour Market Segment Emerges (1) ? © 2008 InfoTrends, Inc. www.infotrends.com 33
    • 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
    • Economics: Digital vs. Offset Printing Off set Phase 1 Phase 2 Phase 3 Phase 4 © 2008 InfoTrends, Inc. www.infotrends.com 35
    • 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
    • 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
    • Agenda • Consumer Expectations • Transforming Markets • Digital Technology Driving Transformation Software Equipment • Conclusions and Recommendations © 2008 InfoTrends, Inc. www.infotrends.com 38
    • 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
    • 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
    • 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
    • ralf_schlozer@infotrends.com © 2008 InfoTrends, Inc. www.infotrends.com 42