Basic Topics on Innovation

ValueTalk! — Kunst Direkt 2014.001

© 2014 by Value Communication AG, Mainz/Germany



• Innovation is driven by culture and art

• Communication is driven by culture and art

• Artists life & work is driven by values communication


By Şükran Ceren Salalı, Value Art&Communication Fellow

I always enjoy interacting with new people from various countries with different perspectives. After doing my AFS Exchange Program in Belgium and participating in an international peace project in the Netherlands, I said “why not to apply the Erasmus internship program which gives an opportunity to work in different countries for 3 months”. In the beginning, it took me a long time to decide which city to choose, however; while I was doing my research, I have heard many positive comments about the life here in Mainz. After a process of finding a right place for my internship, I am accepted in Value Communication AG, a global research and publishing company gives a high value to art, culture and communication and based in Mainz where I started to work as Value Art + Communication Fellow.

When I arrived in Mainz as a Sociology student and as an Erasmus intern from Istanbul, I got inspired and fascinated by the rich cultural and artistic environment of the city as the hometown of Johannes Gutenberg and the surrounding area as a leading centre of the culture of communication. Based on my inspiration, I decided to experience this city in order to find out the interaction between the rich culture of the city and the real value of communication. Also, I had this great support and useful advices from Andreas Weber, who is an expert on communication and the founder of Value Communication AG. That´s how our Value Art and Com (i.e. Communication) project is brought into action.

As one of my project areas, I visited an exhibition, Kunst Direkt 2014, which took place in Rheingoldhalle, at one of the beautiful spots of Mainz situated near the river, Rhein. In the exhibition, there were 120 talented artists from Rheinland-Pfalz state of Germany. The exhibition was consisted of different rooms in which each artist could present her/his artwork. I found this event as a wonderful opportunity to start my interviews for our Value Art&Com Project. There, I interviewed with 10 artists, some of them were painters while others were sculptors. The most important thing is that, by these interviews, I had the chance to know what artists as talented people think about the real value of communication. I had different approaches by each of their responses which gave our project an artistic touch and various points of view. As a person who is very well interested in art, media and cinema, It was a very special process for me and for our disruptive project.


Pls. watch as well our Slideshare presentation which includes all those fantastic videos (Series 1).

ValueCheck! — Professor Ito MIT Media Lab 07-2014.001

© 2014 by Value Communication AG, Mainz/Germany



By Şükran Ceren Salalı, Value Communication Fellow


“Don’t be a futurist, be a now-ist!”
Prof. Joi Ito, MIT Media Lab

Prof. Joi Ito, the (creative) Director of MIT Media Lab, made a fascinating speech which was presented at an official TED ConferenceThanks to Prof. Ito, Business Innovation process got one of its best explanations. During his talk, Ito drew attention to various facts about the transformation of internet as an innovative business tool in today’s world based on his own experiences and many examples.

He started with talking about the times when to get MBA was very important and also the time we do not have internet, what Ito calls it as “Before Internet” (BI), people mostly hired MBA’s, spent a lot of money and created their products and services. Nowadays, it is possible to create such new businesses and to get connections in a different, fast and more cost efficient way. Prof. Ito showed how the do it in China, where they don’t demo new products on websites and PPT charts, they just deploy it on-the-fly.

“Traditional rules of institutions do not work anymore”

In a good sense of humor, Ito also criticized the education system we are in. According to him, education is what people do to you and learning is what you do to yourself. One of our favorite parts of his talk is when he said is what you need to learn is how to learn.

In the age of working with machines which are able to do the same work that is done by many workers in a factory, innovation is, as Prof. Ito remarked, democratic, chaotic, and hard to control. Therefore, traditional rules of institutions do not work anymore.

Taking the no-more-practical traditional rules into consideration, Prof. Ito highlighted various different principles in order to benefit from transformation and innovation in a better way. For instance, he gave “power of pull” as an idea of pulling resources from the network as you need them rather than stocking them in the center and controlling everything. It sounds very practical and smart in order to catch the spirit of innovation.

“Key to success: being connected, always learning”

In the end of this charming and smart speech, Prof. Ito summarized what he wanted to say by these excellent sentences:
“… even though the world is extremely complex, what you need to do is very simple. I think it’s about stopping this notion that you need to plan everything, you need to stock everything, and you need to be so prepared, and focus on being connected, always learning, fully aware, and super present. — So I don’t like the word ‘futurist’. I think we should be ‘now-ists’, like we are right now.”


Our Take: Thank you for leading us to think from this wonderful perspective, dear Prof. Joi Ito!
What we have been trying to explain so far via our blog posts regarding ValueCheck! and how it works is very well fits the talk of Prof. Joi Ito. In the age of digital transformation, getting rid of analogue ways of thinking and trying to be more present “at the moment” with a high attention to our relations with other humans and the environment we live in are very important age to adapt new trends of business life. Let’s give it a try… ValueCheck! helps you to catch the spirit of becoming now-ists!



ValueCheck Analysis: Communication, Art and Culture.010

© 2014 by Value Communication AG, Mainz/Germany


NOTE: ValueCheck! delivers recently the most comprehensive and effective way to update your business management&communication knowledge. Our Focus: Identify relevant topics to be discussed, put them into the right context and be able to create your own opinion and expertise.


Why its worth reading this Blog post:

• Summary of the most relevant ValueCheck! Blog post
• Train your Brain on-the-fly
• Get a very useful access to update your knowledge via ValueLinks and ValueTips


+++ ValueCheck! — What is the Value of Value Communication AG?

We deliver a unique method and way by answering two main questions:

  1. How to “Connect Innovation to Profit”!
  2. How to unify “Communication, Art and Culture”!
  3. We call it “ValueCheck!” and cover three areas: Analysis, Audits, Coachings.

Startings point is always a written ValueCheck! Blog post to define the Status quo!

ValueCheck Audits orientates businesses to generate profit and to enjoy outcomes of disruptive innovation and communication.



+++ ValueCheck! — The Secrets of the Age of Digital Transformation

In other words, human side of business transformation should be taken more into consideration as the age of digital transformation puts consumer in the center. This is why Value Communication keeps focusing on using digital technologies based on H2H and a disruptive approach to understand the relationship between technologies and consumer behavior.

ValueCheck! emphasizes the relationship between H2H aspects and the use of digital technologies while analyzing consumer behavior and the company’s approach.



+++ ValueCheck! — ’Rent a Brain’ is the perfect way to succeed in Social Biz

What we at Value Communication aim by „ValueCheck!“ is to help business people to become far more successful in their sectors. By answering the questions of „ValueCheck! Audits“, a company can become aware of its abilities and inadequacies in a more detailed way. The important thing is we treat our customers as (best) friends.

Our ValueCheck! method equals to friendly attitude towards our customers and a detailed way to guide them to see their capabilities.



+++ ValueCheck! — Connect Innovation to Profit!

The performance promise: “connect innovation to profit”. Your benefits:

  • ValueCheck! is something like a fitness check-up to be prepared for The Age of the Customer.
  • ValueCheck! delivers orientation how to optimize all dimensions of your internal and external business communication success.
  • ValueCheck! guides you through the digital world to accelerate your profitable growth.



+++ ValueCheck! — Train Your Brain!

We proudly present: World’s first Train Your Brain Fitness Check-up to be ready for profitable growth in “The Age of the Customer”!
We are happy and proud to share some thoughts. Based in Johannes Gutenberg‘s hometown, Mainz/Germany, we are dedicated to the rich culture of Art = Innovation = Communication = Human-to-Human!

Value Communication analyses and supports approaches of customers to H2H aspects and then finds the best method to guide them on track of becoming a successful and profit-making companies.



+++ ValueCheck! — Disruptive Task: “Bust the Silos — Convert the VIRTUAL to REALITY”

But nevertheless we live in a digital world. Social Media and all our Social Activities will never be able to create relatedness. It enables connections. That’s it! — Kill stupidity in business driven by executives who still use their analog thinking in a digital world.

Our message according to all activities based on our disruptive Value Task:
Just do it the smart way. Unify Social & Human-to-Human. ValueCheck! has a disruptive approach that combines advisory, publishing and community.



+++ ValueCheck! — The disruptive “Value Eco-System”

The strategic analysis is done via ValueCheck! and ValueProfile, which supplies the design of a new communication architecture as a result.

ValueCheck! strategizes a new approach to innovative communication techniques for companies in order to guide them to have more benefits from the market.



+++ ValueCheck! — Philosophy and Principles of Value Communication

The effectiveness of communication and the efficiency of communication processes are developed with innovative tools and methods by Value Communication such as Value Academy and ValueCheck!.

ValueCheck! is one of the important tools and methods in Value Communication’s principles and philosophy. Via ValueCheck, the development of effective communication processes is very easy.



+++ ValueCheck! — Disruptive and/or Destructive Innovation?

Disruptive innovation is not a threat as it would be perceived by the university management of Harvard Business School based on last debates about whether entering to the business of online education or not. What makes innovation disruptive is the way it makes a product, a service or an idea remarkable with an unusual approach to renew our consumption patterns and lifestyles.

Since ValueCheck! contains a disruptive strategy, it checks H2H and B2B aspects with an unusual way to renew the company strategies.



+++ ValueCheck! — ’Rent a Brain’ is the perfect way to succeed in Social Biz

Very successful business owners, emphasize the effectiveness of having help from a mentor or a colleague in order to accomplish their goals.

ValueCheck! acts as a mentor for companies in order to achieve their goals and change their company strategies into more innovative communication techniques.



+++ ValueCheck! — How Social Media leads to Social Business

It is apparent that those B2B service companies require important innovation and transformation in order to satisfy the expectations of their potential customers. Therefore, the importance of „ValueCheck! Audits“are apparent as a solution to check the weaknesses of businesses in Social Selling and Social Businesses. „ValueCheck!“ questions include many related topics so as to strengthen the strategies of companies.

Even many successful companies fail to satisfy customers. ValueCheck Audits provides better perspective to see what is missing on track of keeping good connections with the market and customers.



+++ ValueCheck! — HBS: The Professor’s Innovation Dilemma

Our Take: You can’t do value education without disruptive Value Innovation.

I think, in the age of digital transformation, education needs to get some disruptive innovation as well. Maybe, we can call it “digital education”. Digital Education allows many applicants around the world to benefit from online education platforms via several tools such as iPhone, iPad and other portable instruments. Considering all of these, I am pretty surprised that how as one of the top ranked and most successful universities, Harvard Business School, has a dilemma about entering online education.

ValueCheck! follows the latest trends in order to guide companies in the best way so as to adapt itself and its customers to the age of digital transformation.



+++ ValueCheck! — Beyond Design: Technology enables H2H interaction

In the future it is more about Interaction & H2H and less about Designers…

The core meaning of the tweet is design matters, nevertheless; it is not solely enough to become very successful. Besides design, key enablers of PARC include other systems such as intelligent manufacturing, model-based reasoning, integrated planning and control, and printed electronics. Moreover, without effective human-to-human interaction and innovative approaches to satisfy customer, a superior design only leads to empty promises, or let’s say “all fur coat and no knickers”!

ValueCheck! emphasizes human-to-human interaction and innovative approaches that guide companies for a better strategy to adapt in future technologies and the market system.



+++ ValueCheck! — Print in the Digital Age!

In the age of digital transformation, it is a big mistake to limit advertising and marketing based only on printing like we already know it. There are many platforms and social networks to work on in order to advertise a product or a system by drawing attentions. The age of the so called „digital transformation“ needs better rethinking over analogue approaches in order to satisfy consumer needs in a best way.

ValueCheck! also focuses on the importance of social networks and various platforms in order to catch the spirit of the age of digital transformation and distribute it to companies as applicants of ValueCheck! Audits.










































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By Şükran Ceren Salalı, Value Communication Fellow


“Design Can Get You Up The Hill But Not To The Top”

PARC is a Xerox company which provides custom R&D services, technology, expertise and intellectual property to various global companies, startups, and government agencies. Pioneering many technology platforms in cutting-edge technology and enabling the creation of many industries, PARC creates new business opportunities, increases internal capabilities, quickens time to market and decreases risk for clients.

Manufacturing is affected by digital technologies that enables lowers cost and lower volumes for various products. For that reason, there are several shifts in how products are developed, made and transmitted to retailers and consumers. Accordingly, the new arising system includes social design and social funding. PARC aims to create more broaden and unified visual design and produces hardware, software, and process technologies. Not only technological provision, but also innovative approaches are executed by PARC specialists so as to build public-private partnerships.

Recently, what The Twitter account of PARC (PARC, a Xerox co.) tweeted a quite interesting post:

“Design can get you up the hill but not to the top – pivots come when teams start reacting to user input #PARCForum @IITDesign @jnd1er”

Our Take:
In the future it is more about Interaction & H2H and less about Designers…

The core meaning of the tweet is design matters, nevertheless; it is not solely enough to become very successful. Besides design, key enablers of PARC include other systems such as intelligent manufacturing, model-based reasoning, integrated planning and control, and printed electronics. Moreover, without effective human-to-human interaction and innovative approaches to satisfy customer, a superior design only leads to empty promises, or let’s say “all fur coat and no knickers”!

Note: What a pity. They offered a video live stream during the event on July 1st, 2014. But not afterwards. And we didn’t found al lot of Tweets about it on Twitter. So even the innovators at PARC could improve in valuable communications!


Valeu Check PARC Design Technology Event July 1st, 2014.002




About ValueCheck!




Keyvisual Yu Hui Vortrag


Wie stellt man Wirklichkeit dar?
Welche künstlerischen Quellen gibt es?
Was waren die Sujets?
Und wie nähern wir uns der Historie an? 


Prof. Yu Hui, Deputy Director Painting/Calligraphy und Direktor Research Institute, National Palace Museum, Beijing, zündete ein Feuerwerk an geistreichem Geschichtenerzählen, klugen und innovativen Anmerkungen sowie fulminanten wissenschaftlichen Erkenntnissen.


Mein Fazit: Wollen wir uns unserer modernen Zeit und gerade der westliche Kultur annähern, lohnt sich ein kleiner Umweg über die Hofkunst des 12. Jahrhunderts in China. Damals entstanden herausragende Realismus-Kunstwerke, die an Präzision, Eloquenz und nachhaltiger Modernität kaum zu übertreffen sind.


Prof. Yu Hui nahm als Heinz Götze Visting Professor einige Wochen am Lehrgeschehen im Heidelberger „Institute of East Asian Art History” teil. Seine Vorlesungen waren fast schon überfüllt. Und wurden von Prof. Dr. Sarah E. Fraser, Chinese Art History, sowie Senior Prof. Lothar Ledderose begleitet.



Einladungsinformation zum Vortrag Prof. Yu Hui



Zur Lektüre meine Notizen per Facebook, die ich während des Vortrags von Prof. Yu Hui machen konnte (Texte und Bilder).


Uni Heidelberg Karl Jaspers Centre


Keine Angst. Ich bin nicht im Lager, sondern in der Universität Heidelberg, Karl Japsers Centre, Institute of East Asian Art History. Gleich geht es los mit dem “Kunst-Kaiser” von China, Prof. Yu Hui, National Palace Museum, Beijing. Sein Thema “Metropiltan Persepectives on Realisms in Court Painting, 12th and 18th Centuries“ …


In China übernehmen Museen neben Ausstellung und Konservierung von Kunstwerken auch die wissenschaftliche Forschung. Nicht die Universitäten, denen die Lehre vorbehalten ist, erläutert Prof. Yu Hui, Deputy Director Painting & Calligraphy und Director Research Institute, National Palace Museum, Beijing.


Vortrag Yu Hui Heidelberg 26-06-2014.001


Äußert schwierig gestaltet sich die Datierung von Kunstwerken im 12. Jh. wenn gleiche Motive bei verschiedenen Künstlern auftauchen, die konsistent bis ins Detail einheitlich gestaltet sind, die aber Generationen auseinanderliegen und die Zuschreibung nicht klar ist. Dem Forscher und Museumsdirektor Prof. Yu Hui gelingt es aber dank akribischer „Detektivarbeit”.

Sensationell. Die Arbeiten des Chinesischen Realismus im 12. Jh. sind so detailreich, dass Prof. Yu Hui in einem Beispiel die Datierung aufgrund dargestellter Lampen, die mit Preisschildern versehen waren, vornehmen kann.


Vortrag Yu Hui Heidelberg 26-06-2014.003


Unglaublich ist, wie gemäss Prof. Yu Hui Chinesischer Realismus detailliert und mit Perspektiven aufwartet, um vom Plakativen weg hin zu Raumtiefe zu gelangen. Und zwar um das Jahr 1100, also >300 Jahre bevor dies europäische Kunst aufgreift, die sich damals noch in der Düsternis des Mittelalters suhlte.

Zugleich wurden laut Prof. Yu Hui aktuelle Tagesereignisse resp. Events aufgegriffen und dargestellt. In der Kalligrafie/Zeichnung wie in der Malerei.


Vortrag Yu Hui Heidelberg 26-06-2014.002


Geht man in Details, so Prof. Yu Hui, kann man sogar die Darstellung sozialer Konflikte in Werken des Chinesischen Realismus des 12. Jh. ausmachen. Dies war kennzeichnend für die Song Dynastie

Die Darstellung sozialer Konflikte zum Beispiel beim Überqueren der Brücke, wobei die Soldaten sich rüde vordrängen, war eine fundamentale Kritik, die offen geäußert wurde, so Prof. Yu Hui. Der Kaiser wollte diese Werke in seiner Sammlung haben, listete sie aber nicht offiziell, sondern reichte sie weiter an seinen Onkel.

Ebenso wurde im Chinesischen Realismus des 12. Jh. exzessives Alkohol-Trinken angeprangert, so Prof. Yu Hui.

Wie modern! Es wurde in der Kunst vor über 900 Jahren bereits gezeigt, wie das hektische Leben in großen Städten des 12. Jh. in China ablief: Viel Verkehr, keine Zeit für Mittagspausen, und anderes mehr, was an unsere heutige Zeit erinnert, wie Prof. Yu Hui, Deputy Director, National Palace Museum, Beijing, berichtete.

Spannend ist zu sehen, wie sich die visuelle Sprache der Bilder von Dynastie zu Dynastie im 12. Jh. verändern. Von Song zu Ming zu Qing entsteht ein Paradigmenwechsel: Social-Themen weichen Entertainment und Self-Enjoyment!


FRAPPIEREND: Dreht man das Jahrhundertdatum von “12” in “21”, könnte dies exakt auch unsere heutige Situation treffen. 


Spannende Parallele, oder? Kulturgeschichte verläuft immer ziemlich zyklisch – und kehrt bisweilen zum Ausgangspunkt zurück. Das sollten sich die „Digitalen Social Medianer“ von heute mal anschauen und merken!

Inhaltlich veränderte sich in der chinesischen Kunst (ausgehend vom Realismus des 12. Jh., dass die Sozialkritik der Song Dynastie laut Prof. Yu Hui der Darstellung von Unterhaltung und Lifestyle in der Ming und Qing Dynastie weichen musste. Sprich: Das 12. Jh. Ist dem 21. Jh. nicht unähnlich. Oder?

Das Zauberwort (ausgehend vom Chinesischen Realismus des 12. Jh.) wurde laut Prof. Yu Hui: Self-Enjoyment! Die Kunstfertigkeit der Maler und Zeichner wurde zusehends beflügelt, da die Anforderungen an die Malqualität und die Sujets deutlich anstiegen.


Vortrag Yu Hui Heidelberg 26-06-2014.004

Value Check KeyVisual 1.001

© 2014 by Value Communication AG, Mainz/Germany


By Şükran Ceren Salalı
Value Communication Fellow


If you are willing to decrease your market spending while raising your marketing benefits, there are plenty of approaches already present in the marketing sector. Unfortunately, not every approach as beneficial as it sounds.

But there is also something new to check out!

According to a recent McKinsey Survey („Using marketing analytics to drive superior growth“, published June 2014) one of the effective approaches is an integrated analytics approach which is proved to free up 15 to 20 percent of marketing spending of a company. Using analytical strategy, a company can make profits with right choice of analytical options. In order to benefit from it in a best way, a company can start with identifying the best analytical approaches, and then integrating capabilities to generate insights and making the analytical approach the main focus of the organization.

McKinsey’s conclusion: Marketers need to understand the language of business to become more successful in the market, and for that reason, they need to work with data researchers and analysts.

Our approach: What we do with ValueCheck! Audits is to organize such an analytical approach to optimize all dimensions of a company’s internal and external business communication success throughout a questionnaire. By that, companies can understand consumer’s buying behavior which helps them to see the measurement of their strategic return and economic value while seeing their deficiencies in using the effectiveness of communication. ValueCheck!, as a disruptive approach and analytical strategy, also helps to accelerate profitable growth by guiding the company through the digital world. Using analytical tools to support a company in the digital world is effective since the digital world is one of the very important platforms of marketing sector.

Lastly, ValueCheck! Score Index will be given after the answers are received by Value Communication AG. The index report provides you to see your deficiencies and then helps you to use analytics approach for your company’s benefit with above-market growth.


You want to check it out?

Just send us an email!

Or contact us via Facebook!

Or follow us on Twitter




About ValueCheck! in brief





Value Check Key Visual

© 2014 by Value Communication AG, Mainz/Germany



We proudly present: World’s first Train Your Brain Fitness Check-up to be
ready for profitable growth in “The Age of the Customer”!

We are happy and proud to share some thoughts. Based in Johannes Gutenberg‘s hometown, Mainz/Germany, we are dedicated to the rich culture of Art = Innovation = Communication = Human-to-Human!


Please read as well:

Value Manifesto
Value White Paper
Value Academy
Value — My Take (by Şükran Ceren Salalı)
ValueCheck! Audits



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@ 2014 by Andreas Weber, Value Communication AG, Mainz/Germany



Our Disruptive Value Task:

“Bust the Silos: Convert the VIRTUAL to REALITY”


After many years of investigation plus thinking it becomes more and more clear that we have to bust the silos. The Googlization of our lifestyle and the way we do business never leads to digitize everything. At least we are human beings — organic, natural and alive! But nevertheless we live in a digital world. Social Media and all our Social Activities will never be able to create relatedness. It enables connections. That’s it!


Our Nightmare:
When Entrepreneurs, Managers, Politicians, Consultants and so called Gurus talk about the digitization of everything. This is annoying and stupid.


Our provocative POV:
Kill stupidity in business driven by executives who still use their analog thinking in a digital world. Who don’t accept that needs (of others) are the measure of all things! Who are not able to reduce complexity. Who are not able to fight honestly for a better world!


Our message according to all activities based on our disruptive Value Task:
Just do it the smart way. Unify Social & Human-to-Human. Convert the virtual into reality.
Never digitize anything which provides much more effectiveness through its analog existence!



If you like our Manifesto:

Check out our Value Check Audit!




Value Communication — About us 2014.001

@ 2014 by Andreas Weber, Value Communication AG, Mainz/Germany.


Additional White Paper available via Blog Post

@ 2014 by Value Communication AG, Mainz/Germany


Illustration by Lidia Lukianova, SF Bay Area


 Why its worth to read & share this Blog post:

1. drupa 2012 was a milestone for the future of print.
2. Most of the points we identified in 2012 are still valid!
3. Print Buyers’ needs were not yet fulfilled.


Spot 1 

“The next big thing” — Print in the communications mix

Heidelberger Druckmaschinen set important accents: The booth in Hall 1 trumped with the installation of five real-printing facilities. Printed materials of all kinds were produced in real terms – from data processing to finished products. All necessary equipment had been specifically tested in advance to enable them to deliver top performance. Next to this it showed what hybrid productions can look like: Inkjet and offset printing in the mix, toner-based digital printing and offset printing in combination with online and mobile applications, as well as displaying significant perspectives and taking a futuristic look at “Printed Electronics” in the Innovation Center of the Heidelberg booth. It became apparent that print in the communications mix is extremely important, if not central in an indispensable role.

Xerox made its mark in automated production in both commercial and packaging printing, as well as within the range of XMPie in cross-media approach. Particularly impressive at Xerox was the way it has created a way of bridging the gap from print to social media and cloud printing. Many others can also be named, and what could be seen with other exhibitors such as Canon, Konica Minolta, Ricoh, and Xeikon. Xeikon just stunned with its never-ending drive for innovation, which portrayed this relatively small player as an outstanding inventor. The drupa innovation park and lots of small ’Hot Shops’ impressed on around 130 stalls, with their innovations. My personal favorite – thanks to Bernd Zipper for the tip: cardolution from Vienna showed how it is able to integrate RFID chips into cardboard and offer NFC Business Cards for everyone. The chip transmits the address information from printed business cards correctly onto smartphones.

In this sense, drupa 2012 was a great success, marked by a few dozen prominent exhibitors who could prove that print has an unbroken power of innovation. Small drawback: The papermakers were barely visible. This is a shame. Sappi was as a premium brand, for example, represented by three smaller stands, but it was not clear what Sappi’s added-value drupa message was. The same goes for digital printing paper market leader Mondi. There was a presence at drupa, but probably more devoted to the contact to technology developers instead to the market of buyers. The exception was UPM in Hall 6, which focused its presentations and displays on both commercial and newspaper customers, as well as the end-user with a very strong environmental message added.

Spot 2

Change in Business Communication approach — Consolidation amongst media professionals

It is amazing and worthy of consideration, because this has been at drupa on this scale never before: The number of members of the press has declined by about 3,000 from 84 countries in the year 2008 to 2,400 from 75 countries in 2012. This is followed by the number of members of the press exactly the trend of sharp decline in visitors (minus 20 percent compared to 2008). Regardless of whether the media coverage of drupa 2012, quantitatively or qualitatively, have been better or worse, the reason should be scrutinized. Because traditionally it was always important for a drupa, to include professional competence as a media partner. It appeared however that press tasks are redefined, and in fact the view of many exhibitors will be to use trade magazines only to serve as a PR platform for exhibitors and their trade fair offers. Journalists are in short supply and tend to be stylized as claqueurs.

The trade fair Drupa Daily newspaper also reflects this again, because as of Haymarket on behalf of Messe Düsseldorf in the circadian rhythm-driven, advertising-funded print and online project, everything was worked up, that happened during the drupa 2012. But what could be the added value if the day’s events have been rumoured — and nothing more? In addition, all that was relevant was made via Twitter and / or YouTube by major exhibitors and analysts immediately publicize themselves. And of course, concise comments. For visitors and decision makers this could offer enormous advantages, since one could learn just about Twitter quickly and concisely in a direct digital path. Provided you know how it works! Talking digital: The drupa app for smartphones and iPad by Messe Düsseldorf disappointed, because only simple queries were possible, and it delivered no added value compared to the printed exhibition catalogue. That could have been done much better with a little extra effort.

Spot 3

A great step forward — Technology vendors are publishers and broadcasters in one!

A new feature with signal effect: Canon Switzerland produced on behalf of Canon Europe, a whole series of world-class professional interviews, created in high-quality TV style of its own Canon web-TV team. Very well done! Compliment! HP, Konica Minolta, Xerox, and Landa, newcomers, as well as many other smaller exhibitors demonstrated as well, their social media power. A visit to press conferences at drupa was thus in principle obsolete. What was presented at a conference for the representatives of the press was, at the same moment of the conference, published by the press conference organizers themselves on the web. To attend press conferences is only worthwhile, therefore, if you made a point to be entertained in an intelligent way, such as EFI CEO Guy Gecht did, or wondering / annoyed by Kodak CEO Antonio Perez, whose arrogant appearance, where self-perception and reality seems to collide with his company.

An inevitable effect: Those drupa exhibitors who publish multimedia self-invest none or hardly any money in professional advertising. The advertising revenues presented have so far been the main source of of income for specialist media publishers. This may explain why the number of press representatives declined so much. Many print journalists are really annoyed about the digital competition and keep Twitter & Co. for the devil. And drupa exhibitors have (still) not demonstrated that they can use social media effectively in the interests of customers and prospects. Too many use Twitter, for example, to take over their PR agencies, the ghost-writing on Twitter. The result is product-related communications push content. But Twitter users are interested in smart conversations — they don‘t like push-PR messages very much.

Spot 4

Print trade shows in trouble — Missing the end customers (print buyers)

Unexpectedly, was not the sharp drop in visitors and media representatives at drupa 2012. Messe Düsseldorf had indicated in advance that around 350,000 and is no longer, as once expected, the nearly 400,000 visitors. And it was hoped that from the Far East, and especially from China, that many new visitors would come from this region but there were “only” just over 310,000 visitors (the exhibitor staff, journalists, VIP’s not included). Many exhibitors were upset. They said that a record number of visitors is less important. More important is to get the right visitors to come, i.e. the decision makers and prospective buyers from the graphic arts markets. This has worked. Sales exceeded some expectations. All in all, sales revenues in the region of 2 to 2.5 billion EURO are likely to be implemented at, or immediately following drupa 2012.

drupa Was the drupa 2012 a success or not? The answer is yes and no at the same time! Yes, because it was found that innovation lies in the printing and paper technology development. No, because the efficacy was limited to the drupa industry insider. For more than a decade it has become clear that the fate of the printing and paper industry is no longer decided by printing and paper specialists, but by their customers and the market players in the online world. If they lock them out at drupa, the pace of innovation and adaptation in the communications market will weigh too rapidly from print. A look at the bigger picture beyond would have been useful — but remained well below or were not properly pursued. This show other important German trade fairs such as the automotive mega-show, IAA, or the Frankfurt Book Fair on exactly how to permanently overtakes success: The industry participants are always there together: from makers, to visitors and customers of all kinds. This is exactly what was needed, but was omitted from the drupa 2012 in Dusseldorf. Too bad!

Spot 5

WANTED! — Link to the communication specialists in the market

It is regrettable, however, that the drupa 2012 was unable to fully exploit its potential. For many years drupa does not adequately represent important groups of visitors, especially the so-called “print buyers”, the principal of printers from agencies and enterprises / brands. Drupa 2012 should have been able to inspire and motivate a lot of print buyers, more than ever before. Documents can be this simple: I myself had a few dozen print buyers and decision makers come from agencies and businesses to drupa 2012 – for example, in cooperation with the GWA. GWA drupa special interest day on 9 May 2012. GWA is the leading agency association in Germany. Through the Bank’s enthusiasm for present agency employees was huge when they are properly involved. To get the right knowledge, what is at stake, and how to profit from technological innovations in the communications business.

The exhibitors visited by GWA — Heidelberg, HP, Xerox and exhibitors and i. e. map specialist locr in the drupa innovation park   had been well prepared and adjusted to the print buyer. HP GSB‘s global marketing director Francois Martin, it could be, for example, do not take to prove with facts and creative prime examples of how the marketing and brand benefits from digital printing productions. For example, when BBDO individualized for the client Smart in Paris, an out-of-home campaign with 2092 posters, it scored much attention and in less than 14 days had produced posters in the main streets of Paris.

How can the fact matter that drupa 2012 was not an attraction point for agency and brand representatives on its own? The drupa cube was made by Messe Duesseldorf with daily events to major application issues. But the total of 1,000 participants or so in 13 days, presented in terms of the size of the communications industries employ was only a drop in the ocean. In Germany alone, nearly 800,000 professionals work as communications professionals. In this respect the drupa participation was in vanishingly small per thousand range.

In addition, the carrier of drupa, led by the German Engineering Federation VDMA and the German print association groups have a very narrow focus: They address only techies and printers out of their memberships. They are not linked to the communication specialists in the market. Say the established contact structures are directed to those target groups, offering the classic technologies of printing and paper sector or common printing services.


Read as well the outlook on drupa 2016:
“What’s up drupa”!

HP PageWide Story IMG_1773


Text, Photos and Posts by Andreas Weber, Value CEO | Analyst & Innovation Expert


 Why it is worth to read this blog post:

1. Catch the innovation spirit

2. Real paradigm shift for print

3. Great insights by a leading Scientist!


Quite interesting, how serious HP’s Graphic Solution Business Division tries to push the Graphic Arts community forward. On a global level even the CEO Meg Whitman was involved to present disruptive inkjet technologies. Analysts and journalists were invited to meet in Barcelona on May 12th, 2014. More or less exactly two years before drupa 2016 will start in Düsseldorf.

HP GSB’s ww Marketing Director Francois Martin stated: „We challenge the status quo!“. Technology disruptions are given to enable the transformation from „Wave One: Capitalize” and „Wave Two: Anticipate“ to „Wave Three: Create“. That means to run along to identify new services and new ecosystems to create new categories and new ways to use technologies. — I am wondering if that is related to how to manage HP GSB’s business or if it is as well a valuable advice for HP GSB customers…


Where is the beef?

Based on its already existing and well established PageWide Technology HP presented a prototype of a system scaling up to the large-format printing. To give you an idea, we share the links to the new press releases and White Papers. The launch of the new printing system will start earliest in the 2nd half of 2015. So we have time enough to think and talk about it.

But the presentation of a new printing system was not the key point of the meeting in Barcelona. HP took us to its Labs, shared first-hand knowledge. In a so called Dark Room Experience we got (for the very first time) the context of print innovation and market innovation driven by a huge variety of innovative application areas.

Dr. Ross Allen, Senior Technical Specialist and Inkjet Technology Scientist, based in St. Helena, CA, took us to a very impressive journey. Which started in 1984 to push HP’s inkjet performance advances by (the so called) Moore’s law. In fact for over 30 years, the performance of HP Thermal Inkjet printers has doubled every 18 months. The new enhanced PageWide technology will be a milestone by pushing productivity 8 times higher!


Francois Darkroom IMG_1628


What is the disruptive innovation task?

„What powers HP innovation?“ – Dr. Ross Allen answered the question like this: „Unmatched vertical integration!“  — Printing Solutions are the result of Printheads, Ink & Media, Writing Systems, Image Processing, SW & FW based on unique intellectual Property, Research and Development plus ww Manufacturing & Support. HP as a market leader works on inkjet innovation around the globe at any time (day and night).

In fact: „The HP PageWide printhead is built with thousands of identical drop generators that offer uniform volume, speed and trajectory for precise printing. The technology also regulates the speed and penetration of Original HP pigment ink to accelerate drying and to control dot size, feathering and color-to-color bleed for high-quality prints.“

Albert Serra, ww R&D Director, HP LF Design Business highlighted that „Color is the new black. (…) So HP will disrupt in the first step the Reprographics market by cutting costs and enhancing productivity and ease of use in a significant way“.  And Thomas Valjak, VP & General manager LF Design Business Solutions EMEA, explained the new disruptive Go-to-Market approach. He „re-engineered“ HP’s distribution channel to enable the best One-Face-to-the-Customer approach via qualified and certified dealers.


Summary and our take:

It was worth traveling to Barcelona. Specially to see the Labs, to talk to Dr. Ross Allen and other HP GSB executives to realize that we will definitely go through a paradigm shift caused by disruptive InkJet technologies. It is quite clever by HP to focus in the first step the Reprographics market. But the large format (B2+) and all other benefits will also help commercial printers in the future to reduce costs, increase productivity, flexibility, quality, usability. And last but not least: to create new applications. But, as Dr. Ross Allen said to me: „We enter a new era based on a great experience to change the world of print!“


Further informations:

More information about the latest additions to the HP Designjet production printing portfolio is available in an online press kit at and at

Videos and updates on the new products are available on the HP for Designers Facebook page, the HP Graphic Arts YouTube channel and the @HPGraphicArts Twitter handle.

Titel WP PR.001




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