Seeing The Bigger Picture for Digital Print in a Multi-Media World Mark Lawn, Canon Europe
Industry trends Digital printing redefining the industry, but taking printers in very different directions Emerging trends: - Renaissance of small (fewer than 20 staff), lean, entrepreneurial digital-only PSPs - Consolidation in larger PSPs, who have offset heritage, although now also investing in digital The result a polarised industry: - Repeated mergers among larger printers create industrial- scale factories - Smaller PSPs evolve into cross-media providers of integrated marketing services 2
Billion Impressions (A4) Digital Print Industry Volume Growth by Applications 450 400 20.3 13.2 Consumer Utility 350 300 250 24.3 80.3 69.0 106.4 Packaging Transaction Publishing Promotional 200 62.5 General Office 150 100 103.5 147.1 50 68.0 61.9 Source: InfoTrends Western European Digital Production Printing Application Forecast 2011-2016 0 2011 2016
4 The Bigger Picture - There s More to Print than Printing
Key findings Print is important 87% - professional printing is important One third NOT aware of capabilities of digital print an opportunity! How important is professional-standard printed communication to your organisation? Critical 15% Not at all important 2% Very important 47% Not very important 11% Somewhat important 25% 71% - print is equally or more effective than other media in the comms mix
Printed materials Websites Email Social Networking TV and Radio Mobile internet OR codes Incidence of each type of media being used as part of a multi-channel campaign strategy Print in the media mix 100% 90% 80% 70% 60% 50% 40% 30% 20% 94% 94% 82% 64% 38% 35% 25% Print is used in 94% of campaigns Print attracts 48% of average comms spend BUT It s not part of a grand plan in the campaign 10% 0%
Research Findings: Joining up campaigns across channels 7 Source: CIM Unlocking the Value of Creative Global Benchmarking Study (2011)
8 Maya Vik: Image Capture to Output
Customer Applications: mapro AG 6.6% Response (SAP Cross Media Campaign) 9 Eye-catching and well targeted personalised print can be the key that unlocks the value of online content Manfred Senn
Customer Applications: Matthias Bernard 29% Response (EduBook Cross Media Campaign) We are no longer at the end of the supply chain. We are involved with client campaigns from conception to implementation and every step in between Matthias Bernard
Key findings Beyond print services Satisfaction with professional print service providers 88% are happy with PSP meeting communications needs BUT Only 47% think they are made aware of new developments or alternatives 50% of them don t ask PSPs for innovation advice they rely on tradeshows 27% 13% 13% 1 = Does not meet needs at all 2 3 4 5 = Fully meets needs 29% 18%
Key findings Need to communicate Awareness, consideration and usage of selected digital print applications Customers expect to be informed of new applications and services by PSPs Want print to be more reactive and flexible in the mix BUT 32% unaware of short run opportunities 24% unaware of DM applications 36% unaware of PoD 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 32% 18% 11% 17% 37% 33% 30% Short-run publications Aware and using Aware and considering 24% 24% Targeted (customised) direct mail Aware and not considering Not aware 36% 18% 13% Print-on-demand
Key findings Print ROI Very few buyers have an effective process for measuring ROI Less than 1 in 10 have formal ROI measurement I m not sure if we measure ROI or how it would be done there is no formal measuring. Managing Director Advertising agency, Germany
Lessons to learn Talk the customers' language Be quicker and more flexible Promote new applications and print services Demonstrate the value and ROI of print Take a closer look at existing customer relationships 14 Canon Confidential
Drivers of anticipated future decline in print Need to embrace web, email and social media Virtual media faster and cheaper Changing demographics Desire to be a greener, paper-free organisation 15 Canon Confidential
The Bigger Picture Customer Journey Insight Inspire Deliver Support Develop business capability Business Development Create awareness Market Insights Develop needs Inspire Ambition Enhance capability Workflow & Technology Grow page volumes Growth Initiatives Graphic Arts Proposition: A PARTNERSHIP with Canon can enhance your companies PROFIT AND PRODUCTIVITY CRD Proposition: A relationship with Canon can support you to ENHANCE YOUR BUSINESS PERFORMANCE
Canon Confidential
18 Thank You
Appendix - additional slides
Innovative Print Applications Reactor Repro Lenticular Print Sample to be inserted 20
Seeing The Bigger Picture for Digital Print in a Multi-Media World This presentation charts the continued growth and evolution of digital print with examples of key applications and technologies, demonstrating the critical role that print continues to play in the modern communications landscape. Evidence from the most recent Insight report The Bigger Picture is used to present the print buyer s perspective of new market developments and the opportunities these create for print service providers. Practical examples are provided to convey how Canon is helping digital print service providers to evidence the ROI and value of print they produce and the expertise and skills that they can offer to build more consultative, collaborative and ultimately more effective relationships. Canon Confidential
Key findings Winning new customers Customers generally loyal to PSPs they trust suppliers Approx. 90% buy on value for money Just 10% cite lowest cost as buying criteria BUT They may change to new suppliers with new services and innovation Price is important but not critical, other areas such as reliability and quality are more important PR Manager Hospital, Germany
23 Increases Expectations on Print Service Providers
The Internet Good or Bad for Printers (need to generate more revenue from web based software and services) 2020 2010 2000 1995 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Base year 1995 = 100% Source: Insight Report Digital Printing Directions by Professor Frank Romano 24
Customer feedback: The results are confronting but true! It is good to discuss the business trends and see how they affect ME It is good to talk for 3-4 hours with you without talking about printers. Business analysis tool review, analyse and develop your business Focusing on 4 defined business areas for Commercial Printers: Publishing. Technical Documentation. Business Communication. Photo merchandise.
27 Most Growth / Investment Expected in Web to Print and Cross Media
Marketing Spend More Targeted and Personalised (2012) 28