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Mass Communication to Mass Customization
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Mass Communication to Mass Customization


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Mass Communication to Mass Customization—The Future of Commercial Print. …

Mass Communication to Mass Customization—The Future of Commercial Print.
An exploration of the forces impacting the commercial print market and the paths a print service provider can follow to stay competitive.

Published in: Business

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  • 1. Mass Communication to Mass Customization – The Future of Commercial Print Vince Ferraro Vice President, Consumer Marketing
  • 2. If you flew here on one of these airlines……then you will know what Chapter 11 is and isnot
  • 3. What we announced• Kodak filing for Chapter 11 reorganization to: – Bolster liquidity in U.S. and abroad – Monetize non-strategic intellectual property – Fairly resolve our legacy costs, and – Enable company to focus on most valuable business lines• Business continues in ordinary course• Non-U.S. subsidiaries not included in filing; continue to operate as normal• Continued supply of goods and services to customers• Company has a commitment of $950 million in DIP ( Debtor in Possession) financing
  • 4. What we intend to do• Take the steps to emerge as a more competitive, sustainable enterprise – like many other companies• Continue operating as usual – supplies and services to you will not be affected by the filing• Through the process Kodak intends to: – Bolster liquidity with approximately $950 million in DIP financing – Fully enforce Kodak’s IP rights against industry players that have infringed our proven and valuable digital imaging patents, or spur the monetization of the Company’s valuable intellectual property. – Ensure remaining legacy costs are fairly apportioned and scaled for a company of the size we are today – Actively manage value of Kodak’s enterprise for its stakeholders, enabling us to reorganize around our consumer and commercial business lines
  • 5. Mass customization
  • 6. Customized communications show proven results 50% 33% + 20-30% Increase in Consumers who Boost in response rates response rates go online to when personalized with multi-channel respond to URLs are integrated campaigns 1 direct mail 2 into direct mail 2 1Source: InfoTrends 2Source: DMA
  • 7. Reach and engage
  • 8. Create, extend and multiply the dialogue
  • 9. Trends in direct mail US businesses spent $45.2 B on direct mail in 2010 (Winterberry Group, Outlook: 2011) 13.5 B catalogs were mailed in 2009 (DMA2010)Catalog recipients spend 28% more (ComScore/USPS Catalog Study) Households receiving catalogs shop online more often (ComScore Cast Study)18-34 year-olds preferprint when searching forinformation(ICOM, 2010)
  • 10. Innovation Growth
  • 11. Innovation Growth Mass customization through digital print
  • 12. Revolutionizing direct mailData + new digital print technologies = new revenue opportunities Hybrid printing offset + digital
  • 13. Mass customization opportunities Customized collateral, web-based templates
  • 14. Mass customization opportunities Books-on-demand, customized content
  • 15. Mass customization opportunities Remote newspaper printing
  • 16. Mass customization opportunities Personalized photo products
  • 17.