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Value Publishing Bobst Mouvent 060720172017.001

 

Von Andreas Weber, Head of Value 

Den 6. Juli 2017 sollte man sich als wichtiges Datum im Geschichts-Kalender eintragen. Im idyllischen Wetzikon bei Zürich wurde unprätenziös, überzeugend und vertrauenswürdig der Digitaldruck (wohl inklusive Landanano!), wie wir ihn kannten, beerdigt. Und etwas Neues geboren. Jean-Pascal Bobst, CEO der Bobst Group SA und Piero Pierantozzi, Mitgründer von Radex und (vormals) Graph-Tech AG, hoben ein Start-up aus der Taufe als „Competence Center for Digital Printing: Mouvent AG. Beschäftigt werden bereits 80 Mitarbeiter, die hohe Kompetenz und Erfahrung haben. Und: Neue Produktionslösungen sind marktreif vorhanden, um im Etiketten- und Textildruck neue Maßstäbe zu setzen.

 

 

„Wir verstehen uns als Start-up, das von erfahrenen Profis betrieben und ausgeweitet wird, um die Messlatte im Digitaldruck via Inkjet neu auszurichten“ erläutert im Value-Exklusivgespräch Dr. Simon Rothen, seit Frühjahr der Gründungs-CEO der Mouvent AG. Rothen kommt aus der Biotechnologie, spricht fünf Sprachen und weiss wovon er redet. In der Vergangenheit hat er weltweit Start-ups erfolgreich mit ihren Innovationen am Markt platziert. Die Idee, die Mouvent zugrunde liegt, hat ihn sofort fasziniert. Ebenso wie die Professionalität, Kreativität und Präzision, mit der das Firmenkonzept umgesetzt wird und damit nicht nur für ihn, sondern vom Start weg für Dutzende andere Profis extrem reizvoll ist.

Pluspunkt: Kein (wie sonst übliches) Marketing- und PR-Geplapper! Sondern vom Start weg ein solider und überzeugender Praxisbeweis.

„Die Basis im Geschäft mit Print-Technik ist Vertrauen“, sagte Jean-Pascal Bobst zu Beginn seiner Präsentation. Und dokumentierte, wie überzeugt er und sein Traditionsunternehmen Bobst — seit Generationen in Familienhand – hinter dem Vorhaben stehen, das Neue und Revolutionäre per eigenständigem Unternehmen Wirklichkeit werden zu lassen. Und das von der ersten Sekunde an. „Wie konnte das nur klappen, rund ein Jahr nach der drupa 2016 eine dermaßen ausgereifte und marktfähige neue Digitaldruck-Technologie aus dem Hut zu zaubern, ohne dass jemand von uns etwas darüber erfährt?“, fragten sich Kollegen aus der Schweiz und vielen anderen Ländern der Welt, die zur Premiere gekommen waren. Allesamt gestandene Profis, die als Fachjournalisten normalerweise buchstäblich das Gras wachsen hören.

 

 

 

Nun, das gelang im Vorfeld fast wie bei einer geheimen Kommandosache, wie Simon Rothen bekundete — im intensiven Dialog mit allen Vertrauten und Beteiligten. Neben den Entwicklern, Technikern und Ingenieuren hatten auch die Marketing-Leute eine äußerst knifflige Aufgabe: Es musste eine Marke „erfunden“ werden, die den hohen Anspruch der Innovationstechnik verkörpert und das Vertrauen in etwas völlig Neues ermöglicht. „Wir sind so gründlich, logisch und stringent vorgegangen wie das seitens der Technik auch die Ingenieure machen“, erläuterte im Value-Gespräch Dr. Ulrike Grein, Managing Partner der Agentur Markenfels AG, Zürich. Hunderte Namensvarianten wurden erdacht und auf den Prüfstand gestellt, um letztlich den richtigen, passenden zu finden, der weltweit wirken kann: Mouvent klingt französisch, soll aber englisch ausgesprochen werden. Der Name impliziert Bewegung/Dynamik und strahlt trotzdem Ruhe aus. Das gesamte Erscheinungsbild der neuen Firma wirkt zeitgemäß, frisch und spiegelt hohe Kreativität wider, ohne aufdringlich oder grell zu wirken.

Der eigentliche Knüller: Eine Technik-Firma als Kompetenzzentrum. Mit dem Anspruch: „Re-engineer the engineering of inkjet printing technology“.

Innerhalb weniger Minuten konnte bei der Premiere am 6. Juli 2017 Mit-Gründer Piero Pierantozzi überzeugend darlegen, worin die Kunst der Technologie-Entwicklung im Inkjet-Druck liegt: es komme darauf an, dass man komplett neu überdenkt, wie man die theoretischen Vorteile des Inkjet-Verfahrens auch in der Praxis des professionellen Drucks effizient nutzbar machen kann. Als zentrales Ergebnis kam die „Cluster“-Konzeption heraus, als neuartiges Design, um nach dem „One-for-all“-Prinzip Drucksachen aller Art auf Substraten aller Art produzieren zu können. „Unser radikal neues Konzept besteht darin, einen Basis-Cluster zu nehmen, der in einer modularen und skalierbaren Matrix angeordnet ist. Daher müssen wir bei unterschiedlichen Anwendungen und Druckbreiten nicht mehr mit verschiedenen Druckbalken arbeiten“, legte Piero Pierantozzi dar. Und führt weiter aus: „Das Mouvent Cluster [als Trademark geschützt] ist die Schlüsseltechnologie hinter unseren Maschinen. Er erlaubt eine hohe optische Auflösung, die gestochen scharfe und farbenfrohe Bilder in einer sehr hohen Druckqualität erzielt. Gleichzeitig gewährleistet der Cluster eine bisher nicht gekannte Flexibilität und beispiellose Möglichkeiten in der Maschinenentwicklung. Einfachheit ist unsere Firmenphilosophie.“ Basis der Cluster bilden die Samba Inkjet-Druckköpfe von Fujifilm, die von Mouvent um neue Komponenten ergänzt werden.

Der Clou: Mouvent kann seine Cluster im 3D Printing-Verfahren herstellen lassen. Das senkt Aufwand und Kosten und erhöht die Flexibilität! Und stellt eine echte Weltneuheit dar, deren Kunde darüber aufgrund der Value-Tweets nach der Bekanntgabe blitzartig wie ein Lauffeuer um die 3D-Experten-Welt ging. „Wir drucken quasi eine Druckmaschine“, freut sich Simon Rothen. — Präsentiert wurden am 6. Juli 2017 bereits funktionsfähige Prototypen für den Etiketten- sowie den Textildruck. Erste technische Spezifikationen wurden publiziert.

 

 


Fazit: Adé altes Denken. Welcome Mouvent!

Einfach, effektiv, flexibel, modular skalierbar sind Inkjet-Technikenwticklungen im professionellen Druck bis dato nicht gewesen. Alle großen Konzern wie z. B. Xerox, HP, Konica Minolta oder auch partiell Canon haben sich bei der Inkjet-Technik bislang fast die Zähne ausgebissen — einzig Heidelberg scheint im Team mit Fujifilm mit der Primefire-Plattform einen gangbaren Weg für den Verpackungsdruck gefunden zu haben. Denn das Prinzip der IT- und Imaging-Blue Chips lautete uni sono: ‚Inkjet ist in seinen vielfältigen Einsatzmöglichkeiten unschlagbar. Lass uns also für alle möglichen Anwendungszwecke eigenständige Verfahren entwickeln.‘ Basta! — Das führte zu einer Komplexität, die Zeit und Aufwand erheblich erhöhte und bei den Anwendern nachhaltig eher für Verwirrung als für Begeisterung sorgen.

Der von Mouvent eingeleitete Paradigmenwechsel des „One-for-all“ verweist nun (Gott sei Dank!) altes Denken auf die Plätze. Gut so! Wir werden nach der Sommerpause die weiteren Aktivitäten verfolgen können. Mouvent hat für September 2017 einiges angekündigt. Ich bleibe am Ball.

 

 

 


Wie gewohnt unser Value-Live-Bericht vom 6. Juli 2017 im exklusiven Format mit Texten, Bildern, Videos.

 

Value Storify Mouvent.png

 


 

ADDENDUM

Mouvent AG reüssierte auf der LABELEXPO 2017 in Brüssel und präsentierte seine marktreife Technologie. Siehe Video per LinkedIn:

https://www.linkedin.com/feed/update/urn:li:activity:6321775082662428672

 

Illustration by Lidia Lukianova, SF Bay Area

 

 Why its worth to read & share this Blog post:

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

 

Spot 1 

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

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

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

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

Spot 2

Change in Business Communication approach — Consolidation amongst media professionals

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

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

Spot 3

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

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

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

Spot 4

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

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

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

Spot 5

WANTED! — Link to the communication specialists in the market

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

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

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

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

drupa Analyse Visuals ENG.001

Value Talk by Andreas Weber,
CEO Value Communication AG, Mainz
Photo/Graphics by Messe Düsseldorf
Painting of Johannes Gutenberg: Ying Lin-Sill, Mainz/Beijing

 

This report is important for you because it deals with crucial issues:

  • How to recognize relevant trends and developments at an early stage
  • How to change the public reception of the printing industry
  • How to move from old to new 

 

Introduction

In an email written on 24 October, 2010, Steve Jobs, legendary Apple CEO, put his finger on a crucial problem when he identified what he called the “innovation dilemma” and stated that adhering to old paradigms for too long can jeopardize entire companies. What does this imply for the traditional printing industry?  How can it make the leap from its established market into the new (digital) world? An exciting starting point for a new take on the next drupa trade show.

The dilemma: high innovative speed – middling adaptation rate

The innovation dilemma that bothered Steve Jobs at a time when Apple became one of the most valuable brands in the world, is already affecting the print industry – and its markets. Major flagship fairs such as the Print in Chicago and the IPEX, now in London, have fallen upon hard times. Fewer exhibitors, fewer visitors, less relevant public potential — despite the high innovative speed of the producers. The printing market and its customers seem reluctant to respond. Sluggish replacement investment and a general scepticism among German customers towards innovative products.  Messe Düsseldorf has therefore decided to explore new avenues in order to establish the drupa as the flagship fair for the global printing and paper industry. All the more reason to have a Value Talk in the interval between drupa 2012 and drupa 2016. Central question: Quo vadis, drupa?

“In turbulent times, a flagship fair like the drupa takes on a key role,“ Sabine Geldmann points out right at the start of our Value Talk. She was appointed drupa Director of Messe Düsseldorf at the beginning of 2012 and is responsible for the “Olympic Games of the printing and paper industry”. Her focus is not only on organising trade fairs, a skill which she learned from the bottom up. She also mines global visitor contacts and profiles for valuable market information. Since the beginning of 2014, information on global trends and intelligence on the industry are being documented by studies/reports. About 4,900 participants from three segments (Print Service Provider, Print Buyers, Suppliers) were selected, 2,600 of which are key executives from printing works, which is the main target group for now. The representative panel is comprised of members from 119 countries.

 

Bildschirmfoto 2014-04-16 um 16.46.46

 

Innovation is the key…
…and an important benefit for drupa preparations.

“As organisers of the drupa fair, our focus is on spotting new trends in order to identify solid quality developments on a global scale,“ Sabine Geldermann explains. The objective is not just to find a drupa concept and position that suits the market, but also to provide manufacturers with solid, topical facts, whether they attend as exhibitors or as visitors. The preliminaries were established in February 2014, when the drupa Global Trend Report was issued. Updates will be carried out at the end of every year until 2016. The Special Topical Focus will appear in the drupa Global Insights at six-monthly intervals. The results of these analyses will be widely distributed via digital channels such as social media, press mailing lists/specialist media, PDF summaries as web downloads and of course through word of mouth.

These trend studies and analyses are innovative because “by providing information they also allow additional in-depth analyses”, Sabine Geldermann explains. This is possible because of the unique data structures that distinguish different regions, countries, specific target group profiles, market segments and many more from each other.“ The main focus is on the situation in printing works.  Market trends can be identified and analysed with a quasi-microscopic view. National developments can be analysed in an international context – a major benefit as there are vast differences in the print business.

As expected, the results of the baseline measurement issued in the 1st drupa Global Trend Report are far from spectacular – apart from the prognosis that investments are on the increase. Many findings confirmed what was known already, be it from media reports or from several individual studies. However, Sabine Geldermann and her team are more interested in creating a complete picture from individual pieces of the puzzle and systematically updating this picture at regular intervals. With its sixty-year old tradition, the drupa provides sufficient material to act as a reliable market, economic and investment barometer – and deliver the latest trends in technology and application.

The agenda and activities of the drupa 2016 will be inspired by this exclusive compilation of market intelligence. “Because of structural changes and the ongoing market consolidation, we need to address not only our regular drupa audience but also find new target groups “, Sabine Geldermann explains. We need to act as a seismograph for these changes. In addition to printed publications, the digital communication channels provided by Messe Düsseldorf are of major importance for our publication efforts. The focus is on comprehensive interaction that yields measurable results after valid analysis. Because “we cannot know what we do not know”, the drupa needs to identify new target groups which are not or not fully informed about the technical benefits of current printing technology.

 

Bildschirmfoto 2014-04-16 um 16.46.03

 

The printing industry is facing one major challenge:
Lack of information 

Because the vast potential of printing technology is not known among key executives, it is not part of their “relevant set of options”. In fact, they often perceive the printing industry and printing works as anachronistic. There is a significant lack of knowledge among buyers and key executives from the marketing communication segment about the perfect interaction between printing, IT and web technology, (for example: the automated production of printed books from social media platforms). Only few people know that social media contents and printed media can be combined to create communication campaigns by means of digital printing.

Sabine Geldermann wants to change this by publicizing the relevant technical information in the drupa Global Insights Reports. Innovative application options for printed material in inter-media scenarios must be published and made popular in an informative manner: “There is a vast potential for innovation in printed communication. With new insights and information, we can determine how the printing segment is perceived“, Sabine Geldermann points out. These preliminary measures to make the drupa more relevant by inciting a cross-segmental discussion of new issues “beyond print” will substantially enhance to position of the drupa as an international flagship fair that acts as a beacon for the global market. Sabine Geldermann puts it in a nutshell: “We present the new technical options provided by the printing industry to a wider audience. There are so many innovative and important applications that involve printing technology which need to be pushed onto the international stage.”

 

Bildschirmfoto 2014-04-16 um 16.46.28

 

Exploring new avenues:
Communication on printing technology is as important as communication via print.

Would it not make sense to host a virtual drupa as an internet communication and market platform in addition to the real event? This question is of particular interest as every segment of the industry will benefit from innovations in the printing industry? There is much potential for optimisation in the printing industry and room for more communication – this is an excellent opportunity for the drupa! [See ValueCheck: Communication as a driving force for new business models].

Sabine Geldermann sees a special advantage in the fact that the products of the printing industry are widely used but also require a lot of information: printing works have an extremely heterogeneous customer base with very different target group profiles. The same applies to the service portfolio of printing works, which has to be highly innovative and specialised. The products of the printing industry will always be an indispensible and elementary part of our communication requirements, but printing service providers are no longer mere producers of printed matter, however they need to acquire better consultancy skills. Potential solutions include workflow architectures, variable data printing, finishing services, freight management/supply-chain services, response analysis and many more.

 

Bildschirmfoto 2014-04-16 um 16.45.42

 

The incredible service variety offered by the printing industry provides
major potential for the future!

Sabine Geldermann is not worried by the increasingly exacting requirements faced by her customers: “Promoting the variety of the printing industry provides an exciting range of options: there is an incredible range of communication services provided to all industrial segments by the printing industry, even beyond its value-added chain. The printing industry is by no means finished or one-dimensional; it is expanding into all different levels of day-to-day life and business.“ Messe Düsseldorf’s preparatory work in the run-up to the drupa 2016 focuses on relevant facts and information which will promote the industry and its services and improve its presence in the virtual market so that it can be found easily – everywhere in the world.

Sabine Geldermann explains the main objective of the drupa 2016 preparations: “We want to create publicity on the web by using devices such as blogs and effective tagging. This is the only way to draw the attention of new target groups to the important innovations provided by our exhibitors and their customers.“ A growing number of drupa exhibitors supports this approach to promote the awareness of the services provided by printing works among its customers. Agencies, marketing experts and brand companies are actually an important driving force and have to be involved more strongly. This means that all printing service providers that offer market-oriented, modern and networkable printing communication solutions must be easily found using Google. Descriptions and sampling of innovative applications during face-to-face presentations alone are not longer sufficient; the industry has to present or better still, permanently stage value enhancing factors and verifiable results in the media.

 

Our opinion 

Messe Düsseldorf has chosen a successful course which also benefits the printing industry: as flagship fair for the printing and paper industry, the drupa can only be successful and have a global effect if the issues and the exhibition agenda are perfectly synchronized with the specific situation of the visitors (and the exhibitors’ customers). The new trend analyses are an ideal communication tool for sustaining a qualified dialogue with market partners. Not only during the drupa but also in the run-up and in the wake of this major event!

One exciting challenge for the drupa 2016 is certainly its approach to the vast and ongoing structural changes in the printing market. After an extended pit stop, market leader Heidelberger Druckmaschinen will now present its new digital strategy. This will benefit the entire industry. [See Value Analysis on Heidelberg Digital Sneak Peek, April 2014]

The printing industry has to think far outside the box. Many new businesses and companies that moved into the field from a different segment, e.g. those who deal with high-performance inkjet and/or variable data printing for industrial production, with organics or 3D/4D printing, cannot be counted as part of the printing segment in the strictest sense. But it is important to note: Effective communication about printing issues is necessary and the innovation-driven business of printing service providers must be publicized in order to create sufficient demand.

 

Value New Years Event 2014 Key Visuals.001

 

At a glance:
drupa Global Trends – Results from February 2014

Despite national differences, the “drupa Global Trends Report” reveals substantial – and sometimes even surprising – trends and insights, which affect all economic regions and printing-related segments (publishing, packaging, commercial). As expected, the report confirmed the presumption that the global printing industry is still undergoing structural changes, which is documented by rising costs, price deterioration and shrinking margins. But even more significant are the study’s three central findings:

  • There are clear signals for an economic upturn: over the next twelve months, all areas of the global printing industry, be it commercial, publishing or packaging, will make substantial investments. In the industrialized nations, the driving factors for this investment are the need for more efficiency and the introduction of new services. In this area, the US printing industry seems to have a certain leadership role or acts as a model. In emerging nations however, the investments are driven by the order volume.
  • The printing industry is changing from a product- or technology-driven to a service-driven industry. The latest trends are new solutions and business models that accommodate customer requirements.
  • As expected, digital printing plays a major role in the technology mix that is used by the printing industry. A total of 65 % of all printing service providers operate conventional as well as digital production. More than 30 % of commercial printers generate one fourth of their profit margin with digital printing services. But conventional printing (especially sheet offset) remains to be an important cornerstone for the industry. This is reflected by the reported investment intentions: in 2014, a total of 29% of all printing service providers want to invest in the area of sheet offset.

Source and more information

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