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Neue Wege sind wichtig und nötig, um die komplexen Themen rund um Print im Digitalzeitalter aufzuzeigen und vor allem begreidbar zu machen. — Fotos: Fachverband Medienproduktion e.V. (f:mp)

 

PROLOG

Wer alt genug ist, um sich an eine Welt ohne Internet erinnern zu können, wird sich auch an eine Welt ohne Digitaldruck erinnern können. Denn beide, einmal der Kommunikationskanal World Wide Web, als auch der digitale Druck, wie wir ihn heute kennen, betraten Anfang der 1990er Jahre die Bühne. 

Was vor rund 25 Jahren mit dem Netscape Navigator, dem Browser für jedermann, der ersten Indigo und Xeikon begann, ist für uns heute selbstverständlich. Und wer dieses Vierteljahrhundert zurückdenken kann, weiss auch, dass Drucksachen – im Vergleich zu dem, was uns heute geboten wird – schlicht und einfach ‚grottenschlechte‘ Massenware waren. 

So ändern sich die Zeiten. Ohne Internet käme heute wohl keiner mehr klar und ohne den gewaltigen Qualitätssprung im Druck wäre das Medium Print unansehnlich bis langweilig. 


Eine Situationsbeschreibung von Klaus-Peter-Nicolay, Verleger und Chefredakteur Druckmarkt (D/CH)

 

THE END OF PRINT?

Das genaue Gegenteil ist der Fall. Drucksachen sind heute lebendiger und vielfältiger denn je. Schliesslich hat der Digitaldruck den Offsetdruck weit weniger ersetzt, als es von vielen befürchtet wurde. Aber der digitale Druck hat Drucksachen entstehen lassen, die vorher keine waren. 

Man denke in diesem Zusammenhang an Fotobücher und das gesamte Geschäft mit kleinsten Auflagen, personalisierten und individualisierten Drucksachen, die in konventionellen Druckverfahren gar nicht möglich wären. Doch auch der klassische Druck ist nicht stehen geblieben. 

Immer raffinierter und zielgerichteter werden Drucksachen heute hergestellt. Und das auch ganz bewusst, weil die Erkenntnis gereift ist, dass sich eine Druckerei heute mit einem banalen vierfarbigen Flyer eher blamiert, denn Begeisterungsstürme bei den Kunden auslösen wird. Dazu gehört nämlich mehr. 

ÜBERRASCHENDE EFFEKTE 

Um sinnliche Signale auf die Wahrnehmung einer Information zu übertragen, lassen sich die Wirkungen der Haptik, die von Grammatur, Papierqualität, Verarbeitung und Veredelung nutzen. In der Forschungsdisziplin Werbewirkung wird hier von Bedeutungszusammenhängen (Semantik) und Assoziationen gesprochen, die durch sinnliche Reize ausgelöst werden (Priming). So ‚primen‘ Mailings beispielsweise über Gewicht, Konsistenz, Form und Textur der verwendeten Materialien oder über den Öffnungsmechanismus.

Ist diese erste Hürde erst einmal genommen (auffallen kann ein Mailing ja auch aufgrund des Formats, der Farbe und Papierqualität des Couverts) und der Empfänger beschäftigt sich mit der Drucksache, können Verstärker wie Wechselbilder (Lentikulardruck), Video-in-Print und Soundchips ein Mailing in der Wahrnehmung dynamisch machen. Dabei überraschen auch Effekte wie Laserstanzungen, ‚maschinell Handgeschriebenes‘, Hologramme, Duft, Pop-ups und Rubbelflächen etc. den Empfänger immer dann positiv, wenn sie zum beworbenen Angebot passen. 

 


Impressionen von der Event-Website, zusammengestellt durch den Fachverband Medienproduktion e.V. (f:mp).


 

KNOW HOW AND WHY 

Das alles lässt sich zwar in blumigen Begriffen be- und umschreiben, kann aber dennoch nur andeutungsweise das Gefühl vermitteln, welches erlebbar wird, wenn man solche Druckprodukte erst einmal in Händen hält. Doch wo und wann ergibt sich die Gelegenheit dazu? Und noch dazu in komprimierter Form, ohne von einem Open House zum nächsten reisen zu müssen? Wo mir jemand erklärt, wie ich Sound oder Video in eine Drucksache integrieren kann, wie ich NFC-Technologien für Print nutze, ob es Alternativen über ‚Smart Links‘ und ‚Hidden Codes‘ gibt, welche Möglichkeiten der Druck auf Metallfolien bietet und wo es auch noch fundierte Informationen über die Wirkmechanismen haptischer und multisensorischer Effekte gibt? 

Auf der PRINT digital! CONVENTION im Rahmen der Tage der Medienproduktion des Fachverbandes Medienproduktion (f:mp.)! Diese Veranstaltung Ende April 2018 in Düsseldorf hat die aus den Mailingtagen hervorgegangene und nun nicht mehr durchgeführte Nürnberger Co-Reach sowie die aus der Mode gekommene ‚grafische Fachmesse‘ Druck + Form in Sinsheim schnell vergessen gemacht und beide mehr als bravourös ersetzt. Und zwar auf eine bemerkenswert frische und neue Art. 

 

Trailer zur Event-Ankündigung des f:mp im Team mit der Messe Düsseldorf.

Ausstellung auf der einen, Kongress und Workshops auf der anderen Seite wäre nicht neu. Einzigartig ist das Konzept, weil sich nicht nur die Industrie mit ihren Lösungen präsentiert, sondern weil Druckereien und andere Dienstleister zeigen, was mit den technischen Möglichkeiten und einer gehörigen Portion Ideen umsetzbar ist. Verschiedene Themenwelten führten von der Idee über crossmediale Prozesse hin zu anwendungsfähigen Applikationen, die mit digitalen Druck- und Veredelungs-Technologien, mit hybriden und intelligenten Produktionen realisiert werden können. 

Die PRINT digital! CONVENTION hat Format und ist eine Veranstaltung, wie sie wünschenswert ist. Kurzweilig, informativ und mit einer gehörigen Portion Know-how-Transfer. Und mit der tatkräftigen Unterstützung der drupa wurde in der Stadthalle Düsseldorf im Congress Centrum auf dem Messegelände ein einzigartiges, geradezu persönliches Ambiente geschaffen, das in ‚normalen’ Messehallen nicht erreichbar wäre. 

FAZIT

Das war ein deutliches Signal für die Messeveranstalter der D/A/CH-Region und ein kräftiger Impuls für die Branche. Es ist ein bemerkenswertes und auf die aktuellen Marktbedürfnisse zugeschnittenes Konzept, das von den rund 1.000 Besuchern exzellent angenommen wurde. Und gewissermassen die Transformation altbackener Messekonzepte und langweiliger Kongress-Tage in ein neues Format mit Unterhaltungs-Charakter auf fachlicher Ebene. — Auch so wird Print lebendiger denn je. 


 

Anmerkung der Redaktion von valuetrendradar.com

Kompliment an Klaus-Peter Nicolay. Er hat eine hervorragende Situationsbeschreibung abgegeben, wie sich Print im Digitalzeitalter positioniert. Und eigentlich nicht zu verstecken braucht. Umso sehr ist der Hinweis wichtig, dass es nach wie vor ein Dilemma gibt: Auch auf der Print digital! Convention blieb man wie bei so vielen Print-Fachveranstatungen weitgehend unter sich. Und wer wie ich aus Termingründen nicht teilnehmen konnte, hatte kaum eine Chance, über die relevanten Social-Media-Kanäle sich in Echtzeit ein Bild zu machen, was es an Kernbotschaften zu erfahren gilt. Schade. Denn für innovative Auftraggeber der Druckereien ist genau das ein ganz einscheidender Punkt: Über den Tellerrand blicken und das Potenzial von Digital! voll ausschöpfen. Sonst spielt sich alles wie bisher fast im Verborgenen ab. — Andreas Weber, Head of Value.

 


 

Hinweis

Der Beitrag entstammt der lesenswerten Jubiläums-Ausgabe Nr. 100 des Managementmagazins DRUCKMARKT SCHWEIZ.

 

Druckmarkt Ausgabe 100CH_Titel

 


 

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

By Andreas Weber, Head of Value. |  German Version

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

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

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

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

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

 

 

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

 


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


 

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

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

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

Think different!

 

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Consideration 1

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

Consideration 2

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

Consideration 3

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

 


 

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

 

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

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

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

 

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Consideration 4

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

Why?

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

Consideration 5

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

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

 


 

Instructions 

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

 


 

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

 


 

 


 

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Was bringt dem Kunden eine Marke?
Was fordert eine Marke dem Kunden ab?

Überlegungen von Andreas Weber, Head of Value | English Version

 

Marken schwärmen: „Wir schaffen Erlebniswelten für unsere Kunden.“ 

Die Frage, die sich mir stellt, lautet: Treffen Marken noch das Momentum, was Kundenbedürfnisse, oder besser: die Kundenbefindlichkeit, tatsächlich ausmacht? Oder führt eine zunehmend forcierte Brand Experience-Attitüde nicht am Ziel vorbei — schafft mehr Frust als Lust?

Vorbemerkung: Von den Besten lernen! — Bevor sich die Eingangsfragen beantworten lassen, tut ein Blick zurück nach vorne gut (’Back to the Future’). Apple ist ein Paradebeispiel, von dem wir lernen können. Mitte der 1990er Jahre im Dauertief, fast nahe der Pleite, gelang der Turnaround. Heute ist Apple seit Jahren die wertvollste Marke der Welt. Wie konnte das gelingen? — „Communication first“ war ein zentrales Statement des legendären Steve Jobs beim ‚Apple confidential meeting‘ am 23. September 1997. 

Mit der kurz darauf gestarteten, unendlich erfolgreichen „Think Different“-Kampagne leitete er einen gewaltigen Umbruch in der Industriegeschichte ein, um mit dem iPhone 10 Jahre später die Schallmauer zu durchbrechen. Apple macht seitdem einen höheren Pro-Kopf-Gewinn als die meisten Unternehmen Pro-Kopf-Umsatz. 

Jobs betonte, dass Produkte, Marketing und Distribution wichtig seien, stellte aber die ‚Smart Communication‘ über alles und machte sie zur Chefsache. Mit seiner iPhone-Präsentation am 9. Januar 2007 erzielte er ad-hoc einen Zugewinn von rund 1 Milliarde US-Dollar (Media-Coverage, Aktienkurszuwachs) ohne das Produkt schon verkaufen zu können. Der Kniff: Jobs führte das neue Gerät bis ins Detail persönlich vor und hat sich damit mit seinen Kunden und ihren neuen Erlebnismöglichkeiten identifizierbar gemacht. 

Das Credo: Smart Communication rückt die Customer Experience ins Zentrum und machte den Vorreiter Apple bis dato zur Premium-Marke Nummer 1. Als iCEO war Jobs zugleich auch ein engagierter Chief Communication Officer, um seine Vorstellungen Teil der DNA von Apple, seiner Partner und v. a. seiner Kunden werden zu lassen. Ein Prinzip, dem andere Unternehmen wie z. B. Berkshire Hathaway durch Warren Buffett oder Virgin durch Richard Branson vermutlich ebenfalls ihren Erfolg verdanken. 

 

 

Apple hat sich aus meiner Sicht mit Abstand als fähigstes Smart Communication-Unternehmen profiliert. Mit maximaler Loyalität bei Kunden rund um den Globus. 

 


Persönliche Anmerkung: Die Erfahrung kann jeder machen, der ein Apple Produkt kauft — so wie ich gerade den neuen iMac 27’’ mit Retina 5K Display und MagicTrackpad: Von der (Online-)Beschaffung inkl. Leasing bis zur Lieferung frei Haus, der kinderleichten Inbetriebnahme (allein das Auspacken des iMac ist ein Designerlebnis!), bis zu der iCloud-Anmeldung unmittelbar folgenden Welcome-Email von Apple — die Profi-Support anbot, der sogleich aufs Beste erfolgte — wurde in kürzester Zeit der neue Computer Teil meiner persönlichen Erlebnis- und Arbeitswelt. Mit wunderbaren Überraschungen dank zahlreicher Technik-Innovationen und Qualitätsmerkmalen auf höchstem Niveau. In Summe: Benchmark!


Fragen wir uns also:
Was unterscheidet Customer Experience von Brand Experience?

Von den besten lernen: Schaut man genau hin, verfolgen neben Apple auch andere der wertvollsten Marken der Welt ein ähnliches Prinzip: Google, Facebook, Amazon, Uber und Airbnb — alles überaus erfolgreiche Unternehmen der neueren Zeit, die das Customer Experience-Prinzip verinnerlicht haben und praktizieren. Von Experten wird gerne angeführt, der Erfolg liege am überlegenen innovativen Plattform-Geschäftsmodell. 

Aus meiner Sicht stimmt das zwar, weil exponentielles Wachstum möglich wird: man ist in der Lage, Millionen und Milliarden von Kunden direkt anzusprechen; aber Geschäftsmodell-Innovationen wie auch neue Digital-Technologien sind ‚nur’ Mittel zum Zweck — und per se keine Erfolgsgaranten.

Wir müssen also das Andere denken — Think different!

 

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Überlegung 1

Entscheidend ist, die Innovations- und Technologie-Mechanismen so auszunutzen, dass Dialoge respektive Konversationen mit Kunden in Echtzeit entstehen, um für die Perfektionierung von Services und Produkten nutzbar zu werden, die sich am individuellen Bedarf des Kunden ausrichten. Smart Communication stellt das sicher!

Überlegung 2

Die Marke selbst steht nicht mehr im Zentrum, sie wird quasi zum gemeinsamen Vehikel von Unternehmen und Kunden. Aus Mass Marketing wird Mass Customized Marketing. Legt man wie die Mehrzahl der etablierten Markenunternehmen den Fokus auf Brand Experience, um über die möglichst starke Strahlkraft der Marke per Mass Penetration Kunden zu beeindrucken und so zum Kaufen zu bewegen, kann man im besten Falle noch Kosten decken, aber kaum noch profitabel organisch wachsen oder zweistellige Margen erzielen.

Überlegung 3

Die Realität ist zwangsläufig: Kunden fühlen sich mehr und mehr enttäuscht, wenn Marken offensichtlich den persönlichen Kontakt zu Ihnen verloren haben. 

 



Adobe
hat in seiner aktuellen Studie „Reinventing Loyalty: The New Loyalty Experience“ (Herbst 2017) herausgefunden, dass 75 Prozent der CMO’s zugeben, dass bei Kunden-bindung/Kundenzufriedenheit Verbesserungsbedarf besteht bzw. dass sie gar nicht wissen, was ihre Kunden eigentlich beschäftigt. „This clearly demonstrates that CMOs feel that there is huge room for improvement when it comes to implementing the new loyalty dimensions.“


Die neuen ‚Loyalty Dimensions’ fußen meines Erachten auf ‚alten‘ gemeinsamen Wertvorstellungen, geprägt durch Vertrauen, Zufriedenheit, Verbundenheit (relatedness), die auch den Kern von Smart Communication ausmachen. 

In diesem Kontext zu beachten: Die üblichen ‚digitalen‘ Transformations-Bestrebungen führen am Ziel vorbei, da nicht Customer Experience, sondern die Optimierung unternehmensinterner Prozesse erfolgt, die dem Unternehmen Aufwand und Kosten sparen, den Aufwand beim Kunden aber drastisch erhöhen. Persönliche Rückfrage-Möglichkeiten von Mensch zu Mensch sind dann allzuoft kaum noch möglich.

 

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Überlegung 4

Um Unzufriedenheit und Loyalitätsverlust bei Kunden zu vermeiden, bedarf es aus meiner Sicht nicht unbedingt einer veränderten Qualifikation, sondern der Änderung des Auftrags der Marketing-Verantwortlichen. 

Warum?

  • Brand Experience legt den Fokus auf „buying“ und benutzt überwiegend kostspielige Medien und Kreativ-Leistungen Dritter (wobei wie Nielsen in Deutschland als Premiummarkt in Europa für das Jahr 2017 vermeldet, die Brutto-Werbeausgaben zum Teil rückläufig sind, trotz hohem Wachstum bei Mobile-Advertising). Die entsprechenden Strategien und Maßnahmen zielen darauf ab, Kunden ständig, fast wie auf einer Treibjagd, mit Werbebotschaften zu befeuern, anywhere, anytime. Sog. Bonusprogramm dynamisieren die Hetze erheblich.
  • Aber: Customer Experience setzt dagegen auf „serving & satisfying“ v. a. durch Direktkontakte und Dialoge. Customer Experience folgt dem Prinzip des ‚Listen & Learn‘. Die Echtzeit-Erfassung der Kundenerlebnisse wird genutzt, um Produkte und Services stetig zu verbessern. Kommunikation und Transaktion werden dabei so eng wie möglich, am besten nahtlos, verzahnt. — Credo: It’s all about interaction and relatedness by smart communication.

Überlegung 5

Das Brand Experience Prinzip führt nicht mehr weiter. Mit einer individuell zugeschnittenen Smart Communication-Architektur, die Customer Experience-fokussiert ausgestaltet wird, lassen sich Kundenbefindlichkeiten und Erwartungen am besten decken. Im Fokus: Great Conversations!

Wenn man die für Apple so erfolgreiche Smart Communication-Strategie systemisch strukturiert, aufs eigene Unternehmen adaptiert sowie im Detail das Wesen der Smart Communication exakt versteht, wird man extrem rasch auf individuelle Kundenbefindlichkeiten eingehen können. Es bleibt nämlich gar keine andere Wahl! ‚Communication first‘ geht dann einher mit ‚Customer benefits first‘.

 


 

Handlungsanweisungen 

  1. Think different! Stelle Deine aktuelle Branding- und Customer Experience-Strategie auf den Prüfstand und diskutiere Deine Erkenntnisse mit anderen.
  2. Überdenke und hinterfrage kritisch den Wert der gegenwärtigen Kommunikationspraxis in Deinem Unternehmen (gerne mithilfe des ValueCheck Fragenkatalogs).
  3. Listen & Learn: Verstehe und nutze die Insights, die mein White Paper zu „Smart Communication“ bietet, inkl. konkreten Handlungsanleitungen und Organisation-Modellen.
  4. Gerne stehe ich mit meinem reichen Erfahrungswissen für weitere Erläuterungen und Unterstützung zur Verfügung.

 


 

Über den Autor: Seit mehr als 25 Jahren engagiert sich Andreas Weber als international renommierter Business Communication Analyst, Coach, Influencer und Transformer. Seine Aktivitäten fokussieren sich auf ‚Transformation for the Digital Age’ via Vorträgen, Management Briefings, Workshops, Analysen & Reports, Strategic Advice. — Mit seinem Blog www.valuetrendradar.com inspiriert er Leser aus über 130 Ländern der Welt.

 


 

 


 

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Gastkommentar von Michael Seidl, Wien

Vorbemerkung: In unserer aktuellen ValueChecks zum Thema Printfachmedien haben sich bislang Johann Oberauer und Klaus-Peter Nicolay geäußert. Michael Seidl, Verleger und Chefredakteur für Print aus Leidenschaft, bringt seine Sicht der Dinge ein und wirft neue Aspekte auf. — Hinweis: Der Beitrag wurde erstveröffentlicht im Print & Publishing Online-Newsletter, Ausgabe vom 20.12.2017.

Die Medienwelt ist in einer gewaltigen Umbruchphase. Das ist durchaus bekannt. Welchen Wert hat guter Journalismus heutzutage im Kampf mit kostenlosen Online-Diensten, die frech Content anderer grabben? Wie kann ein Magazin heutzutage existieren, wenn die Anzeigenumsätze rückläufig sind und Online-Angebote diese Umsätze bei weitem nicht kompensieren. Die Antwort? Verlage müssen wohl oder übel an den Kosten drehen. Die einen helfen sich damit, indem sie Journalisten kündigen und dann wieder in Form von de facto Einzelverträgen wieder einsetzen. Damit umgeht man mehr oder weniger elegant die kollektivvertraglichen Spielregeln. Oder Medien werden ganz einfach eingestellt (wie aktuell derzeit auch in der Druck- und Medienindustrie hierzulande). Aber was ist die Lösung? Das Problem ist, es weiß in Wirklichkeit niemand so genau. Denn für guten Journalismus braucht es Zeit für Recherche, die immer weniger zur Verfügung steht und demnach die Qualität von Medien leidet.

Viele Unternehmen, auch in der Druck- und Medienindustrie, dieser Industrie, verwenden mehr und mehr Social Media Kanäle, Newsletter oder poppen ihre Webseiten auf. Ich selbst habe dieser Tage reihenweise diese neuen, durchwegs ähnlich aussehenden Newsletter erhalten. Das ist für uns grundsätzlich ja kein Problem, da dies Teil unseres Berufes ist, Informationen zu erhalten und zu verarbeiten. Aber stellen Sie sich nun einen Unternehmer vor, der mittlerweile von vielen Anbietern per Newsletter oder Social Media „digital bombardiert“ wird, um seine Gunst zu erlangen. Kann es sein, dass einige von diesen Empfängern das „digitale Handtuch“ werfen, weil sie einfach überlastet sind? Tut es dann doch nicht gut, wenn es Medien gibt, die aus dem „digitalen Schlachtfeld“ die richtigen Informationen filtern und aufbereiten? Und diese Arbeit sollten sich die Firmen und Konsumenten auch etwas kosten lassen.

 

Michael Seidl ist nicht nur international agierender Print-Fachzeitschriften-Verleger, sondern auch Mit-Initiator und Veranstalter des seit fast einer Dekade ambitioniertesten Print-Wettbewerbs in Europa: Golden Pixel Award. 


 

Marlene Auer, Chefredakteurin vom Horizont [Ausgabe für Österreich], formulierte es kürzlich treffend, indem sie meinte: „Ein Cappuccino in der Wiener Innenstadt kostet je nach Lokal im Schnitt rund vier Euro, ein Abo einer Print-Zeitung rund 20 bis 30 Euro im Monat – mit einer einzigen Tankfüllung eines Mittelklassewagens kann man also schon zwei Monate Zeitung lesen. Digital-Abos sind nochmal günstiger. Ist das viel? Oder nicht viel? Ob etwas Wert hat, bestimmen Markt und Konsumenten. Der Unterschied: Konsumgüter wie Kaffee oder Rohstoffe wie Benzin werden konsumiert ohne großes Nachdenken. Bei Informationen hingegen sitzt das Geldbörserl offenbar weniger locker.“

Sie hat vollkommen Recht mit dieser Aussage, und ich finde sie gut, da ich mir dies auch manchmal denke. Wie viele PRINT & PUBLISHING Abos sind eine Tankfüllung für Mercedes, Audi, BMW und Co.? 

Trotz aller Wehklagen wegen der digitalen Einflüsse auf die Medienwelt… ich meine zudem, dass sich generell in den letzten Jahren die Einstellung und Wertschätzung für Medien und deren Vertreter geändert hat. Das wird bei Einladungen zu Presskonferenzen besonders sichtbar, wo Journalisten immer öfter auf die billigsten Plätze gebucht werden, verbunden natürlich mit der Erwartungshaltung, dass dieser eine möglichst coole Story abliefert. Man habe ihn ja letztendlich eingeladen… Derlei Beispiele gab es genügend in diesem Jahr. Macht das Spaß? Dem Journalisten nicht wirklich und dem Unternehmen, das einlädt, offensichtlich auch nicht, sonst würde es nicht so agieren. Und leider verkommt die Beschäftigung mit „Pressearbeit“ in vielen Unternehmen heutzutage (aus Kostengründen) zu einer Art „oh yeah, we have to do this“. (Journalistische) Beziehungen werden praktisch heute nicht mehr aufgebaut, ja schon … 5.000 Freunde auf Facebook oder 6.000 Follower auf Twitter, das genügt wirklich?

Kollege Andreas Weber hat Recht, wenn er meint, wir benötigen werthaltige Kommunikation über alle Ebenen hinweg, und Print ist integraler Bestandteil davon. Denn schließlich lebt diese – unsere – Branche von Druck und Systemen, die Druckwerke produzieren. Das vergessen leider heute manch namhafte Unternehmen der Zulieferindustrie (Stichwort: Verkaufen via Facebook), aber auch die Informationsempfänger, die es ebenso billig haben wollen. 

Was bleibt, ist die Hoffnung, trotz aller Diskussionen hinsichtlich digitaler Transformation, dass die Leistung von Medien wieder mehr geschätzt und damit bezahlt wird. Denn sie sind genauso Dienstleister, wie viele andere auch, nämlich Informationsdienstleister, die ihren Beitrag für eine aufgeklärte Gesellschaft leisten. Tagtäglich …

Ich wünsche Ihnen im Namen des PRINT & PUBLISHING Teams eine wunderbare Weihnachtszeit und viel Erfolg für das neue Jahr 2018. 



Herzlichst Ihr
, Michael Seidl 

 


1BC51437-E5C1-4952-AB97-BEA69B83A2A1.jpeg

Kontakt:

m.seidl(ar)europeanmediagroup.at

EMGroup GmbH
Testarellogasse 1/2
1130 Wien
Österreich

 


 

 

 

 

Value Publishing Mike Hilton 2017 #influenceb2b.001

 

Graphic Repro On-line News to Friday 20 October 2017

 

Welcome to this week’s roundup of 25 news items (actually 36 if you count the InPrint collection of 12 on Wednesday all rolled into one). You’ll also find Laurel Brunner’s Verdigris Blog titled Eco-nomy’, which this week looks at how the marriage of ecology and economics is becoming increasingly obvious and necessary for business. As a result, developers are constantly moving to offer technologies that reduce product life cycle footprints, as well as perform more efficiently for their customers. Then we have Andreas Weber back in Online Features with his latest piece: #InfluenceB2B — Transformation for the Digital Age. Please don’t miss them.

Good news this week has been rather difficult to come by at times, after last week’s multiple events which gave it a welcome boost. However, there have been some interesting announcements and developments. Heidelberg led the headlines on Monday as it successfully recertified all of its worldwide locations to ISO 9001 and ISO 14001 for quality and environmental management; while Xeikon has discontinued development of its Trillium liquid toner programme announced at drupa last year. On Tuesday, Ricoh South Africa took the lead with digitalisation in the fore at its new demo facility in Johannesburg; and on Wednesday, InPrint news took the first three spots for a dozen of its exhibitors, including Heidelberg with personalisation as a megatrend, as it prepares to showcase its digital 4D printing solutions for the automotive industry; and then we h ad Sun Chemical on Friday, which also announced its IPEX offerings the day prior.

On Thursday, Smithers Pira brought Heidelberg back into the lead, following its most recent report on leading makes of second-hand presses, which reveals that Heidelberg presses are the most productive in the industry – up to a staggering 66% more productive – producing the lowest cost per sheet. The report is available to download from a link in the article, so you can see for yourself. And to round off the week on Friday, Canon Europe has achieved Greenguard Gold Certification from UL Environment for its Océ Arizona UV inks and Océ Colorado UVgel inks.

You’ll find quite a mixed bag of news in addition to the above if you check out the headlines carefully, including more post-Labelexpo successes from Mouvent, and MPS; as well as post World Publishing Expo from Kodak, which debuted new News CTP offerings, improved newspaper plates and its high-speed inkjet additions for newspaper presses.

Sales and installations this week include Ultragraph with Versafire CP from Heidelberg UK; while Gotha Druck und Verpackung in Günthersleben-Wechmar, Germany, has chosen a Goss Sunday 5000. On Tuesday, Hopkins Printing in Columbus, Ohio has increased productivity by 30% with a new Stahlfolder TH 82-P with pallet feeder; and Dome in Sacramento, California has undertaken a multimillion-dollar investment in a Koenig & Bauer Rapida 106 and Rapida 205; while six months on from its Jet Press 720S installation, Kingfisher Press in the UK confirms its progress. On Wednesday, Polish commercial printer BZGraf continues its modernisation with a new eight-colour Rapida 106 perfector from Koenig & Bauer. Thursday saw LR Medienverlag und Druckerei in Cottbus, eastern Germany invest in a FlexLiner inserting system from Muller Martini; and on Friday MP S celebrates the double sale of its hybrid EF Symjet press at Labelexpo in Brussels; and last but not least, Rengel Printing in St Cloud, Minnesota has more than doubled output following installation of a new Speedmaster SX 52 with coater.

What else? New kit from Duplo UK on Tuesday as it adds Esper direct mail solutions to its other brands portfolio; and a tailender from Manroland Web Systems on Thursday, as its introduced MainPad as its new mobile service and maintenance tablet at WPE in Berlin.

That’s all until next time.
My best regards

Mike Hilton

 


 

 


e-News comprises:  Headline News – Online Feature Articles – the Verdigris initiative and our drupa Newsroom, all of which can be accessed from the Website Home Page and its Index. We also have News in Review, which provides an overview of the week’s news each weekend. 


Headline News


Almost 30,000 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 pages

 

drupa Banner 02



Week beginning Mon 16 October – the published date appears in article footline

Monday
Heidelberg locations worldwide recertified to ISO

Heidelberg successfully recertified to ISO 9001 and ISO 14001 for quality and environmental management… 

Xeikon terminates Trillium liquid toner programme
First demonstrated at drupa 2016, the technology has encountered several challenges in bringing it to market commercially… 

Sign & Digital UK back at the NEC next year
New visitor research inspires growth for Sign & Digital UK, returning to the NEC, Birmingham 24 to 26 April 2018… 

Ultragraph opens up new business with a Versafire CP
Ultragraph has replaced a HP Indigo 5600 with a Versafire CP from Heidelberg UK and is winning new business… 

Sunday 5000 press scheduled for Gotha Druck in 2018
Gotha Druck und Verpackung in Günthersleben-Wechmar, Germany, chooses Goss Sunday 5000 to expand portfolio… 

Tuesday
Ricoh SA offers a window into the digitalised future

Ricoh SA has created a new demo facility at its Linbro Business Park offices in Johannesburg, South Africa to provide a window into the digitalised office of the future… 

Hopkins increases productivity with Stahlfolder TH 82-P
Hopkins Printing in Columbus, Ohio increases productivity by 30% with new Stahlfolder TH 82-P pallet feeder… 

Dome Sacramento chooses two Koenig & Bauer presses
Multimillion-dollar investment in Rapida 106 and Rapida 205 sends strong message of momentous growth strategy… 

Kingfisher Press’s Jet Press 720S provides growth
Six months on from Jet Press 720S installation, Kingfisher Press adds new customers and boosts revenue… 

Duplo expands direct mail solutions portfolio
Duplo expands direct mail portfolio with Esper DM-230V Pro Collator and the DM Mini Collation system…

Wednesday
InPrint 2017 Exhibitors’ top stories
Announcements for InPrint in Munich from Bochonow Maschinenbau Polar UV, ColorGATE. Fujifilm UK, Gardner Denver Thomas, GEW, Heidelberg, Dr. Hönle, Hymmen, Memcon, Ushio Europe, Wemhöner Surface Technologies, and EPS with Xaar… 

Heidelberg 4D printing solutions at InPrint 2017
Personalisation as a megatrend – Heidelberg showcasing digital printing solutions for the automotive industry… 

Tonejet direct-to-can at InPrint Munich 2017
Tonejet brings direct-to-can electro-static drop-on-demand digital printing to InPrint Munich, from 14 – 16 November… 

Game changing Mouvent impresses at Labelexpo 2017
Mouvent enjoys sensational debut at Labelexpo 2017 with its groundbreaking digital print innovations… 

Rapida 106 8-colour for Bialostockie Zaklady Graficzne
Polish commercial printer BZGraf continues modernisation with new eight-colour Rapida 106 perfector from Koenig & Bauer… 

Thursday
Heidelberg up to 66% more productive: Smithers Pira
New report from Smithers Pira reveals Heidelberg presses are most productive in the industry and produce lowest cost per sheet… 

Kodak’s extended News CTP portfolio and more at WPE
Kodak helps newspapers achieve more productivity, cost benefits and sustainability at IFRA World Publishing Expo 2017… 

The Manroland Web Systems’ MainPad
Manroland Web Maintellisense takes the next step, with MainPad as its new mobile service and maintenance tablet… 

Sun Chemical offers brighter ideas for low-energy printing
At IPEX 2017, Sun Chemical to present latest innovations for sheetfed commercial and packaging and narrow web label markets… 

A leap ahead with the Muller Martini FlexLiner
LR Medienverlag und Druckerei in Cottbus, eastern Germany, has invested in a cost-cutting FlexLiner inserting system… 

Friday    
Canon Achieves UL Greenguard Gold Certification
Canon Europe achieves Greenguard Gold Certification from UL Environment for Océ Arizona UV and Colorado UVgel inks… 

#InfluenceB2B Transformation for the Digital Age
#InfluenceB2B programme leads from innovation to transformation! By Andreas Weber, Head of Value… 

MPS reports highly successful Labelexpo Europe
MPS launches real-time ‘talk to me’ connectivity platform and celebrates double sale of its hybrid EF SYMJET at Labelexpo 2017… 

Sun Chemical’s unique product range at InPrint 2017
Sun Chemical demonstrates the breadth of its capability in Industrial print applications at InPrint 2017 in Munich… 

Rengel adds new Speedmaster SX 52 with Prinect
Rengel Printing more than doubles output following installation of a new Speedmaster SX 52 with coater… 

The lead articles from a week last Friday…

Muller Martini at the WAN Ifra WPE in Berlin

Exciting look into the mailroom with a pair of VR glasses… 

The success of the Manroland e:line family continues
Styria Media Group and Vorländer have decided for a series of the new Manroland Web Systems newspaper printing class… 

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. Visit the Heidelberg Website for more information.

 




drupa 2020 
(drupa), the international flagship fair of the printing and media industry. Visit the drupa 2020 Website.You can also visit blog.drupa.comfor the latest industry news and developments.

 

Online Feature articles 2017
Only 49 articles last year – but you will find another eleven Expert Articles and ten drupa ante portas Blogs from Andreas Weber in our drupa Newsroom. There were over 70 in 2015, and over 90 in 2013 and in 2014 which can still be accessed via the Index on the Home Page.

VaueDialogue 2017

#InfluenceB2B Transformation for the Digital Age
#InfluenceB2B programme leads from innovation to transformation! By Andreas Weber, Head of Value…

Previous…      ValueDialog: Transformation hits Print Technology + Innovation
Heidelberg verified at the International Motor Show in Frankfurt, #IAA2017 what Dr. Ulrich Hermann pointed out in the ValueDialog:…

Online Features Sep/Oct Chapter 07

Heidelberg 4D printing solutions at InPrint 2017 Munich
Personalisation as a megatrend – Heidelberg showcasing digital printing solutions for the automotive industry…

Previous…      Every second counts at FLYERALARM
Rapida 145: Complete job changes in just two minutes…

Verdigris – Environmental Initiative

Laurel Brunner’s weekly Verdigris Blogs 2017

Eco-nomy
The weekly Verdigris blog by Laurel Brunner – Mon 16 Oct

Previous…      LED Fever
The weekly Verdigris blog by Laurel Brunner – Mon 09 Sep

Drupa Newsroom
Our Drupa Newsroom with news from Messe Düsseldorf in 2017 and for Drupa 2016 can be found in the Index. It is divided into Chapters for your convenience… just scroll down to view each Chapter

News from Messe Düsseldorf 2017

Previous…   
  Intelligent Printing in Focus
All in Print China to be staged at the new International Expo Center in Shanghai from 24 to 28 October 2018…

The various Chapters in the drupa Newsroom are highlighted below. When you enter, just scroll down to see and access the complete collection::

drupa daily; drupa Exhibitors’ show + post-show News; drupa pre-show Exhibitor news; post-drupa from Messe Düsseldorf; drupa ante portas Blogs from Andreas Weber; drupa Expert Articles – and more

The Graphic Repro On-line is supported and sponsored by: 
Drupa 2020,  
 Heidelberger Druckmaschinen AG, and Kemtek Imaging Systems

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
http://www.graphicrepro.net

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-mail graphicrepro.za@gmail.com

 


 

Value Publishing Mike Hilton 2017 HD Dr. Hermann.001

Photos: Heidelberger Druckmaschinen AG. Collage: Andreas Weber.

Graphic Repro On-line News to Friday 13 October 2017

Welcome to this week’s roundup of 28 news items. You’ll also find Laurel Brunner’s Verdigris Blog on ‘LED Fever’, which looks at the steady increase in the switch to LED curing in digital printing. Then we have our second ValueDialog in Online Features, with an Andreas Weber exclusive interview with Heidelberg’s Chief Digital Officer, Dr Ulrich Hermann, at the International Motor Show #IAA2017 in Frankfurt not so long ago. Also in Online Features, Chapter 07, we have FLYERALARM, one of Germany’s largest online printers, with a another new Koenig & Bauer Rapida 145 large-format press, equipped with a new plate changer, enabling complete job changes in just two minutes, and full spectrum of other automation modules.

With both WAN Ifra’s WPE in Berlin, as well as The Print Show in Telford, the Frankfurt Book Fair, and Viscom Italia, you’ll find lots of interest. There are also several post-Labelexpo reports worth reading, as Labelexpo Europe 2017 culminated in its biggest-ever edition with record-breaking exhibitor and visitor figures this year, not to mention the debut of numerous machines and serious updates to label-related technology. You’ll also find a couple of pre-IPEX announcements, led by KAMA on Monday, for this much smaller and different kind of event, and a far cry from the hugely supported, well-attended international show it once became in its heyday at the NEC.

Tuesday saw Heidelberg lead the headlines with its ‘Heidelberg Industry’ premiere in Stuttgart with ‘Electric power for all’ as Heidelberg now offers its high-performance Wallbox for electric cars, debuted at the EVS30 show on Monday in southern Germany; while on Thursday, Heidelberg and the PIA took the lead, as the PIA announces two new White Papers which underscore Heidelberg’s approach with technology and automation to produce industry-leading productivity levels, thereby maximising profits for printers. Both are available to download from the PIA link in the article.

 

 

As usual, we have a good selection of recent sales and installations, kicked-off by HP at GI Solutions from Gareth Ward on Monday, as GI adds another HP T230 web press. This was followed by Muller Martini with a Pantera at Grafica Metelliana; along with Hybrid Software’s first order in Ireland on Monday. Tuesday saw Classic Graphics in North Carolina expand its operation with a new Koenig & Bauer Rapida 164 Hybrid UV press. On Wednesday, Financial Data Management added a five-colour Versafire digital press from Heidelberg UK. Thursday saw a new Koenig & Bauer Commander CL mark the 50th anniversary of Druck-und Pressehaus Naumann in Gelnhausen; while a third Muller Martini ProLiner inserting system was recently installed at Oppermann in Germany; and IFS with a Horizon and a three-side trimmer at Ashford Colour Press in Gos port.

On Friday, both Styria Media Group in Austria, and the Vorländer printing house in Germany, have opted for new Manroland Web e:line newspaper Colorman e:line and Geoman e:line systems; and last but not least, Koenig & Bauer with the latest and third Rapida 145 high-speed large-format sheetfed press at FLYERALARM in Gruessenheim, with a link to the main article in Online Features to accommodate more photographs.

The tailender on Friday gos to FFEI as it celebrates its 70th Anniversary. ‘We are very proud to be celebrating 70 years since the formation of Crosfield and 11 years since our MBO,’ said FFEI managing director Andy Cook, who also recently celebrated 30 years with FFEI. John Crosfield founded the original company in 1947.

That’s it from me until next time,
My best regards

Mike Hilton


 

drupa Banner 02

 



e-News comprises:  Headline News – Online Feature Articles – the Verdigris initiative and our drupa Newsroom, all of which can be accessed from the Website Home Page and its Index. We also have News in Review, which provides an overview of the week’s news each weekend. 


Headline News

Almost 30,000 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 pages

Week beginning Mon 09 October – the published date appears in article footline

Monday
Upgrade for KAMA all-rounder plus IPEX showing

Booming demand for KAMA’s ProFold 74: IPEX will see the universal folder gluer with new systems… 

Kodak releases Substrate Expansion Kit for NexPress
The Substrate Expansion Kit expands the types of paperboard and synthetic substrates NexPress presses can run… 

GI adds extra HP T230 to Kettering line up in the UK
Six months after buying Eclipse Group, GI Solutions Group has installed the inkjet web press that 4DM has needed. By Gareth Ward… 

Big leap ahead with the Muller Martini Pantera
Grafica Metelliana has streamlined its softcover processes and positioned itself for further growth… 

Hybrid Software wins first order in Ireland
The order is significant, with two seats of Packz, as well as Cloudflow workflow, Proofscope and Packzflow… 

Tuesday
Heidelberg ‘Industry’ premiere at EVS30 in Stuttgart

Electric power for all: Heidelberg offers high-performance Wallbox for electric cars at EVS30 from 9 – 11 October… 

Fujifilm’s new Superia solutions for newspapers
Fujifilm uses the WAN-IFRA World Publishing Expo 2017 to unveil new CTP, workflow and cleaning solutions… 

Bobst’s most successful ever Labelexpo Europe to date
Having begun with a whisper, Bobst ended Labelexpo Europe 2017 with a roar, huge visitor numbers and multiple sales… 

Labelexpo Europe records all-time high attendance
Labelexpo Europe 2017 culminated in its biggest-ever edition with record-breaking exhibitor and visitor figures… 

Tremendous opportunity within retail signage market
Classic Graphics in North Carolina expands operation with new Koenig & Bauer Rapida 164 Hybrid UV press… 

Wednesday
Telford stands ready for print invasion (today)
The Print Show has moved to Telford but is expecting to increase its audience beyond those at the NEC last year. By Gareth Ward… 

Koenig & Bauer in new livery at WPE 2017
Fewer new presses – more upgrades and online services… 

Financial Data Management adds five-colour Versafire
Heidelberg offers fifth colour Versafire digital options of high opacity white, varnish, neon yellow and neon pink… 

Mimaki’s new CF22-1225 flatbed cutting plotter
Turnkey solution launched at Viscom Italia makes delivery of short-run signs & displays and samples faster, easier and more profitable, in combination with JFX200-2513 flatbed printer and ArtiosCAD… 

Third Party Retrofits from Manroland Web Systems
Manroland Web Systems has expanded its service portfolio to include competitor presses – with success… 

Thursday
Two PIA White Papers underscore Heidelberg’s approach
Heidelberg technology and automation produces industry-leading productivity levels, maximising profits for printers… 

Successful event for Gallus in growing labelling market
Great deal of customer interest in Gallus label solutions at Labelexpo 2017, with numerous machines sold… 

Koenig & Bauer Commander CL goes live at Naumann
The modern Commander CL marks the 50th anniversary of Druck-und Pressehaus Naumann in Gelnhausen… 

Oppermann replaces two SLS3000 lines with ProLiner
This third Muller Martini ProLiner inserting system will allow 1.25 billion inserts a year to be processed… 

Ricoh and Orséry partner for books on demand
The Ricoh and Orsery solution can be seen on Orsery’s stand at the Frankfurt Book Fair from 11 – 15 October… 

Ashford trims turnaround times with Horizon
IFS-supplied HT-30 three-side trimmer chosen to streamline production for Ashford Colour Press in Gosport… 

Friday    
Muller Martini at the IFRA WPE in Berlin
Exciting look into the mailroom with a pair of VR glasses… 

The success of the Manroland e:line family continues
Styria Media Group and Vorländer have decided for a series of the new Manroland Web Systems newspaper printing class… 

ValueDialog: Transformation hits Print Technology + Innovation
Heidelberg verified at the International Motor Show in Frankfurt, #IAA2017 what Dr. Ulrich Hermann pointed out in this ValueDialog interview:…

Every second counts at FLYERALARM
Rapida 145: Complete job changes in just two minutes… 

FFEI celebrates its 70th Anniversary!
‘We are very proud to be celebrating 70 years since the formation of Crosfield and 11 years since our MBO,’ says MD Andy Cook… 

Ricoh’s successful Interact Europe to be held annually
Ricoh’s first ever ‘Interact Europe’ held at Ricoh’s European Customer Experience Centre in Telford, UK…

The Inkjet Conference (TheIJC) to go to America
TheIJC announces the inaugural US edition destined to take place on 12 – 13 April 2018 in Chicago… 

The lead article from a week last Friday…

Exhibitors show commitment to FESPA Eurasia 2017

FESPA Eurasia 2017 will take place at CNR Expo, Istanbul, from 7 – 10 December and continues to demonstrate its importance… 

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. Visit the Heidelberg Website for more information.



drupa 2020 
(drupa), the international flagship fair of the printing and media industry. Visit the drupa 2020 Website.You can also visit blog.drupa.comfor the latest industry news and developments.

Online Feature articles 2017
Only 49 articles last year – but you will find another eleven Expert Articles and ten drupa ante portas Blogs from Andreas Weber in our drupa Newsroom. There were over 70 in 2015, and over 90 in 2013 and in 2014 which can still be accessed via the Index on the Home Page.

VaueDialogue 2017

ValueDialog: Transformation hits Print Technology + Innovation
Heidelberg verified at the International Motor Show in Frankfurt, #IAA2017 what Dr. Ulrich Hermann pointed out in the ValueDialog:…

Online Features Sep/Oct Chapter 07

Every second counts at FLYERALARM
Rapida 145: Complete job changes in just two minutes…

Previous…   
   Koenig & Bauer: Successful anniversary week on 200th birthday
Former German Federal President Horst Köhler and three key industry CEOs as speakers at the Open Day, when 650 guests from all over the world attended the official ceremony…

200 years Koenig & Bauer: The future needs an origin
With clear strategy and new market appearance Koening & Bauer enters into its third Century, as it looks back to the future, with confidence…

Verdigris – Environmental Initiative

Laurel Brunner’s weekly Verdigris Blogs 2017

LED Fever
The weekly Verdigris blog by Laurel Brunner – Mon 09 Sep

Previous…      Sustainability reporting on the rise
The weekly Verdigris blog by Laurel Brunner – Mon 02 Oct

Drupa Newsroom
Our Drupa Newsroom with news from Messe Düsseldorf in 2017 and for Drupa 2016 can be found in the Index. It is divided into Chapters for your convenience… just scroll down to view each Chapter

News from Messe Düsseldorf 2017

Previous…   
  Intelligent Printing in Focus
All in Print China to be staged at the new International Expo Center in Shanghai from 24 to 28 October 2018…

The various Chapters in the drupa Newsroom are highlighted below. When you enter, just scroll down to see and access the complete collection::

drupa daily; drupa Exhibitors’ show + post-show News; drupa pre-show Exhibitor news; post-drupa from Messe Düsseldorf; drupa ante portas Blogs from Andreas Weber; drupa Expert Articles – and more

The Graphic Repro On-line is supported and sponsored by: 
Drupa 2020,  
 Heidelberger Druckmaschinen AG,  Kemtek Imaging Systems

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
http://www.graphicrepro.net

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-mail graphicrepro.za@gmail.com

 


 

ValuePublishing Kurt Wolf.001

Hommage an Kurt K. Wolf für sein neuestes Buch, das uns alle etwas angeht. Fotos: Midas. Kurt K. Wolf.

Bücher bewegen, und so ging es auch mir jetzt mit der Lektüre von Kurt K. Wolfs neuem Werk «Die Postscript-Revolution». Es liess mich nochmals in die Gründerjahre des Publisher abtauchen: Aldus mit PageMaker, Adobe mit Postscript und Apple mit dem grafischen Benutzer­interface gaben uns kleinen Flinken damals die Werkzeuge in die Hand, mit denen wir die grossen Trägen rechts überholten. Für uns jungen, wilden Desktop Publisher war dies die Chance für das, was man heute als Start-up bezeichnet: Ich nutzte diese, um mit dem Publisher eine neue Fachzeitschrift zu lancieren. Das Ganze war ziemlich disruptiv – viele etablierte Betriebe der grafischen Industrie mussten weichen, um uns «Wilden» Platz zu machen.

Als Kulturgeschichte der Druckindustrie beschäftigt sich das Buch „Die Postscript Revolution“ von Kurt K. Wolf mit der Entwicklung des Grafischen Gewerbes von der „Schwarzen Kunst“ zur einer hochtechnologischen Industrie. Ein spannendes Lehrstück in Sachen Disruption und Technologiewandel. Weitere Infos und/oder Bestellung über Midas-Verlag, Schweiz.

Die disruptiven Kräfte der digitalen Transfor­mation waren auch das grosse Thema an unseren diesjährigen swiss publishing days. Heute wie damals sind es einige wenige Firmen (Google, Facebook, Amazon etc.), welche auf der Basis von künstlicher Intelligenz eine neue Revolution antreiben. Und doch ist es irgendwie anders: Das an der Konferenz gezeigte Fallbeispiel Ringier machte das deutlich: Man nutzt einerseits KI-Technologie von Google, um das riesige Bildarchiv besser zu erschliessen. Gleichzeitig wird man als Verlag von Google im Kampf um Abonnenten und Marketingbudgets aufs härteste konkurrenziert. Und auch wir beim Publisher spüren diese Konkurrenz im Werbemarkt. Nicht primär kleine flinke Webportale aus der Schweiz machen uns als etabliertem Printmedium die Werbegelder streitig, sondern die multinationalen Riesen Google und Facebook.

Das Beispiel Intel scheint Schule gemacht zu haben: Nach dem Grundsatz des Gründers Andrew Grove, wonach nur Paranoide überleben, sind die Grossen heute brutal wild und flink geworden. Das allgemeine Unbehagen über die wachsende Dominanz und Macht dieser wenigen flinken Grossen – und über unsere Abhängigkeit von diesen – steigt, und das ist gut so. Ich persönlich sehe das Ganze nicht allzu pessimistisch, denn die Abhängigkeit ist eine gegenseitige. Ohne dass wir diese Moloche ständig mit unseren Daten füttern, würden diese ziemlich rasch verhungern. Solange wir uns dessen bewusst sind und auch danach handeln, wird auch künftig der Weg frei sein für neue Ideen und Taten von jungen Wilden und kleinen Flinken.

Martin Spaar, Herausgeber Publisher.ch, Winterthur, Schweiz

 

Value Publishing IAA 2017.001

The Daimler Group in partnership with Heidelberg breaking new ground with a pioneering 4D Printing project for smart. Photos: Daimler AG; Andreas Weber.

 

 

By Andreas Weber, Head of Value | (German Version)

  • #IAA2017 as a serious playing field for innovative Print 4.0 applications with a combination of tablet app, augmented reality, and 4D printing.
  • The Daimler Group breaking new ground with a pioneering project for smart.
  • Heidelberg positioned as an important technology partner for the automotive industry.
  • Car buyers set to be able to custom design certain elements of their car in the future.
  • CONCLUSION: First we had ‘car2go’, now we have ‘print2go’, in other words: a new dimension is being added to print, both functionally and structurally.

It was immediately clear to anyone entering the convention hall decorated by Daimler AG at the IAA 2017 international motor show in Frankfurt am Main: the digital revolution has now also fully gripped the traditional brands in car manufacturing. Huge screens showed in real time the abundance of tweets and video messages pouring in every second. The hot topic ‘Mobility of the future’ kicked off with Daimler’s ‘car2go’ – an extensive car-sharing service based around vehicles provided by Daimler (preferably the smart fortwo model series).

 

 

 

 

 

And the future is already taking place on Level 1 in the FabLab, where the ‘Volocopter’ prototype is showcasing new forms of mobility, which will unfold in the air. ‘Future Mobility’ is explained as follows: “Our digital transformation is in full swing”, confides Daimler. “On the brink of a new age in mobility, we are going beyond our previous understanding of mobility in our experiments and ideas, and are looking for new forms of manufacturing and methods of cooperation.” The objective is to explore the start-up spirit that Daimler has been driving since the invention of the automobile in 1886.

Also presented were 3D printers, which are used in manufacturing. And a real world premiere under the heading “unleash the colour”: with a combination of a configurator app for tablets, augmented reality using 3D glasses, and 4D printing with Heidelberg Omnifire (for printing all kinds of three-dimensional objects), for the first time the car buyer is offered the opportunity to design and individualize certain trim components in the smart themselves and have them printed in real time. It should then be possible to install the parts in the already individually configurable vehicle. First we had ‘car2go’, now we have ‘print2go’, in other words: a new dimension is being added to print, both functionally and structurally. 

‘print2go’ is opening up a new dimension for print

“It is unique and pioneering that we as a print technology company are able to enter into a future-oriented partnership with a car-making giant like Daimler in order to ultimately reinforce differentiating factors and above all customer orientation/loyalty,” says Montserrat Peidro-Insa, who as Senior Vice President Digital at Heidelberger Druckmaschinen AG is driving the digital transformation of the global print industry. The 4D printing technology perfected by Heidelberg more than three years ago offers the perfect basis for this.

 

 

 

 

 

Dr. Thomas Sommer-Dittrich, who is responsible for development work for the pioneer project at Daimler, for his part emphasized the strategic important of the research project, which was intentionally presented in an early stage at IAA 2017. This is because the application is based on a process that is digitized from beginning to end, but is to be put to the acid test in dialog with visitors to the motor show and experts in terms of its readiness for the market. The motto for the specific presentation is “unleash the colour — custom trims using an innovative printing process”, and it focuses on the benefit for the customer.

 



 

Daimler made the following announcement: “smart fans are creative and love variety. Even now there are barely two smarts that look exactly alike. With unleash the colour, smart offers a look at further ways of individualizing a smart. For example, at IAA 2017 smart demonstrates how digitization and new printing technologies enable individual small series or individual parts to be quickly and easily realized for the interior.”

 



 

The entire process is digitized – from the first design draft to the finished individual trim part, as the Daimler developer Martina Gayduschek competently and clearly demonstrated at IAA 2017. This is how it works: First, customers can design selected trim components for the interior (ventilation nozzles, instrument bezels, and multi-media interface trim) with their own motifs in a configurator app on the tablet. The overall design can be immediately viewed on the tablet and using 3D glasses in virtual reality (VR) to see how the design they have chosen themselves will fit into the car ambiance. Then the design is optimized for printing and printed in color as well as with tactile effects on the surfaces of the real components. The car buyer can then choose between two levels of individualization:

  • choose provides ideas for quick individualization with various design suggestions which can be viewed realistically on a tablet and with VR glasses in the virtual vehicle.
  • create takes personalization a step further: visitors can photograph a motif of their choice with the camera of the tablet. The configurator transfers the motif virtually to the trim components and visualizes it in real time as virtual reality. This enables the visitor to experience the trim components personalized with their motif in the car with the help of a tablet and VR glasses.

The Omnifire 250 digital printing system from Heidelberg was positioned right next to the smart stand in the Mercedes FabLab at the motor show, so that the visitors could see the trim components being printed live and find out about the innovative printing process and the technology behind it. The result was presented to the public in a deliberate way at the smart stand in hall 2, with visitors able to try out the application in a smart using 3D glasses, watch a video on it, and touch prototypes.

All in all, a very concrete experiment that was very well received by the public and thus weathered the acid test. How long more it will take until this is used in practice will be decided by the responsible business divisions at smart after IAA 2017. However, the first test markets for small pilot series have already been defined. What we now need is ‘mobility’ of thought and action in order to integrate technological innovations into the complex processes involved in car manufacturing and marketing.

 


 

“The possibilities of 4D printing are phenomenal.”

 

 

 

 

Statement by Peter Wilhelm Borbet at #IAA2017 (in german).

 

There were also ‘print2go’ applications using Heidelberg-Omnifire technology in other areas. Visitors to wheel specialist Borbet’s stand were able to compare the results with those of conventional pad printing and laser printing. “The Heidelberg technology offers clear advantages when it comes to color reproduction, imaging quality, and productivity,” says owner Peter Wilhelm Borbet. He feels that the future in his specialized and quality-focused business also very clearly lies in fulfilling individual customer wishes. That is why he started exploring the possibilities early on and investigating how mass customization could be integrated into the mass production of wheels with ‘print2go’.

A press release from Borbet for IAA 2017 dated 15 September 2017 stated the following: ”Pad printing, laser technology, and Omnifire 1000 digital printing are ExaPeel processes that leave nothing to be desired in the area of personalization. They enable motifs to be transferred to alloy wheels in order to produce a very personal unique piece. Pad printing and laser technology are ready for series production, Omnifire 1000 digital printing is currently in the test phase in our company. All three processes are durable and colorfast. But the Heidelberg digital printing system in particular really shines when it comes to color variation, because it can handle even complex color gradients with ease. Pad printing offers impressively fast implementation and the laser process can also be used for true-to-template visualization of lettering, embellishments, logos, and the most delicate patterns.” Conclusion: Borbet continues to evolve towards digital printing systems in order to stay one step ahead of its customers’ wishes by providing two things – quality and individualization. 

 


 

 

 

 

Statement by Thomas Wittmann, Ritz Lackiertechnik at #IAA2017 (in german)

 

IAA 2017 also provided an opportunity to meet innovative service providers that have already been working on the individualization of components in the automotive sector for some time now. Thomas Wittmann, Sales Manager at Ritzi Lackiertechnik, was on site and explained how the company has already been printing certain plastic parts for vehicles in large quantities for over two years, both for car manufacturers and for individual car buyers. He talked about a customer who wanted to have his panoramic photo of New York from the Empire State Building on the trims in the interior of his vehicle. This was no problem with digital printing. Tests are currently underway for a major manufacturer on how to use the Omnifire technology to manufacture the bezels for speedometers for special series of a cult vehicle in a sophisticated way. “For us, getting to grips with digital printing and specifically 4D printing from Heidelberg is strategically extremely important because we want to develop new application possibilities that will move our ranges of services along,” said Wittmann.

Conclusion: As well as quality, high productivity, maximum flexibility, and cost-effectiveness are crucial for Wittmann. Unlike with classic painting technology, motifs can be switched in inkjet digital printing without having to change the tools. And all in real time.

 


 

My summary: The times are changing!

IAA 2017 marked a completely new dimension for the medium of printing. We know from the past how digital printing can be used to produce advertising materials for the exhibitors at the motor show. This was therefore a linear transformation of the existing process. With “unleash the colour” by Daimler, we can now see how an exponential transformation can take place. Heidelberg is presenting itself here as a fresh company whose technologies can be integrated into any digitized manufacturing process. Real print innovations in the form of ‘print2go’ (a term that I would like to coin at this point!) are becoming immediate and the direct contact produces added value for the car fan and buyer, integrated into state-of-the-art digital scenarios via a tablet and augmented reality in combination with 4D printing.

The end customer/buyer takes the lead in designing their vehicle and initiates the printing process immediately. More was achieved with this for print than at the same time in Chicago at the leading US trade fair Print17, where, as usual in the industry, the exhibitors’ focus was on explaining and showing (so-called) innovative technologies that have been used for centuries to reproduce content. IAA 2017 now marks the milestone for the transformation of printing and transformation using printing. And ‘incidentally‘, the thesis expressed by Marc Pritchard, CMO of the biggest advertiser in the world, Procter & Gamble, at the concurrently running DEMXCO in Cologne, was brought to life at the highest level: “We are in the process of completing the first stage of the digital media transformation. The next disruption – digital 1-to-1-communication – is around the corner.” — Oops, print is demonstrably one step ahead here. ‘print2go’ has already rounded the corner. And done so in the premium segment ‘Automotive’. The question is: Will even more be possible here in the future?

 


 

Short & sweet: Check out my impressions via ValuePublishing Storify.

 

ValuePublishing Storify zur IAA 2017.png

 


Live-Video “Omnifire at the International Motor Show IAA2017”

 


Heidelberg’s great Omnifire video on Youtube

 

 

 


Read as well: Heidelberg’s IAA 2017 press release
(18. September 2017)

 

 

 

 

 


 

Value Dialog Dr. Hermann Heideldruck 14082017 Splitt Scenes.001

 

Exclusive interview with Dr. Ulrich Hermann, Chief Digital Officer, Member of the Management Board of Heidelberger Druckmaschinen AG

Interview: Andreas Weber, Head of Value | German Version

The current ValueDialog addresses the topic of transformation within the industry. It takes a closer look at the new ground that Heidelberg needs to break.

It is a sensation in the history of German industry: a mechanical engineering company established in the 19th century “allowing” itself a Chief Digital Officer at board level. Yet this is exactly what happened in November 2016 at Heidelberger Druckmaschinen AG with the appointment of Dr. Ulrich Hermann, who heads up the ‘Digital Services’ division. His challenging mission? To lend tangibility to the central idea ‘Heidelberg goes digital’ not only in the market and among customers, both operationally and in terms of content, but also to create acceptance among employees for the changes that need to be made in order to survive and enjoy profitable growth in the long term.

For starters: As well documented by the ValueTrend analyses since drupa 2016, the balance sheet at Heidelberger Druckmaschinen AG (Heideldruck for short) has taken a turn for the better, signaling a return to the company’s leading position in the print industry. It is once more recording profits and growing, its range of products and services has been significantly expanded, and it has undergone a corporate restructuring. Investors and financial experts are acknowledging the turnaround and the expected growth prospects. Heideldruck shares are experiencing an upswing, with a strong buy sentiment. 

In medias res: Dr. Ulrich Hermann makes no bones about the fact that the future and in particular the future success of Heideldruck will have to be based on radically new standards. The number of printing companies is declining along with sales of printed works – the latter traditionally having been seen as the measure of all things. But Dr. Hermann sees great potential for Heideldruck and its customers in these changes, above all in the switch to ‘digital’ business and production processes. Particularly in cases where the business climate, the competitive pressure, or the investment opportunities seem limited.

 

Very briefly: What significance does ‘Heidelberg goes digital’ have for the industry? 

Dr. Ulrich Hermann: When we say “Heidelberg goes digital”, we’re talking about a digital business model, not digital printing: it’s less a question of what the product should be able to do, and more a question of what the customer actually uses it for. — Speaking ‘digitally’, our solutions – software, data, and digital technologies – are designed to help our customers master their own transformation.

Drilling down, why does it make sense for the global print community to join the ‘digital transformation journey’?

Dr. Ulrich Hermann: There is a lot of potential in the ‘digital’ world for the printing industry, potential that has not been extensively developed to date. First of all there is the adaptation of digital printing technology in industrial printing in order to respond to modern consumer behavior, for example the trend towards greater individualization and smaller print runs.

Print shops need to differentiate their portfolio and range of products in order to maintain prices and not run into the ‘commodity trap’. At an industrial level, however, productivity must also remain high. This can only be achieved by digitally linking all the components: the machines, the processes for consumables, the service, the software and ultimately data that enable systematic use in the face of increasing complexity. This provides a way of guaranteeing the highest level of productivity and quality in high-performing and innovative printing companies, while still offering total flexibility to respond to fast-changing customer requirements and demands in an intense competitive environment.

Transformation is equated with high investment. Many people are afraid of the risk. Is this how you see it too? Or is there a smart way of participating?

Dr. Ulrich Hermann: Definitely. We recommend doing it step by step. Our customers can start with a productive island that permits a combination of solution modules. Our business models allow innovative and growing customers to allocate their investment where it is most needed: at their customer interface and not mainly on the production side, as was the case in the past. By doing so we work with the customer to boost competitiveness. Heidelberg maximizes efficiency and compensates job cycles in the print shop with an autonomous digital production system. This frees up the customer to expand its customer base and invest in expanding its digital sales channel. Ultimately we share the opportunities and risks with our customers.

So what you’re saying is that Heideldruck’s role has changed, from being a seller of printing presses to a solution partner for its customers?

Dr. Ulrich Hermann: Yes, definitely. What we do first is look at our customers’ business model, their customer order structure, and then share our ideas and wealth of experience. We also analyze the status of their productivity level, and the development gains that can be made, in order to establish digitized and highly productive solutions tailored to the customer – without over-investment on the part of our customers. This step-by-step process, which Heidelberg developed, is really unique.

Provisional appraisal – there can only be one goal: to establish something radically new in the medium and long term!

At first glance, transforming a long-standing mechanical engineering company like Heideldruck into a ‘digital company’ seems similar to squaring the circle. Particularly since we’re talking about the production of printed matter, in other words an unalterably analog form of media. And yet it seems feasible. The secret is to temper expectations, and to be realistic about how quickly these expectations can be met. In this respect, what Dr. Ulrich Hermann said above and his integrated approach are important: step-by-step evolution with customers, but always in the knowledge that ultimately no stone will be left unturned. It therefore appears logical to start with linear transformation opportunities (in order to optimize existing potential) in order to build up a certain momentum before undertaking an exponential transformation with a view to establishing something radically new. [Note: See the separate series of ValueWebinars for more.]

 

What is worrying is that despite all the efforts towards innovation and the multi-billion investments, new print technologies are not even mentioned in scenarios about relevant transformation technologies. — Source: Presentation by Andreas Weber to the ABTG Congress.

 

The digital print technology protagonist Xerox Corp. shows just how difficult transformation in the print industry can be: despite many decades of innovation leadership in the print and document technology sector, the Group had to be split up. Since January 2017, the new CEO Jeff Jacobson has launched a slew of new products, as he just announced in an interview with the US magazine Fortune (see Report by Susie Gharib dated 17 August 2017). Jacobson is attempting to take Xerox ‘back to its roots’. Yet despite huge investment and acquisitions, success in industrial printing has not followed. Xerox has been almost invisible in Germany, home to the art of printing, for years. Its market share of digital printed pages in terms of overall print volume is marginal. I doubt whether this is something that will be changed with new products alone.

It is therefore about much more than just developing new digital printing presses and enticing customers to purchase them. What we need instead is a fundamentally different, extended understanding of how individual printing companies align their business models and their business strategies. Heideldruck’s biggest asset has what I think is a very important role to play here: to make the extensive expertise within the company available to third parties as a way of making print a business that is profitable, in line with the market, and sustainable, both today and tomorrow. 

This is where the wheat is separated from the chaff: most market players put barriers in their own way, because they think that singular, technical product innovations are the silver bullet to help their customers be successful. That is not the case! Print shops need to completely reconsider and redevelop their business principle. The solid successes being achieved in the online print sector by being the most digitally active in the overall print shop scene are an important interim step here. But this is still not the solution we need. The crucial thing will be how to seamlessly integrate print as a medium into the workflow of modern digital and mobile purchase and transaction scenarios. Without wasting time on making print templates and the still costly makeready process. So we have reason to be excited. I’m staying focused on this, more information will follow shortly.

 


 

ADDENDUM: At the leading motor show IAA 2017 in Frankfurt am Main, Germany, Heidelberg became partner of the automotive industry via 4DPrinting. Read our ValueCheck “First car2go, now print2go”.

 

Value Publishing IAA 2017.001

Photos: Daimler AG, Andreas Weber.

 

 


 

Note: The topic of transformation will also be addressed as part of the International Congress in Sao Paulo being held by the Brazilian umbrella organization on 24 August 2017, where Andreas Weber will present and comment on the interview with Dr. Hermann during his opening speech. Click here to see a preview of the slides accompanying the speech in English.

 

 

Value Blogpost ABTG Interview Tiago Keese.001

 

Interview by Tiago Keese, Journalist, São Paulo, Brazil

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

Note: Click to access the interview in português language.

 


At a glance

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

 

01 ABTG Congresso Keynote Andreas Weber

 


 

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

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

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

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

  • Is the internet an ally of printing?

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

 

01 ABTG Congress 24 August 2017 Andreas Weber.001

 

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

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

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

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

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

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

  • What are the main topics of your speech?

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

In my Keynote the attendees will learn:

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

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

 

02 ABTG Congresso Keynote Andreas Weber

 

 


 

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

 

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