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Being in technology and working for a printing company has been very exciting for me in recent years. In the past, an IT department was often viewed as a zero sum deliverable; usually costing more money than it returned. This is certainly not the case these days. Not only does my team make an impact, we know it and we also run our own vertical sales line of business. Today, we actually bring in sales to the company.
Web-to-print has really opened our eyes to the possibilities that the future holds for the printing industry. I can absolutely say that if you don't embrace technology or strategically align your business with technology, you probably won't be around to see what happens next.
Sir Speedy Printing Scottsdale has been on the forefront of Web-to-print solutions since the beginning. We have enjoyed watching our impact on our customers and their business as well as our own company growth. This is due to the vision of the company owner, Sheri Statt Bercaw, as well as the organization as a whole. We changed our business four years ago to go down this path, and it has revolutionized our company and how we do business.
So now what? Web-to-Print is becoming more available in the marketplace. Software and hardware vendors are making their online storefronts more accessible. This is allowing our clients to more easily setup their own digital storefronts. Often, when we are pursuing a new client, we learn that they have an existing solution in place, they are educating themselves about these concepts, and the companies that provide these solutions and going direct. As printers who have mastered the art of Web-to-print solutions, what are we to do?
The answer: Interoperability! Adapt and rethink the concept of being a Web-to-print solution provider. Yet again, reinvent yourself as an interoperability expert.
Imagine meeting a prospective customer who already has a Web-to-print solution—home grown or even an in-house plant management, software-based storefront. Why not try to directly integrate their existing system into your print MIS system rather than trying to sell them the entire Web-to-print solution package?
Recently, I went on a sales call with one of our sales representatives to a client who told us that they were going to be purchasing a Web-to-print solution direct from a hardware manufacturer who had sold them some in-house printing equipment. After we realized that this meeting had made a left turn, we quickly retooled our message and started thinking about how to plug ourselves in as their print vendor of choice. As soon as we explained how we could utilize their new Web storefront and integrate it directly into our print MIS system, they were convinced that we had to be their partner. This positioned our company as their print technology consultants.
The Winds of Change
Print MIS systems, Web-to-print solutions, advanced Web applications are all coming on board with XML and order importing capabilities as a universal translator of data from one application to another. This will allow the interchange of data, or interoperability, from all aspects of the solution and the direct integration with multiple software providers on multiple levels. Coupled with an automated file transfer, you can receive print ready files from your customer similar to the way your own Web-to-print solution operates. The result is you become the "plug and play" vendor of choice for your customer.
Web-to-print means print revenue. Why should you care if you provide the front end solution? You could get all the print revenue you wanted without having to provide all the work of a Web-to-print solution. Strategically align yourself and your company as experts in interoperability with existing solutions and you will be not only looked upon as an authority, but also as a business partner.
New technologies, Web-to-print, and interoperability are the three ingredients that can enable an ever evolving printing industry to really make a future impact on printing companies. Clear vision and technological fortitude will establish your company as interoperability experts, allowing for smoother transitions and increased print revenue.
Mike J. Caruso, Jr. has been working in the IT field for more than 10 years, having spent four of those years in the printing industry. He is IT director at Sir Speedy Printing Scottsdale (Arizona) and manages the IT, Web services, prepress, computer to plate, and large-format printing departments. Contact him at mcaruso@sirspeedyscottsdale.com.
author: by Mike J. Caruso, Jr.