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Von Andreas Weber | English version via INKISH.NEWS

Teil 1: Die Notwendigkeit eines radikalen Wandels bei globalen Leitmessen am Beispiel der drupa

Ich stimme den Gedanken voll und ganz zu, die Morten B. Reitoft auf INKISH.News geteilt hat. Kernaussage: „Messen können nicht mehr das Zentrum von Produkteinführungen sein.” Die drupa, als weltweite Leitmesse die Nummer 1, bildet keine Ausnahme.

Klar, dies erfreut uns keinesfalls. Im Gegenteil. Seit 1977 habe ich selbst bereits zehn Mal (!) an den drupa-Messeveranstaltungen teilgenommen. Aber aus meiner Erinnerung wird deutlich, was spätestens seit der drupa 2004 anders wurde: Es drehte sich zunehmend weniger um die Interessen der Besucher; sondern mehr oder mehr um den Ansatz, hauptsächlich die Bedürfnisse der Aussteller und der Organisatoren zu erfüllen. Infolgedessen wurden Empathie und Sympathie für die Besucher ausgedünnt. Nebeneffekt: Es kamen bis 2016 zunehmend weniger Besucher. Für 2020 hatte ich aus verschiedenen Gründen vermutet, dass es sogar unter 200.000 Fachbesucher sein könnten.

Tut mir leid, dies feststellen zu müssen: Wenn nicht wie einst die Besucher im Zentrum stehen, hat die globale Print-Community ihre Heimatbasis verloren. Und in gewisser Weise auch einen Teil ihrer Identität.

Ich glaube nicht, dass die #drupa2020 einfach im Konzept unverändert, ohne radikale Änderungen vorzunehmen, auf April 2021 verschoben werden kann. Nicht nur wegen der Corona-Krise. Sondern vor allem aufgrund der Tatsache, dass die Zukunft von Print von Menschen bestimmt wird und nicht von Technik.

Meine Erkenntnis: Umdenken und Neustart angehen

Um einen Neuanfang zu schaffen, sollten alle ihre Aufgaben überdenken und Unsinniges beseitigen:

  1. Worin liegt der Wert eines generischen Werbeclaims wie „Embrace the future — umarme die Zukunft“? — Besonders in einer Situation, in der wir alle das Chaos „umarmen“ müssen, um zu überleben.
  2. Warum sollten die Umfrageergebnisse des 3. drupa Global Trend Spotlight Report, der einige Zeit vor dem Lockdown und der Kontaktsperre erstellt wurde, und jetzt noch, im Mai 2020, einen Nutzen bieten und veröffentlicht werden? Die Befragung von 500 Druckern plus 200 Lieferanten ist zudem NICHT repräsentativ, wie professionelle, unabhängige  Marktforschungsexperten bestätigen können.
  3. Dies offenbart ein Kernproblem für die globale Print-Branche: Wir haben keine verlässlichen, belastbaren, eindeutigen Fakten über Märkte, Segmente, Anwendungen, Trends, Kundenerlebnisse oder Fehler, aus denen man Lernen kann. Weil alle Beteiligten ihre eigene Faktenlage der sogenannten „Druckindustrie“ erfinden, ist das strategisch und perspektivisch gesehen ein Supergau!
  4. „Embrace the Chaos“: Das Marktvolumen im Sinne der globalen Wertschöpfung mit Printmedien wird zum Beispiel mit 400 Mrd. EUR oder auch mit 700 Mrd. EUR, 1.000 Mrd. EUR oder sogar über 2.460 Mrd. EUR angegeben. Was soll man jetzt glauben? Und was halten Außenstehende, Finanz-Analysten, Investoren, Politiker und vor allem Kunden von Druckereien von einem so zerrütteten Bild? Die Kurse der börsennotierten Unternehmen, die sich mit Print-Technik beschäftigen, sprechen da eine deutliche Sprache. Die Kurse und damit die Marktkapitalisierung sind durch die Bank im Keller, nicht erst seit COVID-19.
  5. Es geht letztendlich nicht, wie viele Denken, um Zweck-Optimismus, der Fakten verbiegt, verzerrt oder umdeutet, sondern darum, das Bewusstsein zu verändern, angetrieben von Klarheit, einem geschärften Realitätssinn und Vertrauen. Tun wir das nicht, entkommen wir nicht diesen Absurditäten in der Realität. Sondern wir machen das Absurde zur Realität. Und das geht selten gut.

Mein Rat: Fatal-Error 404 — Neustart-Knopf drücken. Alle zusammen!

Die Berichtserie wird fortgesetzt.


 

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#BeyondCoronacrisis.001

By Andreas Weber, Head of Transformation | German version

 

The articles in my ad hoc series “Print and the Crisis” serve as a guide: The print industry has to rethink radically and change IMMEDIATELY in order to adapt its “social culture” and its “skills” to the situation. Before the Corona crisis, there were opportunities and loopholes to compensate for deficits. And to conceal so that there is a gap between communication and action. This is taking revenge now.

Because: Highly ambitious innovators in particular – regardless of whether they are technology developers or printers – have been and are hardly able to present the added value they can (actually) provide clearly and comprehensibly. My analysis of how specialist communication is practiced makes me both angry and sad. And at the same time offers options to tackle this satirically. See: “No April Fool’s Day: The ‘K’ in crisis stands for creativity!”

The situation is serious. Very seriously!

If communication in companies, both internally and externally, is as miserable as before, it is a disaster. As stated, we need a new #debate culture; it is not just about critical questioning and certainly not about criticism.

It is about preventing absurd absurdity from becoming normal. If, for example, a CEO claims that his new strategy is not bad, and certainly not wrong, only communicated incorrectly and therefore misunderstood, it is a testimony to the poverty! For himself and for his management. Especially when attempts are being made to suppress criticism intriguingly and to be outraged if this is exposed by a third, independent party.

Because what the German Ethics Council stated at the federal press conference on April 7, 2020 is correct and expedient: In the #Coronacrisis times, apart from #solidarity and #responsibility, above all open #discussions are required. “You can’t regain trust without public debates!” Said Steffen Augsberg (source: German news by tagesschau.de). It is also possible to undo decisions without becoming unreliable.

Decisions need clarity

In order to make sustainable decisions in a targeted manner, you have to be clear without any ifs and buts. For the extremely innovation-driven printing industry, this means not following the slogan of the false prophets who “preach”: “Technology will do it!” Because technocracy is just as dangerous as technology ignorance.

My suggestion: Everyone for themselves and all of us together should collect and exchange ideas. To explore how we can benefit in the digital age despite all the turbulence. On the one hand for our communication, the go-to-market and networking. On the other hand for the ‘digital’ transformation of what we as #PrintLovers do with our work and our businesses.

The entry into #clarity when it comes to digitization & transformation in the digital age is provided by what Thomas Göcke has thoroughly thought through, internalized and published, and has already practiced in a team with many colleagues around the world: demystifying digitalization and transformation in print and making it clear what it is actually about deriving meaningful actions from it. And to clarify the complexity, the momentum and the dimensions behind it.

I mention Thomas Göcke because he, as a print technology specialist, is entrusted with #marketing and #digitization tasks and shows us what goes on, what needs to be taken into account, and for how long, beyond our own and company thinking You need breath to renew yourself and make yourself fit for the digital age. My POV: That helps us all in the print industry!


INFO BOX

The following reading tips as a basis for discussion:

How digital transformation is leading the world of print into the future

Core message: “An essential part of the recipe for a successful digital transformation is a permanent look through customer glasses. Because we can only be successful if we make our customers successful.”

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Preparing your company for digital transformation

Core message: “In contrast to digitalization – which only includes the use of digital technologies – digital transformation describes a process in which the emergence of new business models and a 100 percent customer focus is the focus. The result is offers for customers, new markets and a new culture.”

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Those who feel inspired can actively participate in open discussions on all relevant topics related to print:

  • Via online dialogue “Over the Skype” via INKISH.TV (in English, for a global specialist audience)
  • Via INKISH.News with own blog posts (in English and via INKISH D-A-CH also in German).

 


 

Dr Ulrich Hermann un-plugged subscription.001

By Andreas Weber, Head of Value

What is right, what is wrong? While many of us still struggling with the ever-present innovation dilemma, the current discussion in the print industry laments about price wars, margin erosion and technical issues (for example, is digital printing better than offset printing, or is the future in online print?).

If you look closely and look over the edge, it becomes clear what really matters: key for success are new economic systems for new business strategies and business model architectures that provide entrepreneurial freedom and enable connection to the digital age and Industry 4.0.

On the sidelines of the international media event on #subscription at Klampfer Druck in Graz, Austria, I was able to interview Dr. Ulrich Hermann in a short but substantial ‘un-plugged’ video. The Member of the Management Board and Chief Digital Officer at Heidelberger Druckmaschinen AG is driving forward the digital transformation, not only at Heidelberg, but also in the customer market.

Alluding to a current printers association study, which shows that the majority of printers are overwhelmed with the topic of digitization and Industry 4.0, I wanted to know if and how to solve the ‚Industry 4.0‘ dilemma at printing companies.

 

Info tip

The ValueTrendRadar subsidiary publication #hotspotsubscription – The Renewal of Print ‘is waiting with exciting news about digital transformation in the team with subscription solutions.

//

German Version

Was ist richtig, was ist falsch? Während viele mit dem wohl schon immer vorhandenen Innovations-Dilemma hadern, wird aktuelle in der Print-Branche v. a. über Preiskämpfe, Margenverfall und technische Fragen lamentiert (z.B. ist der Digitaldruck besser als der Offsetdruck? Oder: Liegt die Zukunft im Online Print?).

Schaut man genau hin und blickt üben den Tellerrand, so zeigt es sich, worauf es wirklich ankommt: Neue ökonomische Systeme für neue Geschäftsstrategien und Geschäftsmodell-Architekturen, die unternehmerischen Freiraum bringen und den Anschluss ans Digitalzeitalter und Industrie 4.0 ermöglichen.

Am Rande des internationalen Media-Events bei Klampfer Druck in Graz, Österreich, zum Thema #Subscription konnte ich ‚un-plugged‘ ein kurzes, aber gehaltvolles Video-Interview mit Dr. Ulrich Hermann führen. Der Vorstand und Chief Digital Officer bei Heidelberger Druckmaschinen AG treibt die digitale Transformation voran, nicht nur bei Heidelberg, sondern auch im Markt bei den Kunden.

In Anspielung an eine aktuelle Verbands-Studie, die aufzeigt, dass die Mehrzahl der Druckereien mit dem Thema Digitalisierung und Industrie 4.0 überfordert ist, wollte ich wissen, ob und wie man das Industrie 4.0 Dilemma bei Druckereien lösen kann.

Info-Tipp

Die ValueTrendRadar-Tochterpublikation ‚#hotspotsubscription — The Renewal of Print’ wartet mit  spannenden Neuigkeiten rund um Digitale Transformation im Team mit Subskriptions-Lösungen.

 

ThinkPaper Wortbild PRINT

 

 

#drupa2020

By Andreas Weber, Head of Value  |  German Version

Note / supplement

The first publication of this article in September 2019 produced a worldwide response. Mostly my assessment was shared. Above all, it was discussed how and if technology fairs can serve to strengthen or even improve the situation of printing companies and to develop future potential. The result: Yes, this succeeds if the focus is not only on exhibitor needs, but places the interests and the situation of the visitors in the center.

The situation in the print market is characterized above all by technology and innovative capability. And here’s my latest analysis revealing something amazing (see: # drupa2020 ante portas: The Renewal of Print). No wonder, then, when you have to be concerned because appearance and reality drift apart.

Incidentally, one critic commented that drupa should not be talked down otherwise it would be a pity for the print industry as a whole. Well, am I doing that? To identify problems/challenges and express concerns is not bad, but important to get better and better. Isn’t it?

 


 

It will be my 11th drupa since 1977, which I will visit in June 2020. First as a ‘normal’ trade visitor, then in the record number of visitors in 1990 as an exhibitor, later as a journalist and in recent years as an analyst and blogger. — Clearly, things are changing. While machines and devices used to be the focus of attention, today solutions, concepts, perspectives and application options are the key.


 

The rush of manufacturers as exhibitors is unbroken. Trade fair director Sabine Geldermann proudly speaks of a sold-out #drupa2020, including the new exhibition hall 1. In 1951, drupa started its successful run when the former Heidelberg boss Dr. Sternberg had rented the whole hall 1.

However, the development in the number of visitors fills me with great concern.

Of course, the advancing automation and the path towards Industry 4.0 bring about rationalization effects that enable personnel savings.

But: For a long time, it has not been possible to inspire new target groups for the drupa to a significant extent — people who have to deal with modern marketing and communication topics on a broad front. They should focus on print, but do it less and less. Why is that? What’s wrong with communication?

 

drupa Stats aus Wikipedia

Source: Wikipedia (german edition)

 

Honestly, as long as I can witness it, it has never been so calm in the run up to a drupa. This can not only be attributed to the organizers and partners. The trade press, formerly a guarantor of success, is only a shadow of itself (apart from a few exceptions!), hardly find enough readers and supporters anymore. Outstanding events, such as the Print & Digital Convention initiated by the German association f:mp Fachverband Medienproduktioner e.V., have developed well. But in May 2019 with 1,200 visitors are lean compared to the simultaneous digital events such as OMR in Hamburg with over 50,000 visitors or the re:publica convention in Berlin with 20,000 visitors.

Why is the industry not acting broadly, concertedly and publicly for its concerns and, above all, its right to exist? And takes a clear position on what and how things have changed in the digital age.

There is still some time left. But something must happen very quickly. Otherwise it means (again): “Operation succeeded, patient dead.” And to find an inglorious end like the CeBIT, that is the drupa and the print industry not to be desired.

 


As far as I can, I like to help and offer a number of opportunities to get involved. So the expert network #Think!Paper, supported by Mondi, GT Trendhouse 42 and Jubels; or even with the new blog “HotspotSubscription”, which has occupied as a theme “Renewal of Print”, and thus from the stand for high attention, especially outside the industry. The Digital Printing Forum, founded by myself and partners, is still active as an industry initiative and has over 1,200 group members via XING. Last but not least: my blog ValueTrendRadar.com as a compendium for communication with print has found over 120,000 readers from almost 160 countries in the world since #drupa2012.


There are many possibilities. You just have to grab it. In that sense, I am still optimistic.

And what about you? Share your thoughts and let’s start a good conversation.

 


 

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#Think!Paper Edition 3, Vol. 8

Interview by Andreas Weber, Head of Value

 


There are experiences that are unforgettable. Fraser Church lastingly impressed around 200 top experts who came to the 3rd DigitaldruckForum Congress in Gutenberg’s hometown Mainz, Germany, on November 11, 2004. He described as a profound marketing expert in the opening lecture “Creativity Creates Innovation” how to use print products individually, highly automated, targeted and highly effective. What he was talking about at that time is still valid today!“ — Benchmark!


 

What is the beauty of print in the digital age?

Fraser Church: The growth of the internet, digital and social media has changed our lives and how we act as people. Everyone expects instant access to information, and for many the technology has changed people’s behaviours as they want instant “likes” gratification. The speed at which information can be generated and delivered, means that some of the communication sent by both individuals and businesses is not always considered. It also generates content that is often ignored, or at best instantly deleted by the swipe of a finger or the click of a mouse. A phone’s secondary function is now a phone, with the usage enormously skewed towards messaging and listening/watching media.

For may they have lost the anticipation of receiving and opening a personal letter, or the more personal contact from a phone call, rather than an often-misunderstood electronic message.

Whilst many anticipated the demise of print, it is having a resurgence. Why? Well for starters, it is a tactile media that provides a sensory experience. The growth of eBooks has slowed, and by my reckoning based on watching others on my daily commute is declining as we see the resurgence of the printed book. Reading a physical book is a pleasurable experience, not only whilst commuting but also curled up on the sofa or in bed at bedtime. There is something good about folding over a page as you turn the bedside light off – the chapter for that day has finished.

Print also has longevity. Whether browsing for a fitted kitchen or catching up on the week with the Sunday papers, the medium is easily picked up, put down, revisited and shared. It is also a trusted medium – perhaps there is a belief that if someone has gone to the bother of printing something, then it must have been considered.

This is not print versus digital, but the right medium at the right time, with print definitely not dead in the digital age.

 


 

Everything in the mobile age is so fast. Why is the adoption of digital printing technology innovations so slow?

Fraser Church: In the lifespan of print, digital print is only in its infancy. It is only in recent years that we have seen the quality and speed of continuous inkjet be comparable to some of the more traditional off-set technologies.

Printing companies tend to be established businesses, with overheads, work-force and commitments to owners and shareholders. They have grown steadily with appropriate supporting infrastructures. They are not to be compared to digital start-ups who often are run out of serviced offices with minimal employees, and sometimes investment made on a speculative high risk/reward basis. Print Service Providers are real businesses with real people and established clients.

Investing in digital print technology therefore needs to be considered. The costs of investment are high (we are not talking about disposable desk-top printers), and any properly managed business would look for positive and sustainable ROI before making such investments. Therefore, until the commercials of speed, quality and cost stack-up, printers have rightly sometimes been shy of betting on the future. This is not about having the shiniest new toy, but all about providing a better product at a better cost for each customer.

With some of the recent advancements, I now believe the scales are increasingly tipping towards digital as it can deliver for not only shorter runs on specialist papers, but also long run across a wider range of stocks. Investing in this technology is now a much easier decision.

 


 

What are the key drivers for a powerful and successful print services business today and what will it be in the future?

Fraser Church: Understanding that print is not the only channel and that it can work well when working with other channels is vital. Each media has its own strength: Digital in instant news share, mobile for reminding, Apps for interactivity and print when you need something considered or need to promote trust and value.

Printers also need to understand data. Our industry is not now about producing multiple copies of the same item, but instead delivering unique, relevant experiences for every individual. With the advancement of technology, there is no reason that every catalogue a retailer sends out cannot be unique to the individual, with promoted items selected based on customer profile and shopping habits. But to do this print service providers need to understand how to work with their customers to use the data they hold to optimise the communication, with print often only being one part of an integrated communication plan.

It is also important to recognise that the modern marketer has been brought up in a digital world. Do not expect them to understand either print, or more importantly, what opportunities are possible with modern, dynamic and interactive digital print. People in our industry need to be evangelists.

Business who will succeeded are those that can take their customers on this journey and let them see the art of the possible. Print Service Providers, must now see themselves as Marketing Service Providers, often expanding their range of services to offer integrated campaigns. The future will be bright for those who do not just keep their heads down looking at ways to cut costs, but for those who recognise that we are in perhaps the most dynamic age of communication…and embrace it

 


 

DDF Congress Mainz 2004Fraser Church was already 15 years ago a great supporter and contributor sharing his vision and misson. See as well our “Update: DigitaldruckForum | Digital Printing Forum”


About

Fraser Church


Fraser Church is General Manager of CPX Group (www.cpx.group), a co-operative of eleven of the world’s largest and most innovative print and digital communication companies. He loves nothing better than evangelising about how print can deliver real value and return on investment for brands engaging with their customers.

Fraser is one of the founding members of the #Think!Paper initiave sharing his great insights and observations. 

 


 

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#Think!Paper — the key facts at a glance

What we do

We evaluate and profile print and its proponents as an effective driving force for transformation – across all industries!

Our mission

We show, first and foremost, that print is by no means driftwood in an ocean of transformation (with Titanic-style effects) but rather a solid anchor for the ‘tsunamis in our heads’!

Our USP

  • We are bringing together the brightest minds to form interdisciplinary #Think!Teams with a global outlook.
  • We are building up the finest pool of expertise with a clear focus on interaction, discourse, customer experience and sustainable conversations.
  • We are reinforcing the bedrock of any successful ‘digital’ transformation – proficient, dynamic and meaningful communication.

Benefits for our partners

We help our partners make new and market-relevant discoveries that inspire them and inject new energy into their development.


 

ThinkPaper Mondi Bernhard Cantzler.001.jpeg

 

#Think!Paper — Edition 3, Vol. 2

Interview by Andreas Weber, Head of Value

 

‘Paper meets print meets zeitgeist!’ -—That was one of my statements in the report on the importance of paper in the digital age. And further: ‘Paper is patient. Right! – Media users are impatient. Why?’ – Bernhard Cantzler with his profound expertise in the field of communication with print media is therefore an excellent conversation partner. In a nutshell, he brings to the point, what (he) is about.

 

What is the beauty of print in the digital age?

Bernhard Cantzler: Printed communicaton is as flexible as digital communication in terms of personalization. Print is still regarded by many as more reliable, more trustworthy. In addition it is a natural “digital detox” and helps deeper thinking. All this is constantly being researched and proven as I can read regularly on TwoSides / PrintPower (web and magazine 😉

Everything in the Mobile Age is so fast.
Why the adaption of digital printing technology innovations is so slow?

Bernhard Cantzler: Slow is relative… I would say that print buyers and their focus on a low purchase price per 1000 copies are the key factor. If print buyers would buy campaign efficiency they would maybe print less, but all digitally personalized content. They would actually buy overall campaign effectiveness where print and online need to work together.

What are the key drivers for a powerful & successful print service biz today and what will it be in the future?

Bernhard Cantzler: Based on what I wrote above: stop selling ink on paper, start selling communication results, campaign results, paid invoices, lowered contact centre calls per customer or other value driven KPIs where print can support.

 


#ThinkPaper Quo Vadis Print&Paper

Read as well the full story about the success of paper for printing in the digital age.


About

The studies of Bernhard Cantzler at the Vienna University of Economics and Business with a master’s degree in international commerce / trade brought him into contact with Mondi Group through his thesis on ’The key success factors of acquisitions in Eastern Europe based on a case study with Neusiedler AG’.

He has been working there since July 2005 in various positions, with experience in North and South America, Australia and Europe. Focus: Business Development. Specialties: digital printing, technologies, dry toner, ElectroInk, HP, Indigo, high-speed inkjet, drop-on-demand, continuous, paper. He has been Head of Marketing & Innovation at Uncoated Fine Paper in Vienna since 2017. Besides german he speaks english, polish and russian.

Bernhard Cantzler is part of the founding team of the #Think!Paper initiative. Teaming with Günter Thomas, Head of GT Trendhouse42 he realised an outstanding benchmark test.


 

ThinkPpaer Key Visual Blog Post.001

#Think!Paper — the key facts at a glance

What we do
We evaluate and profile print and its proponents as an effective driving force for transformation – across all industries!

Our mission
We show, first and foremost, that print is by no means driftwood in an ocean of transformation (with Titanic-style effects) but rather a solid anchor for the ‘tsunamis in our heads’!

Our USP

  • We are bringing together the brightest minds to form interdisciplinary #Think!Teams with a global outlook.
  • We are building up the finest pool of expertise with a clear focus on interaction, discourse, customer experience and sustainable conversations.
  • We are reinforcing the bedrock of any successful ‘digital’ transformation – proficient, dynamic and meaningful communication.

Benefits for our partners
We help our partners make new and market-relevant discoveries that inspire them and inject new energy into their development.


 

ValueCheckLensing ENG.001

“After four months using the subscription model, we can safely say we made the right decision!” — Robert Dembinski, Managing Director of Lensing Druck, Dortmund/Germany. — Photo: Heidelberg

 

By Andreas Weber, Head of Value  |  German Version

Can you instantly make a successful printing business even better? You can if you have the courage to try something new. “When I joined Lensing Druck in Dortmund in the fall of 2017, we were planning to invest in new presses. We ended up doing far more than that, though, and it was a good move,” recalls Managing Director Robert Dembinski. 

Lensing Druck had previously focused on maintaining its competitiveness for the benefit of customers, whose main criteria when ordering print products are delivery time and price. “When we heard Heidelberg had something new in the pipeline, we were curious but also somewhat skeptical,” Dembinski explains. “We found it hard to imagine what the subscription model from Heidelberg would involve and weren’t sure it would work,” he adds.

Dembinski studied business management, so the print shop business represents a change of career path. He was actually intending to develop a digital strategy with his colleagues, including new digital offerings to provide customers with a more comprehensive service and open up new business opportunities. The fact that the subscription model from Heidelberg provides new digital tools to transform both production management and business management step by step very much appealed to him and his way of thinking.

Lower costs and higher efficiency

Experts from Heidelberg started by analyzing the actual situation to evaluate the efficiency and productivity of Lensing Druck’s existing presses. This revealed that the assignment of presses needed to be optimized and also that costs were very high, especially for shorter runs. It therefore very quickly became apparent that an increase in efficiency and productivity was both necessary and feasible. The strategy adopted was to skip a generation when replacing the existing presses. A Heidelberg XL-106 9-P-L took over from two older presses – a Heidelberg CD 105-P+L and a KBA Rapida 106 8-P. At the same time, the company switched to the pay-per-use subscription model – including the Prinect Workflow and above all the Heidelberg Performance Plus consulting service – with a view to boosting efficiency and cutting operating costs.

“To be honest, no longer owning a press and being reliant on a single supplier for everything, including consumables, takes some getting used to,” Dembinski admits. “After four months using the subscription model, however, we can safely say we made the right decision! Even in this short space of time, we’ve significantly improved the overall efficiency of our presses and our production volume is already over 20 percent higher than the target level contractually agreed with Heidelberg,” he continues.

Heidelberg Subscription Model.png

Website screenshot to showcase the full range of elements of the Heidelberg Subscription model. 


 

Assistant ensures absolute transparency

Lensing Druck is impressed by the clear and neat structure of the subscription model from Heidelberg and also its absolute transparency. “As I see it, the Heidelberg Assistant is the key component and the brains behind the entire model. All KPIs can be accessed in real time, as can the service status, industry benchmarks, and much more besides,” Dembinski comments. 

The Heidelberg Assistant is used at various levels in the Lensing Druck hierarchy – from senior management to operations/pressroom managers and purchasing staff. Its webcast function is also utilized for monthly meetings with the Heidelberg team to discuss the project status. This results in further new ideas and optimizations being identified over time, the ultimate aim being not only to meet the joint productivity targets but to exceed them by as large a margin as possible. 

Another important thing in Dembinski’s eyes is that print shop staff have responded very positively to the digital transformation using Heidelberg Subscription. “Switching to the new press has motivated our staff, because it shows we’re committed to print despite a difficult market. Thanks to the data we obtain from the press and the monthly review, we can support our employees in all aspects of their work and enable them to make progress,” he stresses. Various charts showing the monthly data and statistics are also displayed right next to the press for everyone to see.

Robert Dembinski shared with a group of international journalist his passion for Heidelberg Subscription. — Video animation: Andreas Weber. Group photo: Christian Daunke.


“We made the right decision!” 

“After four months using the subscription model, we can safely say we made the right decision!” sums up Dembinski. Heidelberg Subscription enables him to incorporate the presses in Lensing Druck’s own digital strategy. And – crucially – the subscription model makes it easier to develop other applications such as dynamic pricing, dynamic planning and procurement, real-time information for customers, reliable and transparent costings, and predictive monitoring for optimum maintenance processes.

Dembinski is also hoping the digital transformation of the entire company will improve Lensing Druck’s image, especially with customers who have experience in digital marketing. End-to-end digital order processing is an absolute must for such customers. To raise the print shop’s digital profile and coincide with the new digital portfolio, the post of CDO (Chief Digital Officer) was created in September 2018. 


My take: When it works, it really works!

The example of Lensing Druck and Robert Dembinski proves that when something works, it really works! Print has arrived in the digital age and can hold its own – especially if decision-makers and staff at print shops accept, understand, and embrace the digital transformation and ensure its beneficial further development. Being one of the first to use Heidelberg Subscription very quickly paid off for Lensing Druck, and it will have a dynamic and stimulating effect on the company’s future development. What’s more, print specialists, commercially astute business managers, and digital marketing professionals are all impressed. What more do you want? 

 


 

ADDENDUM of 11 July 2019

Subscription contract extended to logistics for consumables

In the summer of 2019, Lensing Druck handed over the management of the entire logistics chain of consumables to Heidelberger Druckmaschinen in order to optimize inventory management significantly.

MORE

 


Link to contact Robert Dembinski

Link for information about Lensing Druck

Link for the latest Heidelberg Subscription news


 

About the author

Andreas Weber has been a print expert and internationally renowned business communication analyst, coach, influencer, and networker for over 25 years. His activities focus on transformation for the digital age and include lectures, management briefings, workshops, analyses, reports, and strategic advice. – His blog www.valuetrendradar.com inspires readers from over 150 countries worldwide.

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#Think!Paper #PDA Sommer Weber.001.jpeg

Senator h.c. Peter Sommer, Member of the Elanders Board, und Andreas Weber, Head of Value, trafen sich in Waiblingen bei Stuttgart zum Ideenaustausch. Das Ergebnis: Die Geburtsstunde der #Think!Paper-Initiative.

#Think!Paper — Edition 1, Volume 1. | English Version

 

„Wir starten eine Initiative, die die Bedeutung von Print nicht nur im, sondern fürs Digitalzeitalter in den Brennpunkt stellt. Nicht das ‚Was machen wir’ und das ‚Wie machen wir was‘, sondern das ‚Warum bringt Print dauerhaften Erfolg‘ zählt. Es muss um den einzigartigen Nutzen gehen, den professionelle Printproduktionen leisten. Gestern wie auch heute und morgen!“ —Peter Sommer und Andreas Weber

Gipfeltreffen der besonderen Art in Sachen Print & Transformation: Senator h.c. Peter Sommer, Member of the Elanders Board, und Andreas Weber, Head of Value, trafen sich in Waiblingen bei Stuttgart, dem Ort, der wohl in Europa das dynamischste Lösungsangebot für Print bündelt und volumen- sowie ertragsstark aufzeigt, welchen wichtigen Beitrag Print (via Digitaldruck) im Digitalzeitalter leisten kann. 

„Es ist schon dramatisch und für mich völlig unverständlich, wie schlecht Print dargestellt wird, gerade von der Print-Branche selbst. Warum eigentlich?“, räsoniert Peter Sommer. Im Gespräch ergaben sich wichtige Ansatzpunkte, die zur Gründung der Think!Paper-Initiative führten. Gleichzeitig stellen die Punkte die zentralen Aspekt der Think!Paper-Aktivitäten dar, die eine konstuktiv-kritische Diskussionsgrundlage bieten.

Bestandsaufnahme

Die Print-Branche verkauft sich unter Wert und blickt viel zu wenig über den Tellerrand. Man bleibt gerne unter sich. Über die Herausforderungen im Digitalzeitalter wird zumeist nur spekuliert. Vieles Positive bleibt dabei im Verborgenen. Chancen, die sich durch Veränderung ergeben, werden verkannt.

Kernthesen

Status quo: Man befeuert mit großer Leidenschaft den selbst errichteten Scheiterhaufen. Dabei ist die Perspektive von Druckereien im Digitalzeitalter weitaus besser als das Image, das die Branche nach innen und außen verkörpert.

Der Irrweg besteht darin, dass Druckereien wie auch Drucksachenbesteller den falschen Propheten folgen.

Klarstellung: Print ist ein perfektioniertes Medium, das Bestand hat, Entwicklungsmöglichkeiten bietet und profitables Neugeschäft ermöglicht. 

Denn:

  • Print stellt eine äußerst werthaltige Kommunikationsform dar — gemacht von Menschen für Menschen!
  • Durch verbesserte Funktionalität erhöht sich der Nutzen von Print im Digitalzeitalter exponentiell.  
  • Durch Print werden nicht nur Daten vervielfältigt, es lassen sich Texte, Bilder und Spezialeffekte in besonderer, höchst persönlicher Form inszenieren, die Menschen zutiefst berührt. 
  • Print hat in der Kommunikation die nachhaltigste Wirkungskraft und ist insofern gedeihlich einsetzbar. 
  • Print im Marketingmix setzt immer Maßstäbe und schöpft Potenziale in der Kundenbeziehung bestmöglich aus.
  • Apropos Transformation: Wenn sich etwas ändern muss, dann der Umgang mit Print als Premium-Produkt.

Paradigma: Print war, ist und bleibt unverzichtbarer Impulsgeber der kulturellen, gesellschaftlichen und wirtschaftlichen Entwicklungen; das haben längst auch ‚Digital Leader’ wie z. B. Google, Amazon, Facebook und Apple erkannt, die Print bestens für sich einzusetzen wissen. 

Plädoyer: Print bleibt im Digitalzeitalter der Gewinner, wenn die richtige Balance zwischen dem technisch Sinnvollen und den Bedürfnissen von Menschen hergestellt wird. Die Fakten liegen auf dem Tisch. Nun gilt es, das Wesentliche klar und verständlich zu kommunizieren! Setzen wir die Schönheit und Vielfalt von Print ins rechte Licht!

Zielsetzungen und Maßnahmen

Wir setzen schnörkellos und zielführend kreative Konversationen in Gang, um anschaulich und vorausschauend effektive Lösungen mit Print für Kommunikationsaufgaben aller Art aufzuzeigen, bei denen Print seine Stärken voll ausspielen kann. 

Wir entfachen Begeisterung für innovative und außergewöhnliche Kommunikationslösungen mit Print.

Wir stärken die Geschäftsentwicklung mit Print, indem bis dato wenig zielführend adressierte Marktbereiche, die schnell und bestmöglich von Innovations-Lösungen durch und mit Print profitieren können identifiziert und eingebunden werden. 

Wir organisieren Roundtables und VIP-Events sowie Social Media-basierte, interaktive Kommunikation mit Print.

Wir stellen im Rahmen der neuen Think!Paper-Aktivitäten prägnante Ideenpapiere bereit, zum Beispiel über Dossiers, Reports mit Analysen und Handlungsanweisungen für Top-Entscheider in der Wirtschaft.

Wir starten einen globalen Ideen-Wettbewerb. 

Wir gründen und leiten das national wie international wirksame, interdisziplinäre Expertenpanel „Think!Team“.

 


Hinweis

Es haben sich schon einige handverlesene Partner für Think!Paper gefunden, allen voran Mondi Group und GT Trendhouse 42 sowie DRUCKMARKT. Aktuelles dazu in Kürze.


#Think!Paper — Das Wichtigste auf einen Blick

Unser Thema

Wir bewerten und profilieren Print sowie seine Apologeten in der Rolle als wirkungsvolle Treiber von Transformation — über alle Branchengrenzen hinweg!

Unsere Mission

Wir beweisen erstmals, dass Print nicht Treibholz im Transformations-Ozean ist (mit Titanic-Effekt), sondern ein Rettungsanker für die ‚Tsunamis in unseren Köpfen‘!

Unsere Alleinstellungsmerkmale

Wir bringen die fähigsten Köpfe zusammen und formieren global ausgerichtete, interdisziplinäre
#Think!Teams. 

Wir bauen den besten Knowledge-Pool auf, ausgerichtet auf Interaktion, Diskurse und nachhaltige Konversationen.

Wir stärken das wichtigste Asset jeglichen ‚digitalen‘ Transformations-erfolgs: Die fachlich versierte, spannend inszenierte und werthaltige Kommunikation.

Vorteile für unsere Partner

Wir ermöglichen, neue, marktrelevante Erkenntnisse zu gewinnen, die unsere Partner inspirieren und in ihrer Entwicklung dynamisieren.

 


Kontakt

Wer sich für die Think!Paper-Initiative interessiert oder sich persönlich engagieren will, sollte mit uns in Kontakt treten:

Twitter @PrintDigitalAge

Andreas Weber (Koordination) via LinkedIn

Schlagworte | Hashtag: #PDA #printforthedigitalage #creativity #printinnovation #transformation

 


 

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#Think!Paper the key facts at a glance

What we do
We evaluate and profile print and its proponents as an effective driving force for transformation – across all industries!

Our mission
We show, first and foremost, that print is by no means driftwood in an ocean of transformation (with Titanic-style effects) but rather a solid anchor for the ‘tsunamis in our heads’!

Our USP

  • We are bringing together the brightest minds to form interdisciplinary #Think!Teams with a global outlook. 
  • We are building up the finest pool of expertise with a clear focus on interaction, discourse, customer experience and sustainable conversations.
  • We are reinforcing the bedrock of any successful ‘digital’ transformation – proficient, dynamic and meaningful communication.

Benefits for our partners
We help our partners make new and market-relevant discoveries that inspire them and inject new energy into their development.

 


German Version

The status quo

Print in context with digital transformation

Much is mixed up or misrepresented in the discussions regarding “digital transformation” in the context of print. Success factors and new potentials are hardly achievable. At least, it certainly does not have to be mentioned that print production is a 100 percent data-driven and thus digital process, with constantly new and unique applications. But, where is the beef?

Challenge: Solutions available — and who knows?

Communication about a product is as important as the product or service itself.

What if there are highly complex technical solutions that could enable customers or customers’ customers to better manage and profit from the process of digital innovation and the necessary transformation?

Learn from communication errors

When it comes to understanding, informing, convincing, finding acceptance or even influencing opinions — be it employees, customers, potential customers, shareholders or even the media for the public — all of us obviously did not everything right but probably too much wrong.

Current sales figures and stock market prices on a low/declining level speak for itself.

01-ThinkPaper Handout

The solution: #Think!Paper

Based on an exchange of views, knowledge and experience, we have developed an innovative approach to business communication, which itself is the best example of innovation and transformation.

While the well-known form of the static ’White Paper’ points out problems in the existing and designs possible solutions, the newly developed format of the #Think!Paper offers a dynamic form of expert communication via conversation based on perpetuum mobile-effects:

We use our profound knowledge to gain insights in an ongoing dialogue, to question things wisely, and to clarify in dialogue with others. Transformation can only succeed if we align communication with human-to-human relationships.

How does it work?

Think!Paper appears as a novel, cross-media, interactive publication designed as a sequel and compatible with the essence of transformation: research, analysis, assessment, insights and recommendations are always in flux.

Updates will be done by the publishers / authors in the team with selected-qualified partners as contributors.

In addition to a strong social media presence, the centerpiece is the ValueBlog, with excerpts appearing in the DRUCKMARKT (PDF magazines and print editions). As a special edition of the DRUCKMARKT collections, the Think!Paper is available to partners and subscribers for individual use.

Selected partners are actively involved and part of the conversation: Technology manufacturers and users who demonstrably contribute to the transformation of and with print for the digital age.

Together we reduce complexity and create clarity — promised!

The most important topics at a glance:

  • What is actually meant by “digital transformation”?
  • What role does print play?
  • Which benefits are available?
  • Where do we stand (Best Practice)?
  • Where do we have to go (Strategy & Outlook)?

Start: August 2018 — Destination: #drupa2020


 

 


Andreas_Nico

The publisher and author team: Andreas Weber, Head of Value, and Klaus-Peter Nicolay, publisher DRUCKMARKT.

 


Further information and contact

We would be happy to talk to you specifically about how you / your company can contribute and participate.

Andreas Weber as coordinator can be reached via:

Mail: zeitenwende007(at)gmail.com

Or via LinkedIn.

 


Read as well #Think!Paper — Edition 1, Volume 1: Print for the Digital Age

#Think!Paper #PDA Sommer Weber.001

 


 

ValueCheck Marina.001

Photos: http://designingforprint.com

 

By Marina Poropat Joyce, Designer, Print Activist and Author of Designing for Print

This is an article I wrote for Printing Impressions a while ago and rather than rewriting it, I think it is still apropos in its entirety. If you are a designer or a printer, you can use this to reach out to your customer/vendor and start a dialog that will improve your work and your project.


Note: Listen to the latest #printerverse podcast as well, listening to Deborah Corn’s conversation with Marina Poropat Joyce!


10 Things Printers can Teach Designers

Designers are visual people and the best way to teach a visual person is to show them. Graphic designers are also curious people who generally like to see how things work. We all walk around with our cameras all day, lauding their efficiency for email, Slack, twitter and more. But it is the instant transmission of images and videos that make showing easy-as-pie.

Here are 10 ways you can use your smartphone to reach out to your designer clients, add value to your company website and make life easier for yourself. (Sales managers, appoint one person to collect this kind of knowledge and disseminate to the whole sales team.)

1. Coated vs. Uncoated. Sit down with a designer and have two paper swatch books in front of you and explain coated paper versus uncoated paper. You will have saved yourself countless hours of “it looks like postcard paper” descriptions, and the like.

2. Bleeds. Take a video of your guillotine cutter in action, preferably a job with a bleed. Zoom in on the crop marks, text it to your designer client. (Put it on your website too!)

3. Grain. Look in your sample room for something with a nice black solid. Pull two samples. Fold one sample with the grain. Fold the other sample against the grain. Put them side-by-side folds-up and photograph with your phone. Open the image and crop to relevant image area and mark as a favorite in your phone for quick retrieval.

4. Waste=Cost. Show your client an illustration of paper waste for various page sizes. Here are some examples you can use: (Put it on your website too!)

 

5. Quantity matters. Walk into your pressroom and film a sheet-fed press at the delivery end while it is running for 30 seconds. Confirm run speed with pressman. Text video to the client explaining that’s how long it takes for (insert quantity here) brochures/posters, etc. to run through the press and why they should opt for digital printing on this short run. (At 15,000 iph 30 seconds is 125 sheets, 8-up that’s 1000 pieces!)

6. Printing is green. Calculate how many pounds of trim, corrugated and electronics you recycle each year (if your trim is picked up and weighed by a recycler they have this info). Next time your vendor picks up a container run out to the parking lot and take a pic. Put the photo on your website with an infographic of the tonnage you recycle annually. Explain that the trim and corrugated goes into future recycled paper products.

7. Ink can change color. Show your client this photo. Explain that the ink formulas with a high percentage of opaque white (basically all pastels) will shift within a year (swatch on left was two years old, on right 6 months, when photographed). Share that pastel colors are great for a short-lived item like an invitation not so great for an identity system.

 

 

8. Paper makes a difference. Next time you’ve got an attractive job with photos that’s going to run on white paper, order some extra sheets of ivory, canary and grey uncoated paper. Add those colored sheets to the job and photograph the same detail area of all four colors. Make a montage (easy with the Layout app for iPhone). Send this montage to a client who is wondering about running a job on colored stock and put it on your website too.

9. How to read a swatch book. Oh boy, if I had a penny for every time a customer found the “perfect paper” in a swatch book and placed an order specifying that sheet only to find out there wasn’t enough, or it wasn’t stocking or that the chosen color had been discontinued… This is a great topic to discuss at a quick lunch with a new customer. Text her an image showing how to look up the date of a swatch book. Then bring her some lunch and a few swatch books and show her how to “read” it.

10. Art takes time. Text your idea of a rudimentary schedule to your client as a pdf graphic they can print out and pin to their idea wall. Next time they are working with a client to develop a timeline they won’t guess and it saves them and you a call/email.

 

Printing-schedule-graphic-for-IG.jpg

 

I know that some will think that answering questions and fielding problems bring value to a client, and they do. But do they bring value to a business owner? If staff is reacting/interacting at the 100-foot level, how are they going to interact at the 30,000 foot level with intention? Focus on the little things with intention and planning and then the 30,000-foot questions aren’t as scary. What are your clients’ plans for next year? Are you discussing budgets internally? Are they planning on launching any new products or services within the next six months? These conversations are really easy when “what do I need a bleed for” is taken care of.

 


About The Author

Marina Poropat Joyce is a passionate paper geek who has been marketing, graphic designing, publishing and printing her whole life. She fell in love with design and printing early on, and founded one of the first design-to-print companies in Los Angeles. 

Her company INTAGLIO was ranked as one of the 50 fastest growing print companies in the country, a winner of Inc. Magazine’s Inner City 100 and one of Los Angeles’ top 100 women-owned companies.

She wrote Designing for Print to explain printing in graphic designer-speak after working with many frustrated designers who wanted to know more. Marina served on the board of the Printing Industries Association of Southern California (PIASC) as a board member and Chairman. Another joy she’s found other than seeing a design come to life in print was driving with her husband from London to Mongolia through 16 countries in a 9,600-mile rally.


Fan Resources

Twitter/Facebook Posts
For Twitter, you can include @designingprint and/or hashtag #DesigningForPrint

Social Media Accounts/Pages
Facebook Book Page: https://www.facebook.com/DesigningForPrint/
Facebook Author Page: https://www.facebook.com/MarinaPoropatJoyce/
Twitter: https://twitter.com/designingprint


About the Book Designing for Print

“As a design, print production professional and College level instructor on print and print for designers, your book is a much-needed tool that transports legacy print into the new world of print, which I call mutant print!”    —Thaddeus B. Kubis, Print Advocate, Designer, Professor

 


 

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