Breaking Down the Barriers to Inkjet Adoption
By Elizabeth Gooding on March 28th, 2013
Last week, Canon hosted a cross-section of prominent companies from the graphic arts, book, direct mail and transaction printing segments in Munich Germany. I was pleased to be invited, along with other expert presenters from Gartner, InfoTrends, InterQuest, IT Strategies, Madison Advisors and NAPL. The Leadership Forum was held at Canon’s impressive 14,000 square foot Customer Experience Center where several cutsheet toner presses and a huge array of high-volume, continuous feed inkjet presses were configured as custom application demonstrations. I had ample opportunity to network with attendees and learn what was driving them to update their technology. While not specifically an inkjet event, the majority of attendees at the Leadership Forum were evaluating the transition to inkjet or expanding on an existing inkjet implementation. The top three reasons cited:
- Speed/Time to market requirements;
- Full-color, white paper efficiencies;
- Plans to enter new markets.
My charter was to prepare a wrap-up session on “Preparing Your Business for Inkjet ” along with two customers; Bob Radzis of SG360 (a direct mailer) and Mike McCombs of RevSpring (a transaction printer.) These two gentlemen shared their successes with transitioning to inkjet along with candid feedback on the challenges they faced as early adopters. Dialogue with attendees focused on perceived challenges with inkjet adoption but, there were very few actual barriers cited. Some key take-aways were:
- Inkjet has clearly reached a tipping point among high-volume printers of variable applications;
- Quality is no longer perceived as a barrier to adoption;
- Customers were encouraged by the increasing variety and availability of inkjet papers and seemed confident that the trend would continue;
- Customer seemed to recognize that the right workflow solution was as critical as selecting the right press but were less aware of the critical tradeoffs between paper selection and ink usage;
- The major remaining obstacle to inkjet adoption is production volume. Mid-volume companies often can’t generate the business case for inkjet.
While this was a working trip for me, it was also an opportunity to attend great sessions covering the social, economic and technical factors that are changing the print industry in general, as well as, drill-down sessions on key drivers of change in book printing, direct mail and transaction printing specifically. Whether you are a print provider or a consultant there is constantly more to learn in our industry and the Canon Leadership Forum did a great job of blending business, technical and market related content with product demonstrations and networking opportunities. If you ever have the opportunity to visit Canon’s CEC, or attend a future Leadership Forum I highly recommend the trip.
Elizabeth Gooding is the President of Gooding Communications Group and editor of the Insight Forums blog. She writes and speaks and provides training on trends and opportunities for business communications professionals within regulated vertical industries.