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Presentation at the Ricoh Belgium Production Printing Workshop January 29th 2014
Citation preview
Version: [3.3] Classification: In Confidence Owner: [Graham Moore]
Opportunitiesin Digital Print
Roger ChristiansenMarket Development ManagerRicoh Europe
EuropeanMarket overview Direct Mail
Agenda
Books
Summary
Promotional
2
Market overview
3
The Total Value of the PP Market
71%DigitalGrowth
Pira - The Future of European Printing to 2015 Market Forecast. Includes print machinery, ink, paper and board
Significant market opportunities in digital
Western Europe Print Market€ Millions
Digital EP& Inkjet
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Offset
80949
68946
9453
411316280
6890
2009
2015
Digital
Inkjet
2% Total
Print Market
Growth
(to 2018)
2018 Worldwide
Top digital applications in Western Europe
Source: Infotrends - Western European Digital Production Printing Application Forecast: 2010-2015
What’s happening in the Books market?
6
7
Books - drivers
8
Volume growth drivers
• Shorter runs
• On-demand business models becoming possible
• Drive to reduce storage and obsolescence costs
• Improvements in digital printing technologies, especially in continuous-feed inkjet
Books - drivers
Volume decline drivers
• Flat to declining demand for books overall
• Reluctance of publishers to change business and production models
• Encroachment of e-books into physical book sales
79% of jobs in 2011 fell into a category of production volumes under 5,000 - which is suited to digital production. (Source: Pira)
530,000 new titles in print in 2011 – growth of 8% since 2007*
8,500,000 titles in print in 2011 – growth of 51% since 2007*
*Source: European Book Publishing statistics Nov 2012
Your opportunities in books ?
Copyright Ricoh Europe PLC 2013
Print on demand•reduce warehousing costs•make money from backlist
Local production / Distribute and print• minimise / eliminate distribution costs• sustainability• opportunity to localise
Multi-platform•opportunity to add value to printed books, •link to digital
Original drawingBy Duncan Newton
Original drawing by Duncan Newton
Print on demand in action….
Very effective if they print the right amount (rare)
Excessive waste if publisher prints too much
Lost revenue, unhappy authors, and empty book store shelves if they print too little
Lost Revenue
Waste
Nº
of
Bo
ok
s in
Inv
ento
ry
Time
Minimum OffsetRun Length
Digital reprints - shorter runs with less risk
Author Publisher Printer Distributor Book Store
The long tail – the end of out of stock
What’s happening in Direct Mail ?
11
12
Direct Mail - drivers
13
Volume growth drivers
• More targeted mailings, personalisation
• Still growing in some European markets
• Enabling white paper solution through ultra-high volume digital colour print
• More targeted mailings, personalisation
Direct Mail - drivers
Volume decline drivers
• Move to other forms of direct marketing
• Increase in postal costs
• Detrimental image of direct mail as junk mail
Digital is 30%
of P&G budget
Big data, small communications
Data
Effective communications
Value added services
Segmenting
Targeting
Profiling
Digital
Social media
Mobile
Greaterpersonalisation
Copyright Ricoh Europe PLC 2013
Your opportunities in Direct Mail ?
Copyright Ricoh Europe PLC 2013
Full colour variable data solutions•improve response rates•provide more targeted conversations with their clients•combine with colour digital to create personalised communications
Cross Media marketing•consistent customer experience across multiple channels•integrated communications
Marketing Asset Management •centralises the management of marketing assets (such as brochures, collateral and flyers) enabling customisation and personalisation
Cross media marketing in action
MobileDevice
DATABASE
Recipient updatespersonal data
Order confirmation
Online
MOBILE DEVICE
PURL
CUSTOMER EXPERIENCE
Copyright Ricoh Europe PLC 2013
17
What’s happening in Promotional print ?
Promotional print - drivers
18
19
Volume growth drivers
• Shorter runs, regionalisation, and versioning
• Growing overall demand
• Underserved demand from micro-businesses, which can now be served by digital print
• Shorter runs, regionalisation, and versioning
Promotional print - drivers
Volume decline drivers
• Electronic billboards replacing posters
• Regulations against out of home advertising
• Message overload !
• 12,500 printed Point of Purchase in a typical supermarket
• Or 4 per second
• Creativity !
• New applications
• New markets
Your opportunities in Promotional print?
Copyright Ricoh Europe PLC 2013
Cost-effective solutions for short run (existing business)• excellent quality (extra process colours)• Piezo Inkjet technology (becoming dominant in WF digital print industry)• Strong environmental benefits
VersioningTest marketingRegionalisation
Micro brandsIn store promotionsCreative ideas !
Next actionsSummary
21
Summary• Offset is declining, and
digital is growing but by 2018 79% total market will still be Offset (Pira)
• Lots of challenges in the market
• Lots of change and disruption
= bad news for existing business models
• One man’s threat is another’s opportunity
• Creates opportunities for Print Service Providers
• New challenges: how do you make money from short runs ?
• Focus on niche opportunities
• Are you a printer or a service provider ?
22
Thank you
Questions?
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