Tag Archives: Marketing

Value Art+Com Startup Barbecue Event 21.08.2014 in Mainz.001


”What we need today in business are smart communicators. Beyond Facebook! Aligned with the culture of communication! Only smart communicators are able to create interaction to unify Social Technologies & Human-to-Human needs.”  —Andreas Weber, Founder and CEO Value Communication AG


It is not by chance that this initiative and project will start and take place in Mainz/Germany, the hometown of Johannes Gutenberg and and the hometown of the Culture of Communication. It is a line extension of our ValueAcademy work thousands of professional from 30+ countries joined already.



Today, almost everyone thinks that communication has a high value. But most of us don’t know how to identify and how to use the real value of communication to optimize the business success. As digital natives, everyone uses Facebook, Twitter and many other digital platforms, however; being a smart communicator is something else beyond Facebook, which requires to be not only a digital native, but also to be a digital savvy by using relevant online platforms effectively after learning the real value of communication.


Value Communication AG offers an idea under the name of ”ValueCamp“ so as to convert smart technologies into smart communication on track of learning the real value of communication. ValueCamp supports candidates to learn in the most effective and most profitable way by focusing on high technology and media usage skills and bringing art, culture and communication together. It is a new approach. Based on decades full of practice and experiences in valuable communications. And last but not least: we respect always all kind of skills and the talent of ValueCamp attendees to get enriched. — We promise: ValueCamp gets the best out of you!

How ValueCamp works

ValueCamp can be done all year around, with individuals or in groups of up to 7 participants and time between 2 weeks (groups) and 12 weeks (one to three participants) accompanied with a professional analyst and the CEO of Value Communication AG, Andreas Weber. Even One-to-One Coachings are possible. As a first candidate of ValueCamp, Şükran Ceren Salalı from Istanbul has published her new interactive iBook The Real Value of Communication — Experience our game changing scenario: Mainz– Hometown of the culture of communication in which she explained her value learnings about the real value of communication during her stay in Mainz and her Value Camp experience for 3 months in Summer 2014.

Advantage of Mainz as a center of culture of communication

Mainz is a perfect city to experience the real value of communication with the rich culture and history behind. Based in Mainz, the ValueCamp organizer, Value Communication AG, is an international research and knowledge mediation service provider for communication and interaction (mainly in B2B) and, already being in good relationships with talented professionals specially from ChinaTurkeyBrazil and last but not least Germany (Mainz);  Since 2009, we have coached and promoted students and post-graduates from Turkey and those from Germany who studied in foreign countries and came back to find a job. Beside this we advised and supported since 1995 young Creatives to start-up their own communication service businesses. They benefited from our profound experience and insights to optimize their own business models and to speed up their go-to-market success. It is related to the well known ValueServices “Advice, Knowledge, Connectivity“ which are to be used by “Rent-a-Brain“ or by project business for clients.

How to get started

  1. Subscribe for free to our ValueTrendRadar blog, one of the best knowledge compendium for communication, art and culture (posts in german and english language).
  2. Download for free our amazing interactive Value Art+Com iBooks. Specially “The Real Value of Communication” and the “ValueTrendRadar iBook“.
  3. Book a personalized workshop or coaching to catch the spirit of the real value of communication (Face-to-Face in our beautiful office or via Webex online session). Costs: Between € 200.00 and € 1,500.00 plus V.A.T.

How to proceed

Experience in a smart way how to benefit from our smart knowledge and to become a smart communicator.


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Our ValueCamp services are also available for companies. We recommend to start with a ValueCheck and ValueTalk to identify quickly the real demand and needs and to create a roadmap for companies learnings and tasks.

PS: We had the pleasure to present ValueCamp as a Start-up project on August 21st., 2014 in Mainz at “Gründergrillen” event. The around 100 attendees liked it and welcomed it!


Value Camp Key Visual.001 Value Camp Key Visual.002 Value Camp Key Visual.003


PS: We had the pleasure to present ValueCamp as a Start-up project on August 21st., 2014 in Mainz at “Gründergrillen” event. The around 100 attendees liked it and welcomed it!



Read more about ValueCamp

Value Art+Com How it works Hermeneutik Dialektik Innovatik iMac.001

© 2014 by Value Communication AG, Mainz/Germany


Hermeneutics — the hidden success driver

By Şükran Ceren Salalı, Value Art+Communication Fellow


ValueLearning — the real value of communication is not only a process:

• Hermeneutics is the methodology that provides the way of mastering in art of interpretation to create context.

• When it comes to Dialectic as a more creative discourse then language, tonality, mimics and gestures play an important role. 

• „Innovatik” as systemic innovation management approach makes a big sense.

Learning the real value of communication is not only a process which one can experience communication itself by interacting with people and the environment, but also a process of acquiring the main philosophy including dimensions and essentials of valuable communication. For the first time, a spreadsheet is prepared to showcase these dimensions and essentials by Value Communication AG in Mainz. In order to become an effective communicator, one should concentrate to combine these three dimensions such as Dialectic (as a more creative discourse), Hermeneutics (as the sense of purpose) and ”Innovatik“ as systemic innovation management approach)  as cited above in the chart.

As one of the very important parts of valuable communication, Hermeneutics is    the methodology that provides the way of mastering in art of interpretation to create context. The methodology actually started as a legal and theological conception governing the interpretation of civil war, however; thanks to smart and effective philosophers like Hans-Georg Gadamer as a godfather of Hermeneutics, it becomes a valuable phenomenon to experience valuable communication in the best way. Unfortunately, today Hermeneutics is not valued as much as it deserve. Nevertheless, we should keep in mind that Hermeneutics is far more effective and essential than before as humankind need to be able to analyze aspects around her via reaching the sense of purpose in the best way.

Dialetic enables creative interaction.
„Innovatik“ manages connectivity!

When it comes to Dialectic as a more creative discourse then language, tonality, mimics and gestures play an important role. Our way of dealing with arguments and contradictions and preparing attractive speeches requires us to focus more on Dialectic. Being empathetic and using rhetoric in an influential ways form Dialectic as a segment of valuable communication and the interaction with the Audience is crucial to communicate better. Also, without critical ability and responsiveness, we are not able to create a healthy  business relationship and to integrate in B2B and H2H aspects properly.

As the third segment of dimensions and essentials that make communication valuable, ”Innovatik“ as systemic innovation management approach makes a big sense. Innovation by technology needs valuable communication to enables interaction/ interactivity, networking (the Cloud Principle), being systematic, having useful/profitable options, following advantageous and simplistic opportunities, and also benefiting from WIN-WIN-WIN-Principle as a manufacturer, buyer and any customer´s customer.


Our take: All of these useful and effective aspects to experience valuable communication have been used in our project Value Art&Com Project on track of searching the real value of communication via the interviews, comments and also cultural and historical researches we have made so far. The spreadsheet by Andreas Weber was the scientific base of our project to analyze each step and to interpret our findings and results. There is no doubt that the combination of Dialectic, Hermeneutics and ”Innovatik“ come as the perfect trio to guide not only those who are willing to become communication professionals (or better best-in-class communicators) and influential analysts, but also those who are willing to become successful as professionals connecting innovation to profit.


Please check out the Value Video on YouTube:



Please check our latest Value iBook — FREE DOWNLOAD

ITunes Download Value Art+Com iBook



Or if you don’t use iPad preview as well as PDF
(movies incl. on “What is the real value of communication?”


Bildschirmfoto 2014-08-11 um 14.50.54

© 2014 by Value Communication AG, Mainz/Germany | Gutenberg Painting by Dr. Ying Lin-Sill


What is the Real Value of Communication?


”The best ibook I have ever created – and also the very first one!“
—Şükran Ceren Salalı, Value Art&Communication Fellow



  1. A very unique ValueArt+Com project. Composed in Mainz/Germany, the hometown of Johannes Gutenberg and the hometown of the culture of communication.
  2. Dedicated to all of us, to become or to keep smart communicators!
  3. The iBook publishing process will start soon. Via Slideshare you could have a preview (without animations and videos, for sure!).


„The moment I have prepared the scenario for my research project, I wanted it to be something entertaining but serious to provide an effective scientific learning about the real value of communication via experiencing a beautiful city; Mainz as a cultural center of communication. As a Sociology student from Bogazici University, Istanbul, I have created this iBook with a professional analyst, Andreas Weber, in order to showcase the interviews, blog posts and researches we have created as a content for Value Art+Communication Project as a part of my official work in Value Communication AG, Mainz.“

About the iBook

It is all about art and culture as key issues of communication! — The German city Mainz is situated in Rheinland-Pfalz state with a rich cultural and historical environment. Inspired by this 2000-year old city as the hometown of Johannes Gutenberg and the surrounding area as a leading centre of the culture of communication, this interactive ibook edition showcases the real value of communication through photos, videos, animations interviews and texts as the content of a project called Value Art+Communication Project.


Our Take:
A unique and entertaining resource to learn about the real value of communication by experiencing the spirit of Mainz, hometown of Johannes Gutenberg.


Value Art+Com Project : ValueTalk Trailer Sükran 2014.001

© 2014 by Value Communication AG, Mainz/Germany


Note: A ValueCheck! dedicated to Gutenberg’s City, Mainz has to be written in german language. For our foreign friends around the globe we translated it as well. So enjoy both versions!



Von Andreas Weber

Es gibt wenige Städte in Deutschland, die auf eine so reichhaltige und bewegte Vergangenheit zurückblicken können wie Mainz. Die Stadt an der Mündung vom Main in den Rhein, im herzen Europas, erstarrt nicht in Traditionsbewusstsein. Mainz ist quicklebendig, großstädtisch, weltoffen, wandlungsfähig, eingebunden in ein attraktives Umland, eng verflochten mit anderen Wirtschafts- und Kulturzentren in Nah und Fern. Über 2000 Jahre Stadt-Geschichte haben Spuren hinterlassen und prägen das Mainzer Stadtbild — über- und unterirdisch. Portale, Triumphbögen, Theater, Gedenksäulen, Wohnhäuser, Schiffe und vieles mehr sind aus vergangenen Epochen überliefert, selten erhalten. Mainz als Ort der Kultur und Begegnung war immer auch ein Machtzentrum, das Angriffslust und Eroberungsdrang provozierte.

Ob als römische Garnisonsstadt, als Sitz der Reichskanzler und Erzbischöfe, als Departement-Hauptstadt zu Zeiten der Französischen Revolution und Besatzungszeit oder als strategischer Verkehrsknotenpunkt während des Zweiten Weltkriegs: Mainz war vor Zerstörungswut nie sicher. Geprägt wurde und wird Mainz seit jeher von den Menschen, die dem Ort Leben einhauchen. Mainz war bereits „multikulturell“ als es dieses Wort noch gar nicht gab. Von überall her kommen Menschen als Besucher, begeisterte Wahl-Mainzer lassen sich in bester Nachbarschaft mit den Alt-Eingesessenen nieder — und bleiben oft ein Leben lang! Andere wiederum setzen aus voller Sympathie in Mainz Zeichen, man denke an Marc Chagall und seine weltberühmten Kirchenfernster in Sankt Stephan! Doch auch Profanes ist in Mainz anders als anderswo: Der erlebnis- und genussreiche Wochenmarkt im Schatten des Mainzer Domes gehört zu den grössten und schönsten der Republik. Überhaupt: Die Mainzer stehen kulinarischen Genüssen, inklusive leckeren Weinen, sehr aufgeschlossen gegenüber. 

Mainzer sind erfinderisch. Nicht nur, dass der „Man of the Millennium“ Johannes Gutenberg, seine bahnbrechende Entwicklung des Druckens mit beweglichen Lettern auf Mainzer Boden vollendete. Mainz hat im Sinne eines erweiterten Kulturbegriffs wichtige gesellschaftlich-kulturelle Entwicklungen geschaffen und bewahrt. Von der „Fassenacht“ als Instrument der politisch-humorvollen „Opposition“ über die erste öffentliche deutsche Bürgergalerie bis zum nach-haltigen Napoleon-Kult bis nach 1860 ist das Leben in Mainz von Freiheitsdrang, Unabhängigkeit und Individualität gezeichnet. Mainzer sind trotz alledem keine Egoisten. Sie sind gesellig, freundlich, hilfsbereit und aufgeschlossen. Die Stadt lässt ihren Bürgern stets viel Freiraum, den man nur auszufüllen wissen muss. Das macht Mainz unglaublich attraktiv.

„Kunst dient der Wahrnehmung von Wirklichkeit, die es zu hinterfragen gilt“, formulierte Guido Ludes, der seiner Wahlheimat Mainz zwei Bücher widmete, mit hunderten Zeichnungen und Dutzenden Gemälden. Die Stadt als Architekturkörper ist durch das Werk der Menschen ständig im Umbruch und in Bewegung. Der diese Szenerie beobachtende Künstler versteckt sein Erstaunen darüber nicht. Er setzt dem großartigen Gestaltungswillen der Mainzer Bau-Bürger ein kongeniales Denkmal.

Publikationen über Mainz, konzipiert als Bestandsaufnahme des städtischen Lebens Anfang des 21. Jahrhunderts, weichen von der Norm ab. Das Ensemble von Interviews, Statements, Kurztexten, Zitaten, Fotos mit atypischen Blickwinkeln und eine der guten Typografie verpflichtete Gestaltung werden der Besonderheit dieser Stadt mehr als gerecht. Es eröffnen sich mehrere Perspektiven gleichzeitig: Architektur-Motive und Bauwerke als Metapher für Wandel, Menschen, die gestern, heute und morgen das Stadtbild prägen, kommen zu Wort. Die Stadt wird in ihrer Historie erfasst, um ihre Modernität und Zeitlosigkeit anschaulich zu machen: Vergangenheit, Gegenwart und Zukunft, das Simultane und nicht das Lineare wird zur Leitlinie. Im Zentrum stehen Menschen, die gestern, heute und morgen das Stadtbild prägen und sich für immer Mainz verbunden fühlen. Es dreht sich in Mainz ganz besonders um Beziehungen: Mensch-zu-Mensch, Mensch-zu-Stadt, Stadt-zu-Mensch.

Was Metropolen am Flächenausdehnung ausmacht, besitzt Mainz an Tiefgang.


Value Art+Com Project : ValueTalk Trailer Sükran 2014.007

© 2014 by Value Communication AG, Mainz/Germany

Value Art+Com Project : ValueTalk Trailer Sükran 2014.004

© 2014 by Value Communication AG, Mainz/Germany





By Andreas Weber

There are only a few cities in Germany that can look back on such a rich and colorful past as Mainz. The city at the mouth of the Main into the Rhine, in the heart of Europe, seems not to be captured in its rich tradition. Mainz is alive, metropolitan, cosmopolitan, versatile, integrated in attractive surroundings, interwined with other economic and cultural centers in near and far. Over 2000 years of urban history have left their mark and characterize the image of the city of Mainz — above and below the ground. Portals, triumphal arches, theaters, commemorative columns, houses, old roman ships, and more are handed down from the past, rarely receive.

Mainz as a place of culture and encounter was always a center of power, which provoked aggression and conquest urge. Whether as an ancient Roman garrison town, the seat of the Chancellor („Reichskanzler“) and archbishops, as departmental capital at the time of the French Revolution and occupation or as a strategic transport hub during the Second World War: Mainz was never safe from vandalism. But Mainz has always been supported by people who breathe life to the place. Mainz had been “multicultural” even the word itself did not exist. From everywhere people love to come to Mainz; and if they stay they will become friends in the best neighborhood with the old-established residents — so they often stay for a lifetime! Others consist of full sympathy in Mainz characters, think of Marc Chagall and its famous church windows in Sankt Stephan! But the profane is unlike anywhere else in Mainz: The eventful and enjoyable weekly farmers market in the shadow of the giant cathedral is one of the largest and most beautiful of the Republic. In general: The people in Mainz are very open-minded about culinary delights, including delicious wines.

People in Mainz are inventive. Not only that, the “Man of the Millennium“, Johannes Gutenberg his pioneering development of printing with movable type in Mainz finished floor. Mainz has created and preserves important socio-cultural developments in the sense of an expanded concept of culture. From the ”Fassenacht“ (”Carnival“) as an instrument of political and humorous ”opposition“ on the first public German citizens to the gallery after-containing Napoleon cult until after 1860 living in Mainz of desire for freedom, independence and individuality is drawn. The people of Mainz are not egoists despite everything. They are sociable, friendly, helpful and approachable. The city delivers its citizens always enough free space, but you have to know to fill out. This makes Mainz incredibly attractive.

“Art is the perception of reality that applies to question it,” formulated Guido Ludes, of his adopted hometown Mainz devoted two amazing books, with hundreds of drawings and dozens of paintings. He showed us the city of Mainz as an architectural body through the work of people constantly changing and in motion. The scenery observed by this artist does not hide his astonishment. He shared his point of view as an artist unifying the citizens of Mainz with its buildings as a congenial monument.

Publications about Mainz, designed as a survey of urban life beginning of the 21st century, have to be beyond the norm. The ensemble of interviews, statements, short texts, quotations, pictures and a good typography and design are the special feature of this city more than fair. It opens up several perspectives simultaneously: 

  • architectural designs and buildings as metaphors for creation, change and destruction; 
  • people who, today, and tomorrow characterize the city yesterday, to share their ideas and observations. 

The city is recorded in their history to make their modernity and timelessness vividly. Past, present and future as a simultaneous momentum and not dominated by a linear structure build the guideline to experience Mainz. The focus is on people, yesterday, today and tomorrow dominate the cityscape, and feel forever linked to Mainz. Human-to-human. Human-to-city. And city-to-human!

My take:
What makes mega cities areal extent, Mainz has in depth.





In 2004 (exactly the year when Mark Zuckerberg founded Facebook), we published an extraordinary book about Gutenberg’s City: “Guido Ludes | Stadtlandschaften Mainz II”.

The Artist Guido Ludes created more than 200 drawings showcasing Mainz via its streets, squares, buildings and the street life. Several dozens statements by people living in Mainz or coming to Mainz as visitors were integrated. My article “Mainz bleibt Mainz” served as the preface for the book. And its still valid and wonderful. It will be also the basis for our new Value Art+Com Project to highlight the culture of communication in Mainz by answering the question: “What is the real value of communication?”. (Initiator and Editor: Şükran Ceren Salalı, Istanbul).



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Value Check Internet of Things.001

@ 2014 by Value Communication AG, Mainz/Germany


• IoT is crucial for any kind of Business Model Innovation
• IoT will increase profit and growth via Value Creation and Value Capture
• IoT follows the rules of Value Innovation by the Big 5-C approach


By Şükran Ceren Salalı, Value Art&Communication Fellow

Gordon Hui, who leads the business design & strategy practice at Smart Design in United States and England, just published a blog post called How the Internet of Things Changes Business Models concerning with the relationship between the Internet of Things and existing business models.

According to Hui, today`s business model innovation is hugely affected by the Internet of Things (IoT) which includes value creation and value capture which are two main points for companies in order to increase their profits.

Value creation plays an important role to provide activities for companies in order to increase their offering and to support customer willingness to pay as a main business model. Moreover, value capture provides strategies that help companies to maximize their profits from discrete product sales by setting the right price which means also the monetization of customer value.

Real-time and Over-the-Air updates

The changes that based on value creation and value capture can be counted in many steps related with the traditional product mindset. Through value creation, addressing real-time and emergent news in a predictive manner rather than in a reactive manner, benefiting from over-the-air updates instead of focusing solely the product itself, and also using information convergence more than using single point data help companies to adapt the right business strategies for a healthier customer relationship and better profits. When it comes to value capture, enabling recurring revenue, adding personalization and context and also understanding how other business partners make money encourage companies to maximize their profits.

Hui also quotes Zach Supalla`s, the CEO of Spark (an open source IoT platform), words; “With the IoT, you can’t think of a company in a vacuum. The market stack is deeper than traditional products; you need to think about how your company will monetize your product and how your product will allow others to generate and collect value, too.” In other words, Supalla draws attention to the point that the value of IoT is huge enough to connect profits from different products each other.

ValueAdvice: Connect Innovation to Profit

What Andreas Weber suggests in How to Survive the Innovation Dilemma is a principle called `the Big 5-C´ that contains content, connectivity, consumers & brands, community and creativity. The Value Innovation strategy also contains the function of IoT by highlighting the importance of connectivity and consumer&brands, which are exactly serve for the same mission to create value in business strategies in order to support customer willingness and maximize company profits.




In Brief:  What does „Internet of Things (IoT)“ mean?

The Internet of Things (IoT, also Cloud of Things or CoT) includes objects, animals or people are provided with unique identifiers and the ability to transfer data over a network without requiring human-to-human or human-to-computer interaction.

The Internet of Things can be a person with a heart monitor implant, a farm animal with a biochip transponder, an automobile that has built-in sensors to alert the driver when tire pressure is low — or any other natural or man-made object that can be assigned an IP address and provided with the ability to transfer data over a network.

The Internet of Things has been most closely associated with machine-to-machine (M2M) communication in manufacturing and power, oil and gas utilities, also enabling advanced applications like a Smart Grid.

ValueCheck! — Print sink!.001

Open letter from the German Digital Printing Forum spokesman Andreas Weber to all who should take care! 


Dear friends of the Digital Printing Forum community,
dear friends of printed communication! 

Since the beginning of 2014, we had much to criticize: 

  1. The print industry communicates poorly, not to say lousy … all are more concerned with themselves than with customers and markets. (The only ones who benefit from a good market communication, the online printers grow strong and profitable, succeed in B2B, also thanks to Bernd Zipper, who is doing a good trade-communication via
  2. Among the manufacturers / suppliers for digital printing technologies are plenty of so-called “managers” in the lead position of the 1st and 2nd levels, who excel as a dilettante — and you should quickly throw them out what is already happening in part (bye bye, Armando) …
  3. Publishers as well as agencies don’t believe in print and don’t know how to use digital printing in a proper way. And it will be worse rather than better (except for Calvendo and some others!).


And now this bad news (what was to be expected, but still shocking): 

Innovation Primus Xerox loses its core business digital printing machines in the second quarter of 2014, almost one-third of sales.  — Ouch, that is in the billions of US-Dollars! 

Who thinks gloating now, haha, your own fault, should bear in mind that this loss of revenue is not collected at Xerox from other manufacturers. [See: The Decline of Digital Printing Continues. Is Xerox loose its core business? # value # print ]

The truth is rather that the gigantic multi-billion-euro investments in digital printing systems are in no economically reasonable proportion to the value creation capabilities of most print shops; thus the proportion of digital printing in the total print volume of the print industry keeps marginal (around 15%) and remains constantly low.


At a glance: On the current situation of the manufacturers in Germany 

It is clear that for years hardly a manufacturer did a good job to innovate and develope new markets:

Konica Minolta reached in Germany the pole position (but sold huge amounts of digital printing systems to the customers of the printing industry).

Heidelberg can take a run again and has now (once again) a new “Digital Strategy”, which could indicate success in two to three years.

Ricoh grabs it anyway, but is almost invisible and silent, and in the commercial printing market Ricoh’s success relates to Heidelberg activities who just pander Fuji.

Canon and Océ transform their synergistic success for „shrink art“ and are always invisible and insignificant for the print industry!

HP Indigo stagnant albeit at relatively high level, but suffers from a fatal and lousy market communication on EMEA level and by the HP Group  in total.

Landa is the best „money-collector“ and fund raiser without a deliverable product to serve the market on time.

— The classics like manroland and KBA including her partner Kodak are the only ones who look at themselves to be a champion in digital printing.

— Only in the niche markets there are “Lucky Guys”, such as Xeikon, Dainippon Screen, EFI or Domino.

— BTW: The paper manufacturers have already adjusted their business to declining demand. Especially in digital printing in the so-called office and home printing area, the decline is striking; similar is also expected in the commercial printing segment!


What does that mean?  For you, for us as a digital print forum community plus for all those print service providers? 

All of us should quickly modify our behavior and go-to-market approach. Now. Not tomorrow!

We need a disruptive approach to say goodbye to all this above mentioned grievances. Suspected to the market, consumers and companies have to get clear and valuable information to what is possible via breathtaking digital printing services (even in combination with social media).

And last but not least: It must be clear, by facts and emotionally believable that innovative in print communications via digital printing will produce clear benefits and profitable growth in any dimension of a business.

A current example as proof that it still goes: The Swedish group Elanders AB, which grows well with digital printing and innovations over the market average; Elanders Germany’s with its facilities in Waiblingen (close to Stuttgart) is able to expand its digital printing center and conquered in the packaging and in new supply chain markets. [See our Value Check-analyzes!, And the interview with Elanders CEO Magnus Nilsson]

Whoever, therefore, wants to get involved to turn things around, has a good chance. 

And can feel free to contact us in digital printing forum. And be sure: Not only the big players like Elanders could belong to winners in the future!

We have launched a series of measures and new projects in the Summer 2014 (keyword Innovation coaching, including ValueCheck! and ValueTalk!). Made for to save what is worth saving about: innovation for the market benefit, coupled with the new go-to-market principles. 

Our believe: It is no longer enough only to compensate or correct what is going wrong so far! Be disruptive by innovation!

I look forward to your feedback and messages.
You are welcome to join the Digital Print Forum Initiative and our Group on XING as well.

Best regards from the Gutenberg City, Mainz,

Yours sincerely

Andreas Weber
//Founder and Spokesman Digital Printing Forum
CEO of Value Communication AG



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ValueCheck! — Print sink!.001

@ 2014 by Value Communication AG, Mainz/Germany



Offenerer Brief von DigitaldruckForum-Sprecher Andreas Weber an alle, die es interessieren sollte!


Liebe Freunde des DigitaldruckForum, liebe Freunde der gedruckten Kommunikation!

Seit Jahresanfang 2014 hatten wir viel zu kritisieren:

  1. Die Print-Branche kommuniziert schlecht, um nicht zu sagen saumäßig… Alle sind mehr mit sich als mit Kunden und Märkten beschäftigt.
    (Die einzigen, die von guter Marktkommunikation profitieren, sind die Online-Printer, die stark und profitabel wachsen, im B2B reüssieren, auch dank Bernd Zipper, der eine gute Fach-Kommunikation via leistet).
  2. Bei den Herstellern/Lieferanten für Digitaldruck-Technologien sind jede Menge sog. “Manager” in Führungsposition der 1. und 2. Ebene, die sich als Dilettanten hervortun — und die man rasch rausschmeissen sollte, was zum Teil gerade passiert (bye bye Armando)…
  3. Verlage wie auch Agenturen bekommen Richtung Print kaum noch was auf die Reihe. Und es wird eher schlimmer als besser (ausser bei Calvendo!).


Und jetzt das (was zu erwarten war, aber trotzdem schockt):

Innovations-Primus Xerox verliert in seinem Stammgeschäft Digitaldruck-Maschinen im 2. Quartal 2014 fast ein Drittel des Umsatzes.
Autsch, das geht in die Milliarden!

Wer jetzt hämisch denkt, haha, selbst schuld, sollte bedenken, dass dieser Umsatzverlust bei Xerox keineswegs von anderen Herstellern aufgefangen wird.
Siehe: The Decline of Digital Printing continues. Is Xerox lose its core business? #value #print

Richtig ist vielmehr, dass die gigantischen Multi-Milliarden-Euro-Investments in Digitaldruck-System in keinem ökonomisch vernünftigen Verhältnis stehen zu den Wertschöpfungsmöglichkeiten der meisten Druckereibetriebe; dadurch bleibt der Anteil von Digitaldruck am Gesamtdruckvolumen der Print-Branche bei marginalen 15 % konstant gering.


Zur aktuellen Lage der Hersteller in Deutschland

Klar ist, dass seit Jahren kaum ein Hersteller sich mit Ruhm bekleckert oder tatsächlich Märkte innoviert und weiterentwickelt:

  • Konica Minolta ist in Deutschland zum Platzhirsch geworden (verkauft aber riesige Mengen an Digitaldruck-Systemen an die Kunden der Druckereien!).
  • Heidelberg kann wieder Anlauf nehmen und hat nunmehr (wieder einmal) eine neue “Digital Strategy”, die in zwei bis drei Jahren Erfolg zeigen könnte.
  • Ricoh packt es irgendwie, ist aber nahezu unsichtbar und lautlos, und im Druckmarkt von Heidelberg abhängig, die gerade mit Fuji anbandeln.
  • Canon und Océ verwandeln ihre Synergie-Erfolge zur Schrumpf-Kunst und werden immer unsichtbarer und unbedeutender für die Print-Branche!
  • HP Indigo stagniert (wenn auch auf vergleichsweise) hohem Niveau, leidet aber unter fataler Kommunikations-Unfähifgkeit der “Oberen” auf EMEA-Ebene und des Konzerns HP insgesamt.
  • Landa ist bestens beim Geld-Einsammeln und kommt noch lange nicht in die Puschen. (“Nano nanü”, was ist da los? Haha!).
  • Die Klassiker wie manroland und KBA inkl. ihrem Partner Kodak sind selbst die einzigen, die sich bei Digitaldruck ganz, ganz vorne sehen.
  • Nur in der Nische gibt es “Lucky Guys”, wie z. B. Xeikon, Dainippon Screen, EFI oder Domino.
  • Apropos: Die Papierhersteller haben sich längst schon auf zurück gehende Nachfrage eingestellt. Vor allem im Digitaldruck im sog. Office- und Homeprinting-Bereich ist der Rückgang eklatant; ähnliches wird im kommerziellen Print-Markt auch erwartet.!


Was heisst das?
Für Sie, für uns als DigitaldruckForum, für innovative Druckdienstleister?

Nun: Vor allem sollten rasch einiges ändern.Und zwar ab sofort!

Wir brauchen einen disruptiven Ansatz, uns von all diesem o. g. Missständen zu verabschieden. V. a. um dem Markt, sprich den Verbrauchern und Unternehmen, klar zu machen, was mit Digitaldruck möglich ist (gerade in Kombination mit Social Media; und last but not least: Es muss klar und deutlich, faktisch wie emotional glaubhaft werden, was wir im Digitaldruck per innovativer Printkommunikation drauf haben, um klare Nutzen und profitables Wachstum zu erzeugen.

Aktuelles Beispiel als Beweis dafür, das es doch geht: Die schwedische Gruppe Elanders AB, die mit Digitaldruck und Innovationen weit über dem Marktdurchschnitt wächst; die Waiblingen zum Digitaldruckzentrum ausbaut und im Packaging sowie in Supply Chain neue Märkte erobert. — Siehe unsere ValueCheck!-Analysen und das Interview mit Magnus Nilsson.

Wer sich sich also engagieren will, das Ruder herumzureissen, hat gute Chancen.
Und kann sich gerne bei uns im DigitaldruckForum melden.

Wir haben im Sommer eine Serie von Maßnahmen und Neuprojekten gestartet (Stichwort Innovations-Coachings, inkl. ValueCheck! und ValueTalk!), um zu retten, was zu retten lohnt: Innovationen, die dem Markt zugute kommen, gekoppelt mit neuen Go-to-Market-Prinzipien. — Es genügt also/längst nicht mehr, nur kompensieren oder zu verbessern, was bis dato schief läuft!

Ich freue mich auf Ihre Nachricht. Gerne auch über die DigitaldruckForum-Gruppe auf XING.

Beste Grüße aus der Gutenberg-Stadt,

Andreas Weber
Gründer und Sprecher DigitaldruckForum
CEO von Value Communication AG


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