New research from TrendWatch Graphic Arts shows a small, but significant group of printers and service bureaus “get” variable data printing and are reaping its rewards.
A recent report from TrendWatch Graphic
Arts (TWGA) outlined the acceptance rate of variable data printing (VDP)
technology among today’s printers and service bureaus and the prime success
factors for those companies currently profiting from VDP.
The report, titled "Variable Data
Printing: Maturing in All the Right Places," found that only a small number of
companies are currently reaping rewards from VDP, but that those are the
companies that have fully embraced VDP and have made the IT, design and
marketing investments to make it work.
"Our research indicates that the
success of VDP is directly related to proper technology, a honed business model,
vision and creativity," said Vince Naselli, director of TWGA.
According to the report, 13% of all
respondents see VDP as a sales opportunity for their businesses; while 14% of
commercial/quick printers, 9% of trade shops and 27% of digital printers see VDP
as a sales opportunity. In addition, 15% of all magazine publishing respondents
and 22% of catalog publishing respondents report they currently implement some
variable data printing into their production.
Still, interest is one thing; success
is another. Although the report indicates a growing acceptance of VDP, both in
terms of technology and application, it also pointed out that it takes more than
an interest in VDP to bring about a successful implementation.
"The market is quickly becoming that of
the 'haves' and the 'have-nots'," Naselli said. "On the whole, the 'haves' tend
to have VDP programs that are gathering steam, developing increasingly complex
applications for an ever-broadening customer base, and are generating
increasingly larger revenues. These companies, while still in the vast minority,
tend to see their VDP businesses growing or at least holding steady [even during
tough economic times] in large part because their customer bases embrace the
value of ROI-driven marketing models."
In effect, this small minority "get"
VDP. They look on themselves as total solutions providers and key in on how best
to serve their customers, whether it be investing in new technologies or working
through complex marketing scenarios. They also tend to have the large customers
willing to pursue VDP strategies. The have-nots, however, have trouble viewing
themselves as anything more than printing companies.
"The 'have-nots' are the majority of
printers with digital presses who are still trying to figure out how to make it
work," Naselli said.
The 166-page report is currently
available and costs $1,595. For more information, visit TWGA here.
