Let’s get digital

Mobile and digital technology is irreversibly changing the shape of the print sector. Rebecca Paddick investigates what the next step for the industry could be and how it can adapt to keep up with this modern crossmedia world.

To keep up with demand and move with the times, the printing industry has had to embrace new and advancing technology. Over the past few years of economic change, print has faced a number of uncertainties. Reflecting worldwide trends, printers were forced to reduce staff numbers during the downturn and, although demand has now started to pick up, companies are still reluctant to boost workforces to pre-recession levels.

Elli Cloots, director of product management at innovative print solutions specialist Enfocus says this has a negative effect, suggesting: “This pushes them to find other ways to do more in less time. This is why we suggest to ‘work smarter and not harder’ with Switch. Automation is the way to be able to handle the increasing demand without having to work harder or longer hours.”

Faster and shorter runs, the increased speed of handling jobs in the large format industry, and having to do more with less people are all challenges that can be handled with Switch, an automation solution designed to optimise the process of supplying files to different output channels. By integrating with existing systems and driving third party applications, the software can speed up job processing, reduce errors and automate repetitive tasks. It automatically downloads files from one or more FTP servers, receives them as email attachments or handles hot folders. It then sorts files into different folders or transmits them to the appropriate destination so that each is ready for processing or archiving.

Accessing apps

Multimedia, tablets and mobile devices are often grouped together as they are all introducing the same challenges: how to share information in an attractive way through different channels.

Cloots adds: “There is now more demand for information to be supplied via multimedia. It’s no longer about only printing a job, but the same information increasingly needs to go through different output channels, including apps. Many publishers have significantly changed their business to include sales of apps and publishing magazines on tablets.

“Through the fact of these apps being available, bringing information instantly in a very interactive and customised way, I think the printing industry is experiencing real competition. When comparing ways of sharing information, traditional print media has become a carrier that is just too slow, but there will always be ways that print will remain a key carrier. Publishers just have to be willing to diversify.”

Going mobile

Mobile printing applications and solutions are also gaining pace. Mobile devices have allowed businesses around the world to continue working away from the confines of the office. Developments in smartphone technology now let us access and communicate information whenever and wherever we need to, speeding up business decisions and transactions. The ubiquity of mobile devices such as tablets and smartphones has led to a rise in demand for products that enable mobile printing.

Samsung’s MobilePrint app lets users access and print files and documents direct from their smartphone or tablet, and unlike conventional PIN methods that require a 10-step set up procedure on a wireless network, Samsung’s one-touch wireless setting enables users to be connected with a wireless printer through an access point or router in just two minutes.

“As we continue to become more mobile, and the idea of a traditional office changes, we’re likely to see this trend continue. Samsung has embraced and matched these developments step-by-step to ensure that our customers are never left behind by the rapid pace of technological developments,” explains general manager for Samsung UK and Ireland, Dion Smith.

Helping to satisfy demand for this growing trend, earlier this year mobile print provider EFI released the PrintMe Mobile 2.1, an enterprise software solution that enables direct Wi-Fi printing for iPads, iPhones and Android devices to all existing networked printers. IT departments can install PrintMe Mobile and deliver mobile printing on any printer connected to the network.

Eco-nomising

Since the start of the downturn in 2008, businesses have increasingly found themselves faced with the challenge of controlling costs and cutting spending without impacting productivity and output. Printing is one area where businesses have realised they can lower costs by using the right kit, often with the added bonus of boosting their green credentials at the same time. Manufacturers and technology vendors have had to adapt and develop technology and products to meet the changing demands of customers.

“Our customers are typically looking to reduce unnecessary printing, so we offer features such as duplex printing, easy options to select and manage effective printing, and the introduction of software applications such as Sync Through Web admin, enabling users to shut down printers without disrupting the user experience,” says Smith, adding: “Innovations such as the Easy Eco Driver helps encourage businesses to think smart about their printing – driving down costs and helping the environment.”

Samsung’s Easy Eco Driver solution enables custom settings to manage and control printing costs. In the Eco Driver tab, users can avoid printing unnecessary text or images in a document without changing the original file, enabling a more efficient use of toner and paper. It is also possible to print up to eight slides or pages onto one single page to increase the cost saving attributes.

Digital integration

Apps are fast becoming an integral part of a number of business models. The Docmail Postcard iPhone app designed by CFH allows customers to send photographs via iPhone to the Docmail  portal. The photograph and personalised message are then delivered as a traditional postcard.

“It’s a great example of how we have been able to embrace the digital age with traditions that many people still hold dear,” says Jon Marsh, commercial director at CFH.

The app operates via a secure online portal, allowing customers to upload their personalised correspondence which the company then prints and posts. For CFH, digital is a direct result of entrepreneurial management and investment in new technologies.

“We’ve diversified throughout the supply chain in order to meet customer demand for an integrated service. The rapid take up of Docmail is proof that customers who have previously been loyal to more traditional methods, want to reap the benefits of the digital age now,” adds March.

The company has seen a distinct increase in the digital side of the business, as Marsh goes on to explain: “We believe that this is not only because the quality of digital print has greatly improved with new technology over recent years, but customers are recognising the benefits of lower cost, greater efficiency and importantly less waste that is generated through digital delivery.”

Digital was once seen as a replacement for traditional printing, and there is no doubt that the development of these modern techniques has caused an irreversible change in the industry. But rather than view this evolving technology as a threat, it should been seen as a way of complimenting existing products and machinery.

Clearing confusion

In an attempt to clear up any confusion surrounding digital developments, Cross Media, a new industry event, has been set up to show printers how to enhance their business through new technology. The event makes its’ debut from September 3rd to 4th at the Business Design Centre in London. Event director, Nick Craig Waller, believes the event will help companies see the benefits this technology can bring.

“We know that commercial print is a tough market. The show is about what other areas can a printer go after—how can they turn themselves from just a print services provider to more of a marketing service provider? Not providing just ink on paper but adding much more value to their clients. Companies would much rather deal with one firm who can offer many different solutions,” explains Craig Waller.

Mobile publishing and printing is the area proving most interesting to watch, as the constant development of apps, tablets and indeed smartphones still have a lot more to offer. As a way of keeping up with digital, design will become more important. Traditional print will have to focus on quality to satisfy the market.

Integration of digital equipment with more traditional kit is not only providing a cost effective solutions, but is helping businesses to cope with increased demand on reduced workforces. Cost effective production for changing demands can be achieved via the combination of the traditional printing techniques with digital printing solutions. This cooperation is a firm step towards a secure future.