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Web To Print Webinar 0208

This presentation describes web-to-print -- the process and the components required to implement a winning solution.

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Embrace Evolution: Web-to-Print
Prepared for Pacific Printing & Imaging
Wilson Zehr, CEO, Cendix

                     February 2008
Web-to-Print Automation
                          Threat or Opportunity?
www.mailnetservices.com        www.mimeo.com          www.amazingmail.com     www.officedepot.com     www.efi.com


www.quantummail.com        www.printable.com                                www.agfa.com    www.mailingonline.com


www.iPrint.com       www.printingforless.com                                 www.kodak.com     www.touchpoint.com


www.xmpie.com        www.pagedna.com                                   www.nimblefish.com     www.expresscopy.com


www.cendix.com       www.press-sense.com                               www.mybluestream.com      www.pageflex.com


www.kinkos.com       www.shutterfly.com                                 www.imagemedia.com       www.printable.com


www.vistaprint.com     www.l2soft.com                                   www.mailersclub.com      www.usadata.com


www.myorderdesk.com        www.pageflex.com                      www.marketingsource.com    www.cactusmailing.com


www.zairmail.com       www.longtermclients.com     www.modernpostcard.com     www.nowdocs.com www.infousa.com



                                                 © 2004-2008 Cendix
Web-to-Print Automation
          Printing Industry Profile
• Capital intensive
• Excess capacity
• Commodity business
   • Many vendors
   • Similar products
   • Price-based competition
• Rapidly evolving technology
• Technology expertise limited

Print is NOT Going Away; Other Mediums are Growing

                      © 2004-2008 Cendix
Web-to-Print Automation
             Internet Emergence




• Ubiquitous (20% of world population online)
• Advantages: content rich, immediate, global reach, low friction
• Disadvantages: passive, separate world, communication connectivity…


                             © 2004-2008 Cendix
Web-to-Print Automation
Internet Convergence: Web-to-stuff




              IP Network




          Legacy Systems




           © 2004-2008 Cendix
Web-to-Print Automation
          Web-to-print Defined

Web-to-print is a process that bridges the gap between digital content
online and commercial print production. This process is supported by
software and tools that allow print buyers (consumers or businesses)
to present documents or other printed materials digitally for production
by commercial print providers.

Online tools for web-to-print can assist with digital asset management,
customization, list management, scheduling, work flow, and end-to-
end communication. There are a wide variety of web-to-print solutions
available to solve an endless variety of customer, commercial printer,
and communication challenges.




                          © 2004-2008 Cendix
Web-to-Print Automation
               Representative Cendix Applications

                    One to One                          One to Many

                   Zairmail
Consumer            Jan-00               Instaletter   SpeedGreetings
Applications                   IPP         Jun-01          Sep-00
                              Mar-06

                     Green Dog             Cendix      LongTermClients
                      Aug-07               Jul-04          Aug-07


Business           Print to Zairmail        CMP         Express Direct
Applications            Jun-02             Sep-04          Jun-00




                              © 2004-2008 Cendix
Web-to-Print is NOT…
              Print-on-Demand
   • Less waste/spoilage                • Inline personalization
   • No inventory                       • Increase flexibility

Print-in-Advance
Static Print


     Offset                    Hybrid                   Digital


                                                        Variable Data
                                                    Print-on-Demand
Corollary: Print-on-Demand is NOT just digital print

                          © 2004-2008 Cendix
Web-to-Print is NOT…
           PURL’s
Personal Universal Resource Locater (URL) is a meaningful Web
address that is used to guide responses from marketing campaigns
back to a Web site where they can be captured electronically. This
tool can be used with either offline or online promotions.

• Direct response mechanism                                     Web-to-Print

    – Guide to Web page (micro site)                                           online
    – Compliments phone/mail/Fax                                                  offline

    – Interactive response
• Simplifies collection/tabulation                PURL

• Streamline online responses
• Easily append list files
                                                    closed loop direct mail




                          © 2004-2008 Cendix
Web-to-Print is NOT…
                       Job Definition Format (JDF)
       •    Job Definition Format (JDF)
            – Electronic work-order
            – Standard XML tags
            – Standard format
                                                                                            JDF
       •   Job Messaging Format (JMF)
                                                                                      eco-system
       •   Bi-directional work-flow automation
       •   Managed industry standard (CIP4*)
       •   Standard subject to interpretation
       •   Owning JDF devices <> using JDF
       •   Web-to-print possible with/without JDF

*International Cooperation for Integration of Processes in Prepress, Press, and Postpress

                                           © 2004-2008 Cendix
Web-to-Print Automation
            Advantages
• Add additional value for clients/clients of clients
   • Online interaction is ”expected”
   • Improve communication
   • Streamline ordering
   • Order 24 x 7
• Integrate into Clients operations (symbiotic)
   • Reduce price-based competition
   • Increase switching cost
   • Increase margins
• Effective competitive response
• Reduce operating expenses

                          © 2004-2008 Cendix
Web-to-Print Automation
            Facts of Life
• Requires Investment (not FREE!)
   • Investment in software
   • Investment in systems
   • Operations planning
   • Sales training
• Things will Break
   • Existing processes are not fast enough
   • Existing processes not flexible enough
   • Systems are not integrated
   • Staff will resist change
• Definite Learning Curve (crawl, walk, run…)
• Cannot Anticipate Every Issue/Feature

                         © 2004-2008 Cendix
Why Web-to-Print?
              Traditional Workflow Example


                                                       iterate
                                                       list, schedule
                             iterate
                             blue line, schedule



business                    commercial                      letter
 mailer                       printer                       shop

      DM
    agency

                         requirements                list
                         layout, deadlines
     requirements                                  broker
     messages, targets




                                     © 2004-2008 Cendix
Web-to-Print
                   Revised Workflow Example
                       house list
                         broker sourced
                            Internet sourced
                                                       integrated
                                                       letter shop
                                                         function
                        address
compose                                                fold, insert
                                                        & stamp
           A slo
           total

                                      integrated
                                     commercial
                                        printer



          proof                       produce                         mail



      Faster, Easier, and Less Expensive
                                  © 2004-2008 Cendix
Web-to-Print Automation
                      Evolve to Integrated Solutions
                                                                           High-Level
 Traditional               C            V                     M                B-to-B

                                       inv



                                  C                   V            M       inv
          Enlightened
                                                                         shrinking




                                                          C         M                V
                      Web-to-print
C = client/end user                                                inv
M = manufacturer
                                                                  fading
V = vendor


                                 © 2004-2008 Cendix
Web-to-Print Automation
                          Web-to-Print System Schematic


                        Web           Web-to-Print          ERP                         Accounting
clients                 site                               system                         system


                          eCommerce
                             site

                                               print       print         postal
                                              layout     imposition     pre-sort



  Client 1
   portal                 Client n
                           portal                           print           packing/     Shipping/
             Client 2
              portal                                     production         inserting     mailing




                                                                      Internal Operations


                                          © 2004-2008 Cendix
Web-to-Print Automation
                          Phased System Adoption


                     Web               Web-to-Print          ERP                         Accounting
clients              site                                   system                         system


                          eCommerce
                             site

                                                print       print         postal
                                               layout     imposition     pre-sort




    Client 1
     portal                 Client n
                             portal                          print           packing/     Shipping/
               Client 2                                   production         inserting     mailing
                portal



                                                                       Internal Operations


                                           © 2004-2008 Cendix
Why Web-to-Print
                 Application Connectivity
                     Application Programming Interface
                               (Web Services)
external user
  interface
                                                                    production system
                jump-in      inbound          outbound
                                                                    accounting system
                                                                    CRM system


                    user                               production
                                       core
                 interface                              interface




                database


   Provides Ability to Flexibly Link to Internal and External Applications

                                  © 2004-2008 Cendix
Web-to-Print Automation
                Online Maturity Model
•   Corporate Web site
     – Informational
     – Products
     – Contact
•   Rudimentary Automation
     – Upload files
     – Request quote
     – Online contact
•   Interactive eCommerce
     – Submit orders
     – Charge online
     – Check status
•   Online Applications (portals)
     – Interactive eCommerce
     – Application specific features
     – Client specific branding


                                © 2004-2008 Cendix
Why Web-to-Print
                  Factors to Consider
•   What problem are you trying to solve?
     – Reduce costs?
     – Increase revenue?
     – Competitive response?
•   What business do you want to be in?
     – B to B (small business, small/medium business, enterprise)?
     – B to C (standardized, customized, affinity groups)?
     – Government or other specialty market?
•   What solutions are feasible?
     –   What stage in Maturity Model?
     –   How much do you have to invest?
     –   What is the market window (timeline)?
     –   What is level of technical expertise exists?
•   Production work-flow
     – What other systems exist?
     – Which systems need to connect?
     – How tight an integration is required?


                                    © 2004-2008 Cendix
Web-to-Print Automation
          Solutions Available: Enterprise Software

          Advantages                        Disadvantages
• Unlimited Portals                • Price: $30K - $100K
                                   • Customization cost
                                   • Annual maintenance
                                   • Upgrades & integration
                                   • Hardware & systems required
                                   • Software experts required
                                   • No design support



     Do You Want to be in the Software Business?

                       © 2004-2008 Cendix
Web-to-Print Automation
          Solutions Available: On-Demand Software
          Advantages                          Disadvantages
• Usage-based license               • Limited customization
• No systems required               • 3rd party customization
• No software required              • No design support
• No technicians required
• Inexpensive initial license
• No upgrades & integration
• No annual maintenance
• Enterprise data center


Can You Meet the Unique Needs of Your Customers?

                         © 2004-2008 Cendix
Web-to-Print Automation
            Solutions Available: Hosted Solution
         Advantages                            Disadvantages
• No systems required               • Inexpensive monthly hosting
• No software required              • Low customization charges
• No technicians required           • Portal licensing charges
• Inexpensive initial license
• Inexpensive monthly hosting
• Extension of technical staff
• No upgrades & integration
• No annual maintenance
• Enterprise data center
• Design support
          Are You Comfortable With Your Partner?

                          © 2004-2008 Cendix
Web-to-Print Automation
            Pricing Models
• Enterprise Software
    • License                     ($30,000 - $100,000+)
    • Customization
    • Maintenance
    • Integration
• On-Demand Software
    • Subscription fee
    • Template based
    • Transaction based
• Hosted Solution                 ($1,000 - $10,000+)
    • Initial license
    • Monthly hosting
• Cover cost or pass-through


                          © 2004-2008 Cendix
Web-to-Print Automation
            Launch Process

•   Solution
•   Requirements
•   Graphical appearance
•   Implementation
•   Pilot test
•   Launch
•   Promote
•   Refine




                      © 2004-2008 Cendix
Web-to-Print Automation
              Promotion
                                   “Build It and They Will Come”
• Client Application
   – Announce
   – Train
   – Direct
• Retail Offering
   – Announce
   – Promote
      • Online
      • Offline
   – Refine

                                               Well, Not Really…

                          © 2004-2008 Cendix
Web-to-Print Solution
            Marketing Example: Zairmail
•   Viral Marketing
     – URL on every mail piece
     – URL and offer on every email
     – Company logo on every article and newsletter
•   Multiple Points of Contact
     – Order online
     – Toll free number
     – Free sample packet
     – Free email newsletter
•   Online Marketing
     – Search engine optimization (organic listings)
     – Pay for performance (paid listings)
     – Contributed articles
     – Paid placements


                           © 2004-2008 Cendix
Web-to-Print Solution
                           Marketing Example: Zairmail
                                                                        Strategic Account
                                                           Direct             Orders
                                                           Sales
                                         Sales Leads                          Quotes
                                         Collateral

                                                                 Big $$
                                                                Accounts

                                                                      Opportunistic
 Business                                                               Orders                      Jobs
                             Marketing                    Telesales                     Service             Commercial
Development                                                                             Delivery              Printer
              Affiliates                     Call Lists                 Quotes                     Quotes


                                                                Small $$
                                                                Accounts

                                         Promotions
                                         Impressions

                                                                           Small Business
                                                                              Orders
                                                          Web Site


                                                © 2004-2008 Cendix
Web-to-Print Automation
             Summary
• No Need to Fear Evolution
• Web-to-print Breeds Opportunity
   – Add additional value for clients
   – Integrate into clients operations
       • Reduce price-based competition
       • Increase switching costs
       • Increase margins
   – Respond to online competitors
   – Reduce operating expenses
• Avoid the ICE
• Embrace Technology and Thrive!


                           © 2004-2008 Cendix
www.cendix.com




P: (888) 889-0066                       Wilson Zehr
F: (503) 210-6479                              CEO
E: wilson@cendix.com                        Cendix
Wilson is the CEO of Cendix (www.cendix.com) the leading
              provider of Web-to-print solutions that increase sales both
              online and offline. Cendix also provides strategic and tactical
              marketing consulting services for emerging growth companies
              in the Pacific Northwest. In addition, Wilson serves on the
              faculty for the School of Management at Concordia University,
              Portland, Oregon (www.cu-portland.edu).
              Wilson Zehr has 25 years experience in high technology and
Wilson Zehr
              telecom – over a decade of experience working with Internet-
              related products and services. He has created numerous new
              products/brands and successfully brought them to market. In
              addition, he has crafted and managed strategic alliances with
              many (20+) of the largest technology and communications firms
              in the world. Mr. Zehr is a serial entrepreneur who has raised
              over $60 million from investors; returned over $160 million; and
              bought/sold a number of enterprises.
              More detailed background information on Wilson can be found
              at http://www.cendix.com/about/management.html
              References are available on request


                            © 2004-2008 Cendix

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Web To Print Webinar 0208

  • 1. Embrace Evolution: Web-to-Print Prepared for Pacific Printing & Imaging Wilson Zehr, CEO, Cendix February 2008
  • 2. Web-to-Print Automation Threat or Opportunity? www.mailnetservices.com www.mimeo.com www.amazingmail.com www.officedepot.com www.efi.com www.quantummail.com www.printable.com www.agfa.com www.mailingonline.com www.iPrint.com www.printingforless.com www.kodak.com www.touchpoint.com www.xmpie.com www.pagedna.com www.nimblefish.com www.expresscopy.com www.cendix.com www.press-sense.com www.mybluestream.com www.pageflex.com www.kinkos.com www.shutterfly.com www.imagemedia.com www.printable.com www.vistaprint.com www.l2soft.com www.mailersclub.com www.usadata.com www.myorderdesk.com www.pageflex.com www.marketingsource.com www.cactusmailing.com www.zairmail.com www.longtermclients.com www.modernpostcard.com www.nowdocs.com www.infousa.com © 2004-2008 Cendix
  • 3. Web-to-Print Automation Printing Industry Profile • Capital intensive • Excess capacity • Commodity business • Many vendors • Similar products • Price-based competition • Rapidly evolving technology • Technology expertise limited Print is NOT Going Away; Other Mediums are Growing © 2004-2008 Cendix
  • 4. Web-to-Print Automation Internet Emergence • Ubiquitous (20% of world population online) • Advantages: content rich, immediate, global reach, low friction • Disadvantages: passive, separate world, communication connectivity… © 2004-2008 Cendix
  • 5. Web-to-Print Automation Internet Convergence: Web-to-stuff IP Network Legacy Systems © 2004-2008 Cendix
  • 6. Web-to-Print Automation Web-to-print Defined Web-to-print is a process that bridges the gap between digital content online and commercial print production. This process is supported by software and tools that allow print buyers (consumers or businesses) to present documents or other printed materials digitally for production by commercial print providers. Online tools for web-to-print can assist with digital asset management, customization, list management, scheduling, work flow, and end-to- end communication. There are a wide variety of web-to-print solutions available to solve an endless variety of customer, commercial printer, and communication challenges. © 2004-2008 Cendix
  • 7. Web-to-Print Automation Representative Cendix Applications One to One One to Many Zairmail Consumer Jan-00 Instaletter SpeedGreetings Applications IPP Jun-01 Sep-00 Mar-06 Green Dog Cendix LongTermClients Aug-07 Jul-04 Aug-07 Business Print to Zairmail CMP Express Direct Applications Jun-02 Sep-04 Jun-00 © 2004-2008 Cendix
  • 8. Web-to-Print is NOT… Print-on-Demand • Less waste/spoilage • Inline personalization • No inventory • Increase flexibility Print-in-Advance Static Print Offset Hybrid Digital Variable Data Print-on-Demand Corollary: Print-on-Demand is NOT just digital print © 2004-2008 Cendix
  • 9. Web-to-Print is NOT… PURL’s Personal Universal Resource Locater (URL) is a meaningful Web address that is used to guide responses from marketing campaigns back to a Web site where they can be captured electronically. This tool can be used with either offline or online promotions. • Direct response mechanism Web-to-Print – Guide to Web page (micro site) online – Compliments phone/mail/Fax offline – Interactive response • Simplifies collection/tabulation PURL • Streamline online responses • Easily append list files closed loop direct mail © 2004-2008 Cendix
  • 10. Web-to-Print is NOT… Job Definition Format (JDF) • Job Definition Format (JDF) – Electronic work-order – Standard XML tags – Standard format JDF • Job Messaging Format (JMF) eco-system • Bi-directional work-flow automation • Managed industry standard (CIP4*) • Standard subject to interpretation • Owning JDF devices <> using JDF • Web-to-print possible with/without JDF *International Cooperation for Integration of Processes in Prepress, Press, and Postpress © 2004-2008 Cendix
  • 11. Web-to-Print Automation Advantages • Add additional value for clients/clients of clients • Online interaction is ”expected” • Improve communication • Streamline ordering • Order 24 x 7 • Integrate into Clients operations (symbiotic) • Reduce price-based competition • Increase switching cost • Increase margins • Effective competitive response • Reduce operating expenses © 2004-2008 Cendix
  • 12. Web-to-Print Automation Facts of Life • Requires Investment (not FREE!) • Investment in software • Investment in systems • Operations planning • Sales training • Things will Break • Existing processes are not fast enough • Existing processes not flexible enough • Systems are not integrated • Staff will resist change • Definite Learning Curve (crawl, walk, run…) • Cannot Anticipate Every Issue/Feature © 2004-2008 Cendix
  • 13. Why Web-to-Print? Traditional Workflow Example iterate list, schedule iterate blue line, schedule business commercial letter mailer printer shop DM agency requirements list layout, deadlines requirements broker messages, targets © 2004-2008 Cendix
  • 14. Web-to-Print Revised Workflow Example house list broker sourced Internet sourced integrated letter shop function address compose fold, insert & stamp A slo total integrated commercial printer proof produce mail Faster, Easier, and Less Expensive © 2004-2008 Cendix
  • 15. Web-to-Print Automation Evolve to Integrated Solutions High-Level Traditional C V M B-to-B inv C V M inv Enlightened shrinking C M V Web-to-print C = client/end user inv M = manufacturer fading V = vendor © 2004-2008 Cendix
  • 16. Web-to-Print Automation Web-to-Print System Schematic Web Web-to-Print ERP Accounting clients site system system eCommerce site print print postal layout imposition pre-sort Client 1 portal Client n portal print packing/ Shipping/ Client 2 portal production inserting mailing Internal Operations © 2004-2008 Cendix
  • 17. Web-to-Print Automation Phased System Adoption Web Web-to-Print ERP Accounting clients site system system eCommerce site print print postal layout imposition pre-sort Client 1 portal Client n portal print packing/ Shipping/ Client 2 production inserting mailing portal Internal Operations © 2004-2008 Cendix
  • 18. Why Web-to-Print Application Connectivity Application Programming Interface (Web Services) external user interface production system jump-in inbound outbound accounting system CRM system user production core interface interface database Provides Ability to Flexibly Link to Internal and External Applications © 2004-2008 Cendix
  • 19. Web-to-Print Automation Online Maturity Model • Corporate Web site – Informational – Products – Contact • Rudimentary Automation – Upload files – Request quote – Online contact • Interactive eCommerce – Submit orders – Charge online – Check status • Online Applications (portals) – Interactive eCommerce – Application specific features – Client specific branding © 2004-2008 Cendix
  • 20. Why Web-to-Print Factors to Consider • What problem are you trying to solve? – Reduce costs? – Increase revenue? – Competitive response? • What business do you want to be in? – B to B (small business, small/medium business, enterprise)? – B to C (standardized, customized, affinity groups)? – Government or other specialty market? • What solutions are feasible? – What stage in Maturity Model? – How much do you have to invest? – What is the market window (timeline)? – What is level of technical expertise exists? • Production work-flow – What other systems exist? – Which systems need to connect? – How tight an integration is required? © 2004-2008 Cendix
  • 21. Web-to-Print Automation Solutions Available: Enterprise Software Advantages Disadvantages • Unlimited Portals • Price: $30K - $100K • Customization cost • Annual maintenance • Upgrades & integration • Hardware & systems required • Software experts required • No design support Do You Want to be in the Software Business? © 2004-2008 Cendix
  • 22. Web-to-Print Automation Solutions Available: On-Demand Software Advantages Disadvantages • Usage-based license • Limited customization • No systems required • 3rd party customization • No software required • No design support • No technicians required • Inexpensive initial license • No upgrades & integration • No annual maintenance • Enterprise data center Can You Meet the Unique Needs of Your Customers? © 2004-2008 Cendix
  • 23. Web-to-Print Automation Solutions Available: Hosted Solution Advantages Disadvantages • No systems required • Inexpensive monthly hosting • No software required • Low customization charges • No technicians required • Portal licensing charges • Inexpensive initial license • Inexpensive monthly hosting • Extension of technical staff • No upgrades & integration • No annual maintenance • Enterprise data center • Design support Are You Comfortable With Your Partner? © 2004-2008 Cendix
  • 24. Web-to-Print Automation Pricing Models • Enterprise Software • License ($30,000 - $100,000+) • Customization • Maintenance • Integration • On-Demand Software • Subscription fee • Template based • Transaction based • Hosted Solution ($1,000 - $10,000+) • Initial license • Monthly hosting • Cover cost or pass-through © 2004-2008 Cendix
  • 25. Web-to-Print Automation Launch Process • Solution • Requirements • Graphical appearance • Implementation • Pilot test • Launch • Promote • Refine © 2004-2008 Cendix
  • 26. Web-to-Print Automation Promotion “Build It and They Will Come” • Client Application – Announce – Train – Direct • Retail Offering – Announce – Promote • Online • Offline – Refine Well, Not Really… © 2004-2008 Cendix
  • 27. Web-to-Print Solution Marketing Example: Zairmail • Viral Marketing – URL on every mail piece – URL and offer on every email – Company logo on every article and newsletter • Multiple Points of Contact – Order online – Toll free number – Free sample packet – Free email newsletter • Online Marketing – Search engine optimization (organic listings) – Pay for performance (paid listings) – Contributed articles – Paid placements © 2004-2008 Cendix
  • 28. Web-to-Print Solution Marketing Example: Zairmail Strategic Account Direct Orders Sales Sales Leads Quotes Collateral Big $$ Accounts Opportunistic Business Orders Jobs Marketing Telesales Service Commercial Development Delivery Printer Affiliates Call Lists Quotes Quotes Small $$ Accounts Promotions Impressions Small Business Orders Web Site © 2004-2008 Cendix
  • 29. Web-to-Print Automation Summary • No Need to Fear Evolution • Web-to-print Breeds Opportunity – Add additional value for clients – Integrate into clients operations • Reduce price-based competition • Increase switching costs • Increase margins – Respond to online competitors – Reduce operating expenses • Avoid the ICE • Embrace Technology and Thrive! © 2004-2008 Cendix
  • 30. www.cendix.com P: (888) 889-0066 Wilson Zehr F: (503) 210-6479 CEO E: wilson@cendix.com Cendix
  • 31. Wilson is the CEO of Cendix (www.cendix.com) the leading provider of Web-to-print solutions that increase sales both online and offline. Cendix also provides strategic and tactical marketing consulting services for emerging growth companies in the Pacific Northwest. In addition, Wilson serves on the faculty for the School of Management at Concordia University, Portland, Oregon (www.cu-portland.edu). Wilson Zehr has 25 years experience in high technology and Wilson Zehr telecom – over a decade of experience working with Internet- related products and services. He has created numerous new products/brands and successfully brought them to market. In addition, he has crafted and managed strategic alliances with many (20+) of the largest technology and communications firms in the world. Mr. Zehr is a serial entrepreneur who has raised over $60 million from investors; returned over $160 million; and bought/sold a number of enterprises. More detailed background information on Wilson can be found at http://www.cendix.com/about/management.html References are available on request © 2004-2008 Cendix