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Value Art & Communication

XUG Christian Kopocz Key Visual.001

„Das zentrale Thema Multichannel verlangt unseren Mitgliedern als Marketing Service Providers einiges Neue ab: Im Fokus stehen Geschäfts-Transformationen und erweitertes Experten-Wissen rund um die Folgen der Digitalisierung.“ Christian Kopocz

 

Christian Kopocz ging als Kaufmann mit Marketing-Erfahrung neue Wege. Vor rund 10 Jahren wurde er Multichannel Entrepreneur. Seitdem engagiert er sich in eigenen, kleinen, aber feinen Firmen. Und setzt sich national wie international für die dynamische Weiterentwicklung von Multichannel-Dienstleistungen ein. In seiner langjährigen Funktion als Mitglied im Board of Directors und seit Anfang 2016  als Executive Director der XMPie Users Group (XUG) vertritt er einen klaren Standpunkt: Markt- und Kundenorientierung sind das Maß aller Dinge, gekoppelt mit der Berücksichtigung kultureller Besonderheiten. Im Sommer 2015 initiierte er in kürzester Zeit per Multichannel-Kommunikation die 1. XUG Conference zum Thema Multichannel-Innovation in Berlin. Über 130 Teilnehmer kamen aus 17 Ländern! Das Echo war überwältigend. — Bingo!

Interview: Andreas Weber

Sie haben per XUG einen ausgezeichneten Überblick über hochaktuelle Themen rund um Multichannel. Was bewegt momentan am meisten?

Christian Kopocz: Seit Jahren unterstützen wir erfolgreich mit der XUG unsere Mitglieder beim Einsatz und der Vermarktung der mit XMPie erstellten Kampagnen und Lösungen. Die technische Umsetzung, Tipps, Tricks und die Nähe zum XMPie Entwicklerteam stehen stets hoch im Kurs. Insbesondere seit dem vergangenen Jahr verzeichnen wir erhöhtes Interesse an Case Studies, praxisrelevanten Ansätzen und Unterstützung in der Vermarktung.

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Welche neuen Herausforderungen leiten Sie daraus ab?

Christian Kopocz: Das zentrale Thema Multichannel verlangt unseren Mitgliedern als Marketing Service Providers einiges Neue ab: Im Fokus stehen Geschäfts-Transformationen und erweitertes Experten-Wissen rund um die Folgen der Digitalisierung. Zum anderen ist der Zugang zum Kunden nicht der, der es gestern war: Anstelle oder neben dem Einkäufer müssen Marketing Manager sowie Entscheidungsträger für CRM, Social Media, Web, E-Mail-Marketing etc. mit im Gespräch sein, um kraftvoll agieren zu können. All dies erfordert neben Geduld und Zeit auch entsprechende Erkenntnisse, auf welchen wir uns bei XUG in diesem Jahr besonders einstellen. Gerade auch mit Blick auf die drupa 2016, die globale Leitmesse für Graphic Communications, die Multichannel als eines der wichtigen sechs Highlight-Themen positioniert.

Wie definieren Sie ganz persönlich den Begriff Multichannel?

Christian Kopocz: Der Kunde bestimmt wann, wo und wie er angesprochen werden möchte. Multichannel ist für mich die Kommunikation mit relevanten Inhalten auf vom Kunden bevorzugten Kanälen!

XUG Neu 01

Wo stehen wir heute? Respektive wie wird sich mit Blick auf IoT/Industrie 4.0 die Multichannel-Thematik verändern?

Christian Kopocz: Kühlschränke, die selbst bei Amazon die laktosefreie Milch ordern… Ein Schreck für die einen, ein Segen für die anderen. Das Prinzip des IoT kann unser Leben einfacher und angenehmer gestalten. Sofern jeder versteht damit umzugehen. Wenn es am Ende gar nicht auffällt, wo und wie IoT unser Leben vereinfacht, dann passt es. Dies erfordert Fingerspitzengefühl bei der Entwicklung, vor allem aber bei der Marktpositionierung. Wissen, was der Kunde braucht, und daraus eine Anwendung zu entwickeln, das sollte die Maßgabe sein — und nicht das „friss oder stirb!“. Diese durch Digitalisierung und Automatisierung veränderte Kundenanforderung liegt klar auf dem Tisch!

Welche Konsequenzen ergeben sich für Dienstleister?

Christian Kopocz: Dienstleister sind heute und morgen gefordert stetig weiter zu denken und sich zu pro-aktiv zu entwickeln. Das sehe ich als echte Mammut-Aufgabe, da bisher auch bei Multichannel-Innovationen sehr linear vorgegangen wurde: Per Investition wurde ein neues Geschäftsmodell auf den Markt gebracht und dann quasi wie bei einer Kredittilgung monatlich abgearbeitet. An eine stetige, hundertprozentige Kundenorientierung und permanente Weiterentwicklung wurde wenig gedacht, und schon gar nicht als Invest in die Zukunft eingestuft. Das Ergebnis kam dann oftmals in Form schlechter Zahlen. Das muss aber gar nicht sein Denn: Neugierig bleiben und den Kontakt zum Kunden nicht erlahmen lassen, das führt immer ins Ziel!

Danke für das informative Gespräch.
Wir sehen uns spätestens auf der drupa 2016.

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Interview by Andreas Weber

It is always a great honor and pleasure to carry on a conversation with Jacob Aizikowitz, President XMPie, a Xerox Company. He was a pioneer in one-to-one communication solutions driven by technology innovations when he started XMPie to enable Cross Media, VDP and Web-to-Print applications. His expertise is unique because he is able to bridge his profound technical knowledge with market needs that anticipate customers’ demand. No wonder that XMPie today is one of the most advanced multichannel solution providers around the globe. Nevertheless there are a lot of news to talk about. —Note: right at the beginning of 2016 Jacob and his team sharpened what they do. They created a new Web platform to share their state-of-the-art multichannel knowledge, headed by the claim: MANY CHANNELS. ONE CONVERSATION.

At a glance:

  1. Discover: Multichannel gives the smart collaboration of print and online a new dimension.
  2. Participate: XMPie’s Cross Media 2.0 opened the door to everybody doing digital media to contribute / participate in multichannel with print using XMPie personalization technology.
  3. Crucial: to understand the business and to understand the technology.
  4. The biggest challenge: automation of the conversation.
  5. The Target: to achieve ’One Conversation’, practically with no constraints on what and how one does in the digital media.
  6. Outlook: embrace digital innovation to transform applications. Best example: packaging. Via multichannel, packages will become the starting point of a conversation between the brand and its consumers.
  7. drupa 2016: a great place to experience the power of multichannel!

 

Jacob’s key message:
”It is all about to enable creating individually relevant and timely interactive customer communications that span time and a mix of digital and print media touch points”.

 

 

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PART 1

Focus on multichannel innovation

Before we start our conversation: What is your definition of ”multichannel“?

Jacob Aizikowitz: Interacting with your audience — customers, partners, prospects — with individually relevant and timely communications across time and along touch points that span the media spectrum from print to digital. — One should say: “One Conversation”. — Without that, the communications might be technically multichannel but not appear to the audience as a continuous interactive and relevant individualized dialogue. Achieving “One Conversation” is the tough part (especially when multichannel includes print). This is exactly where technology comes in to make it possible without endless and impractical team coordination that sometimes spans different organizations (e.g., the brand, its print agency / provider, its digital agency …).

Back to the future: You started more than 15 years ago as a pioneer with a 121 approach to innovate print production and marketing services processes. Nowadays it is all about multichannel in a digital world. How does that matter?

Jacob Aizikowitz: Good question. First of all, in a digital world it is so important not to forget that Print is still important. For all of us. It would be great if more enterprises and brand owners point that out. Secondly, in founding XMPie we observed that for the marketing professionals personalization equated with Internet. And we knew that personalization is also possible in digital printing. This triggered our vision to bridge print and digital for personalization. Such a vision enabled the marketing professional to practice personalization as a strategy and not as a media choice. Such a vision enabled the evolution of Multichannel. 

Cross-media communication

What kind of changes in mindset or improvements did you made?

Jacob Aizikowitz: Now, through the years, we evolved our direction, adding Web2Print, adding analytics, and adding campaign planning and automation (Circle). We realized that these business applications became relevant to the marketing professionals and to service providers who want to upgrade the type of services they provide. Most recently — end of 2015 — we changed dramatically our approach to cross media, introducing Open XM and Cross Media 2.0 (all with our 8.0 software release for PersonalEffect).

Read as well:
”Ten Steps to Hitting the Sweet Spot with Your Multichannel Campaign“

 

What is the benefit?

Jacob Aizikowitz: With Cross Media 2.0 we opened our solution to enable our customer to use any choice of web design / development tools, not constraining then to one specific tool that comes with the solution. This made our solution an open platform, enabling state-of-the-art digital while still using the XMPie personalization so that print and digital — while being each state-of-the-art — will be synergistic, consistent, and effective. The heart of Cross Media 2.0 is the Open XM Technology stack. It allows one to use, say, WebStorm, WordPress, just plain HTML, and also, our Dreamweaver plug-in, all interchangeably, while developing communications for digital. It also allows to develop mobile apps and responsive designs. In a way it allows the digital designer / developer to continue using their tools and their workflows while developing individualized communications that are automatically consistent and synchronized and synergistic with the individualized communications that are developed for the print media.

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… so your focus was always on technology innovation?

Jacob Aizikowitz: Yes and no. Most important was that we learned through the years what the customers of our customers wanted. Those are business people and they need business tools to manage marketing and communication campaigns properly. So we integrated responses via Web/PURLs and we established business analytics available via dash boards. Finally we learned and promoted: multichannel includes multitouch functionalities!

Sounds that you made a very interesting journey…

Jacob Aizikowitz: …indeed. But what we never changed is our original design. Our fundamental view was right and still is! From the very beginning we give a lot of value to our customers helping them find the right balance of technology and client needs. It is always important for us to understand the business as well as to understand the technology.

Date Print VDP

In summary, what is the secret of all those technical inventions you made via XMPie? 

Jacob Aizikowitz: There are three main aspects: 1. Understanding the market and where its going. 2. Understanding how to apply technology in an innovative and elegant way in order to enable the market trends and address its emerging needs. 3. A holistic view at solutions, which was also reflected in our tag line: One to One in One.

In my understanding XMPie’s success is a result of a perfect team work. What are the top criteria to characterize that?

Jacob Aizikowitz: I agree. Team work is a must. Our top criteria are: Smart people who bring new dimensions and flavours of technologies. — Alignment which is focused on the customer. — An open culture to exchange opinions frankly and in a very creative way.

Digitalisation changes everything — all kind of biz, marketing and communication processes. IoT and Industry 4.0 make big progress to automate what we have to do. Is this a threat or a chance?

Jacob Aizikowitz: Tough question but not that difficult to answer. IoT means everything is connected. So in fact we have more data to deal with. That works well because we are already familiar in handling huge amounts of data. Industry 4.0 is driven by automation. — What I feel is that personalization and the ability to interact across time and media touch points are very much related to IoT and Industry 4.0. So, these are synergistic trends.

What is the biggest challenge?

Jacob Aizikowitz: The big challenge in my view: automation of the conversation. Therefore we made a big progress and are able to offer a special solution, named Circle which leads you from storyboarding to campaign automation.

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Note: Circle is a Software-as-a-Service (SaaS) solution for managing your multichannel plus multitouch marketing campaigns. Users can track results and find out which messages are working best with which people, in which context and in which media a.s.o.

 

Circle seems to be the next big step based on a new business level for your customers? Right?

Jacob Aizikowitz: Surely. In any case XMPie is an enabler for Industry 4.0 compatible services. Automating the dialogue with the individual, while keeping it engaging, relevant, and effective is the main challenge; this is extremely challenging when the dialogue spans print and digital touch points. Many in ’Marketing Automation’ are after this — DRIP campaigns, Nurturing, etc. — but the XMPie offering is unique as it blends the automation of the individualized dialogues with the powerful media personalization — including print media (even if not printed — like PDF) and interactive capabilities. All under one roof — One to One in One.

Sounds good for your customers. So, if they follow our advice XMPie customers will become the HUB for new services?

Jacob Aizikowitz: We aim to provide our customers with technology that will allow them to stay relevant and attractive to their customers. We need our customers to have the vision and innovation; our role is to bring them technology that lets them pursue their vision. Some were influenced by our technology innovation to take the visionary view and go after their dreams.

Is that the reason why Gartner Group analyzed end of 2015: ”XMPie’s rating as a Challenger in this Magic Quadrant reflects its strong ability to execute on marketing communications.“

Jacob Aizikowitz: We are happy about being a challenger. Gartner addresses a number of other players who make technology integratable with other systems. Their focus is on customer communication management [CCM]. The notion of CCM was invented as an evolution of transpromo coming from transaction document management solutions. But with XMPie we made already a step ahead: our technology is accessible and much more open following the new paradigm of multichannel and multitouch.

 

drupa 2016 highlights ENG

PART 2

Focus on drupa 2016: time for a change!

A milestone this year will be drupa 2016 end of May 2016 in Düsseldorf/Germany. Multichannel is one of the trade show high-lights. The drupa motto: Touch the future. What is your guideline and vision to create further success? Is the Graphic Arts market or the print industry community still the best target group for XMPie? 

Jacob Aizikowitz: As always drupa delivers a good context for XMPie and our customers. I recognize the fact that graphic arts and print service providers (PSP) are solid customer bases. Going after multichannel vision is now very critical for PSPs. This is because the enterprises — the brands — are shifting at light speed rates to individualization, dialogues, nurturing, automation a.s.o. Except that they have no clue how to properly blend it with multichannel that has print media in it. The PSPs must shift their business and capabilities to multichannel and automation in order to provide their customers with services that match their needs as they (the brands) shift to digital and automatic individualized marketing. Our technology is a critical enabler for these transformations that the PSPs must make; and it is our goal to continuously innovate to make sure that we stays relevant, technology-wise, for our customers!

Web2print

You mean at drupa there are still opportunities to transform established print businesses?

Jacob Aizikowitz: Certainly. The opportunities are huge especially when relating to digital printing business models beyond online printing. It is all about bridging concepts and technologies to be still relevant to new customers needs. With our recently released Cross Media 2.0 technology, we make it possibility for PSPs (and their customers) to practice multichannel with print in the mix, while having the freedom to use their tools and workflow of choice for the digital elements in that mix. This opens the door to state of the art digital solutions, to collaboration, and consistency and synergy between the digital and print media touch points in a dialogue.

This new approach for Cross Media, combined with Circle, makes the XMPie technology also directly relevant to the enterprises themselves, and it opens many possible avenues for Enterprise / PSP collaboration and business workflows. In addition for a future multichannel success all kind of brands and enterprises are relevant. We have to continue to involve and to guide them step by step to experience our drupa 2016 presentation.

Holistic View

You serve a range of premium marketing service solution providers around the globe. From your point of view, what make them unique?

Jacob Aizikowitz: Most of our customers are serving their customers in the best way to achieve a sustainable benefit from multichannel communication success. They had in an early phase clear visions to change what they did and are able to transform it into new business opportunities. Very important fact: all of our very successful customers are not afraid of all kinds of digital and/or disruptive technologies. It is all about the readiness to embrace innovation!

Last but not least: In my opinion the main challenge will be ”customer centricity” driven by high-value multichannel capabilities. Do you agree or disagree?

Jacob Aizikowitz: Of course I agree. The digital age is the age of the customer. Why? Your audience is always connected. You have to become part of their conversation and to be connected all the time. The old school marketing methods don’t fit in that scenario anymore. To create reach and awareness by mass media is no longer working in the same way as in the past. Brands are interested in a relationship, a dialogue, on-going, continuous, with their consumers or prospects. 

Overview

This is very clear from the high investments brands make in social media, seeking “likes” and leveraging these likes for marketing. One exciting avenue for such a relationship between the brand and its consumers is something most digital-centric brand marketers have not yet seen — its packaging. The package — a nicely engaging and attractive piece — is the perfect starting touch point for a dialogue with the mobile-holding individual. The ability to offer multichannel in a packaging context is hot and attractive, and we enable this.

So the best and most desirable example comes from the packaging world. Brand owners realized that a package achieved by a consumer is not the end of the story. It is the starting point of a conversation which will be managed by innovative multichannel communication processes. This is a huge opportunity for our customers to develop breathtaking new applications.

 

Ressources

Thanks for the great conversation, Jacob. What is the essence to summarize our talk?

Jacob Aizikowitz: Finally, it is all about strategy and technology. We kept our strategy pretty much consistent through the years. Main changes were adding Web2Print, adding Analytics, adding Campaign Management (Circle), and revising our approach to cross media. This last point is what we call Cross Media 2.0, and it embraces into the XMPie fold the leading methods and workflows of state of the art in digital today. It’s open and ready for collaborations. The reason this last point is important is because a service provider who wants to provide Multichannel services, must recognize that its customers most likely have capability in web design, web sites, etc. The brands most likely have a web team or a digital agency. So, for our customer to offer multichannel they cannot just dismiss the brands web team or web agency. With Cross Media 2.0 it’s now possible to collaborate and share and work together, using the full spectrum of tools and methods available for digital, while still leveraging the XMPie personalization engine — the exact same engine that will feed the print side of the multichannel endeavor.

Services

In summary: It is all about to enable creating individually relevant and timely interactive customer communications that span time and a mix of digital and print media touch points. —Jacob Aizikowitz

—END—

 

Jacob Aizikowitz

About Jacob Aizikowitz, XMPie, Inc. 

Dr. Jacob Aizikowitz is the president of XMPie, which he founded in 2000 with Israel Roth and Reuven Sherwin, as a spin off from Scitex. XMPie has since grown to become the leading brand for integrated cross-media personalization solutions. In 2006, Jacob and the team led XMPie to a successful acquisition by the Xerox Corporation (XRX), where it now operates under the name, “XMPie, A Xerox Company”.

In the early 90’s, while at EFI (EFII), Jacob guided the early stages of the Fiery™ and led the development of EfiColor™ and Cachet™. These technologies, together with work by Adobe and Apple, brought user-friendly, quality-color to desktop publishing. In the late 90’s, during Jacob’s second term at Scitex, he led the early stages of the R&D of the Creo Controller. In parallel, he and his colleagues developed Scitex VPS™ which became a leading, objects-based, page description language for variable data printing.

The success of VPS, indirectly, inspired the founding of XMPie, and promoted the vision of cross media personalization and the democratization of variable data publishing.

Jacob holds a Ph.D. degree in Computer Science from Cornell University.

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Von Andreas Weber

Selten war es so spannend im Vorfeld einer drupa als globaler Leitmesse für Print- und Papiertechnik. Selten konnte man vor drupa-Beginn so viele attraktive Gespräche führen wie zur Zeit. Kaum einer der Aussteller kann noch in Silos denken („Meine Innovationen — Meine Welt“). Vielmehr geht es um die Frage „Wie ordnen wir uns in einer durch die Digitalisierung geprägten, vernetzten Welt ein?“.

Branchenprimus Heidelberger Druckmaschinen AG brachte dies als erster Aussteller Anfang Dezember 2015 mit seinem neuen drupa-Motto „Simply Smart“ auf seiner Jahresendpressekonferenz zum Ausdruck. Smart bedeutet: Vernetzt, relevant, durchgängig und interaktiv neue Lösungen für die Kommunikation mit Drucksachen auf unterschiedlichsten Ebenen ermöglichen. (Siehe meinen Kommentar und Echtzeitbericht „Heideldruck 4.0: Zurück in die Zukunft | Back to the future“).

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Die klug gewählten Highlight-Themen der drupa 2016 weisen den Weg. Und betonen ein stark erweitertes Spektrum des Ausstellerangebots: Neben den „Standards“ Print und Packaging sowie Green Printing erscheinen 3D Printing, Functional Printing und Multichannel.

Reflektiert man diese Themen gründlich, kommt man zur Erkenntnis, dass diese keine neuen Silos eröffnen. Im Gegenteil. So ragt Multichannel in alle Themenfelder der drupa 2016 hinein, da es das Grundprinzip definiert, wie Innovationen inszeniert werden müssen. So eröffnen Packaging, 3D Printing und Functional Printing ganz neue Geschäftsmöglichkeiten, was die drupa im Jahr 2016 attraktiver für neue Zielgruppen macht denn je. Das Novum: Die neuen Möglichkeiten erfordern auch ein neues Miteinander von Technikanbieter, ihren Anwendern sowie deren Auftraggebern (Marken/Wirtschaftsunternehmen, Organisationen etc.).

 

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„Time for a Change: Touch the Future NOW!“

Unser Fokus in der Berichterstattung und Kommentierung wird sich am o. g. neuen Verständnis der drupa 2016 orientieren. Erstens durch eine hundertprozentige Multichannel-Ausrichtung bei der Fachkommunikation per ValuePublishing. Zweitens durch die Adressierung neuer Zielgruppen aus der Kultur- und Kreativwirtschaft — mit ihren 146 Mrd. Euro hohem Jahresumsatz — als dem wichtigsten Innovationstreiber für die Gesamtwirschaft.

Inhaltlich begleiten wir hochaktuell und in Echtzeit alle drupa Highlight-Themen. Bei Print und Packaging finden gemäß den Technik-Trends die neuesten Digitaldruck-Anwendungen unsere volle Aufmerksamkeit. Aber auch die Weiterverarbeitung sowie innovative Lösungen aus Papiertechnik sind relevant, wenn es um den Erfolg von Print im Kommunikationsmix geht.

Spannend ist für uns zudem zu analysieren, welche Aussteller welche Bandbreite an Themen und Aktivitäten aufbieten können. Hier wird es einige Überraschungen geben. Zum Beispiel, dass HP mit seinem Graphic Solution Business-Bereich wohl erstmals der größte drupa-Aussteller sein wird. Oder, wenn wir unsere Analysen via Canon Expo 2015 betrachten, dass der Imaging-Konzern Canon wohl als einziger Aussteller alle sechs drupa Highlight-Themen abdecken wird!

Höchst aufschlussreich wird auch sein, wie sich die Aufspaltung des Xerox-Konzerns auswirken wird und wie sich dessen Führungsanspruch darstellt. Mit seiner Tochterfirma XMPie ist Xerox in jedem Fall der Trendsetter bei Multichannel-Innovationen.

Weiteres und hoch Aktuelles in Kürze. Die Spannung steigt. Wir freuen uns. Denn: drupa ante portas!

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Unsere Schwerpunkte in der Vor-drupa-Berichterstattung gestalten sich wie folgt:

  • Tägliche Tweets/Posts über LinkedIn, XING (Gruppe DigitaldruckForm), Facebook, Google Plus sowie Twitter via @ValueCommAG und @zeitenwende007.
  • Wöchentlicher Überblick über die globalen Neuheiten bei Print und Publishing im Team mit unserem ValuePublishing-Partner Mike Hilton, Chefredakteur Graphic Repro On-Line via ValueBlog.
  • Serie von dutzenden Exklusivinterviews mit hochkarätigen drupa-Ausstellern. Siehe Interview mit Heidelberg-Vorstand Harald Weimer, drupa ante portas: Print ist SMART!
  • Expertenkommentare und Gespräche zu Trends und Erwartungen aus Sicht von Messebesuchern.
  • Live-Berichterstattungen von ausgewählten Aussteller-Pressekonferenzen sowie von der drupa media week am 1. und 2. März 2016 in Düsseldorf.
  • Kommentierung der aktuellen Marktdaten des VDMA, Sektion Druck- und Papiertechnik, am 4. April 2016 bei einem exklusiven Expertenmeeting in Frankfurt am Main.

 

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“The unique thing about ValuePublishing: We know how to set up multichannel specialist communication in an innovative, smart, sustainable and highly effective manner!”

Mainz/Vienna, at the start of 2016

Information on what is currently the most innovative B2B multichannel communication solution 

Back in 2015, exciting approaches were revealed for us all in discussions with numerous experts and the drupa team at Messe Düsseldorf. The focus: The variety and complexity of the new solutions in the print and paper sector is growing with huge dynamism. Thanks to Industry 4.0 (cyber-physical systems or integrated automation) and the Internet of Things, the current drivers of digitisation, all business and communications processes are being revolutionised at the same time, with the number of challenges growing explosively.

The drupa slogan “Touch the Future” and an ambitious drupa exhibition programme reflect the unheard-of extremely high pace with which astounding changes are taking place. Our current ValuePublishing stories on Heidelberg’s print and paper strategy “Simply Smart” demonstrate in an impressive manner how one can respond to current developments.

  • So the good news about drupa 2016 is: From an expert’s perspective, the print and paper sector is taking on a pioneering role in the digital transformation.
  • The not so good news: The plethora of innovations that are to be seen at this leading exhibition from 31 May 2016 onwards and hence the wealth of information are difficult to take in. At least with the opportunities that we have made use of to date.
  • The solution in our view: Innovative technologies and solutions must also be communicated in a consistently innovative way! In real time. Through multimedia. In a market, customer and demand-orientated manner.

 

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“Innovative technologies and solutions must also be communicated in a consistently innovative way! In real time. Through multimedia. In a market, customer and demand-orientated manner.”

Our proposal: Make your range of print and paper products and services an important topic of conversation of your customers and their customers even before the exhibition through ValuePublishing! Above all to make early contact with the new target groups relevant to you.

It is only in this way that the necessary decision processes can be greatly accelerated by effective one-to-one exchange of information.

Our high-quality innovative ValuePublishing service is directed accordingly in such a way that pilot projects have already been validated, not only with Heidelberger Druckmaschinen but also with top drupa exhibitors like Canon, Zünd Systemtechnik and multichannel experts of the XMPie User Group with their international experience.

To suit your requirements as an exhibitor we have developed a unique B2B multichannel communication solution that can be used immediately and which is above all highly effective:

  • Core messages without scatter losses, with proven maximum reach 
  • With strong impetus to interact so as to initiate dialogues and exhibition visits.

 

Benefit from our contact with the new target groups most important to you, specifically those that intend to implement innovations immediately provided that the benefit is presented in a comprehensible and logical fashion.

Involve us in the dialogue at an early stage so as to determine the best communication solution for you!

Kind regards from the ValuePublishing Team

Michael Seidl, EMG Vienna, m.seidl(at)europeanmediagroup.at, M +43 676 410 9330
Andreas Weber, Value Communication Mainz, zeitenwende(at)me.com, M +49 171 334 3765

PS: Please see attached our ValuePublishing range of digital services that can be reserved right now! If needed you could benefit from our ValuePublishing Coachings as well.

 

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Our tips for successful collaboration

  1. Follow the links to our examples of success.
  2. Use our expertise to build up or expand your knowledge and opportunities.
  3. Focus 100% on your innovations. We will present these in the media in a contemporary manner and with skill!

About us:

ValuePublishing represents a new kind of publication service that has been specially developed by sector experts Michael Seidl and Andreas Weber to present all the relevant topics of drupa 2016 via multichannel communication effectively and sustainably before and during drupa 2016:

  • Online via ValueBlog (ISSN 2364-7639), e-newsletter and via ValueSocialMedia platforms
  • and also customised in print (specialist magazines, specials/direct marketing).

Publication is in German and English. 15,000 contacts are reached directly thanks to our soundly-based knowledge unique to the sector and to networking talent, with in addition a wide reach of up to over 1 million, depending on the topic/content

New: 

Secure and strengthen your exhibition investment. We ensure that the products and services that you offer at the exhibition become the top topic of conversation even before the exhibition and that they are communicated in a targeted way to new visitors who are looking to buy their solutions or to use them via service providers without delay. Your exhibition presence and the drupa slogan “Touch the Future” will be something that can be experienced and understood even before the start of the exhibition!

Our strength: 

Contributing a wide range of targeted specialist topics to the discussion. With smartly formulated and dynamically presented specialist topics we achieve not only an extremely wide reach without scatter losses but also the best interaction effects that new kinds of evaluation opportunities offer to increase company profits. Our activities deliver measurable benefits!

What’s special: 

Multiplication of new contacts. We are in a position to identify and address innovators and decision-makers, in other words your guarantors of growth, throughout the cultural and creative sector in a targeted manner via multichannel communication. In this way, interested parties can become fans of innovative, pioneering products and solutions.

  • From 11 sub-markets we have selected the top areas for all drupa exhibitors that have the greatest need for innovation and that impact the entire economy. In Germany alone that is over a million specialists in almost 250,000 firms that achieved annual turnover of 146 billion Euros and gross added value of over 65 billion Euros in 2014.
  • In particular these are the design sector, the advertising market, software/games and the architecture market and art sector. We have analysed soundly-based long-term studies in detail called for by the German Federal Government, which can be applied to all industrial countries in order to communicate technological innovations in a comprehensible manner and to suit markets and target groups.

 

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Range of services (selection for an immediate launch opportunity)

Power modules that can be booked immediately and which have already been validated with top firms. Guaranteed 15,000 contacts with a wide reach of up to over 1 million! You will find details of evaluations and case studies and much more in the ValueBlog (ISSN 2364-7639).

1. ValueBlog Dialogue (German and English) — Fixed price: 3,750 Euros plus VAT
Exclusive interview with top-level contact in your company
(Managing Directors, R&D, Sales, Marketing), via Skype or telephone.

Examples:
Interview with Heidelberg Chairman Harald Weimer
Interview with Oliver Zünd, Zünd Systemtechnik AG, Switzerland

Services: Interview based on a list of questions transmitted during the interview preparation and also editing plus publication via ValueBlog and ValueSocialMedia platforms (LinkedIn, Facebook, XING, Twitter, Google+) and ValueCommunities inc. DDF DigitaldruckForum. The ValueTeam incorporates editorially important links to the relevant information from your firm that is already available and more detailed.

2. ValueBlog story German and English) — Fixed price: 4,800 Euros plus VAT
From an expert point of view we comment on, evaluate and position up to three selected case studies and customer portraits provided to us by you and which we validate via brief interviews with your customers.

Services: Texts/editing plus publication via ValueBlog/ValueSocialMedia platforms
(LinkedIn, Facebook, XING, Twitter, Google+) and ValueCommunities.   

3. ValueRealTime stories (German and English) — Prices: From 1,500 Euros plus VAT
Based on consultation and a project timetable, we assign a team under the direction of Andreas Weber on a daily basis that, for instance, posts your pre-drupa press/customer events and/or those at drupa 2016 on selected exhibition days in real time in the mix in German and English in drupa Media Week in February 2016.

Examples:
Canon Expo Paris, October 2015
Heidelberg pre-drupa press conference, December 2015

Services: real time posts (text/photos/videos) plus publication via ValueBlog and ValueSocialMedia platforms (LinkedIn, Facebook, XING, Twitter, Google+) and ValueCommunities. The main posts are summarised in a Storify. This service is limited.

The standard terms and conditions of Value Communication AG, Walpodenstr. 1, D-55116 Mainz apply. The right to make changes reserved. Payment method: Without deduction upon order placement. In accordance with our range of Real Time Services the project concerned will be started as soon as payment is received. Later payment dates subject to a surcharge.

 

ValuePublishing Teil 3 Facts Figures Zielgruppen Reichweite UPDATE SELFRUNNING.002

Unser Vorschlag: Touch the Future NOW! — Nutzen Sie garantierten Kommunikationserfolg in Echtzeit! Verstärken Sie dadurch signifikant Ihre PR und Werbemaßnahmen. Denn es gilt: Innovative Technologien und Lösungen muss man auch innovativ kommunizieren!

  1. Wir bieten smarte mediale Inszenierungen für wirkungsvolle Fach-Kommunikation in Echtzeit.
  2. Wir adressieren neue Märkte und Ansprechpartner in neuer Art und Weise.
  3. Wir machen ihren drupa-Auftritt schon vor Messebeginn zum Top-Thema durch die Echtzeit-Interaktion mit zehntausenden Kontakten.

Erreicht werden durch unser fundiertes, in der Branche einzigartiges Knowhow und Vernetzungstalent je nach Thema/Inhalt garantiert 15.000 Kontakte mit einer Gross Reach von bis zu über 1 Million!

Ein Novum:
Sichern und verstärken sie Ihre Messe-Investitionen. Wir sorgen dafür, dass Ihr Messeangebot bereits frühzeitig zum Top-Gesprächsthema wird und gezielt neue Besucher anspricht, die ihre Lösungen kaufen oder durch Dienstleister umgehend nutzen wollen. Ihr Messeauftritt sowie das drupa-Motto „Touch the Future“ wird durch uns schon vor Messebeginn multimedial erleb- und begreifbar!

Unsere Stärke:
Fachthemen vielfach und zielgenau ins Gespräch bringen. Wir erzielen mit smart formulierten und dynamisch präsentierten Fachthemen nicht nur extrem hohe Reichweiten ohne Streuverlust, sondern beste Interaktionseffekte, die neuartige Auswertungsmöglichkeiten bieten, um den Geschäftserfolg auszuweiten. Unsere Aktivitäten liefern messbare Erfolge!

Das Besondere:
Vervielfachung der Neu-Kontakte. Wir sind in der Lage, Innovatoren und Entscheider aus der gesamten Kultur- und Kreativwirtschaft — also Ihre Garanten für Wachstum! — per Multichannel-Kommunikation zu identifizieren und gezielt anzusprechen. So können aus Interessenten Fans innovativer, zukunftweisender Produkte und Lösungen werden.
Aus 11 Teilmärkten haben wir die Top-Bereiche für alle drupa-Aussteller selektiert, die den höchsten Innovationsbedarf haben und die Gesamtwirtschaft beeinflussen. Das sind allein in Deutschland über 1 Million Fachleute aus fast 250.000 Firmen, die 2014 einen Jahresumsatz von 146 Milliarden Euro sowie eine Bruttowertschöpfung von über 65 Milliarden Euro erzielen.

Insbesondere sind dies Designwirtschaft, Werbemarkt, SW/Games sowie Architekturmarkt und der Kunstsektor. Wir haben fundierte Langzeit-Studien exakt analysiert, die die deutsche Bundesregierung erarbeiten ließ und die sich auf alle Industrieländer übertragen lassen, um Technologie-Innovationen verständlich, markt- und zielgruppengerecht zu kommunizieren.

Neue, nutzbringende Optionen:

  • Wir bieten zusätzlich ValuePublishing Coachings an, um ihre bereits geplanten Fach-Kommunikations-Kampagnen zu besprechen, optimieren und/oder zu erweitern. Oder auch um relevantes Multichannel-Knowhow zu vermitteln.
    Preise: 
Euro 1.750,00 plus MwSt. pro Beratungstag (vor Ort) plus Reisekosten
Euro 400,00 plus MwSt. pro 60 Minuten per Webinar (Cisco WebEx)
  • Wir bieten exklusiv an, auf Basis der Interviews/Stories auch Print-Artikel zu publizieren oder Spezialausgaben im Print inkl. eBooks zu erstellen. Preise nach Absprache.

valuetrendradar

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Wir müssen am Design des Wissens arbeiten, damit wir aus der Unübersichtlichkeit herauskommen. — Prof. Dr. phil. Dr. med. Ernst Pöppel, Wissenschaftler und Forscher

ValuePublishing — Innovative B2B Communication Solutions

Im ersten Teil unserer Neuvorstellung von ValuePUBLISHING, der neuen Initiative von Michael Seidl und Andreas Weber, beschäftigten wir uns mit dem Was? Wie? Warum! der nachhaltigen Inszenierung von Fachkommunikation. — Unser weiteres Thema in Teil 2: Darum! Stärken und Besonderheiten. Mit Fokus auf die Leitmesse drupa 2016. Wir freuen uns, als Partners des drupa-teams der Messe Düsseldorf Ihnen unsere Multichannel-Ansatz näher zu bringen.

„Das Besondere an ValuePublishing: Wir wissen, wie man per Multichannel Fach-Kommunikation innovativ, smart, nachhaltig und wirkungsstark inszeniert!“

ValuePublishing bezeichnet ein neuartiges Publikationsangebot, das von den Branchenexperten Michael Seidl und Andreas Weber speziell entwickelt wurde, um alle relevanten Themen der drupa 2016 per Multichannel-Kommunikation wirkungsvoll sowie nachhaltig vor und während…

View original post 867 more words

Kommunikationsparadies Fakten 2016.001

Wie wäre es, wenn es eine einzigartige Wirkungsstätte für Mensch-zu-Mensch-Interaktionen, gesellschaftliches Engagement und erlebnisreiche Gespräche gäbe?

Gespräche über das Leben, die Kunst, die Technologien, die Sinnhaftigkeit unseres Daseins und Tuns.

Gespräche, die beflügelt werden durch das künstlerische Schaffen aller Disziplinen, multisensorisch und vielfältig erfahrbar. — Nun, es wäre geradezu paradiesisch!

—English text version below.

 

Die Kunst zu(m) Verstehen — Die Kunst zu(m) Leben

Warum geben wir der Kunst und den Künstlern nicht mehr Raum in unserem Alltag  —  nicht als Element der Unterhaltung, sondern elementar als Katalysator unseres Verstehens?

Und damit letztlich als Treiber von Erneuerung oder auch dem Bewahren?

Denn: Ein von Sinnhaftigkeit geprägtes Verstehen bestimmt unser Dasein.

Verstehen entwickelt sich nur, wenn das, was wir tun, spürbar und erfahrbar wird durch Gefühle, Glückseeligkeit, Gedanken, Zweifeln und Kritik, die wir in Gesprächen teilen.

Der Leitgedanke: Kunst ist Kommunikation. Und Kommunikation ist (eine) Kunst.

In diesem Sinne müssen die Verknüpfungen von Sinneswahrnehmung, Verständnis und Sinnhaftigkeit erfahrbar und begreifbar werden, mit dem Anspruch, Kunst als essentiellen Bestandteil unserer Kommunikation zu verankern.

Das Fundament des Kommunikationsparadies:

  1. Eine Geisteshaltung: Das Kommunikationsparadies stellt den Kontext her zwischen Kunst, Kommunikation und Innovation.
  2. Eine Methodik: Das Kommunikationsparadies wendet eine Methodik an, die Wissenschaftserkenntnisse, Technik, Kunst und Philosophie vereint!      
  3. Ein Erlebnisraum: Per Kommunikationsparadies werden hochbegabte Kommunikationstalente identifiziert, für Neues motiviert und gezielt gefördert/begleitet. Und: Das Kommunikationsparadies ist ein interaktiver, multisensorischer Begegnungs- und Erlebnisraum der Kunst, Kommunikation, Innovation und Mensch-zu-Mensch-Dialoge vereint.

 

Das ›Kommunikationsparadies‹ gibt echter Innovation Raum!

Der Grundstein wurde im Jahr 2000 durch die ›New York Manhattan Zeitenwende‹-Initiative gelegt.

Das ›Kommunikationsparadies‹ mit Sitz in der Gutenberg-Stadt Mainz ist heute ein interaktiver, multisensorischer Begegnungs- und Erlebnisraum für Kunst, Kommunikation und Technologie, der Social Media-Effekte und Mensch-zu-Mensch-Dialoge vereint. Zudem werden hochbegabte Kommunikationstalente von uns identifiziert, für Neues motiviert und gezielt gefördert/begleitet. Durch die ›Zeitenwende‹-Aktivitäten waren viele tausend Besucher aus Dutzenden von Ländern rund um die Welt zu Gast. Der persönlichen Begegnung stehen besondere, international ausgerichtete Projekte zur Seite, inklusive Ausstellungen, Workshops, Seminaren, Salon-Gesprächen, Konzerten und vielem mehr.

Hinweis: Das Kommunikationsparadies ist eine unabhängige Initiative, die nicht auf Gewinnerzielung sondern auf Kostendeckung ausgerichtet ist und allen offen steht, die sich sinnvoll  einbringen wollen und können. Mit persönlichem Engagement, Präsentationen, Sachleistungen oder Zuwendungen. Die Teilnahme an Projekten und Aktivitäten erfolgt auf Einladung. Unseren Gästen ist stets freigestellt, sich bei Veranstaltungsteilnahme mit einem Obolus an den Kosten zu beteiligen. Details werden gerne persönlich besprochen.

 

 

The Mainz ›Kommunikationsparadies‹ — Place of conversation and personal experience

What would it be like if there were a unique site for person-to-person interaction, social engagement and eventful conversations? Conversations about life, art, technologies, the purpose of our being and actions. Conversations that are inspired by the creativity of all disciplines, which can be experienced in a multisensory and diverse manner. — Indeed, that would be paradise!

 

The art of understanding/understanding art — The art of living/living art

Why don’t we give more space in our everyday lives to art and to artists not as an element of entertainment, but fundamentally as a catalyser of our understanding?

And thus ultimately as a driver of renewal or also preservation?

For: An understanding shaped by purpose determines our existence.

Understanding can develop only when that which we do can be sensed and experienced through feelings, happiness, thoughts, doubts and criticism, which we share in conversations.

The guiding principle: Art is communication. And communication is (an) art.

In this sense, the links between sensory perception, understanding and purpose must be able to be experienced and understood, with the aim of anchoring art as an essential component of our communication.

The foundation of the Kommunikationsparadies:

  1. A mindset: The Kommunikationsparadies creates the context between art, communication and innovation.
  2. A method: The Kommunikationsparadies applies a methodology that combines scientific knowledge, technology, art and philosophy!
  3. A space for experience: By means of the Kommunikationsparadies, highly talented communicators are identified, motivated for new things, and supported in a targeted manner. And: The Kommunikationsparadies is an interactive, multisensory space of encounter and experience, which combines art, communication, innovation and person-to-person dialogues.

 

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Exhibition of paintings of Prof. Valy Wahl. Mainz/Germany, Rathausgalerie 2015/2016.

 

The ›Kommunikationsparadies‹ provides space for real innovation!

The foundation was laid in 2000 by the ›New York Manhattan Zeitenwende‹ initiative.

Today, the ›Kommunikationsparadies‹, based in the Gutenberg City of Mainz, is an interactive, multisensory space of encounter and experience for art, communication and technology, which combines social media effects and person-to-person dialogues. In addition, we identify highly talented communication experts, and motivate and support these in a targeted manner. Many thousands of visitors from dozens of countries around the world have been guests of ›Zeitenwende‹ activities. Personal encounters accompany special, internationally-oriented projects, including exhibitions, workshops, seminars, salon discussions, concerts and much more.

Please note: the Kommunikationsparadies is an independent initiative that is not oriented towards profit-making, but rather towards covering costs, and it is open to all who can and wish to contribute meaningfully. Either with personal involvement, presentations, benefits in kind or donations. Participation in projects and activities are by invitation. Our guests are always free to contribute to covering the costs of participation with a donation. We are happy to discuss details in person.

Value Blog Dialog Harald Weimer 12-2015 ENG.001

© 2015 Collage: Andreas Weber, Mainz/Germany. Photo/Illustration: Heidelberg.

 

Value Blog dialog: As Harald Weimer sees it, networking and integration make print a top smart, automated communication solution

By Andreas Weber

(German Version available)

As reported in the Value Blog and via ValuePublishing social media accounts, and based on my expert analysis, the promising new approach of Heidelberger Druckmaschinen AG (Heideldruck for short) aims to use the leading trade show drupa 2016 as a globally innovative platform to provide the printing industry worldwide with a sneak preview of visions that are within grasp. The motto “Simply Smart” is intended to lead us into the new world of “Heideldruck 4.0”.

Consequently, following the year-end press conference on December 1 and 2, 2015, I was keen to put some in-depth questions to Heideldruck board member Harald Weimer. The senior manager is responsible for the growth area of Heidelberg Services, which covers the Group’s full service and solution portfolio and appears to be undergoing targeted, market-oriented expansion.

He adopted an open, confident and forward-looking approach to his first Value Blog dialog. And he established a completely new context for the print media business by stressing the need for us all to understand that digitization presents not disadvantages, but a great many opportunities that should be grabbed courageously and dynamically! – The new credo (in my own words): Digitization will become part of the DNA of a post-Gutenberg era in which integration and networking will make print a 21st century pioneer ensuring the success of automated communication solutions.

 

Key statements by Harald Weimer

  1. The print media industry remains strong and its core business is stable, with global annual sales of over €400 billion.
  2. The proportion of sales accounted for by personalized print products is enjoying dynamic growth and is based on standardized processes for industrial print applications.
  3. Industry 4.0 and the Internet of Things (IoT), including big data, are part of our DNA.
  4. Changes, in particular disruptive ones, are nothing new. Adapting to such changes has long been an everyday task.
  5. The print media industry is on a par with other innovation-driven sectors of industry and has no need to hide its light under a bushel.
  6. In the print media business, digitization does not simply mean offering Internet solutions or digital printing.
  7. Print will become part of a world of smart communication.
  8. Our new strategy therefore incorporates the promise “More than Machines” and the credo “Listen. Inspire. Deliver.” to firmly establish a new sense of values among our staff.
  9. The interaction between machine, process, and man needs to be redefined and offers significant potential.
  10. Simply Smart – our team of partners achieves real innovations by thinking from the perspective of the end customer.
  11. Due to 4D printing, there is an increasing focus on the way innovative print applications relate to digital lifestyle products.
  12. Personalization is part and parcel of digitization and will continue to gather pace thanks to Industry 4.0/IoT. This means automated print applications are no longer created via conventional purchasing channels but rather as part of multi-channel scenarios.

Note: Video by Rhein-Neckar-TV  recorded 2 December 2015 (in German language).

 

Value Blog dialog: Q & A

You see excellent growth prospects for the medium of print in the digital age. What do you consider to be the most important aspects of sustainable success in the print media business?

Harald Weimer: First something that many people don’t realize: The print media industry remains strong and its core business is stable, with global annual sales of over €400 billion. Growth is being driven by the packaging segment and, in terms of process technologies, by digital printing. Both are helping to produce a dynamic industry in which offset printing remains extremely important. Successful print shops are further improving their efficiency to ensure they are as fast and flexible as possible and can respond to new requirements associated with globalization. The proportion of sales accounted for by personalized print products is enjoying dynamic growth and is based on standardized processes for industrial print applications. This goes hand in hand with the digitization of business models and the entire supply chain so as to firmly establish a wider range of services with customers and suppliers. Our integrated approach including things such as the smart print shop and smart services is supporting these developments because it enables us to implement the principle of Industry 4.0 with our customers and at our own company.

In other words, the print media industry, including its supplier Heideldruck, is already very well placed in the digital transformation?

Harald Weimer: Yes, because the key prerequisites are in place and will undergo targeted expansion. Industry 4.0 and the Internet of Things (IoT), including big data, are part of our DNA.

That’s a surprising statement given the constant moans about the Internet, in particular in Germany, and the print media industry’s very conservative view of the future. Many people still think the Internet is the enemy of print media…

Harald Weimer: I’d like to speak out in support of the many print businesses and our customers. Changes, in particular disruptive ones, are nothing new. Adapting to such changes has long been an everyday task. At the same time, past experience has taught us to how to draw strength and new courage. Most of our customers have made the transition from small-scale to industrialized printing. The question is not whether, but how. Starting with automated production processes, including the long-established JDF (Job Description Format), all the way through to web-based benchmark functions from the cloud and real-time data from the presses, our solutions have long met the criteria of the Internet of Things. The print media industry is on a par with other innovation-driven sectors of industry and has no need to hide its light under a bushel.

 

Unbenannt-1

Illustration: Heidelberg

 

Doubters and critics always say that digitization will make things even more complex from the perspective of many print shops. And this also means more people are skeptical about whether the whole thing is manageable. How would you respond to this?

Harald Weimer: Digitization offers huge opportunities for the print media sector, but no disadvantages. Integration, including the networking of production processes, reduces complexity…

Can you give an example?

Harald Weimer: There are already print shops that are expanding their digital customer-to-customer relations along the entire value-added and supply chain based on industry standards and automation. Customers and the market are rewarding these efforts with double-digit growth rates.

[Editorial comment: Is this a coincidence or not? At almost exactly the same time as my Value Blog dialog with Harald Weimar, German news broadcaster N24 widely published the latest test results on December 16, 2015. See: “Online-Druckereien im Test – Sehr gute Qualität, stark unterschiedliche Preise” (Online print shops put to the test – excellent quality, wide range of prices).]

What does that mean?

Harald Weimer: In my opinion, it’s vital to make a distinction. In the print media business, digitization does not simply mean offering Internet solutions or digital printing. The necessary intelligence lies in the workflow as a whole, in the smart, seamless configuration of entire processes to best meet customer requirements. This enables innovations to be offered that can undergo further development working in a team with print shop customers. It helps us all a great deal if we use the terminology correctly and more clearly.

What role does Heideldruck play in these wide-ranging scenarios? Do you want to and are you able to offer everything from a single source?

Harald Weimer: We see ourselves as a solution partner and an integrator, combining our own modular solutions with those of relevant partners and enabling them to be used as a networked, customized package solution. Partners are and will continue to be very important to us in quickly getting solutions onto the market. We’re no longer simply looking to optimize the quality of print images but are aiming to provide appropriate, future-proof solutions for creating and making available tailored print products.

That represents a watershed or a turnaround at Heideldruck, but it won’t happen overnight, will it?

Harald Weimer: We’re currently talking in terms of the roadmap to drupa 2016. This represents a kind of proving ground for us to gradually complete the things I’m talking about. As I’ve said, the vital thing is to use digitization to reduce complexity. As you correctly predicted some years ago in your white paper on this subject, print will become part of a world of smart communication.

 

 

Thank you for mentioning the white paper. I still consider it to be important. How do you see the relationship between print and what I’ve referred to as smart communication?

Harald Weimer: Today’s communication solutions incorporating print must be both flexible and intuitive. So far, Heidelberg has used its Prinect workflow technology for this purpose. End customers determine freely and without any obligation how they want to have something produced – whether using offset printing or the myriad of digital printing processes we offer. We’re now making significant further progress through smart collaboration. We no longer simply offer products in the form of presses. In the future, customers will also obtain a detailed online overview of how their machines are performing. This will create a new sales platform for software, services, and consumables. It’s down to smart, integrated solutions to make our customers and their customers more successful.

In other words, you’re completely redefining the role of print and thus that of Heideldruck?

Harald Weimer: A number of aspects that represent a continuation of what we started at drupa 2012 need to be explicitly mentioned here. Benchmarking creates transparency for our customers by enabling them to use an app to find out online how they’re doing and where room for improvement exists. We’re taking our service performance solutions to the next stage so that customers can also offer their own customers something similar, for example through the Prinect portal or the Prinect web shop. This will create new e-commerce platforms for processing transactions differently in the future and offers our customers completely new ways of accessing both us and our partners.

E-business will thus play a far more important role extending beyond web-to-print applications and conventional sales options, then?

Harald Weimer: To coincide with drupa, we’ll be offering digital platforms that will make our extended services easy to find and use. This includes being able to find one’s peers, but also specific recommendations and assistance. We’re already practicing this approach, but in the future it will take on an entirely new, digitally extended dimension that does not come at the expense of personal relationships.

That sounds like what has recently been referred to as customer centricity and brings about a change in culture characterized by a high level of interaction. How do you plan to tackle this?

Harald Weimer: We’re starting with the company itself. Presses have been in our DNA for generations, as reflected by our company name, which includes the German world for presses – Druckmaschinen. Our new strategy therefore incorporates the promise “More than Machines” and the credo “Listen. Inspire. Deliver.” to firmly establish a new sense of values among our staff. It describes what is required to enable interlinking. The interaction between machine, process, and man needs to be redefined and offers significant potential. This plays a key role in all our internal communication measures.

What impact does the transformation process within Heideldruck have on your customer and market communication?

Harald Weimer: Our drupa motto “Simply Smart” summarizes the external aspects. Digitization is driven by the market. We must make sure we offer appropriate and relevant solutions. To do so we need to incorporate our customers’ communication with their own customers in a new way, for example by providing new support tools. We will use real-life scenarios for this purpose at the leading print media trade show drupa 2016.

In other words, the focus will be on applications in your extended customer-customer communication?

Harald Weimer: The solution presented at the December press conference at the mymuesli shop in Heidelberg shows the way forward. The focus was not on our 4D press, but on the possibility of mymuesli customers designing their own muesli packaging in the shop on an iPad and printing it on our Jetmaster Dimension inkjet press. Our team of partners achieves real innovations by thinking from the perspective of the end customer.

 

The mymuesli.com startup company isn’t a typical Heideldruck customer, though. Are you intending to do more of this as part of your innovative approach? 

Harald Weimer: Our strategy includes leveraging additional market opportunities. We need to take this step to strengthen print, and online print shops are already using 4D printing solutions from us. We differentiate between solutions in the narrower sense of the word for print businesses and those in the broader sense for communicators, for example at the point of sale.

What new ideas are having the biggest impact? 

Harald Weimer: We’re currently looking at a great many approaches based on the dynamic growth in demand for personalized products. Due to 4D printing, there is an increasing focus on the way innovative print applications relate to digital lifestyle products.

Last but not least, will Industry 4.0, that is to say the professional aspect of IoT applications, change the way print jobs are produced?  

Harald Weimer: Personalization is part and parcel of digitization and will continue to gather pace thanks to Industry 4.0/IoT. This means automated print applications are no longer created via conventional purchasing channels but rather as part of multi-channel scenarios. Our solutions must factor in all these new aspects, so it’s well worth people from all kinds of sectors visiting us at drupa 2016.

Many thanks for participating in this Value Blog dialog!

 

01_Harald_Weimer

Photo: Heidelberg

 

About the interviewee: 

I’ve known Harald Weimer for a long time, since the mid-1990s when he started digital printing at Xerox before joining the direct imaging sales team at Heidelberg in 1998. The highly knowledgeable and dynamic industrial engineering graduate has always had a great interest in the latest market developments and appreciates constructively critical dialog. He has now gained wide-ranging international experience. Since April 2014, he has been successfully extending his area of responsibility as Member of the Management Board responsible for Heidelberg Services. His subject: “Future of the Print Media Industry – Roadmap to drupa 2016”.

Short profile available at heidelberg.com.

 

Value Blog video documentation of Harald Weimer’s presentation  “Digitized World”, 1 December 2015. Recording by Andreas Weber via iPad.

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