The document summarizes the Japanese printing market and how the upcoming IGAS 2015 conference will drive innovation in the industry. It notes that while the overall printing market has declined in Japan, digital printing is growing. It outlines several new technologies and services that will be showcased at IGAS 2015 to help publishers adapt, such as personalized and mobile printing apps, integrating printing with RFID, solar panels, and paper electronics. The conference will also feature seminars on modern marketing, sales generation, and helping printers expand into new markets and services.

1. Printing Market in Japan:
Now and Future
Junichiro Yamashita
Brighter Later
yamashita@BrighterLater.jp
Brighter Later
April 24, 2014
IGAS 2015 Media Conference
How IGAS 2015 Will Drive the Innovation

2. Brighter Later
About Brighter Later
Your Marketing Partner
for New Printing Service/ Business Development
2
Brighter Later

3. Brighter Later
Agenda
• Japanese printing market overview
• What Japanese marketers matter
• MarTech: Marketing Technology
• How IGAS 2015 will drive the innovation
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Printing and allied industries in Japan:
Value of manufactured goods shipment
4
3.4
4.2
5.3
6.6
8.8 8.4
7.9
7.1
6.2
5.7 5.6
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
1970 1975 1980 1985 1990 1995 2000 2005 2010 2011 2012
(trillion yen)
Note: inflation adjusted (2010 = 100)
Source: Calculated by Brighter Later with METI data.
JAPANESE PRINTING MARKET OVERVIEW:

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Printing and allied industries in Japan:
Value of manufactured goods shipment per capita
5
32,800
37,637
45,398
54,546
71,286
66,883
62,429
55,505
48,229
44,803 44,182
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
1970 1975 1980 1985 1990 1995 2000 2005 2010 2011 2012
(yen)
JAPANESE PRINTING MARKET OVERVIEW:
Note: inflation adjusted (2010 = 100)
Source: Calculated by Brighter Later with METI and MHLW data.

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US commercial printing: Forecast to 2020
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$78.2 billion in 2013 (CPI adjusted)
JAPANESE PRINTING MARKET OVERVIEW:
Source: Dr. Joe Webb presentation on Oct. 2, 201.4

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US commercial printing
# of establishments: 2014 vs 2020
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Note:
Excludes
newspapers
with
their
own
presses,
corporate
prin6ng
departments,
flexible
packaging,
folding
cartons,
corrugated
prin6ng,
prin6ng
in
office
superstores
(Staples,
OfficeMax,
etc.)
Source:
Dr.
Joe
Webb
presenta6on
on
Oct.
2,
2014.
JAPANESE PRINTING MARKET OVERVIEW:

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Digital printing market trend in Japan:
FY2007 – FY2014
8
254
274 279
260 268
282 290 294
0
50
100
150
200
250
300
350
FY2007 FY2008 FY2009 FY2010 FY2011 FY2012 FY2013 FY2014
(billion
yen)
Estimate
Forecast
Source: Yano Research Institute, Feb. 2014
JAPANESE PRINTING MARKET OVERVIEW:

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Main digital prints in Japan
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What are your #1 and #2 digital prints in sales?
29%
23%
8%
8%
8%
5%
4%
15%
29%
22%
16%
10%
6%
5%
2%
10%
0% 10% 20% 30% 40% 50% 60% 70%
Commercial Prints
Business Forms
Data Prints
Book on Demand
Stickers, Labels
Large Format
Photo Album
others
#1 Product
#2 Product
Source: Survey by Japan Federation of Printing Industries,
conducted in September 2014.
(n = 99)
JAPANESE PRINTING MARKET OVERVIEW:

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Profitability of digital printing
in Japan
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Does your digital printing service make profits?
42%
37%
21%
YES!
No . . .
Almost Zero
Source: Survey by Japan Federation of Printing Industries,
conducted in September 2014.
(n = 106)
JAPANESE PRINTING MARKET OVERVIEW:

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2014 Advertising Expenditure in
Japan Component Ratios by Medium
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Source: Dentsu, “2014 Advertising Expenditure in Japan”, Feb. 24, 2015
WHAT JAPANESE MARKETERS MATTER:

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Initiatives in Web Adverting Bureau
• Corporate branding
• Mobile: UI/ UX, KPIs, etc.
• Cross media/ web media
• Web promotion
• Social media
• Website management/ web accessibility
• Big data
• Video experience, etc.
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WHAT JAPANESE MARKETERS MATTER:

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WAB strategy in 2015:
stop media-oriented, start consumer-oriented
• Communication strategy
• Communication design
• Metrics
• Budgeting
• Organization
• Training program, etc.
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Source: WAB Press Release on March 23, 2015.
WHAT JAPANESE MARKETERS MATTER:

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What’s MarTech, and Why?
• “Marketing technology integrates two worlds of
Technology and Marketing.”
• “Technology drives many digital marketing
initiatives and this trend only looks to increase in the
future”:
– Joseph Kurian, Head, Marketing Technology & Innovation,
Aetna
• “Marketing and IT got together and they’re becoming
one and the same”:
– Cynthia Gumbert, VP, Marketing Technology & Demand
Analytics, CA Technologies
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Personalization for better Customer
Experience (CX)
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Source:
David
Raab,
Raab
&
Associates
MARTECH: MARKETING TECHNOLOGY:

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Marketing Technology Landscape
as of Mar. 2015
16
http://chiefmartec.com/2014/09/21-8-billion-marketing-technology-funding/
Source: Chief Marketing Technologist Blog by Scott Brinker, Sep. 26, 2014
MARTECH: MARKETING TECHNOLOGY:

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Worldwide Marketing Software
Forecast: 2014 - 2018
17
Source: IDC “Worldwide Marketing Software Forecast 2014-2018”,
Oct. 2014.
MARTECH: MARKETING TECHNOLOGY:

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IDC’s Strategic Framework for
Marketing Technology, version 2.0
18
Source: IDC “Worldwide Marketing Software Forecast 2014-2018”,
Oct. 2014.
MARTECH: MARKETING TECHNOLOGY:

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B2B Marketing Automation Vendor
Revenue (US$ millions)
19
Source: Raab Associates 2014 VEST, Feb. 2014
“The hottest standalone category to date has been marketing automation, which
has become a ‘must have’ solution for B2B CMOs,”
Ajay Agarwal, a managing director at Bain Capital Ventures
MARTECH: MARKETING TECHNOLOGY:

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Solutions for the
“Tactile Digital Marketing”
• Highly personalized
• Highly integrated
• Well designed
• Scalable
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HOW IGAS 2015 WILL DRIVE THE INNOVATION:
. . . , etc.

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Solutions to empower local markets
with digital technologies
21
h"p://nature-­‐barcode.jp/award/
HOW IGAS 2015 WILL DRIVE THE INNOVATION:

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Solutions for new market
development
• Japanese consumers (B2C)
• Non-Japanese travelers (inbound)
• Overseas markets (outbound)
• Data-driven printing services, etc.
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HOW IGAS 2015 WILL DRIVE THE INNOVATION:

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Smartphone app based
B2C printing service
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Business Cards Stickers
Cosmo Media Service (Koshigaya-shi, Saitama)
https://www.youtube.com/
watch?v=WC2AS9Kzu7Y
HOW IGAS 2015 WILL DRIVE THE INNOVATION:

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Seminars to innovate the printing
business
• Modern marketing
• AdTech & MarTech
• Sales lead generation
• Zero-defects factory
• Workflow automation
• Eco-printing
• 3D printing
• CSR
• Industrie 4.0
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.
.
.
,
etc.
HOW IGAS 2015 WILL DRIVE THE INNOVATION:

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Coming technologies . . . (1)
Print x RFID x Smartphone
25
Nivea
Protec:on
Ad
Note: RFID = Radio Frequency Identifier
https://www.youtube.com/watch?v=BgXrTGIiFV8
HOW IGAS 2015 WILL DRIVE THE INNOVATION:

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Coming technologies . . . (2)
Print x Solar Panel
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h"p://www.youtube.com/watch?v=UYy1GmJgFXA
Nivea
Solar
Ad
Charger
HOW IGAS 2015 WILL DRIVE THE INNOVATION:

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Coming technologies . . . (3)
Paper Electronics
27
h"ps://www.kickstarter.com/projects/
1597902824/agic-­‐print-­‐prinKng-­‐circuit-­‐boards-­‐
with-­‐home-­‐print
AgIC
(A
Japanese
venture
company)
HOW IGAS 2015 WILL DRIVE THE INNOVATION:

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See you soon @ IGAS 2015!
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Junichiro Yamashita
Brighter Later
yamashita@BrighterLater.jp
URL: http://BrighterLaterBlog.blogspot.com/
Thank you!