Introduction from Ricoh
Open your mind to the future of print and beyond
It may seem counter-intuitive, but today’s print buyers – especially the young who have grown up in a digital world – don’t care much about technology. They care about what it can do for them.
Graham Moore
Business Development Director
Ricoh Europe
The people who create campaigns or buy print are in their twenties. Often female, these digital natives live and buy online. They grew up with social media. They expect convergence and integration, not stand-alone solutions.
They are establishing a future very different from the past. Like their own customers, they require real-time, easily accessible print or electronic communication which grabs immediate attention. To seize the opportunities and avoid the pitfalls this creates, print providers are going to have to innovate, and keep innovating. The most sustainable path will see them – you? – move towards a new role as marketing communications integrators.
Successful print providers will move away from supplying commodity products with small margins. They will earn influential positions close to their customers by understanding their needs. They will link print and digital technology to analytics and business goals. In the process they will become invaluable business partners and differentiate themselves from competitors.
A world of ‘print and beyond’ will see such print providers acting as brand builders, outsourced business process experts and marketing communications service providers.
You may not want or need to provide a full range of marcomms capabilities. However, the closer you get, the more valued you will be – and the more value you will release.
At drupa, Ricoh will be exploring how to make this transition.
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www.ipex.org
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