Product Positioning Sales Guide. OKI Reseller Version

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1 Product Positioning Sales Guide OKI Reseller Version

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3 Digital Printing: The Benefits Speed Digital print offers an extremely quick service reducing production times from days to minutes on small to medium print runs. The vast majority of digital files can go straight to press, with virtually no pre-print setup costs, allowing customers to alternate between jobs with minimum down-time and providing end customers with a quicker and more cost effective service. OKI Data appreciates that our end user customers often require a rapid print service which is why we are constantly working to improve the quality output from all our technologies. Versatility This is where digital printing gets clever! Offering the consumer a much more flexible and customized service. The ability to synchronize variable data allows printed material to be personalized so that every sheet is customized to specific customer needs. The ability to adjust your company message, prices or even customers' contact details in the case of direct mailing, offers a much more competitive service at very little extra cost. Quality With print quality that now matches conventional printing processes our customers can now confidently use full color digital print to produce extremely professional promotional material. Our OKI procolor printers allow printing on a wide variety of substrates making it possible for our customers to offer their customers a wider selection of high quality paper, synthetics and card stocks. Whether you want gloss, matte, silk, coated, uncoated or environmentally friendly medias we're confident that our OKI procolor printers can help address your printing needs. Cost The ability to print-on-demand and avoid the costs associated with printing plate changes and setup charges allows digital printing to be more cost-effective on short to medium print runs. Traditional printing services have always had quotas or minimum orders required when you used their services. However, because of the flexibility of our OKI procolor digital printers, digital printing companies no longer have these sorts of boundaries, proving the freedom for the businesses and individuals to save and get the exact amount that they need. OKI procolor Sales Guide 3

4 Understanding your Customer s Business How well do you understand your customers business? Often time important questions which can help you better understand what your customer is trying to accomplish are often overlooked or never asked. The focus in many cases is to simply sell a customer a piece of equipment and move on to the next opportunity. In today s economy it is important to ask your customers questions to better understand their need, their business and what they are trying to accomplish in order to identify the correct and viable solution for them. Who knows, in the process you may uncover additional opportunities for sales! In the following pages there will be examples of a few different applications which are common in commercial printing environments', in plant production print shops and flexographic label printing environments with the goal being to assist you in identifying and uncovering your customers true need and matching this need with the correct solution and establish realistic expectations as to what can be achieved with an OKI procolor solution. With OKI s patented LED digital print technology designs we offer the most versatile, affordable high image quality and productive solutions to meet the demands of your print requirements. Whether your customers are: Entering the digital color printing market Addressing a clients critical application need Adding a digital color press to your offset business Expanding product offering with unique applications or simply increasing existing digital color printing capacity pro910 Digital Color Printer pro930 Digital Color Printer pro900dp/pro905dp Envelope Press pro511dw Digital Web Press OKI procolor Sales Guide 4

5 How do your customers view YOU? Are you a vendor or consultant? How a customer views you often indicates the type of selling you are doing or have done. In many cases customers view sales professionals as order takers, commodities brokers, vendors, etc. There is a small percentage of sales professionals a customer will consider a true consultant. These are usually sales professionals that are constantly bringing new ideas and solutions to customers with one thing in mind, helping the customer succeed. It s important to be viewed as a consultant to your customers and to also be viewed as a valued business partner than any of the aforementioned titles. This gets back to the importance of understanding your customers business and more specific, your customers business need. The more you know about your customers business the better equipped and prepared you will be to suggest solutions that will be beneficial to not just your customer but your customer s customer as well, not to mention YOU! The following are some general questions that can be asked of commercial print shop owners as well as flexographic print shop owners and personnel. We will cover some more machine and product specific questions as we address 3 of the OKI procolor devices, pro930, pro900dp and pro511dw. Questions for Commercial Print shops; What types of accounts make up your client base and what services do you offer them? Are there any jobs/application opportunities you are currently turning away? Where do you see your companies future growth coming from? What services do you think your clients could benefit from that you can t provide today? What types of things are you doing to remain relevant? Who is your biggest competition? How do you differentiate your company from your competition? What is your sales strategy for obtaining new customers? Questions for Label & Flexographic Print shops; Do you currently have a digital short run label printing solution? Do your customers request short run label printing? What type of label print work does your company send out? Why do they send it out? How do you address customers request for short run label printing? Are any of your customers requesting expanded services such as variable printing? Do feel you are losing business opportunities by not having a digital label solution? OKI procolor Sales Guide 5

6 The Benefits of LED Digital Printing LED vs Laser Technology Understanding today s digital printing technology requires knowing how an image is created on paper. The process, in basic terms, comes down to this: a light source creates an electrostatic image of tiny dots, which is converted to a toner image, which is then fused to the paper. The light source is the core of the process. The light source is driven by one of two technologies: laser technology and LED technology. Oki Data, a leader in printing innovation, uses digital LED technology for its line of color printers. In fact, under the OKI Printing Solutions brand, the company s current line of digital color printers represents its 7th generation of digital LED and Single Pass Color technology. Why has OKI Data chosen to develop digital LED technology while much of the printing industry uses laser? This sections offers a brief explanation. What is digital LED technology printing? LED stands for Light Emitting Diode. In digital color printers from OKI Printing Solutions, these diodes which are tiny semiconductors that produce light are mounted in rows (arrays) along the digital LED print head. To create a printed document, the digital LED print head illuminates the photoconductive drum by emitting an entire line of dots, all at one time. This full row method differs from a laser print head, which writes the dots in a one-at-a-time sequence as the single laser light source scans across the drum. What is laser technology printing? Laser is an acronym for Light Amplification by Stimulated Emission of Radiation. Laser printing uses a single light source to create an image. The difference is that while digital LED printing creates a complete line at one time, laser renders each dot individually in sequence. This complex process requires 7 steps, as opposed to the single step of digital LED printing. The illustration and the following comparison detail the difference: Digital LED Print head Laser Print head 1. Start with single light source. 2. Focus laser beam. 3. Reflect laser beam. 4. Refract laser beam. 5. Rotate polygon mirror. 6. Synchronize start line. 7. Write image to drum. 1. Write image directly to drum. OKI procolor Sales Guide 6

7 The Key Advantages of LED Digital Printing Why digital LED printing is more efficient than laser. Digital LED printing offers several key efficiencies versus laser printing: Direct vs. indirect Digital LED uses one step, laser requires 7 steps. Fewer moving parts Digital LED features solid state technology, laser assemblies use mirrors, motors and complex positional adjustment mechanisms. Line-wide light source Digital LED uses multiple light-emitting diodes to create images one full line at a time. Laser renders each dot individually, scanning across each line and then returning back to start the next sequence. Advantages delivered by digital LED printing: Straight and reliable paper path The design of the digital LED print head combined with Single Pass Color technology and the straight-through paper path allows for faster color printing, minimal jams and smooth handling. It also allows for producing a wide range of documents on a variety of paper weights up to 307 gsm and sizes up to 4-foot banners. Resulting Benefit: Greater media flexibility and increased productivity Two-piece consumables The smaller digital LED print head contributes to the unique design of our cost-effective two-piece consumables. The two-piece design also allows for true black printing by lifting the color drums during monochrome jobs. This feature allows for OKI Printing Solutions to deliver low-cost mono printing, comparable to a mono laser as well as low-cost color. In addition, digital LED color printers from OKI Printing Solutions allow for the independent replacement of toner cartridges and drums. This can mean significant savings in consumables, which represent the largest cost factor in running a color printer. Resulting Benefit: Low cost per page and low total cost of ownership Precise dot placement and rich color depth The digital LED print head is a solid-state light source providing a high concentration of light at the center of the dot. Combined with a fixed LED array and relatively simple alignment controls, the digital LED print head delivers sharp detail and rich color depth up to 1200 x 1200 dpi. This output quality is especially noticeable in smaller font sizes where our digital LED color printers provide exceptionally crisp text. Resulting Benefit: Higher-quality color output Fast printing from a simple design Color printers write images in cyan, magenta, yellow and black. Digital LED printers write this data to four separate drums in a single pass, as with the exclusive Single Pass Color technology used in color printers from OKI Printing Solutions. Resulting Benefit: Increased productivity Reliable Print heads The digital LED print head is solidstate, with no moving parts. They are also impervious to moisture and simple to clean. Plus, all digital LED print heads from OKI Printing Solutions come with a 5-year limited warranty. Resulting Benefit: Greater Reliability Easy to maintain Digital LED-based printers have a mechanically simpler design which leads directly to lower failure rates. A simpler design also makes maintenance easier with fewer user interventions and reduced time under repair. Resulting Benefit: More uptime and increased productivity Single Pass Color OKI Printing Solutions digital LED color printers are engineered with four solid-state print arrays and four synchronized photoconductive drums in a compact horizontal format. The four toner colors are laid on the paper and fused in one direct pass. OKI procolor Sales Guide 7

8 Marketing: OKI pro930 Digital Printer What is it? The OKI pro930 is a c,m,y,k digital printer capable of producing full color images in 1200 x 1200 dpi resolution. The solution can produce up to 31 letter pages per minute in full color or 36 pages per minute in monochrome and can print on a wide variety of substrates (covered in OKI procolor Certified Media List) and sizes from as small as 3 x5 up to 12.9 x (through bypass tray). The system includes 1 media tray and an EFI Fiery 8e Embedded RIP which gives customers the ability to adjust color to better match Pantone PMS colors and achieve the best possible match. In addition, the EFI Fiery RIP also helps customers produce basic variable data applications such as addressing letters, envelopes or postcards to produce mail ready documents in a single pass. The equipment comes with a 2 Year MFG warranty on the equipment and 5 year MFG warranty on LED s. Additional Options: Additional Paper Trays (up to 5 trays can be added) Printer Cabinet OKI procolor Sales Guide 8

9 Positioning: OKI pro930 Digital Printer Why OKI pro930? The OKI pro930 is a versatile device capable of handling many different applications and is ideal for print shops with existing digital print equipment that are unable to produce certain applications that OKI can due to it s straight paper path and media flexibility. OKI pro930 is also a perfect fit for small print shops that are new to digital printing or that may have budgetary constraints. The pro930 s ideal sweet spot is image cost below traditional click charge. Who needs it? The OKI pro930 is a compact digital printer with great image quality that is very versatile and comes with low cost of entry. In print environments that have already migrated to digital printing you may find that there is already a high speed production unit in place. OKI procolor 930 is certainly not looking to displace this technology but more so coexist and compliment with expanded capabilities such as envelope & letterhead printing from one device for consistency, printing on various substrates from plain paper to envelopes, synthetic medias, magnetic media, foils, label medias and many more. And because of OKI s straight paper path these applications and more can easily be produced with ease. Where to sell it? Small print shops In-plant print shops Internal marketing departments Churches Commercial printers Digital printers Marketing Services and Communications Universities/Education Real Estate Offices Direct Mail Quick printers Retail Financial/Healthcare Unique features: Small footprint Low cost of entry Low total cost of ownership Straight paper path Printing versatility Envelope printing from bypass tray Oversized printing up to in length from bypass tray Prints on wide variety of substrates Prints on wide variety of weights OKI procolor Sales Guide 9

10 Examples & CPC: OKI pro910/pro930 Digital Printer Example: #10 4Color Envelope Size: 4 1/8 x 9 1/2 Cost per Print: $0.015 Uses: Ideal for low volume single pass. OKI pro910/930 are not laser safe for re-run through customer laser printer. Standard #10 4 1/8 x 9 1/2 Example: Hospital Form Size: 8 ½ x 11 Cost per Print: $0.06 Uses: Ideal for low volume customers Example: Full Color Insurance Cover Size: 8 ½ x 11 Cost per Print: $0.09 Uses: Ideal for low volume customers Example: 4/C Banner Size: 12.9 x Cost per Print: $1.95 Uses: Ideal for low volume customers churches, schools, in house marketing depts, commercial print shops Banners 12.9 x OKI procolor Sales Guide 10

11 Marketing: OKI pro900dp Envelope Printer What is it? The OKI pro900dp envelope printer is a c,m,y,k digital printer capable of producing full color images in 1200 x 1200 dpi resolution. The solution can produce up to 50 #10 envelopes per minute in full color or 36 letter pages per minute in full color and 40 pages per minute in monochrome. The solution can print on a wide variety of envelope substrates (covered in OKI procolor Certified Media List) including window envelopes as well as printing on envelope flaps. The pro900dp can print sizes from as small as 3 x5 envelopes and cards up to catalogue size envelopes to a maximum size of 12.9 x 22 through the high capacity feeder. The system includes 2 media trays each holding a maximum of 530 sheets up to 12.9 x 19. The pro900dp comes standard with an EFI Fiery 8e Embedded RIP which gives customers the ability to adjust color to better match Pantone PMS colors and achieve the best possible color match. In addition, the EFI Fiery RIP also helps customers produce basic variable data applications such as addressing letters, envelopes or postcards to produce mail ready documents in a single pass consistently on one device. The pro900dp comes with a 2 Year MFG warranty on the equipment and 5 year MFG warranty on LED s. Additional Options: Duplexing unit Print These Envelope Types & More OKI procolor Sales Guide 11

12 Positioning: OKI pro900dp Envelope Printer Why OKI pro900dp? The OKI pro900dp is one of the most affordable, high image quality digital printers on the market today. Additionally, the pro900dp is a versatile device capable of handling many different applications and is ideal for print shops with existing digital print equipment that are unable to produce certain applications that OKI can due to its straight paper path and media flexibility. OKI pro900dp is also a perfect fit for print shops in need of producing high quality short run envelopes to address lower volume requests as well as to compliment other digital print capabilities with the same print environment. Who needs it? The OKI pro900dp is a compact digital printer with great image quality that is very versatile and comes with a very low cost of entry and cost of ownership. This is an ideal solution for print shops that are still printing envelopes using traditional offset duplicator presses and have not yet migrated to digital printing. This solution can also be a compliment in print shop environments that may already have a production digital print solution that may not be able to produce envelope print applications. OKI pro900dp is an ideal solution for printers looking to expand services like variable data printing for mailing applications. OKI pro900dp can compliment a customers environment with expanded print capabilities such as envelope & letterhead printing from one device for consistency, printing on various substrates from plain paper to envelopes, synthetic medias, magnetic media, foils, label medias and many more. And because of OKI s straight paper path these applications and more can easily be produced with ease. Where to sell it? Small Print Shops In-plant Print Shops Internal Marketing Departments Churches Commercial Printers Digital Printers Real Estate Offices Marketing Services and Communications Universities / K-12 Education Direct Mail Printers Quick Printers Unique features: Small footprint High capacity envelope feeder Low cost of entry Low total cost of ownership Straight paper path Prints on wide variety of substrates Prints on wide variety of weights OKI procolor Sales Guide 12

13 Examples & CPC: OKI pro900dp Envelope Printer Example: OKI 4Color Envelope Size: #10 (4 1/8 x 9 ½ ) Ideal Volumes: Up to 5,000 Cost per Print: $0.025 Uses: Ideal for low volume users. OKI pro905/900dp are laser safe for re-run through customer laser printer. Example: Copytron Envelope Size: #10 (4 1/8 x 9 ½ ) % of Coverage: 40.7% Ideal Volumes: Up to 5,000 Cost per Print: $0.06 Uses: Ideal for low volume users. OKI pro905/900dp are laser safe for re-run through customer laser printer. Leader Bike USA 205 W. 35 th Street Suite J National City, CA Example: Leader Bike Size: Catalogue (9 ½ x 12 ½ ) Ideal Volumes: Up to 2,500 Cost per Print: Uses: Ideal for low volume customers Looking for high quality output of short run printing. OKI procolor Sales Guide 13

14 Marketing: OKI pro511dw Label Printer What is it? The OKI pro511dw label printer is a roll to roll c,m,y,k digital printer capable of producing full color images in 1200 x 1200 dpi resolution. The solution can produce high quality roll to roll labels up to 30 per minute in full color. The solution can print on a wide variety of label medias and a on a wide variety of substrates (covered in OKI procolor Certified Media List) The system includes 1 media tray each holding a maximum of 530 sheets up to 12.9 x 19 which is ideal for sheeted label media and proofing print jobs on the fly. The pro511dw comes standard with OKI s Label Management Software and a powerful 800 MHz processor with a gigabyte of RAM standard allowing the pro511dw to easily manage the most challenging images and data streams. The digital front end can archive job files and color profiles for future reprints on its 40 GB hard disk drive. The pro511dw from OKI a complete and ideal web press solution for a fraction of the cost of other digital presses. Starting with its low acquisition cost and low total cost of ownership, the pro511dw enables you to lower production costs, inventory and waste all while satisfying more requirements for short-run jobs, improving your job margins and growing revenue. Print These Types of Labels OKI procolor Sales Guide 14

15 Understanding the Flexographic & Label Market The Flexo Label Market As the traditional flexographic market continues to evolve the need to produce short run label print jobs is much more common than in years past. The concept of digital labels was a strange concept a few years back because until then the dominant label printing technology was flexography or flexo. Market research shows that about 65 percent of printing for the packaging marketplace is done using traditional flexo technology and approximately 21 percent using offset, leaving 14% spread across screen, gravure, letterpress and digital presses. The latest report from Infotrends estimates the digital label print market to be about $1.8 billion with 90% from labels and 5% from folding carton and 5% flexible packaging. The report also states that the digital label print market will grow to approximately $3.8 billion by So what does this mean? I means there is tremendous opportunity to be had. Digital vs Flexo Printing: It All Comes Down to Make Ready As stated above, in the past, all label printing was printed on traditional mechanical flexographic printing presses. With the advent of digital label printing technology, consumers suddenly have more options and, in some cases, more confusion. While certain types of printing jobs are more appropriate for flexographic printing, digital printing has many advantages over traditional printing methods. When it comes to printing high-quality custom labels, digital printing is the best option for many consumers. In many cases label order quantities are shorter making it very costly to produce using traditional flexo printing forcing print shops to turn jobs away or print at a loss. The following are the main differences between digital and traditional flexographic printing so that you can understand which type of technology works best based on application requirements. Flexo vs. Digital Printing: Key Differences Speed With no plates to create and very little machine setup time involved, a label job printed on a OKI pro511dw digital label press can be printed in minutes. In contrast, many flexographic printing presses can take several hours to set up for a four color process job. Flexographic printing is a complex process that involves outputting your artwork to film in order to create flexographic printing plates. These plates are then mounted onto the printing press, the inks are mixed and the machine is then calibrated for printing. All this must take place before you can print a single label. Because of this laborious process, digital label print shops can turn short run jobs around much faster than traditional flexo print shops. In many traditional flexo print shops the average turnaround time for orders is about three business days once the final press proof is approved. In a digital label press environment a proof can be produced in seconds and the completed job can be run in minutes. Literally! Image Quality OKI pro511dw can easily print at 200 line screen, whereas most flexographic presses typically print at 133 to 150 line screen. You can really see the difference between a flexography produced label and one produced digitally, primarily in image detail and color fidelity. Cost Because there are no plates to create, no film to output, machine setup not to mention the labor associated with these steps, fixed costs for digital printing are very low in comparison (on average $0.03) with flexographic printing. This means that if your customer wants to print a relatively small number of labels or stickers (i.e., less than 25,000), digital printing is a much better and economical choice than a traditional flexo. If your customer needs extremely large quantities (i.e., in excess of 25,000), traditional flexo is the better choice for long run printing. OKI procolor Sales Guide 15

16 Positioning: OKI pro511dw Label Printer Why OKI pro511dw? The OKI pro511dw is one of the most affordable, high image quality digital label printers on the market today. The true strength of this solution is it s ability to address an ever growing request for short run roll to roll labels. The pressure to produce quality labels in shorter timeframes is a reality and customers looking to stay competitive will need a solution like the pro511dw to address this growing demand. Additionally, the pro511dwis a versatile device capable of handling many different applications and is ideal for print shops with existing digital print equipment that are unable to produce certain applications that OKI can due to it s straight paper path and media flexibility. Who needs it? The OKI pro511dw digital label printer produces short run labels with great image quality and comes with a very low cost of entry and cost of ownership. This is an ideal solution for label print shops that are challenged with producing short run label quantities. The traditional flexo print shop has print constraints and in many cases these constraints are minimum order quantities leaving them with no solution to address the growing demand for shorter runs in a print on demand like environment.. Our solution can address this challenge as compliment traditional flexo presses in print shop environments that may want to utilize variable data over print on pre printed label media. OKI pro511dw is an ideal solution for printers looking to expand product offerings in shorter run quantities. OKI pro511dw can help expand print offerings with our flexible media options. Our ability to change medias quickly and print on various substrates from plain paper, pressure sensitive label stock, pre-die cut medias, tag stock, synthetic medias, foils, and many more makes the OKI pro511dw an excellent choice! Where to sell it? Flexographic Print Shops In-plant print Shops Commercial Printers Digital Printers In-Plant Print Shops Marketing Services and Communications Universities/Education Direct Mail Quick Printers Unique features: Small footprint Low cost of entry Low total cost of ownership Straight paper path Print 1200 of media uninterrupted (12 diameter roll) Prints on wide variety of label stocks and substrates Prints on pre-die cut media No pre or post media treatment required Prints on wide variety of weights OKI procolor Sales Guide 16

17 Image Examples & CPC: OKI pro511dw Label Printer Example: Copperhead Wine Label Size: 4 x 6 Cost per Print: $0.074 % of Coverage: C: 19.24% M: 28.66% Y: 57.39% K: 10.16% Ideal Volumes: Up to 25,000 Uses: Ideal for in plants, private label production, boutique clientele, special events and low to mid volume users Example: Bernellos Olive Oil Label Size: 4 x 6 Cost per Print: $0.066 % of Coverage: C: 16.74% M: 28.21% Y: 44.93% K: 15.78% Ideal Volumes: Up to 25,000 Uses: Ideal for in plants, private label production, boutique clientele, special events and low to mid volume users Example: Element Spa Label Size: 4 x 6 Cost per Print: $0.10 % of Coverage: C: 40.78% M: 33.77% Y: 57.39% K: 43.57% Ideal Volumes: Up to 25,000 Uses: Ideal for salons, private label production, boutique clientele and low to mid volume users OKI procolor Sales Guide 17

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19 OKI Data Americas 2000 Bishops Gate Blvd. Mount Laurel, NJ (856) OKI procolor Sales Guide 19