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Graphic Repro On-line News Review to Friday 13 May 2016

Welcome to another roundup of 29 news highlights for the past week together with Laurel Brunner’s Verdigris Blog on Friday, which this week discusses the World Economic Forum and its Project Mainstream’s most recent white paper, which deals with paper.

We also have three new additions in Online Features Chapter 05, highlighting UPM Biofore in Beijing with a unique project which has little to do with printing or paper, but is just too beautiful and stunning to ignore; then we have the BPIF’s Printing Outlook for Q2; and then SF Taylor in the UK with its new KBA Rapida 75.

You will also find a new drupa ante portas Blog article featuring Objectif Lune, by Andreas Weber, as well as another 14 new additions in our drupa Newsroom from Exhibitors. These are led by KBA Digital, Hybrid Software, Heidelberg Workflow, Heidelberg CTP, Durst Inkjet, Tecnau, Agfa Graphics CTP, Leonhard KURZ with a new foil; Chili Publish, Domino with high-speed Inkjet; Fujifilm wide-format Inkjet, Alwan Color Expertise, and Techawa, and these latest additions now bring the total of pre-show announcements to 188, with just two weeks to go before the show opens its doors a fortnight tomorrow on Tuesday 31 May.

Major news leads with week came from Sappi on Monday with its Q2 and half-year 2016 results which were excellent; then on Tuesday from Heidelberg with its preliminary figures for 2015/2016 and also very positive and correspond to a Euro 100 million turnaround. On Wednesday, KBA announced its new Website for the Group; and on Thursday we had KBA’s interim Q1 report for 2016. Friday saw the BPIF’s Printing Outlook for Q2 take the lead.

This week has seen a few nice sales and installations successes, and also some new kit which is non-drupa related, specifically from Agfa Graphics with PrintSphere, a cloud-based data exchange service for PSPs, and from Quark on Friday. You’ll also find a couple of software upgrades.

Recent sales and installations kicked off on Monday with IFS and Horizon at Windsor Print; Tuesday saw Bertelsmann Printing Group’s direct mail and document solutions division, Campaign, opts for Screen’s Truepress Jet 520ZZ inkjet system for direct marketing; also ProImage with OnColor in the USA. On Wednesday, Muller Martini highlighted 13 Presto and Presto Digital saddle stitcher installations in the UK and Ireland over the past year, this was followed by Xeikon at DOCUsystem in Frankfurt, Germany. Thursday saw Portuguese fashion printer Blur extend its direct-to-garment business with Kornit Digital‘s Allegro and a Zund cut solution. To round off the week on Friday, Cheadle, UK-based Cestrian Imaging announced a UK first with its EFI Reggiani PRO 340 digital textile inkjet printer purchase; and lastly Manroland Sheetfed highlighted its latest eight-colour Roland 700 press installation in China.

The tailender this week goes to the Ghent Workgroup, which welcomed two new members on board: Ricoh and CHILI Publish, in the headlines on Wednesday. 

That’s it until next time. I hope you find more of interest among the links below.
With my best regards, 
Mike Hilton 

 

Heidelberg Figures 2015:2016.png

Our e-News comprises:  Headline News – Online Feature Articles – the Verdigris initiative from Digital Dots. Our Drupa and FESPA Newsrooms can be accessed from the Index on our Home Page, as well as News in Review, which provides a weekly overview and listing of all news added to the site. 



Headline News
Over 28,000 news items have now gone online since we launched our Website in September 2001. News for the past 24 months can still be accessed via the Home Page and its continuation news pages

Mon 09 May…   
Sappi Second Quarter and Half Year Results 2016
Sappi profits double for second quarter and half-year ended March 2016, with repositioning well on track…

Hybrid Software and Cerm create new partnership
provides significant opportunities for label printers to improve efficiency and profitability…

Alwan to showcase complete CxF/X-4 solution at drupa
Alwan to showcase CxF/X-4 solution for brand owners and designers to accurately define, predict and reproduce their spot colours…

Alwan to demonstrate inline profiling at drupa in Hall 7
Alwan enables printers to automatically calibrate and profile print devices without any dedicated resources or print sessions…

Windsor Print creates new finishing production landscape
Horizon bookletmaker and Foliant spend with IFS brings greater control, cuts costs and reduces outsourcing…

Tue 10 May…   
Heidelberg announces preliminary figures for 2015/2016
Heidelberg grows and records significant annual net profit for FY 2015 / 2016 that corresponds to a Euro 100 million turnaround…

Campaign chooses Screen Truepress Jet520ZZ for Gütersloh
Bertelsmann Printing Group’s direct mail and document solutions division opts for Screen inkjet for direct marketing…

Goss and DG press announce partnership for packaging
Goss International acquires the Thallo press system as part of the agreement, enhancing Goss’ portfolio of packaging solutions…

Kurz: Print finishing that will make people look twice
The new stamping foil changes colour at different viewing angles. KURZ will be at drupa 2016 in Hall 3, in dip in Hall 7, and in Hall 12…

Fujifilm to debut new Acuity LED 3200R at drupa
Fujifilm announces new wide-format Acuity LED 3200R UV inkjet printer at drupa 2016 in Hall 8b…

OnColor ECO Ink Optimization for The Sun Chronicle
The Sun Chronicle taps into ProImage OnColor ECO Ink Optimization Software to reduce ink consumption and cost…

Wed 11 May…   
New Internet Website for the KBA Group
Printing press manufacturer Koenig & Bauer AG has completely redesigned and modernised its Internet Website…

Durst single-pass inkjet for corrugated and labels at drupa
Durst to unveil new corrugated packaging & display printing segment with single-pass and multi-pass technologies, and more…

Agfa to launch Advantage N Essentials CTP series at drupa
Agfa Graphics now offers a series of low-cost engines that take CTP technology for newspaper prepress back to its essence…

Ricoh and CHILI Publish join the Ghent Workgroup
The Ghent Workgroup (GWG) is pleased to welcome two new members on board: Ricoh and CHILI Publish…

Muller Martini Presto: 817 job changes in nine days
In one year, 13 UK and Ireland companies have invested in a Presto II or Presto II Digital Saddle Stitcher from Muller Martini…

Xeikon helps DOCUsystem open new market opportunities
Flyers, invoices, photo wallpapers and more: Rödermark-based DOCUsystem leverages the Xeikon 8500 for expansion…

Thu 12 May…   
Koenig & Bauer Group interim Q1 report for 2016
A positive start for the KBA Group with revenue in the first quarter up 46 per cent and EBT up ?18m year-on-year…

Hybrid Software to debut PACKZ RoundTrip at drupa
Hybrid Software provides missing link between package design in Adobe Illustrator format and production…

CHILI publish to highlight Asian expansion at drupa 2016
Move supports increased demand for the production of personalised, shorter runs of marketing materials in the APAC region…

The Smart Print Shop for everyone: thanks to Prinect
With the new Prinect Production Manager, print shops of all sizes can completely automate their production processes…

GMG announces release of OpenColor 2.0.4
OpenColor 2.0.4 offers separation profiles for GMG ColorServer, packaging editors, and Adobe Photoshop…

New Kornit Allegro joins Barcelos-based Blur’s press fleet
Portuguese fashion printer Blur, extends direct-to-garment business with Kornit Digital’s Allegro and Zund Cut solution…

Fri 13 May…   
BPIF Printing Outlook Report Q2 2016
UK printing industry has a case of the wobbles in Q1 – confidence and trade expected to recover in Q2…

Agfa Graphics launches PrintSphere in the cloud
Agfa Graphics launches PrintSphere, a cloud-based data exchange service for print service providers…

QuarkXPress 2016 to ship on 24 May
Limited time left to take advantage of special offers on upgrades and pre-order promotions…

Heidelberg non-stop plate production at drupa 2016
Smart print shop: Heidelberg to showcase a fully automatic production line for CTP plate imaging at drupa…

Cestrian first in UK with EFI Reggiani PRO 340 for textiles
Cheadle, UK-based Cestrian Imaging drives growth with EFI Reggiani PRO 340 digital textile inkjet printer…

Ruicheng Yang Sen Packaging adds first Roland 700
Pharmaceutical packaging printer Shanxi Ruicheng Yang Sen Packaging: a professional service all round…

Last lead articles from previous update…  

Last Friday’s leads…
KURZ: Innovative die technologies for hot stamping
Hinderer + Mühlich presenting novel die designs and setup aids at drupa as a co-exhibitor with the stamping foil manufacturer…

Industrial Inkjet on customer-finding mission at drupa 2016
IIJ targeting 200 new OEM customers for Konica Minolta at drupa on Konica Minolta’s stand in Hall 8b…

GraphicRepro.Net e-News  (ISSN 1814-2923) is sponsored and made possible by:

Heidelberger Druckmaschinen AG  (Heidelberg), The world’s largest printing press manufacturer for the industry worldwide. Heidelberg customers enjoy the most comprehensive and extensive sales and service network in the industry for JDF compliant workflow, computer-to-plate, sheetfed offset, Web-to-print, digital printing, digital inkjet for labels and packaging, packaging and finishing, all with complementary consumables. Heidelberg has offices in around 170 countries. Visit the Heidelberg Website for more information.

drupa 2016 (drupa), the international flagship fair of the printing and media industry, responds to the challenges of the changing market and provides pioneering solutions for the future. This is highlighted by the new marketing and communication strategy where drupa claims its position as ‘No.1 for Print & Crossmedia Solutions’ with the slogan ‘touch the future’. The issues of ‘package printing’, ‘multichannel’, ‘green printing’, ‘3D printing’, and ‘functional printing’ will become increasingly important to the overall communication strategy. To find out more, visit the drupa 2016 Website.

Online Feature articles 2014 – 2016
There were again well over 70 last year, 90 in 2014, and 92 articles in 2013 which can still be accessed via the Index on the Home Page, with prior years’ via Search Archives (option 2).

Technology-related Chapter 02

Previous…   
Sappi extends an invitation to innovate flexible packaging
With integrated barriers and heat sealing properties this new Sappi paper is suitable for flexible packaging applications…

Online Features May/Jun Chapter 05

NEW…   
The Biofore Tea House at ‘Moi Helsinki’ event in Beijing, China
UPM and Tongji University combine Chinese tea culture with innovative biomaterials for the Biofore Tea House, from 13 – 15 May…

BPIF’s Printing Outlook for the Second Quarter 2016
The UK printing industry has a case of the wobbles in Q1 – confidence and trade expected to recover in Q2…

SF Taylor improves efficiencies and reduces waste with KBA
The Stockport, UK company has doubled its press output by investing in a KBA Rapida 75 4-colour with perfecting…

Online Features Mar/Apr Chapter 04

Previous…   
Traderplus South Africa expands with further IIJ investment
Traderplus South Africa secures a major advantage with additional Industrial Inkjet (IIJ) technology, to be added in July…

Verdigris – Environmental Initiative

Laurel Brunner’s weekly Verdigris Blogs 2016

Paper Chains
The weekly Verdigris blog by Laurel Brunner – Fri 13 May

Previous…   
Sustainable by Design
The weekly Verdigris blog by Laurel Brunner – Fri 06 May

Drupa Newsroom
Our Drupa Newsroom with news from Messe Düsseldorf and for Drupa 2016 can be found in the Index, as well as via the special Newsroom button on the right of the Home Page near the top. It is divided into the following Chapters for your convenience and ease of use… but you must scroll down to view each Chapter when you visit the Newsroom

drupa ante portas Blogs 2016

Objectif Lune: Innovative solutions for interactive communications
drupa ante portas: Simply clever – OL turns data into personalised cross-media solutions! By Andreas Weber, Mainz/Germany

Previous…   
BW Papersystems’ strong brands at drupa 2016
drupa ante portas: Interview with BW Papersystems’ Patrick Walczak, who relies completely on customer orientation and individual solutions! By Andreas Weber…

drupa 2016 News from Exhibitors
Latest additions can now be accessed in our drupa Newsroom.

KBA at drupa: A strong focus on packaging producers
The press manufacturer is the market leader in several packaging segments and generates 70% of its revenue in the packaging market…

Hybrid Software to debut PACKZ RoundTrip
Hybrid Software provides missing link between package design in Adobe Illustrator format and production…

The Smart Print Shop for everyone: thanks to Prinect
With the new Prinect Production Manager, print shops of all sizes can completely automate their production processes precisely in line with requirements…

Heidelberg non-stop printing plate production at drupa
Smart print shop: Heidelberg showcasing a fully automatic production line for CTP plate imaging at drupa…

Durst to unveil single-pass inkjet for corrugated and labels
Durst to unveil its new corrugated packaging & display printing segment with single-pass and multi-pass technologies, along with its successful Tau 330 portfolio for label production…

Tecnau show debut for the Libra 800 at drupa
Tecnau to exhibit the Libra 800 automated and variable book finishing line for first time at an industry event at drupa 2016…

Agfa launches Advantage N Essentials CTP series @drupa
Agfa Graphics now offers a series of low-cost engines that take CTP technology for newspaper prepress back to its essence…

Kurz: Print finishing that will make people look twice
New Kurz stamping foil changes colour at different viewing angles…

CHILI publish highlights Asian expansion at drupa
Move supports increased demand for the production of personalized, shorter runs of marketing materials in the APAC region…

Domino to showcase its K630i high-speed inkjet in Hall 5
Domino to launch a high speed variable-pagination digital booklet printing solution with Kern and IBIS at drupa 2016…

Fujifilm to debut new Acuity LED 3200R at drupa
Fujifilm announces new wide-format Acuity LED 3200R UV inkjet printer at drupa 2016 in Hall 8b…

Alwan to showcase ccmplete CxF/X-4 solution at drupa in Hall 7
Alwan to showcase its complete CxF/X-4 solution for brand owners and designers to accurately define, predict and reproduce their spot colours…

Alwan to demonstrate inline profiling at drupa in Hall 7
Alwan Color Expertise enables printers to automatically calibrate and profile their print devices without any dedicated resources or print sessions…

Tichawa Vision CIS innovation at drupa in Hall 3
100% print inspection: Tichawa to present a multicolor Contact Image Sensor (CIS) offering adaptable resolution with minimum space requirements…

Previous…   
Kurz: Innovative die technologies for hot stamping
Hinderer + Mühlich is presenting novel die designs and setup aids at drupa as a co-exhibitor with the stamping foil manufacturer Leonhard Kurz…

Industrial Inkjet on customer-finding mission at drupa
IIJ targeting 200 new OEM customers for Konica Minolta at drupa on Konica Minolta’s stand in Hall 8b…

Masterwork’s extensive postpress for packaging at drupa
At drupa, Masterwork will debut automatic sheet inspection machines, die-cutting and embossing, and folder gluers…

CRON brings major diversification to its drupa campaign
Six new products illustrate company’s dedication to improve value chain from plate to printed product…

MGI to showcase the Future of Print at drupa
MGI Digital Technology announces exclusive world premieres of new products for digital and offset applications…

Adphos Digital Printing at drupa in Hall 6
adphosNIR – drying, curing and other thermal processes at the speed of light at drupa 2016…

Feldmuehle at drupa 2016 in Hall 4
With a focus on VivaCard and MediaLiner high-white, matt materials for holistic packaging design…

The touchpoint 3D fab + print: at drupa
Visionary ideas, best cases and hands-on state of the art…

HP introduces three wide-format Latex Printers for drupa debut
HP Inc. propels print service providers’ profitability with new latex printers as company’s third-generation Latex portfolio delivers new levels of productivity and affordability…

The next step in colour communication at dip on 2 and 8 June
Colour management specialist Erik Koldenhof on stage at the drupa innovation park: ‘Embrace open standards for print quality communication’…

Steinemann at drupa in Hall 1 with new dmax systems
New narrow-format dmax digital varnishing machines attracting great interest. The dmax 106 will be shown live at drupa…

Leonhard Kurz named a HP SmartStream Solutions Partner
The Kurz DM-Liner for creating glossy, metalised surfaces with digital print, to be presented on HP’s stand at drupa in Hall 17…

Kodak’s latest version of Insite Creative Workflow in Hall 5
Kodak Insite Creative Workflow improves collaboration and security with HTML5 will be demonstrated at drupa…

Duplo products to raise the bar in Hall 6 at drupa
Duplo International will be using Hall 6 at drupa as the launch pad for a raft of new, faster, smarter, better, state-of-the-art products…

CP Bourg at drupa in Hall 6 and in Hall 17 with HP Indigo
CP Bourg announces advanced integration with the new HP Indigo 7900 Digital Press and HP Indigo Direct-to-Finish to be debuted in Hall 17…

Unilux to introduce two LED strobes at drupa
Lightweight stroboscopes deliver brighter light, more even coverage, enhanced ability to inspect UV-visible inks, security elements or coatings…

drupa 2016 Expert Article Series and more
Can be found in our Drupa Newsroom via the Index on the Home Page.

Final article in the series…   
Digital versus traditional packaging print
Touch the future. Drupa Expert Article No 8 by Michael Seidl, publisher and editor-in-chief of various specialist publications in Central and Eastern Europe including Print & Publishing, Packaging and Visual Communication….

drupa 2016 News from Messe Düsseldorf

Previous…   
touchpoint 3D fab + print:
Visionary ideas, best cases and hands-on state of the art…

touchpoint 3D fab + print:
Visionäre Ideen, Best Cases & State-of-the-Art zum Anfassen…

drupa cube 2016: With full programme PDF to download
Inspiration and innovation in some 60 keynotes, panel discussions and presentations from international experts…

drupa cube 2016: Mit komplette Programm PDF zum download
Inspiration und Innovation in rund 60 Keynotes, Panel-Discussions und Präsentationen internationaler Experten…

FESPA Newsroom
The dedicated FESPA Newsroom can be found via the Index on our Home Page.

FESPA Federation News in 2016

Most recent…   
FESPA’s Regional events in 2016
FESPA’S worldwide regional events reinforce the central Profit For Purpose philosophy which drives FESPA…

The Graphic Repro On-line Website is supported and sponsored by: 

Antalis South Africa, Canon SA,  Screen Europe,  Drupa 2016,  EFI,  Esko,  FESPA.  Goss International Inc,  Heidelberger Druckmaschinen AG,  HP Graphic Solutions,   Koenig + Bauer AG,  Kemtek Imaging Systems,  Krause-Biagosch,  Leonhard Kurz Stiftung,   Manroland Web Systems GmbH,  Muller Martini AG,  POLAR-Mohr, QuadTech Inc,  Quark Inc,  Ricoh Europe ,  Sappi Limited Thunderbolt Solutions, and UPM-Kymmene
If you would like to send news for consideration for the Graphic Repro On-line Website (ISSN 1814-2915) or to submit comments, please e-mail Mike Hilton at: graphicrepro.za@gmail.com.

Our Website urls are:

http://www.graphicrepro.co.za
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GraphicRepro.Net e-News (ISSN 1814-2923)  provides weekly updates from the Graphic Repro On-line Website and is  compiled and published by Mike Hilton, graphicrepro.netPO Box 10 Peterburgskoe Shosse 13/1, 196605 Pushkin 5, St. Petersburg,  Russia.  e-mailgraphicrepro.za@gmail.com

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drupa 2016 highlight Multichannel ENG

By Andreas Weber | Click to access german version

The topic of “multichannel” appears to be extremely complex. For many, it is also complicated. Whatever, by the end of this year at the latest, there will be no way around it – you will have to come to terms with it. And here are three reasons why:

  1. Unsolved problem: “How do I effectively and permanently reach my customers and others who are interested?” 
  2. Shift to customer orientation: “It is no longer ‘it’s the brand that counts’, but the market that counts.”
  3. The new trendsetters IoT & Industry 4.0: “In an interlinked and automated digital world, dialogue is the deciding factor!”

“Nothing stays the same!” said Christian Kopocz, entrepreneur and Executive Director of the international XMPie User Group. “The change driven by technology and consumers increasingly forces information and personal exchange across many other channels — in addition to print, web and e-mail, video content, social media and mobile services have all become relevant. Individual solutions are in demand.”

If you look and listen carefully, the turning away from decades of successful mass communications may not be taking place abruptly, but it is unstoppable and irreversible. Publishing houses are experiencing that, just as are TV stations. And, of course, the printing industry, particularly the sector of commercial printing. Digitalisation is changing everything — every type of business including marketing and communications processes. The Internet of Things (IoT) and Industry 4.0 are fast-forwarding automation on all possible levels.

It is worth listening to the experts who have been involved with the development of suitable solutions. “The digital age is the age of the customer. Why? The audience you serve is always interconnected and online,” explained Dr. Jacob Aizikowitz, President of XMPie. He went on to add, “You need to become part of the resulting continual conversation and interlinking. Old-school marketing methods no longer fit in this new scenario. Achieving wide reach and attention through mass media is no longer as successful as it was in the past. Brands are setting the example of how to be involved in a relationship with your customers and others who are interested, and for carrying out an on-going sustained dialogue.”

Holistic View

Source: XMPie, A Xerox Company

 

Everything is changing: Multichannel newly defined!

Up to now, there has been a confusion of terms: Cross-media is the same as multichannel which is the same as omnichannel. What is mostly advocated is that the aim of content marketing is to make content public on as many channels as possible, all at the same time. But that is not at all what it is about, since this scares off the receiver. Jacob Aizikowitz is clear about just what it is that makes multichannel: “It is all down to making it possible for personal, relevant and interactive communication to take place in a creative way, offering touch points at the right time in a mix of digital and print media.” 

Smart service providers are already exploiting this way of thinking, by having successfully transformed their traditional business models. Printers have become media production service providers who, through multichannel services, have evolved into marketing service providers. The side effect: From the skilful interplay with digital printing, diverse opportunities for success arise that first, go beyond booming online printing and second, open up new areas of business and profitable growth.

Renato Vögeli of Vögeli AG in Switzerland explained this as follows: “We understand multichannel communications to be the individual addressing of the target group across various channels in order to reach the individual wherever he or she may be. With that, we can take the target group along on a journey in a mix of online and offline that offers various points of contact.”

His German colleague Patrick Donner, TraffiC Online Print Solutions GmbH, added, “We at TraffiC define multichannel communications quite specifically and very pragmatically: bringing communications from different media together with focus on print, e-mail, web and social media. The aim is to bring about emotional experiences that effectively deliver a haptic sensation via print as well as the speed and round-the-clock availability of digital communication.” For Patrick Donner, individuality in the interlinking of print and online is the key to attracting the interest of the communications partner. “To our way of thinking, multichannel communication creates effective personal experiences as opposed to the ‘one-for-all actions’ that are otherwise customary.”

Christian Kopocz rounds out the reassessment of multichannel communications by summing up what it is really all about: “The customer decides how, when and where he would like to be addressed. For me, multichannel is the communication of relevant content to the preferred channels of the customer!” Both today and tomorrow, service providers are and will be constantly required to think ahead and become pro-active. “I see that as a real mammoth task since up to now, even with multichannel innovations, everything was undertaken in a very linear manner: Investment was made in a new business model that was brought to market and then practically, like a loan repayment, was worked off monthly. Less thought was given to continuous, 100% customer-oriented, sustained development and none at all to it as an investment in the future.” According to Kopocz, the result was often in the form of bad figures. It doesn’t have to be that way at all: “Stay curious and don’t let the contact with your customer flag – that will always take you to your goal!”

 

Note: drupa 2016 will show the latest multichannel solutions and applications. That makes it worth paying a visit to Dusseldorf!

drupa blog — Multichannel (English only)

 

drupa 2016 newsroom Multichannel

XUG Christian Kopocz Key Visual.001

 

Multichannel demands quite a bit new from our members as marketing service providers: Focus is on business transformation and expanded expert knowledge on the impact of digitalisation.“ —Christian Kopocz

 

Christian Kopocz struck out in a new direction from being a businessman with marketing experience. Some 10 years ago, he became a multichannel communications entrepreneur and has been involved in his own small companies ever since. At home and abroad, he campaigns for the dynamic development of multichannel services. In his many years as a member of the Board of Directors and since January 2016 as the Executive Director of the XMPie Users Group (XUG), he took a firm stance: Market and customer orientation are the measure of all things, coupled with consideration of cultural peculiarities. In summer 2015, he initiated the 1st European XUG Conference on the topic of multichannel innovation in Berlin, doing so in a very short time using multichannel communication. More than 130 participants came from 17 countries! The response was overwhelming. Bingo!

Interview: Andreas Weber | Click to access the german text version

You have an excellent overview through XUG of highly topical issues surrounding multichannel communications. What is of greatest concern at the moment?

Christian Kopocz: We have been successfully supporting our members for years through the XUG in the use and marketing of campaigns and solutions created with XMPie. Technical implementation, tips, tricks and closeness to the XMPie developer team are always in great demand. Since last year particularly, we have noted increased interest in case studies, practice-oriented approaches and marketing support.

Bildschirmfoto 2016-02-06 um 17.13.39

What new challenges do you derive from that?

Christian Kopocz: Multichannel demands quite a bit new from our members as marketing service providers: Focus is on business transformation and expanded expert knowledge on the impact of digitalisation. Another thing is that access to the customer is no longer what it used to be: In place of or in addition to the purchasing managers, marketing managers as well as decision-makers for CRM, social media, web, e-mail marketing, etc. need to be in on the talks to be able to act powerfully. In addition to time and patience, all that requires the corresponding knowledge, which we will be focusing on with XUG this year in particular. Especially with regard to drupa 2016, the world’s leading trade fair for graphic communications, where multichannel is positioned as one of the six themes highlighted.

How do you personally define the term multichannel?

Christian Kopocz: The customer decides how, when and where he would like to be addressed. For me, multichannel is the communication of relevant content to the preferred channels of the customer!

XUG Neu 01

Where do we stand today as to how the whole topic of multichannel communications will change with regard to the IoT/Industry 4.0?

Christian Kopocz: Fridges that order lactose-free milk from Amazon… A horror for some, a blessing for others. The concept of the IoT can indeed make our lives easier and more comfortable. As long as everyone knows how to deal with it, that is. If in the end, it is not even noticed how and where IoT simplifies our lives, then it has fit in. This requires intuition in the development phase, and particularly when it comes to market positioning. To know what the customer needs and from that develop an application, that is what the requirement should be — not “do or die!” These changes in customer demand caused by digitalisation and automation are clearly on the table!

What are the consequences for service providers?

Christian Kopocz: Both today and tomorrow, service providers are and will be constantly required to think ahead and become pro-active. I see that as a real mammoth task since up to now, even with multichannel innovations, everything was undertaken in a very linear manner: Investment was made in a new business model that was brought to market and then practically, like a loan repayment, was worked off monthly. Less thought was given to continuous, 100% customer-oriented, sustained development and none at all to it as an investment in the future. The result was then often in the form of bad figures. It doesn’t have to be that way at all: Stay curious and don’t let the contact with your customer flag – that will always take you to your goal!

Thanks for the inspiring talk.  Happy to keep in touch and to see you at drupa 2016 in Düsseldorf.

XUG Neu 02

 

 

Read as well great insights shared by XUG members:

ValueDialog —  Renato Vögeli, Vögeli AG, Switzerland:
Multichannel turns communication into a personal experience!

ValueDialog — Patrick Donner, TraffIC Print Online Solutions GmbH, Germany:
New take on multichannel communications:  “There is no either/or!” 

 

 

XMPie ValueDialog Renato Vögeli.001

 

It’s worth a visit to the beautiful Emmental region of Switzerland. Here I met up with Renato Vögeli in his family-run business. Vögeli AG has firmly established itself as a solutions provider for “marketing production and printing”. Their expertise in multichannel solutions and print in the communications mix attracts interest beyond just Switzerland. Renato Vögeli focuses less on disruption than on a careful step-by-step process to take customers along on a journey, keeping in mind their sensitivities and their needs. I call that quite simply first-class “communications empathy”! — 

Interview: Andreas Weber | Click for the german text

Key messages: Fulfil customer wishes. Create trust!

  • In focus: Fulfil customer wishes, create individual experiences. 
  • The particular: The target group is taken along on a journey in a mix of online and offline that offers various points of contact.
  • The result: Multichannel communications ensures optimal customer connectivity, creates trust and brings the personal relationship with the customer to a higher level!

 

Bildschirmfoto 2016-02-07 um 11.36.07

There are many definitions, some conflicting, for the term multichannel communications. What is yours? 

Renato Vögeli: We understand multichannel communications to be the individual addressing of the target group across various channels in order to reach the individual wherever he or she may be. With that, we can take the target group along on a journey in a mix of online and offline that offers various points of contact.

What are the consequences of that?

Renato Vögeli: In a certain sense, we are always thinking of the target group and their sensitivities. To fulfil their wishes, we accompany interested parties through multichannel communication who engage in it on the basis of trust and their actual needs. This has to happen at the right time, in the right way and on the right track. Unlike in advertising, we do not want to create any needs, but rather specifically address latent ones.

What are the prerequisites for this form of “communications empathy”?

Renato Vögeli: There are three decisive factors. First, you need to know exactly where and how to reach your target group. Second, this is not about advertising products, but about creating added value, the enrichment, that is important to the customer. And third: you cannot and should not tempt people with offers that do not make them happy or that are not even necessary. Even if you could earn a lot of money from it. Mutual success is what matters and in our opinion multichannel communications is the appropriate way. The more so, as we can better control and measure the success.

Bildschirmfoto 2016-02-07 um 11.37.54

Based on your experience, what are the factors that inhibit the marketing of multichannel services/solutions?

Renato Vögeli: The crux is that whenever we offer new clients our innovative solutions, we always attract their interest. But new and complex things also cause anxiety or raise doubts. Many feel uncertain. Then comes the question: What are others doing?

… and why is that? 

Renato Vögeli: Initially, innovations are very abstract and fulfil their purpose only if they can be individually employed. Citing examples of others may be inspiring, but are rarely suitable for oneself. After all, there are many possibilities and channels that can be employed. Successful teamwork is therefore difficult at first to reconstruct, especially since you have to bring together many parties on the customer’s side. Here’s an easy example: Marketing relegates a task to IT who has too little background knowledge as to the purpose and objectives of the action. The art is in being able to bring together the right project team from the beginning based on a concrete common objective. It is easier for us to bring together the right decision-makers as a homogenous group so that everyone is pulling together in medium-sized companies than it is in large firms or corporate groups.

Can you give us some examples from your experience?

Renato Vögeli: The following was a tricky case. In a banking company, they wanted to know immediately if similar innovation projects were being conducted in other departments in the same building. That means that in large firms it is difficult to develop an overall strategy to generally answer the question that leads to success through multichannel communications: How can we jointly manage to address our customers individually across all channels?

Very open to multichannel communications are basically all sectors that, due to their customer structures and faster sales cycles, are heavily reliant on innovation, particularly, for example, in trade. Here we no longer talk in the beginning about how one can do something, but rather the benefits that come from new solutions. That changes the task of sales enormously. Focus is on optimisation, efficiency and a change in thinking. You cannot sell multichannel communications as a product off the rack. Targeted solutions are what count. 

 

 

What does that mean for the marketing of multichannel communication?

Renato Vögeli: Marketing multichannel communication means that you have to listen, analyse and advise to arrive at a specific solution. For us, that means initiating processes that pique curiosity and stir up enthusiasm. We have employed sales specialists who do not come from a traditional sales background for print or media products, but rather who deal with marketing issues. We spread knowledge about multichannel communication early on through seminars and presentations. Today, we approach customers in a targeted way with workshops that are geared specifically to the needs of that customer in order to work out possible solutions.

With regard to the digitalisation of all business processes that is inevitably fast-forwarding us into a new dimension via the Internet of Things and Industry 4.0: What remains? What needs to be rethought?

Renato Vögeli: Digitalisation is clearly charting the course, but at the same time is a natural part of multichannel communications for minimising effort. Up to now, we have focused on reproducing our customer’s marketing processes in B2B portals that we call marketing portals. In the end, they are web shops, developed also in conjunction with third-party providers, for standardising ordering processes and making them more flexible.

Bildschirmfoto 2016-02-07 um 11.35.30

Sample for a Web shop created by Vögeli AG

 

How will multichannel services change? 

Renato Vögeli: Individual projects will increasingly turn into perpetual, integrated communications campaigns that permanently promote customer connectivity. The web shops we create, for example, can be optimally combined with multichannel communications activities. Events, for instance, are predestined for this. Focus is on the when, where and how that we can individually augment with images, maps created through geo-mapping, etc., to enthuse the person invited in a multimedial and very personal way. From the sending of invitations, an interactive campaign is then established that offers great benefit through extended communications possibilities that can also be continued after the event…

… are you technologically equipped for that step?

Renato Vögeli: Thanks to our XMPie software, we are fully equipped technically for that. Our strengths lie, among other things, in that we can integrate customer addresses from ERP systems to be combined in the mix of print mailings with PURLs [personalised websites with protected customer data], e-mails, text messages, etc. for a package solution. Everything that happens in the dialogue with the customer can be immediately measured, documented and evaluated to be of use for subsequent activities. This occurs automatically and reduces effort significantly.

That means we decisively help our customers in that respect to intensify the contact with their customers over the long term so that emotions and expectations are sustained. In the end, it is all about the personal relationship, not just the administration of contacts in databases. In B2B particularly, that is the key!

Thank you for the great conversation. See you again soon, maybe in the beautiful Emmental valley. Or lastest at drupa 2016.

Vögeli 01_januar16-7e3f4b70

Contact:

Vögeli AG Marketingproduktion & Druck
Sägestrasse 21-23
CH-3550 Langnau
T. +41 (0)34 409 10 10
voegeli@voegeli.ch

XMPie Jacob Key Visual.001

Interview by Andreas Weber | Click to access german version

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

At a glance:

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

 

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

 

 

Bildschirmfoto 2016-02-05 um 16.47.25

 

PART 1

Focus on multichannel innovation

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

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

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

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

Cross-media communication

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

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

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

 

What is the benefit?

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

Creative Tools.png

… so your focus was always on technology innovation?

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

Sounds that you made a very interesting journey…

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

Date Print VDP

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

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

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

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

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

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

What is the biggest challenge?

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

Campaign Management.png

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

 

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

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

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

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

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

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

 

drupa 2016 highlights ENG

PART 2

Focus on drupa 2016: time for a change!

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

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

Web2print

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

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

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

Holistic View

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

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

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

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

Overview

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

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

 

Ressources

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

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

Services

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

—END—

 

Jacob Aizikowitz

About Jacob Aizikowitz, XMPie, Inc. 

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

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

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

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

Value-Sells-not-technology

Source: David Baldaro, crossmediaconsultancy.co.uk

By Andreas Weber

Interesting. If you research current reports and blog posts on disruption/disruptive innovation and multi-channel innovation you will discover: both topics don’t relate.

David Baldaro recommends just to change your focus from ’how’ to ’why‘ to profit from Multi-channel marketing communications.  His key message: ”Value sells. Technology doesn’t“. 

”As a client, I really don’t care what technology you have. Yes you might have spent a small fortune on the latest printer or software but that is irrelevant to me. What’s relevant to me is what will it do for me for my bottom-line or my customers. In the same way we promote getting the right message to the right customer at the time, we need to do the same when promoting the technology.“, Baldaro stated.

Last year, McKinsey published an report on ’Remaking the industrial economy’ and presented ”A regenerative economic model—the circular economy“ which is starting to help companies to create more value while reducing their dependence on scarce resources.

Frank Diana continues the discussion. His main question: „Is any industry safe from disruption?“. His answer: No! Even a non-digital business is save anymore. Everything in business will be technology driven.

disruptive-scenarios

Source: Frank Diana

Beside other aspects, ’response generation‘ seems to be a key issue. BUT: Eather McKinsey nor Frank Diana talk about the impact of disruptive innovation of communications via multi-channel innovation.

Our take: Both parties, the marketing communications experts and the strategic consultants have to talk to each other. Relevant and effective multi-channel concepts are crucial for both of them. To get all insights you need please check our current report on #xug15eu, the 1st. Multi-Channel Innovation conference which took place in Berlin end of May 2015.

 

 

 

Von Andreas Weber, Head of Value

Warum und wieso im Kommunikationsmarkt Irritationen entstanden sind

English Version

Wir müssen uns als Profis im Kommunikationsmarkt im Umgang mit innovativen, digitalen Technologien erheblich besser auf die Veränderung der Bedürfnisse von Menschen, Firmen, Organisationen einstellen. Bedürfnisse orientieren sich an Werten, die unverändert Gültigkeit haben. Und umgekehrt: Die Bedeutung der Werte orientiert sich an den Bedürfnissen. Wertesysteme, die grundlegend die Art und Weise, wie wir mit Werten umgehen, bestimmen, haben sich durch den Einsatz von Technologien verändert. Das war immer so und wird immer so sein. Dies zeigen die wissenschaftlichen Studien des Psychologen Prof. Abraham MaslowDie über Generationen bewährte Bedürfnis-Hierarchie, wie Maslow sie vor rund zwei Generationen als statische Pyramide darstellte, hat sich durch die Digitalisierung grundlegend und irreversibel verändert. 

Aber: Maslow gehörte noch der Gutenberg-Ära an. In der Social Media Ära sind ökonomische Interessen in den Vordergrund gerückt. Durch jeden von uns lassen sich im ›Global Village‹ dank Digitaltechnik globale und lokale Märkte gleichermassen erreichen. Aus Maslows Selbstverwirklichungs-Streben entstehen Wachstumzwänge, fundiert durch Existenzbestreben und Vernetzung/Beziehungen. Die Technologieentwicklung hat sich längst darauf eingestellt: Im Fokus stehen digitale Techniken, die Kommunikation und Transaktion zusammenführen. Klassische Medien- resp. Verlags- und Agenturleistungen, die eine Mittlerfunktion zwischen Angebot und Nachfrage, Verkäufer und Käufer inne hatten, werden durch digitale Technologieszenarien substituiert. Die Folge ist: Was wir als Social Media bezeichnen, weitet sich schnell zu Social Business aus. Anbieter und Nachfrager finden (in hohem Maße) automatisiert zueinander. Geschäftsprozesse, Serviceleistungen, Produktangebote und Kommunikation werden gleichermaßen transparent und interaktiv.

Social Media-Funktionalität trifft die Bedürfnislage optimal

Diese durch digitale Technologien getriebenen Bedürfnis- und Wertesystemveränderungen bedingen eine Verschiebung bei der Technologie- und Mediennutzung: Konnte ehedem in der Maslow-Welt zunächst Print (hergestellt in der traditionellen Art und Weise und quasi per Monopol) im Laufe der Jahrhunderte alle Bedürfnisebenen kontinuierlich erobern und abdecken, so sind neue digitale, intuitiv zu bedienende Kommunikationssysteme durch ihre Social-Media-Funktionalität blitzartig von oben nach unten in die Bedürfnis-Hierarchie eingedrungen. Mit dem Ziel, auch die Basis-Bedürfnisse ansprechen zu können.

Social Media-Funktionalität erlaubte auf breiter Front die Ebene der Selbstverwirklichung mühelos zu erobern: Blogs, Communitys, Wikipedia und anderes mehr sind gemäß den Open-Source-Bestrebungen für jeden (kostenfrei) nutzbar, um sich mitzuteilen, Ideen zu teilen, Eigenes zu publizieren. Von der Bedürfnisspitze kommend sinkt Social Media-Funktionalität auf alle Bedürfnisebenen hinunter, gestärkt durch die multimediale Gestaltung von Inhalten. Der Effekt, der entstand, ist ökonomisch höchst relevant. Man führt heutzutage nicht nur massenhaft digitale Konversationen über Text, Bild, Sound, Bewegtbild. Kommunikation und Transaktion werden so nah wie möglich (einen Klick entfernt) in einem integrierten Prozess zusammengeführt. Ganz nach dem Prinzip der App ›Shazam‹ oder besser noch: der ›Tweet Cards‹ bei Twitter. Die persönliche Botschaft über ein Produkt oder einen Service wird um Zusatzinformationen aus der Originalquelle ergänzt und automatisch mit einem Verkäufer gekoppelt. Smarter geht es kaum.

»Ade, schöne alte Medien- und Werbewelt«

Wozu noch, entkoppelt von einem solch fulminanten, durchgehenden Prozess, Reklame für etwas machen, indem klassisch Mittler eingesetzt werden, die klassisch Medieninhalte und -produkte herstellen und distribuieren? Erinnert das doch nicht sehr an den ›Ich-trage-Gürtel-aber-zur-Sicherheit-noch-Hosenträger‹-Effekt? Wenn dem so ist, dann heisst es: Ade, schöne alte Medien- und Werbewelt. Doch STOP: In der Wirkung können digitale Social-Media-Effekte noch erheblich verstärkt werden, wenn es durch transmediale/intermediale Vernetzung von Social Media-Funktionalität mit den analogen Erscheinungsformen von Inhalten gelingt, dem Virtuellen etwas Reales, Haptisches hinzuzufügen (und umgekehrt). Die simpelste Form sind gedruckte Codes, die durch Smartphones gescannt und interpretiert werden, um direkt auf Online-Angebote zu führen. Vom Print zum Web.

Den maximalen Wirkungsgrad erreicht man, wenn man vom Web wieder zum Print führen kann. Nutzer-generierte, digitale Inhalte können selektiert werden und gemäß ihrer Relevanz durch Print in ›Anfassbares‹ gewandelt werden. Blogger drucken Bücher, ebenso wie dank PediaPress Wikipedia-Nutzer ihre Artikelsammlungen in Buchform gedruckt erhalten können. Fotobücher, Kalender, Grusskarten, Poster und vieles mehr lassen sich nach dem iPhoto-Prinzip von jedem Einzelnen problemlos herstellen. Neuerdings können über Websites auch Produktverpackungen z. B. für Bier, Kaugummi und Schokolade oder Pralinen vom Käufer individuell gestaltet werden. Diese Form der hybriden Kommunikation mit Online und Print ist unschlagbar in ihrer Wirkungskraft. Digital und analog im Team treffen unsere Bedürfnisse nicht nur ›ganz gut‹, sondern perfekt! Dieses Momentum haben Agenturen sowie Medienhäuser/Verlage und ihre Produktionspartner (noch) nicht verstanden. Unternehmen/Anbieter und Kunden/Käufer aber sehr wohl.

Fazit

Unsere Bedürfnis- und Werte-Welt hat sich durch digitale Technologien irreversibel gewandelt. Wir brauchen nach wie vor Medien, aber ebenso digitale Kompetenz und die Bereitschaft, was wir tun, neu zu sortieren. Das Value Werte- und Bedürfnis-Modell veranschaulicht, welcher Wandel durch digitale Technologien eingetreten ist und wie durch hybride Szenarien zeitgemäß Bedürfnislagen und Wertevorstellungen angesprochen werden.

Epilog

Wenn Medien nach wie vor wichtig bleiben, aber die Digitalkompetenz bei der Herstellung und Distribution von Medienprodukten relevant wird, fällt eines auf: Ein Irrtum, der korrigiert werden muss, hat sich im Kommunikationsmarkt breit gemacht. Technologien prallen aufeinander, digital schlägt analog, könnte man fälschlicherweise annehmen. Denn: Apple kämpft gegen Google, Microsoft, Nokia, HP und andere um die beste, marktbeherrschende Technologie. Otto.de agiert gegen Amazon. Und Print kämpft gegen Online. Doch STOP: Bezogen auf digital gedruckte Printmedien sind die eingesetzten Technologien gar nicht anders als bei digitalen Online-Medientechniken. Nur: Für die Printmedien-Herstellung sind die Technologien viel komplexer und aufwändiger als für ›Online pur‹. Print ist damit im Vorteil, weil technologisch überlegen – was uns aber kaum bewusst wird. Fakt ist: Es gibt keinen Technologiekonflikt zum Nachteil von Print. Wohl aber gibt es ein Akzeptanzproblem. Print wirkt wie ein Ding, das ›aus der Zeit gelaufen‹ zu sein scheint. Zu unrecht!

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