Print on Demand: The New Economy of Print

Transcription

1 Print on Demand: The New Economy of Print Tony Hodgson Director of PODi in Europe About PODi Originally: the Print On Demand Initiative Setting the standards for variable data printing Now: a global organisation Over 700 digital printers and supplier members Analysing the key trends Over 500 digital printing case studies Best practice reports Educating our members and users The benefits of digital printing How to grow a successful digital print business 1

2 Topics Print on Demand in B2C Business to Consumer Trends and Drivers Why customers want it What you need to do it The Value of Print in the Digital Age Where customer value comes from How the New Economy of print works Print on Demand for Consumers Photobooks Personalised Gifts Self-Publishing 2

3 Travel and Holidays Wedding Albums Family Memories Scrapbooks A Photobook is... Digitally printed in colour Bought by consumers, not businesses Most created by females, age 25-45, with young children* Probably ordered online 93% bought online in Western Europe in 2011** Probably unique Many are ordered in single copies * Source: Printing Impressions Magazine, April 2011 and Infotrends **Source: FutureSource,

4 Photobook volume growth Millions of Photobooks per year 18.6% year on year growth One European company 4

5 European Photobook market High annual growth forecast 27% annual growth to 2013* Growth is on target More than 23 million photobooks ordered in 2012** Opportunities Over 60 manufacturers of photobooks in Europe** 6 companies have 50% market share** * Source: A Picture is Worth a Thousand Words, Infotrends, 2011 **Source: FutureSource, 2012 Other B2C Products Personalised Printed Gifts Customised Books Self-Published Books 5

6 Printed Personalised Gifts Greetings Cards Calendars Posters Address Books Wall Coverings Door Mats Tee-shirts Mugs Phone Covers Chocolate Boxes Wine Bottles Mouse Mats Personalised Children's Books 6

7 Self-Publishing Write, publish and sell your own book No up-front publishing costs Each copy printed to order - on demand Sell on Amazon etc with an ISBN number 7

8 Growth of Self-Publishing Millions of ISBN numbers in the USA 4 Traditional Subjects Self-Published Drivers and enablers External drivers Emergence of personal technologies Social values and economic conditions Internal drivers Digital production technologies Business enablers 8

9 Personal technologies Web Broadband E-commerce Digital photography and video Mobile Authoring tools Social media Social engagement online Sharing The growth of social sharing websites Gifting Benefits and use of e-commerce to send presents, greetings and donations Creativity Use of personal media creation and authoring tools Everybody can be an author and publisher online Customisation and personalisation Widespread growth of mass-customisation 9

10 Value of print in a virtual world Digital: Ubiquitous (it s everywhere) Transient, temporary Utilitarian, purposeful Print: Increasingly scarce Lasting, permanent Not essential, unique A New Value for Print? Personalised books and photobooks as little luxuries in tough economic times CEWE s view*: Photo products offer a high emotional value Photo product expenses are comparatively low Cocooning (withdrawal into private life at home) has a supporting effect on sales * Source: CEWE Fact Book September

11 B2C Product Requirements Production and process technologies High quality digital colour presses Highly automated, reliable workflow Consumer-oriented web ordering and creative tools B2C production can be highly profitable Retail price of photobooks from 8 to 80 each BUT... Expertise in digital marketing is essential Marketing costs can be very high Build online and offline retail channel partnerships Markets for Print on Demand Consumers Personalised gifts, photo products, self-publishing Micro and small businesses Commodity business print purchased online Medium and large businesses Direct and multi-channel marketing Customised marketing collateral 11

12 The Requirements for POD Digital colour printing End to end workflow automation Data management Full online integration Digital marketing E-commerce Retail, marketing and data partners The Economics of POD Traditional printing profited from: Printing more copies Because: Marginal cost of extra identical copies was low Print on Demand printers profit from Printing fewer copies Because: Added value in individualised versions is high The value is in the content 12

13 Print was a mass medium Not any more - other media are better Everybody is different And wants print to be individualised for them: Unique photo products and personalised gifts Self-published or personalised books and magazines Direct and cross-media marketing with personalised, messages that are relevant to them On-demand marketing literature with content customised for local and individual needs 13

14 The New Economy of Print Fewer copies More often On demand Online Automated Create value from data, innovation and service Find the value in customer content and data... a marketer s CRM system... a sales person s hot prospect... a mum s digital photos of her family holiday Thank you tony.hodgson@podi.org.uk 14