How you can expand your printing capabilities in many ways and stay in touch with the latest trends.
By Harel Ifhar
New large-format offerings and market penetration
If you are a PSP committed to making 2012 a year of growth, consider these technology trends and take advantage of the new application opportunities created.
In the retail point-of-purchase (P-O-P), point-of-sale (P-O-S) and advertising segments, expect to see shorter runs, faster time to market, personalization, and variable data printing. As advertisers look to maximize return-on-marketing-investment (ROMI), they are evaluating each piece of collateral for efficiency and effectiveness, creating an increased demand for digital. Today, approximately 20 % of retail signage is printed digitally, but this number is growing by double digits, leaving millions of pages for digital providers to capture.
Short runs and customization are also taking hold in the corrugated packaging market which, with an addressable digital market of 6B sqm, represents a tremendous opportunity for digital providers. By complementing their existing operations with digital technologies, customers can go from the digital file straight to production, making it easy and inexpensive to produce customized output and turn around packaging for a test-market by the client’s deadline.
Many customers are achieving success by diversifying beyond traditional signage applications and entering new markets, while using the same printing equipment. They are taking advantage of water-based, latex ink solutions to open a door to the decoration market, with applications such as curtains, pillows, rugs and custom wall coverings, and using flatbed UV-curable technologies for custom-printed furniture, doors, ceiling tiles and flooring (Figure 1). Certifications like GREENGUARD and AgBB are making it easier to place prints in the most sensitive environments, such as hospitals and schools. The decor market holds limitless P-O-Ssibilities and profitable opportunities. Today, many interior design applications are printed completely on analog devices. Few people are thinking about printing them with digital, in fact, sometimes no one is thinking about printing them at all!
How to produce growth
applications in your shop
Let’s take a look at how you can make the most of these trends and start producing a few key growth applications in house. As discussed, the retail and advertising signage market presents a major opportunity for customized output, be that on-demand signage for specific promotions or the use of variable data by region or store. Consider the following four applications as opportunities for growth:
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