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ValueCheck AI via Xerox.001

Artificial intelligence as a top topic in business and society — and more recently in the German policy for Dorothee Bär, the Minister of State for digitisation in the Berlin Chancellery. —Photo: Munich Media days. Picture Collage: Andreas Weber.

By Andreas Weber, Head of Value  | Original German Version

 

Notes: The post was created in cooperation with VDI messages, Stefan Eder. — See also our #ValueCheck contribution to AI in art and media. — The English translation was automatically done via xeroxtranslates.com

 


 

The high-tech group of Xerox / PARC enters California Palo Alto new ways in ‘Artificial intelligence’ (AI) with his think-tank and development forge. The next year a AI-software architecture should be ready for the market the company to automatically create offers and future documents of all kinds. The whole thing is so topical, there is still no official product name for it.

“Currently we are in the beta and put our new AI solution also within the own group in the United States, Canada and the United Kingdom”, says Elisabeth Rochman, Director of innovation, strategy and communication at Xerox in London. 

In focus: knowledge workers

Targets are knowledge workers to automate document creation with AI for Xerox primarily in all areas of industrial enterprises, government agencies and organizations. “We go beyond now far scanning and routing of documents, and other ConnectKey functionalities of the Xerox workplace assistants, learning technologies provide the basis for success by most modern deep”, so Rochman next. 

It is important to be maximum productive knowledge workers so that they can best accomplish their important duties in complex environments. It is especially critical for knowledge workers to be able to look outside the box and to be able to identify additional information that may be important for their own work in large and complex organizations. 

In this mammoth task, Xerox can rely on a 30-year expertise of PARC in natural language processing and is a pioneer in “natural language generation” to take over. Xerox dominates already automatic translations and language input systems for knowledge workers, as well as in the future dialogue systems for field workers in the repair use. 

 

Info box to Artificial intelligence (AI)

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AI in daily use on the example of Apple with Siri. Photo: Mashable

The direct or indirect encounter with artificial intelligence (AI) nobody can escape. For business as private — industry 4.0, medical technology, nursing, Smartphone, autonomous car, smart TV, or in the games sector, we all use AI or benefit.

AI is not a new invention. This research since the 1950s. Starting point is less a ‘thinking machine’, as rather basically programs that can do a task independently, would be necessary for the typically human intelligence. Meanwhile high computing performance as IBM Watson can faster do the AI as a human being. Primarily involves the automation of intelligent behavior and machine learning. In addition to U.S. companies, the strongest driving force is China, with investments of the Government of more than $ 50 billion. The German Government wants to just provide 300 million euros.

Very easily accessible, AI is transformed into our everyday lives such as via Amazon Polly — a text-to-speech service, the texts of all kinds in realistic speech output, so that applications are speaking and whole new categories of voice-enabled products in dozens of languages with a Variety of lifelike voices can be developed, as well as chatbots and the various language assistants by Google, Apple and Amazon.

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The big shift

“The special and new at AI — we call it ‘ the big shift’ — is that we need no more area experts to write the rules, instead we need many data points and machine learning algorithms, which themselves derive from the rules of the data sets”, says Rochman. Creativity, intuition, and instinctively correct action in combination with deep-learning are important when it comes to acceptance and interaction between machines and people. 

To use the Xerox-AI solution according to Rochman requires no special learnings: “users always have full control and sovereignty. Our AI software architecture is designed so that individual is defined, what degree of intensity makes the most sense“.

AI is the most important branch of modern and future informatics. Four key areas are addressed and networked: Emotionalization, complex tasks, learning and social interaction. The goal: radically simplify the world by an intelligent interface to all offers. 

The Xerox/PARC perspective is: artificial intelligence can learn, make assumptions, adapt and respond to unpredictable behavior, and thus make the best decision each with the user and this is more or less in real time. While emotions of the user to be perceived and considered them in the interaction. The Xerox AI architecture itself in this sense as a reasonable and credible partners of interaction, to communicate with the people and to learn from each other.

 

PARC

AI has top priority in the think tank and the development forge PARC. CEO Dr. Tallon Kash wrote a readable paper on the role and importance in the June 2018.  

 

AI not as a product, but as a service

PARC developments, everything already since 2002 follows the principle of open innovation. With respect to AI, the man-machine collaboration that means best through ‘ human-centered innovation services’ to make. In this respect a Xerox-AI solution should be not seen according to Rochman as opaque black box. Rather, the constant transparency in the foreground stand for Xerox to build maximum confidence and to sustainably maintain. 

Ideally, this can be done for example by that algorithms themselves explain. Striking words: AI can be used to make AI and to meet people. 

Accordingly, PARC researchers working to create a common ground between humans and AI. “Has to do with traditional AI, in which everything according to predetermined, fixed rules must be our development of less. Therefore is not a product, but as understanding service”AI at Xerox, clarifies Rochman. And added: “Our AI architecture is capable of the people, to follow his habits and his thinking, to serve as a qualified solution and service partner.”

The flexibility and simplicity in the interfacing with connectors is also essential to create diverse interfaces. Relevant, high-quality data and networking are the fuel for AI. Here is Xerox not yet decided, whether itself or through third parties offered the interfacing.

 


 

My take: off to new shores! Because AI’s head thing!

With the new AI solution, Xerox has the chance to reinvent itself and to raise knowledge work to a new level. Ultimately, one must pass to the pure language assistance services providers up front to play with. This can succeed, if you manage from Xerox to use existing customer and network structures to include AI in the most diverse areas of application.

Just for the digital transformation of the core markets of Xerox — business communication and the professional print industry —, AI is the key factor. In dialogue with AI-automatically generated data that digital can be printed in real time, and using must be no bold vision, but should soon become a reality. Until then, there may be a continue or stony path should appear, but in my view does not shy away from the Xerox. Creativity is not only an important facet of AI, but also becomes the driver of future marketing success for Xerox.

 


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About

The Frenchwoman Elisabeth Rochman studied information systems and networking at the French engineering school, École Polytechnique Femine. She can look back on a successful industrial career in start-ups, as well as in companies such as HP and Hewlett Packard enterprises for over 20 years. In the February 2018 she appointed strategy and communication based in London Xerox as Director of innovation. In collaboration with PARC (Palo Alto Research Center), innovative universities and start-ups she works at Xerox intelligent work products and services supported by artificial intelligence.

How to contact with and full bio via LinkedIn

 


 

About the author

Andreas Weber as internationally renowned business communication analyst, coach, blogger, and transformer is engaged for more than 25 years. Its activities focus on ‘Transformation for the Digital Age’ via lectures, management briefings, workshops, analyses & reports, strategic advice. —With his blog http://www.valuetrendradar.com/ he inspires readers from over 150 countries around the world.

 

About-ValueBlog-IMG_9105

 


 

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ValueCheck Inkjet Printing.001

Von Andreas Weber, Head of Value | English Version

Prolog

Mein nun auch im ValueBlog publizierter Beitrag zu Inkjet-Printing war redaktioneller Teil einer erfolgreichen Premiere in der Schweiz! Zur 25-Jahrfeier bietet Herausgeber Martin Spaar mit seinem Team die erste, komplett individualisiert im Inkjet-Druck hergestellte Ausgabe. 

 


 

Wir stehen also an der Schwelle zu einem neuen Zeitalter der gedruckten Kommunikation. Denn was Individualisierung bringt und bewirken kann, erleben wir täglich im Web und speziell in den sozialen Netzwerken. Diese digitale Raffinesse verbunden mit der physischen Schlagkraft des Gedruckten hat ein riesiges Potenzial. —Martin Spaar 

Bildschirmfoto 2018-05-08 um 10.02.47

Zur Online-Ausgabe des gedruckten Magazins gehts per Klick!


 

Es vergeht kaum ein Tag, an dem nicht von Herstellerseite den Druckereien versprochen wird: Inkjet-Printing ist das Maß aller Dinge und eröffnet neue Märkte und Profite. Stimmt das? Ja und Nein. 

Ja, weil das Inkjet-Verfahren nicht mehr nur auf das Bedrucken von Papier oder Karton abzielt und damit über Nutzungsmöglichkeiten im klassischen Druck hinausführt. Sogar das Bedrucken dreidimensionaler Gegenstände ist möglich, wie z. B. Heidelberger Druckmaschinen und Xerox mit neuen Systemen wirkungsvoll beweisen.

Nein, weil damit einher geht, dass es schlicht nicht stimmt zu behaupten, man könne mit Inkjet-Printing den Offsetdruck ablösen oder aus dem Stand heraus ganz neue Anwendungsbereiche für die Druckbranche erschließen.

Genau hinschauen und abwägen, ist zwingend notwendig, um einen Tanz ums Goldene Kalb zu vermeiden. Hier eine Auswahl meiner aktuellen Beobachtungen: 

  1. Inkjet-Printing für den professionellen, hochproduktiven Druck ist relativ neu. Erfolgreiche Anwender in der Druckbranche lassen sich bis dato mit wenigen Fingern abzählen. Bei allen war der Schlüssel zum Erfolg nicht der Fokus auf die Drucktechnik, sondern auf die Pre-Media-Prozesse sowie das Finishing/die Verarbeitung inklusive Logistik/Distribution. Bestes Beispiel: Peter Sommer und Elanders Germany in Waiblingen. (Siehe Lesetipp unten)
  2. Hohe Inkjet-Druck-Volumen, auf die sich Hersteller gerne berufen, laufen seit langem im Transaktionsdruck, da man hier IT-Kompetenz mit Automation der Verarbeitung und Distribution nahtlos gestalten kann. (Übrigens der Grund, warum ein Big-Player wie Pitney Bowes in das Vermarkten von Digitaldrucktechnik eingestiegen ist).
  3. Es werden von den Herstellern mit Inkjet-Printing fokussiert neue Kundengruppen ausserhalb der Druckbranche und des Transaktionsdruck angesprochen. Canon Europa ist der Vorreiter, in dem es im Zuge der Reorganisation nach der drupa 2016 einen neuen Geschäftsbereich gegründet hat: Die Canon Graphic & Communications Group führt u. a. die Kreativwirtschaft sowie zahllose Branchen wie Architekten, Handwerker etc. mit neuen Systemen ans Inkjet-Drucken heran.
  4. Seit der drupa 2016 zeigt sich, dass die Inkjet-Revolution bei den Herstellern ihre Kinder frisst. HP genügt sich selbst (und optimiert statt innoviert). Landa kommt nicht von der Stelle. Bobst hat eine Kehrtwende vollzogen und mit Gründung der Mouvent AG die Neukonzeption für Inkjet-Printing durch eine clevere Cluster-Technik und anderes mehr vollzogen. Und Heidelberg hat im Team mit Fujifilm durch Primefire eine neue bahnbrechende Plattform für Hochqualitäts-Inkjet-Printing entwickelt, die im anspruchsvollen Verpackungsmarkt für Aufsehen und Anerkennung sorgt. 
  5. Traditionsunternehmen wie die Durst Group haben sich neu aufgestellt: Mit der P5-Philosophie wird alles darauf ausgerichtet und optimiert, was die Leistung und Verfügbarkeit der Drucksysteme maximiert sowie eine beispiellose Flexibilität in der Medien- und Auftragsabwicklung zulässt. Übrigens waren die Durst-Innovationen ein Highlight auf dem Online Print Symposium 2018 in München. 
  6. Es haben sich ganz neue Anbieter still und leise in Stellung gebracht, die mit neuen Systemarchitekturen individuell konfigurierbare, modulare Inkjet-Printing-Produkutionsanlagen ermöglichen, wie zum Beispiel die Firma Cadis Engineering aus Hamburg zeigt. Cadis kann z. B. HTML-Daten drucken und verzichtet aufs Rippen.
  7. Der eigentliche Gewinner bei Inkjet-Printing ist derzeit ein Hidden Champ: Der Bücherdruck. Xerox Europe zeigte dies eindrucksvoll Ende März im Team mit Book on Demand GmbH in Hamburg beim #Books2018 Event. Eine riesige, automatisierte Druckfabrik erzeugt in Echtzeit bis zu 25.000 Book-for-One-Produkte pro Tag. Wachstumstreiber sind die Impika-Inkjet-Drucksysteme von Xerox mit ausgeklügelter Hunkeler- und Müller-Martini-Technik zur Verarbeitung. Der Clou: Eine neue Impika-Tinte, die ungestrichene Papiere problemlos und bestens bedrucken kann.
  8. Last but not least: Wenn von massiver Substitution gesprochen werden kann, dann ersetzen Inkjet-Printing-System (Bogen wie Rolle) am ehesten bestehende Toner-Digitaldrucksysteme.

Fazit: Beim Inkjet-Printing wird und muss sich noch viel tun. Wir stehen erst am Anfang. Und müssen neu Denken lernen, um nicht in die Innovationsfalle zu tappen: Indem wir fälschlicherweise davon ausgehen, Inkjet-Printing sei primär dazu da, das was wir ohnehin im Druck tun können, zu verbessern.

Es geht daher weniger ums ‚schneller, besser, billiger‘, es geht vielmehr ums ‚neu, zeitgemäß und anders‘, um die komplexen Kommunikations-Herausforderungen des Digitalzeitalters zu meistern. — Think different!

 


Zum Autor

Andreas Weber ist Gründer und CEO von Value Communication AG. Als Analyst & Berater für Erfolg mit Print im Digitalzeitalter ist er zugleich auch globaler Netzwerker und Publizist. Sein Blog www.valuetrendradar.com inspiriert Nutzer/Leser aus über 130 Ländern.


 

Lesetipp: Peter Sommer im ValueCheck

Peter Sommer, Digitaldruck- und Inkjet-Pionier, Elanders Group: „Das Elanders-Konzept ist nicht auf eine bestimmte Drucktechnik fixiert. Die zentrale Frage ist immer, was mit einem Produkt erreicht werden soll und wie es zum Empfänger kommt. Die Integration in die Supply-Chain beginnt bei der Beratung der Kunden und hört bei der maßgeschneiderten Logistik auf.“

ValueCheck Peter Sommer Elanders ENG.001

 


 

ValueCheck Inkjet Printing.001

 

By Andreas Weber, Head of Value | German Version

Hardly a day goes by without manufacturers promising printers that inkjet printing is the measure of all things and will open up new markets and profits. Are they right? Well, yes and no. 

Yes, because the inkjet process is no longer just about printing on paper or cardboard, and thus extends beyond the scope of conventional printing; it is even possible to print on three-dimensional objects, as Heidelberger Druckmaschinen and Xerox are proving with their new systems.

No, because it is simply not true to say that inkjet printing could replace offset printing or open up entirely new areas of application for the printing industry off the cuff.

It is absolutely necessary to look closely and weigh up carefully to avoid finding yourself worshiping a golden calf. Here is a selection of my current observations: 

  1. Inkjet printing for professional, highly productive printing is relatively new. To date, the number of successful users in the printing industry can be counted on one hand. In all of their cases, the key to success was not to focus on printing technology, but on pre-media processes and finishing/processing with the inclusion of logistics/distribution. The best example: Peter Sommer and Elanders Germany in Waiblingen.
  2. Large inkjet printing volumes, which manufacturers like to invoke, have long been found in transactional printing. Here, processing and distribution can be seamlessly designed with IT expertise and automation. (Incidentally, this is the reason why a big player like Pitney Bowes got into the marketing of digital printing technology).
  3. Manufacturers are using inkjet printing to attract new customer groups outside the printing industry and transactional printing. Following drupa 2016, Canon Europe launched a new business unit as part of its reorganization, making it a pioneer in this regard. The Canon Graphic & Communications Group is introducing the creative industries as well as countless other industries, such as architects, craftsmen, etc., to inkjet printing with new systems.
  4. Since drupa 2016, it has become apparent for manufacturers that the inkjet revolution is devouring its own children. HP is making an appearance and Landa is getting nowhere fast, Bobst has made an about-turn and, with the founding of Mouvent AG, rethought inkjet printing with a clever cluster technology and much more. Heidelberg has teamed up with Fujifilm to develop Primefire: a breakthrough platform for high-quality inkjet printing that has caused a stir in the demanding packaging market. 
  5. Traditional companies such as the Durst Group have repositioned themselves: everything is aligned and optimized with the P5 philosophy, which maximizes the performance and availability of the printing systems and allows unprecedented flexibility in media and order processing. Incidentally, Durst’s innovations were a highlight at the Online Print Symposium 2018 in Munich. 
  6. Entirely new providers have quietly got themselves into position, making individually configurable, modular inkjet printing production facilities possible with new system architectures, as the company Cadis Engineering from Hamburg demonstrates. Cadis can print HTML data and dispenses with ripping, for example.
  7. The real winner in inkjet printing is currently a hidden champion: Book printing. Xerox Europe impressively demonstrated this in an impressive manner at the end of March in cooperation with Book on Demand GmbH at the #Books2018 event in Hamburg. A huge, automated print factory generates up to 25,000 book-for-one products per day in real time. The growth drivers are the Xerox Impika inkjet printing systems with sophisticated Hunkeler and Müller-Martini processing technology. The key feature is a new Impika ink that can easily print on uncoated papers to the best possible degree.
  8. Last but not least: If one can speak of massive substitution, then inkjet printing systems (sheet as well as roll) will most likely replace existing toner digital printing systems.

 

ValueCheck Peter Sommer Elanders ENG.001

Peter Sommer, Digital Printing and Inkjet Pioneer, Elanders Group: “The Elanders concept isn’t fixed to a specific printing technique. The central issues are always what the product needs to achieve and how it gets to the recipient. Integration into the supply chain begins with advising customers and ends with tailor-made logistics.”


Conclusion

There is still a lot that has to be done when it comes to inkjet printing. We’re only just beginning, and will have to learn how to think again in order not to fall into the innovation trap, where we wrongly assume that the primary purpose of inkjet printing is to improve on what we can do in print anyway.

When it comes to mastering the complex communication challenges of the digital age, it’s less about ‘faster, better, cheaper’ and more about ‘new, up-to-date and different’. — Think different!

 


About the author

Andreas Weber is founder and CEO of Value Communication AG. An analyst and consultant for success with print in the digital age, he is also a global networker and publicist. His blog www.valuetrendradar.com inspires users/readers from over 130 countries.

 


 

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What does a brand mean to a consumer?
What does a consumer mean to a brand?

By Andreas Weber, Head of Value. |  German Version

Many brands boast that they “create worlds of experience for our customers.” The question I ask myself is: do brands still meet the momentum which really determines customer needs, or rather: customer satisfaction? Or does an increasingly enforced brand experience approach not just miss the mark, but create more frustration than enjoyment?

Preliminary remark: learn from the best! Before any initial questions can be answered, looking back will help to bring us forward (‘Back to the Future’ style). Apple is a prime example to learn from. In the mid-90s, the company was at an all-time low, almost to the point of bankruptcy. Despite this, they managed a turnaround. Today, Apple has been the world’s most valuable brand for years. How was this possible? — “Communication first” was a central statement of the legendary Steve Jobs at the ‘Apple confidential meeting’ on September 23, 1997. 

With the “Think Different” Campaign he launched shortly afterwards, he initiated a tremendous upheaval in the industrial industry. 10 years later, they went on to break the sound barrier with the release of the iPhone. Since then, Apple as been making a higher per capita profit than most companies in terms of per capita sales. 

Although Jobs emphasized that products, marketing and distribution are important, he put smart communication above all else and made it a top priority. With his iPhone presentation on January 9, 2007, he achieved an ad-hoc gain of around $1 billion (media coverage, share price growth) before the product was even on the shelves. The trick: Jobs personally demonstrated the new device in great detail, and thus made himself identifiable with his customers and their new experience possibilities. 

The credo: Smart Communication puts the central focus on the customer experience. This has made the pioneer Apple the number one premium brand to date. As an iCEO, Jobs was also a dedicated Chief Communications Officer, which enabled his ideas to become part of the DNA of Apple, its partners and, in particular, its customers. This is a principle to which other companies, such as Berkshire Hathaway by Warren Buffett or Virgin by Richard Branson presumably also owe their success.

 

 

In my opinion, Apple is by far the most capable Smart Communication Company — and that includes maximum loyalty to their customers around the globe. 

 


Personal note: Anyone who buys an Apple product can experience
this — I’ve just bought the new iMac 27” with a Retina 5K Display and a MagicTrackPad. From (online) procurement including leasing to
free-of-charge delivery, the incredibly easy setup (just unpacking the iMac is a beautifully designed experience) up to the iCloud registration following Apple’s welcome email — which offered the very best professional support — the new computer seamlessly became a part of both my personal and professional life. This includes marvelous surprises, numerous technical innovations and quality features at the highest level. In conclusion: benchmark!


 

So let’s ask ourselves:
What distinguishes customer experience from brand experience?

Learning from the best: If you take a closer look, Apple and many other of the world’s most valuable brands follow a similar principle. Google, Facebook, Amazon, Uber and Airbnb – all of which are highly successful companies of recent times – have internalized and practiced the customer experience principle. 

Experts like to claim that their success is due to the superior innovative platform business model. To an extent, in my opinion, this is true: exponential growth is possible with this model, as you are able to address millions, even billions, of customers directly. However, business model innovations, as well as new digital technologies, are ‘only’ a means to an end — and not necessarily a guarantee of success. 

Think different!

 

Bildschirmfoto 2018-04-13 um 10.27.11

 

Consideration 1

It is crucial to exploit the innovation and technology mechanisms in such a way that dialogues or conversations with customers take place in real time. This enables us to perfect services and create products that are tailored to the customer’s needs. Smart Communication ensures all of this!!

Consideration 2

The brand itself is no longer the center of attention; instead, it rather becomes a common vehicle for companies and customers. Mass Marketing becomes Customized Mass Marketing. The majority of established brand companies put their focus on brand experience in order to impress customers with the strongest possible brand impact. This is a way to impress your customers with the strongest possible brand experience and thus induce them to buy your products. However, the best case scenario in this: you end up covering your costs, but you can barely manage to grow profitably and organically or achieve double-digit margins.

Consideration 3

Reality is inevitable: customers often feel more and more disappointed if they feel that brands have lost personal contact with them.

 


 

Adobe’s study, Reinventing Loyalty: The New Loyalty Experience (Fall 2017) found that 75% of CMOs admit that customer loyalty/customer satisfaction need to be improved, or that they don’t even know what their customers are dealing with. “This clearly demonstrates that CMOs feel that there is huge room for improvement when it comes to implementing new loyalty dimensions.” 

 

In my opinion, these new “loyalty dimensions” are entrenched in “old” values: trust, satisfaction, and relatedness. These values also form the core of Smart Communication. 

In this context: The usual “digital” transformation efforts of many companies miss the point. Instead of focusing on customer experience, many companies focus instead on the optimization of internal processes. 

While these do save the company time and money, they tend to drastically increase time and effort for the customer. Personal, human-to-human consultation opportunities are thus almost impossible. Anyone who’s spent far too much time on hold knows what I’m talking about.

 

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Consideration 4

In my view, in order to avoid customer dissatisfaction and loss of loyalty, it is not necessarily a matter of changing qualifications, but of changing the mandate of those responsible for marketing. 

Why?

  • Brand experience puts the focus on buying. It mainly uses expensive media and creative services from third parties (although Nielsen reports that in Germany, Europe’s premium market in 2017, gross advertising expenditure declined in some cases, despite high growth in mobile advertising). The corresponding strategies and measures are aimed at, almost as if on a hunt, bombarding customers with advertising, anywhere, anytime. So-called bonus programs make the hunt all the more dynamic.
  • But: Customer Experience, on the other hand, relies on customer satisfaction and service, through methods of direct contact and dialogue. Customer Experience follows the principle of ‘Listen & Learn.’ Real-time capturing of customers experiences is used to continuously improve products and services. Communication and transaction are interlinked as closely as possible, preferably seamlessly. The credo: It’s all about interaction and relatedness by smart communication.

Consideration 5

The Brand Experience Principle no longer applies. Customer sensitivities and expectations can best be met with an individually-tailored Smart Communication architecture, which should be designed with a customer experience focus. 

If the Smart Communication strategy, which is so successful for Apple, is structured in a systemic way, adapted to your company, and precisely understood in detail, the essence of Smart Communication, you will be able to respond extremely quickly to individual customer needs. There is no other choice! ‘Communication first’ thus goes hand in hand with ‘Customer benefits first.’

 


 

Instructions 

  1. Think different! Put your current branding and customer experience strategies to the test and discuss your findings with others. 
  2. Rethink and critically assess the values of your company’s current communication approach and processes (i. e. via the ValueCheck questionnaire).
  3. Listen & Learn. Understand and use the insights that my White Paper on Smart Communication offers, including specific instructions for action and organizational models. 
  4. I am always available for further explanations and support.

 


 

About Andreas Weber, Founder and CEO of Value Communication AG
Since more than 25 years Andreas Weber serves on an international level as a business communication analyst, influencer and transformer. His activities are dedicated to the ‘Transformation for the Digital Age’ via presentations, management briefings, coachings, workshops, analysis&reports, strategic advice. — Andreas Weber’s Blog inspires readers from around 130 countries around the globe.

 


 

 


 

ValueCheck OPS 2018.001

#ops2018: Zum zweiten Mal gab es über ein Dutzend hochinformative, kurzweilige und unterhaltsame LiveTV-Interviews mit den Partner. Das Publikum im Saal war begeistert. — Im Bild: Barbara Schulz von Durst Group und Interviewer Andreas Weber.

 

Von Andreas Weber, Head of Value

Es lohnte sich extrem, beim #ops2018 in München am 15. und 16. März 2018 dabei gewesen zu sein.

Es ging nicht nur um Onlineprint, es ging um die Zukunft der Druck-Kunst im Zeitalter der Assistant-Technologien, der Mass Customitzation (durch Digitaldruck) und Transformation des Druckereigeschäfts.

Ich habe per⚡️Twitter Moments das wichtigste kompakt und multimedial zusammengefasst. Mit allen Highlights und tollen Insights. Und einigen wichtigen Live-Interviews. Klicken lohnt sich. Das Anschauen via Smartphone kommt am besten. Und passt zu einer #ops2018-Kernerkenntnis: Print Business goes Mobile!


 

ValueDialog LiveTV #ops2018

Siehe vor allem auch den Bericht mit den 12 LiveTV-Interviews, im ValueDialog mit Top-Experten und ihrer Sichtweise. 


 

Ein engagiertes Moderationstrio: Jens Meyer, Dr. Eduard Neufeld, Bernd Zipper. — Video: #ops2018


 

TWITTER MOMENTS BY @ValueCommAG

 

ValueCheck Nico Veränderungen 2018.001

Druckmarkt gilt als wichtigste Fachpublikationsreihe im deutschsprachigen Raum, die sich an Entscheider aus der Printbranche und ihrer Zulieferindustrie richtet. Foto: Druckmarkt.

 

Gastbeitrag der Druckmarkt-Redaktion

Noch ist das Jahr jung, gute Wünsche für 2018 sind noch nicht verspätet, zumal gute Wünsche nie fehl am Platz sind. Also wünschen auch wir alles Gute, Gesundheit und Erfolg. Vor allem geschäftlichen Erfolg bei allem, was Sie sich vorgenommen haben. Wobei das mit den Vorsätzen ja immer so eine Sache ist. Nach verschiedenen Befragungen scheitern mehr als 80 Prozent aller Änderungswilligen – es folgen Selbstvorwürfe wegen Versagens. Doch in unserer Branche müssen wir ja selbst gar nicht viel verändern wollen, es kommt ja eh von selbst. Oder nicht?

Ist Drucken noch Drucken?

Schon der Begriff hat sich massiv geändert. Stand ‚Drucken‘ vor wenigen Jahren noch für Informationsübertragung und -vervielfältigung, wird Drucken heute als Herstellungsprozess betrachtet, der über das kontrollierte Aufbringen von Farbe auf Papier hinaus Handling, Finishing und Logistik einschließt. Druckverfahren und -Maschinen stehen nicht mehr im Fokus, auch Bedruckstoffe wie Papier und Karton sind nicht mehr Dreh- und Angelpunkt, sondern der integrierte automatisierte Vorgang von der Auftragsannahme bis zur Logistik.

Dem ‚Drumherum‘ wird immer mehr Beachtung geschenkt. Und Erfolg hat in Zukunft nicht etwa jemand, der gut drucken kann, sondern der, der Prozesse gut managt. Dabei steht die Einbindung der Technik in einen vernetzten Gesamtprozess an. Das geschieht einmal über die Digitalisierung der Maschinen, reicht über die ‚Bedienerführung‘ durch automatisierte Arbeitsabläufe und tastet sich an ganzheitliche Modelle wie Industrie 4.0 heran, die mit Fern- und Fehlerdiagnose oder proaktiver Wartung noch längst nicht zu Ende gedacht sind.

Industrie 4.0 bedeutet in diesem Zusammenhang die Optimierung der gesamten Fertigungskette, die digitale Abbildung aller relevanten Prozesse und Komponenten. Von der real installierten Maschine existiert ein digitaler Zwilling in den Servern der Druckmaschinenhersteller. Ob diese Transparenz überall auf grundsätzliche Zustimmung trifft, ist eine andere Frage. Fakt ist jedoch, dass der Einzelne diese Veränderungsprozesse alleine nicht bewältigen kann.

 

Print wins by Lidia

Print wins. Illustration von Lidia Lukianova, SF Bay Area, für Value Communication AG. © 2012

 

So oder so: Wandel vollzieht unaufhaltsam.

Es bedarf der Hilfe von unterschiedlichen Seiten. Und nicht zuletzt hilft auch der Austausch mit Branchenkollegen. Dazu bietet das Jahr 2018 zahlreiche Möglichkeiten. Schon am 15. Februar findet der ‚DigitaldruckKongress‘ in Düsseldorf statt http://www.ddk2018.de/ , Mitte März folgt in München das ‚Online-Print-Symposium‘ http://online-print-symposium.de/  und im April die ‚PRINT digital! Convention‘ auf dem Düsseldorfer Messegelände. https://www.drupa.de/cgi-bin/md_drupa/lib/pub/tt.cgi/PRINT_digital_CONVENTION_mit_neuem_Wachstumsziel_f%C3%BCr_2018.html?oid=40077&lang=1&ticket=g_u_e_s_t   Bei allen Events geht es um nichts anderes als um den Veränderungsprozess der Branche. Und spätestens bei einer dieser Veranstaltungen werden Sie weitere Anregungen erhalten, wie Sie den Wandel angehen können.

Ihre Druckmarkt-Redaktion
Klaus-Peter und Julius Nicolay

 


 

Der Beitrag entstammt als Editorial der Jahresauftakt-Ausgabe 2018 von Druckmarkt Impressions, Nr. 121. — PDF kostenfrei zum Download: http://www.druckmarkt.de/impressions/121DEprint.pdf

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By Andreas Weber, Head of Value

You should keep the date 8 November 2017 in mind. Experts from around the globe joined the #Heideldruck #PackagingDays to get deep insights on how the packaging business makes progress to get transformed by innovation bizz concepts and digital print technologies. It’s all about the paradigmeshift from #massmarketing to masscustomization.

My take: It’s not a speculation anymore. It’s meanwhile a solide fact that modern print technologies like Heidelberg presented it take the lead to guide us in a sustainable way on the digital transformation journey. Driven by competency, creativity, relatedness and ‚German Mut’ we have new a solide basis to re-invent what we do. It’s amazing that such huge and fast growing markets like Label & Packaging were able to adopt print innovations in their sophisticated industrial environment on such a high level.

To make a long story short, I will share my real-time report via Twitter, a rich collection of quotes, comments, photos and video interviews produced in an authentic and unplugged manner during the event. It should give you the feeling like to have joined us in Wiesloch at the Heidelberg Print Media Center and at the MPS factory in Obersulm, Germany.

 


Note: For any reason there is probably a technical problem caused by WordPress. Some of the video thumbnails are shown upside down. But the videos should work properly if you click on it.


Prelude

A real world premiere commented by Andreas Weber.


Heidelberg CEO Rainer Hundsdörfer made clear that his company is the market leader in providing packaging print production solutions on a high-class quality & productivity level.

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In medias res

Steffen Schnizer, GM Sales at Multi Packaging Solutions MPS, Obersum/Germany, highlighted the excellent partnership with Heidelberg to make Primefire106 perfectly fitting to the needs of MPS customers demand.

Steffen Schnizel gave a special interview in German language as well. His key point: Packaging printing creates the highest demand regarding quality, color, productivity, reliability. At least Heidelberg could fulfill that now in the field of digital printing as well as in offset printing.


Heidelberg’s SVP Global Head of Digital Print Business Montserrat Peidro explains the relevance of digital print innovations for the market. Masscustomization is already the main topic to cover an increasing demand by brand owners! — (English version first, German version second).

 

NOTE: See as well the ValueDialog with Montserrat Peidro I published earlier this year. It‘s about the specific benefits of Primefire106 and the advantage of industrial digital printing.

 


Focus on technology

Heidelberg’s Board member Stephan Plenz shared great insights to identify the right technological needs and solutions. The secret: It’s not enough to have the right digital print engine … The Heart or better: the brain is Prinect — Heidelberg’s digital frontend system architecture which’s able to manage all kind of digital printing machines plus offset printing machines in once.

 

 


At a glance via Value@Twitter Moments

 


 

Read and share our ValueStorify as well to get access to all relevant Tweets

 

Bildschirmfoto 2017-11-13 um 09.44.45

 


 

 


 

#xug17orlando Review via Storify

Even after the conference was over #xug17orlando was still a topic on Social Media. And is still going strong around the Globe!

By Andreas Weber, Head of Value

Read as well the case study as making-off!

Sorry to say: But #xug17orlando was the best conference I had the pleasure to join in the last years. It was all about my #influenceB2B topics to figure out how to contribute in a very smart and very effective way to the needs for the digital age. And how to master successfully the sustainable transformation journey.

To get anything at a glance we published all relevant insights via Storify. So you will find a comprehensive overview by text, photos and short movies. Very happy that so many qualified and beloved contributors show up as well.

 

 

A super high-light for all of us at #xug17orlando: The presentation by Mark Schaefer, the leading brain for marketing advice who talked in a tailored presentation “From Massmarketing to Masscustomization“. Outstanding. He was one of the great experts giving an interview in that series of ‘silly talks’ I did as a video live report we shared with conference attendees. He hit the point. My favorite quote: “The secret of people to succeed: You just need more of yourself at your best!”

 

 

 



It’s all about having great conversation!

Amazing success: #xug172017 wasn‘t just a best-in-class conference on #multichannel #print #transformation. — Via #Socialmedia it became a BLOCKBUSTER attracting experts around the globe. So far (10/29 to 11/04) we got a total reach on #Twitter of more than 1.2 Million and on #LinkedIn of more than 110k via my own accounts. Can‘t wait to see the stats by others who contributed as well like XUG – The XMPie Users Group Inc. , XMPie, Christian Kopocz, Jeroen van Druenen and others. Additional effects were created by Mark Schaefer and Mandy Edwards as leading Social Minds giving presentations and sharing our Tweets. — My #influenceB2B Programme works!

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The best of the best!

Side kick of #xug17orlando: To get in touch with the best entrepreneurs, like Luis Romo from Mexico. Luis joined because he became currently the latest XMPie customer. XMPie president Jacob Aizikowitz describes Luis like this: “Luis Romo knows a lot about how Print fits in modern business directions. His catalog business is an envy, and it seems to me that his new initiatives are going to be ground breaking. Having XMPie SW at the hands of a team lead by Romo is not only an honor but also a challenge and an opportunity — for him and for us @XMPie. Many of the XMPie customers transformed their businesses, expanding their horizon and refining their business focus; they all learned how to leverage the #DigitalDisruption to their advantage. They are the group that charts the #transformation path for the print industry. Many of them saw the light and the direction, much before any research or industry analysts suggested that this is the direction to take.”

 

 


 

The most interesting #conversation with @Adobe we had so far. #xug17orlando made it happened. It‘s all about the #conversation of #marketing and #creatives. And: #transformation #AI #multichannel #innovation — TX to @prindoz for recording @zeitenwende007‘s #sillytalk. 

 

 


Special thanks to Jeroen van Druenen and Christian Kopocz from the Board of the xmpieusersgroup for their great work. Very well done.

 

 

 

 



 

At a Glance: All relevant Tweets summarized via my Storify Multimedia Report

 

 

 


Editors Darling

Two outstanding videos created ‘on-the-fly’ by the great #xug17orlando partners and attendees from TECMAIL Don’t miss it to watch them, too!

BEFORE

AFTER

 


 

 

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Exklusiv-Interview mit Dr. Ulrich Hermann, Chief Digital Officer, Mitglied im Vorstand der Heidelberger Druckmaschinen AG

Interview: Andreas Weber, Head of Value | English Version

Im ValueDialog geht es um das Thema Transformation der Branche. Es wird näher beleuchtet, welche neuen Wege Heidelberg zu beschreiten hat.

In der deutschen Industriegeschichte ist es eigentlich eine Sensation: Ein im 19. Jahrhundert gegründetes Maschinenbauunternehmen ‚gönnt‘ sich auf Vorstandsebene einen „Chief Digital Officer“. So geschehen im November 2016 bei Heidelberger Druckmaschinen AG durch die Berufung von Dr. Ulrich Hermann, der den Unternehmensbereich ‚Digital Services‘ leitet. Seine anspruchsvolle Aufgabe: Die zentrale Leitidee ‚Heidelberg goes digital‘ inhaltlich und operativ nicht nur im Markt und bei Kunden erfahrbar zu machen, sondern auch bei Mitarbeitern Akzeptanz zu schaffen für das, was sich ändern muss, um Bestand zu haben und nachhaltig profitabel zu wachsen.

Soviel vorweg: Wie durch die ValueTrend-Analysen seit der drupa 2016 umfassend dokumentiert, hat sich das Blatt bei Heidelberger Druckmaschinen AG (Kurzform: Heideldruck) zum Guten gewendet, um wieder der Leuchtturm der Printbranche sein zu können. Das Unternehmen konnte in die Gewinn- und Wachstumsphase zurückkehren. Das Produkt- und Leistungsportfolio hat sich signifikant erweitert. Die Konzernstrukturen wurden verändert. Anleger und Finanzexperten honorieren die Trendwende und die in Aussicht gestellten Wachstumsperspektiven. Die Heideldruck-Aktie ist im Aufwind und die Empfehlungen sind auf „Buy“ gesetzt. 

In medias res: Dr. Ulrich Hermann macht aber keinen Hehl daraus, dass sich die Zukunft und vor allem der künftige Erfolg von Heideldruck an radikal neuen Maßstäben orientieren müssen. Die Zahl der Druckereibetriebe ist ebenso rückläufig wie die Zahl der verkaufbaren Druckwerke bei den Druckmaschinen — letzteres bis dato stets das Maß aller Dinge. Dr. Hermann sieht aber gerade in diesen Veränderungen, v. a. in der Wende zum ‚Digitalen‘ bei den Geschäfts- wie den Produktionsprozessen großes Potential für Heideldruck und seine Kunden. Gerade auch in Fällen, wo das wirtschaftliche Umfeld, der Konkurrenzdruck oder die Investitionsmöglichkeiten anscheinend eingeschränkt sind.

In aller Kürze: Welche Bedeutung hat ’Heidelberg goes digital’ für die Branche? 

Dr. Ulrich Hermann: „Digital“ meint im Claim nicht das digitale Druckverfahren, sondern das digitale Geschäftsmodell: Wir fragen uns weniger, was das Produkt können soll, sondern vielmehr was die Kunden mit dem Produkt genau machen! — ‚Digital‘ gesprochen sollen unsere Lösungen — das sind Software, Daten und digitale Technologien — unseren Kunden helfen, ihre eigene digitale Transformation zu meistern.

Im Detail: Warum macht es Sinn für die globale Print Community sich auf die ‚digitale Transformations-Reise‘ zu begeben?

Dr. Ulrich Hermann: Die ‚digitale‘ Welt bietet ein enormes Potential für die Druckindustrie, das bislang nur wenig erschlossen ist. Da ist zuallererst die Adaption von Digitaldrucktechnik im industriellen Druck, um auf zeitgemäßes Konsumentenverhalten, beispielsweise dem Trend zu mehr Individualisierung und kleineren Auflagen, zu reagieren.

Druckereien müssen entsprechend ihr Portfolio und Produktangebot differenzieren, um Preise stabil zu halten und nicht in die ‚Commodity-Falle‘ zu stolpern. Gleichzeitig muss aber auf industriellem Niveau die Produktivität hoch bleiben. Das geht nur, indem alle Komponenten digital verlinkt werden: Die Maschinen, die Prozesse für Verbrauchsmaterialien, der Service, die Software und letztlich Daten, die eine systematische Nutzung bei steigender Komplexität ermöglichen. So kann Produktivität und Qualität in leistungsstarken und innovativen Druckereibetrieben auf höchstem Niveau gewährleistet werden, bei gleichzeitig voller Flexibilität, um den sich rasch ändernden Kundenanforderungen und Nachfragen in einem starken Wettbewerbsumfeld gerecht zu werden.

Transformation wird gleichgesetzt mit hohen Investitionen. Viele scheuen das Risiko. Sehen Sie das auch so? Oder bietet sich ein smarter Weg, um sich zu transformieren?

Dr. Ulrich Hermann: Definitiv gibt es einen smarten Weg. Wir empfehlen, Schritt für Schritt vorzugehen. Unsere Kunden können quasi mit einem produktiven Kern starten, der eine Kombination von Lösungsmodulen erlaubt. Unsere Geschäftsmodelle bieten innovativen und wachsenden Kunden die Möglichkeiten, ihre Investitionen dort zu allokieren, wo sie am wichtigsten sind: an ihrer Kundenschnittstelle und nicht wie in der Vergangenheit vorwiegend im Produktionssaal. Damit schaffen wir gemeinsam mit dem Kunden Wettbewerbsfähigkeit. Heidelberg maximiert mit einem autonomen digitalen Produktionssystem die Effizienz und kompensiert Auftragszyklen des Druckbetriebes. Der Kunde kann sich verstärkt um den Ausbau seines Kundenstammes kümmern und in den Ausbau seines digitalen Vertriebsweges investieren. Wir teilen letztendlich die Chancen und Risiken mit unseren Kunden.

Das heisst, die Rolle von Heideldruck hat sich geändert: Es geht nicht mehr um reine Druckmaschinenverkäufe, sondern um Lösungspartnerschaften von Heideldruck mit seinen Kunden?

Dr. Ulrich Hermann: Ganz genau. Wir betrachten zunächst gründlich das Geschäftsmodell unserer Kunden, die Kundenauftragsstruktur und bringen dann unsere Ideen und reichhaltige Erfahrungen ein. Daneben analysieren wir exakt den Status und die Entwicklungsmöglichkeiten des Produktivitätslevels, um kundenindividuell eine digitalisierte und hochproduktive Lösungen zu etablieren — ohne dabei über-investieren zu müssen. Dieser Schritt-für-Schritt-Prozess, den Heidelberg entwickelt hat, ist wirklich einzigartig.

Zwischenbilanz — Das Ziel kann nur sein: Mittel- und langfristig radikal Neues etablieren!

Aus einem traditionsreichen Maschinenbauunternehmen wie Heideldruck eine ‚digital company‘ zu machen, ähnelt auf den ersten Blick der Quadratur des Kreises. Zumal es um Drucksachenherstellung geht, also eine unabänderbar analoge Erscheinungsform der Medien. Und doch erscheint es machbar. Wenn man sich davon verabschiedet, zu hohe Erwartungen zu schnell erfüllt haben zu wollen. Insofern ist das oben Gesagte von Dr. Ulrich Hermann und sein ganzheitlicher Ansatz wichtig: Schritt für Schritt sich mit Kunden weiterzuentwickeln, aber stets im Bewusstsein, dass letztlich kaum ein Stein auf dem anderen bleiben wird. Es erscheint darum logisch, zunächst lineare Transformationsmöglichkeiten anzugehen (um Bestehendes zu optimieren), um ab einem gewissen Momentum exponentielle Transformationswege zu beschreiten, damit radikal Neues etabliert werden kann. [Hinweis: Sie hierzu das separate Angebot an ValueWebinars.]

Bedenklich: Trotz aller Innovations-Kraftanstrengungen und Multi-Milliardeninvestments werden neue Printtechnologien in den Szenarien relevanter Transformations-Technologien gar nicht aufgeführt. — Quelle: Vortrag beim ABTG Kongress von Andreas Weber.

 

Wie schwierig sich Transformation im Print gestaltet, zeigt gerade der Digitaldruck-Technik-Protagonist Xerox Corp.: Trotz jahrzehntelanger Innovationsführerschaft im Print- und Document-Technologiesektor musste sich der Konzern aufspalten. Seit Januar 2017 setzte der neue CEO Jeff Jacobson auf ein Feuerwerk an Produktneuheiten, wie er gerade in einem Interview mit dem US-Magazin Fortune kundtat (siehe Bericht von Susie Gharib vom 17. August 2017). Jacobson führt Xerox quasi ‚back to the roots‘. Der Erfolg im industriellen Druck bleibt aber trotz massiver Investments und Zukäufe bis dato aus. Xerox ist in Deutschland, dem Stammland der Druckkunst, seit Jahren quasi unsichtbar. Die Marktanteile mit digitalen Druckseiten am Gesamtdruckvolumen sind marginal. Ob sich das nur durch neue Produkte ändern lässt, erscheint mir zweifelhaft.

Es muss also um weitaus mehr gehen, als nur neue Maschinen im Digitaldruck zu entwicklen und Kunden zum Kauf anregen zu wollen. Es geht vielmehr um ein grundsätzliches anderes, erweitertes  Verständnis, wie industriell aufgestellte Druckbetriebe ihre Geschäftsmodelle und ihre Geschäftsstrategien ausrichten. Heideldrucks wichtigstem Asset kommt dabei eine aus meiner Sicht ganz entscheidende Rolle bei: Die unzweifelhaft im Unternehmen vorhandene umfassende Kompetenz für Dritte verfügbar zu machen, um auf industriellem Niveau mit Print heute und morgen profitabel, markt- und zukunftsgerecht Geschäft machen zu können. 

An diesem Punkt trennt sich die Spreu vom Weizen: Die meisten Marktteilnehmer errichten sich selbst Schranken, da sie meinen, ausschließlich mit singulären, technischen Produktinnovationen ein Allheilmittel zu bieten, das Kunden zum Erfolg hilft. Dem ist mitnichten so. Das Geschäftsprinzip von Druckereien muss komplett überdacht und neu entwickelt werden. Die guten Erfolge, die im Online Print-Sektor erzielt werden, weil man im Gesamtszenario der Druckereien am ‚digitalsten’ agiert, sind dabei ein wichtiger Zwischenschritt. Aber bieten noch nicht die Lösung, die gefunden werden muss. Entscheidend wird sein, wie man Print als Medium nahtlos in den ‚Workflow‘ zeitgemäßer digitaler und mobiler Kauf- und Transaktionsszenarien einbindet. Ohne mit der Druckvorlagenherstellung und dem nach wie vor aufwändigen „Make ready“ Zeit zu verschwenden. Wir dürfen also gespannt sein. Ich bleibe am Ball.

 


 

Nachtrag: Print-Innovationen auf der IAA 2017: Heidelberg wird Partner der Automobilindustrie. Dank 4DPrinting. Siehe den ValueCheck “Von car2go zu print2go”.

 

Value Publishing IAA 2017.001

Daimler sorgte mit 4D-Druck von Heidelberg auf der IAA 2017 für Aufsehen. Fotos: Daimler AG sowie Andreas Weber.

 


 

Hinweis: Das Thema Transformation ist auch Gegenstand des vom brasilianischen Spitzenverband ABTG am 24. August 2017 organisierten Internationalen Kongresses in Sao Paulo, bei dem Andreas Weber in seinem Eröffnungsvortrag u.a. das Gespräch mit Dr. Hermann präsentiert und kommentiert. Hier klicken zum Preview mit den Vortragscharts in englischer Sprache.

 

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Value Blogpost ABTG Interview Tiago Keese.001

 

Interview by Tiago Keese, Journalist, São Paulo, Brazil

Andreas Weber, Head of Value, talks about his POV and his keynote presentation at The Congresso Internacional de Tecnologia Gráfica hosted by ABTG on 24 August 2017 in São Paulo, Brazil.

Note: Click to access the interview in português language.

 


At a glance

  • Nevertheless, even today printing technology is driving the transformation of our lives, our business world, our society.
  • Print technology is a main driver of innovation and transformation.
  • The Internet/Social Media and print are best friends. And Internet technologies profited from printing technology inventions
  • Some of my favorite print application innovations got developed by Internet and Social Media savvys.
  • In the digital age you have to re-position yourself, your business idea and your production capabilities in the right way to be a valuable transformation partner. 
  • From a holistic point of view printers could become transformers if they are able to convert the outcome and benefit of new technologies into valuable customer solutions to fulfill needs.
  • Innovative printing companies need to transform their production business into a sustainable and future oriented marketing solution provider business to hit market and customer needs.

 

01 ABTG Congresso Keynote Andreas Weber

 


 

  • What is the importance of a meeting to discuss technology and innovation such as the International Congress of Graphic Technology?

Andreas Weber: The Congress Internacional de Tecnologia Gráfica hosted by ABTG will have a great impact on the whole industry and its customers. It is important to bundle different visions, opinions and talents to master the change and to get ready for transformation. To meet in person enables to reach the best network effects you can get. I am proud to be part of a best-in-class speaker team! It will be my pleasure and honor to blog about it to share all those upcoming news from Brazil with my global network.

  • Is it possible to affirm that the graphic arts industry has been evolving technologically, being attentive to the great technological innovations of society?

Andreas Weber: Since Gutenberg’s invention and that means since more than 600 years graphic arts is always right at the cutting edge of technology innovation to support our society, economy and culture. And even today printing technology is nevertheless driving the transformation of our lives, our business world, our society. All the leading innovators from Silicon Valley admire the spirit of Gutenberg. Even a current book is dedicated to „Gutenberg the Geek“ to showcase his spirit to innovate our communication technologies and to transform the world. (See my research results and comment: „Print is dead? Long live print!“).

  • Is the internet an ally of printing?

Andreas Weber: The Internet and print are best friends. And Internet technologies profited from printing technology inventions. Because printing technology development since the 1980s took the lead to make all those huge amounts of data available and distributable. Think about TCP/IP protocol, desktop publishing, Postscript/PDF and so on. Today, the internet usage is key to run a print service business. Specially the Online Print sector as a fast growing market shows how useful it could be to combine internet and print knowledge. By the way: some of my favorite print application innovations got developed by Internet and Social Media savvys. Think about apps to print your Instagram and Facebook content. Just with one click. Those inventors like PastBook’s Founder & CEO Stefano Cutello know exactly that print helps to convert the virtual into reality. His motto sounds great: “Relive Your Memories. Automagically Created for You!” He worked for ebay before he founded PastBook as an international App-to-print start-up only a couple of years ago. (See my report and interview).

 

01 ABTG Congress 24 August 2017 Andreas Weber.001

 

  • How can printers use the innovations and marketing trends in their favor?

Andreas Weber: Current marketing trends are based on innovation and driven by technology. And as I mentioned print technology is a main driver of innovation and transformation. So from a holistic point of view printers could become transformers if they are able to convert the outcome and benefit of new technologies into valuable customer solutions to fulfill current and future needs.

  • How important is it for the printer to fully understand all the features available on the device (printer, software, etc.) that he has at his/her disposal?

Andreas Weber: Crucial is to make the right choice: which technologies and what kind of new features fits to my purpose and strategic goal? In the past, almost any decision was made to invest in equipment and production tools to optimize what you already did before. In the digital age you have to re-position yourself, your business idea and your production capabilities in the right way to be a valuable transformation partner. Therefor you have to gain knowledge, you have to streamline your processes and you have to be able to enhance your creativity to get the ‚digital‘ link to your customer properly in a sustainable way. Last but not least, to reach that point a printer has to identify the right technology partner on the vendor side to get the best support and realtime services. So its not only about hard- and software anymore. I. E. it will be more important to find a way to print HTML data than to learn how InDesign or PhotoShop works.

  • How important is the exchange of information and practices between European and Latin American markets?

Andreas Weber: 15 years ago I had the honor to make a business trip to Brazil to get great insights in Rio de Janeiro and São Paulo. I learned a lot to admire the culture and power of Brazil as an emerging, very smart and creative country inspiring other Latin American countries. It was right at that moment when ad agencies from Brazil started to become champions in the worldwide creative community. And I recognized that the printing community in Brazil and other countries in Latin America made profit out of those creative ideas. We discussed at that time the disruptiv impact of the Internet and Online Communication on the newspaper and media business. I figured out that what they did in Brazil was right at the cutting edge! And that seems to be so different compared to Europe and specially Germany with mature markets anyway where people are more or less in a defensive position to keep them self on a high level. That means the exchange of information, practices and experiences is very, very important. BTW: I am glad to have Hamilton Terni Costa as a good old friend and colleague. Since more than 10 years we meet all over the world. We discuss our observations and exchange our view on the latest technologies. At drupa we always met and Hamilton introduced me to his contacts from Latin America joining him. So, on August 24th, 2017 I will be proud to meet all those experts and attendees of the ABTG Congresso to extent my network.

  • What are the main topics of your speech?

Andreas Weber: My key message is quite simple but tough at the same time! — ”If you want to benefit from innovation to strengthen your marketing success you have to be able to understand and to handle transformation in the digital age properly.“ — That means: Innovative printing companies need to transform their production business into a sustainable and future oriented marketing solution provider business to hit market and customer needs. And they have to understand how to support their customers to transform their marketing as well in a sustainable, profitable way.

In my Keynote the attendees will learn:

  • Secrets of Transformation
  • Impact on Print / Graphic Communications
  • Learn from the best (selected cases)
  • Guidelines to create a win-win-win momentum

OBRIGADO! — TX for the great conversation. See you in São Paulo.

 

02 ABTG Congresso Keynote Andreas Weber

 

 


 

NOTE: See as well our exclusive interview with Dr. Ulrich Hermann, Chief Digital Officer at Heidelberger Druckmaschinen AG: “Transformation hits Print Technology + Innovation”. Dedicated to the ABTG Congress attendees on 24 August 2017.

 

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