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Web-to-print solutions are giving printers an additional marketing presence on the Internet, and have also been an enabler for the growth of variable-data printing (VDP).
Most print providers have implemented some sort of Web presence, but most sites are informational only, with an overview of the company and contact information. Some printer sites have a link to an FTP site for customers to upload their jobs. These types of Web sites are fine for providing the printer with a Web presence, but fall short for price quotations, proofing, job ticketing, and placing orders. Also, these sites do not give the customer the ability to build their job online or insert variable-data information.
Getting Started
To offer a good Web-to-print solution, first analyze your infrastructure and determine what type of solution is needed. There are two basic types of Web-to-print solutions. The first type is referred to as a "host" solution. As its name implies, it is hosted by the print provider and is housed inside a printer's physical location. The elements for the host model are computer servers and software. Some handshake codes might need to be written to interface with the workflow technology used by the printer. The infrastructure the print provider must provide is an on-staff IT person to run and support the site. This involves server monitoring and maintenance, some prepress, and ongoing support.
The second type of Web-to-print model is alternate service providers (ASP). With this solution you employ another company's servers and software. The print provider subscribes to the service usually on an annual term. The ASP site is highly secure and offers a great deal of options. These options are fee-based on an a la carte scheme. You pay for what you need. Some options may be customized template design, multiple template options, Web site linking, and various payment methods.
Another option is software integration to variable data, which involves VDP programs such as PageFlex. Most ASP providers have various delivery options integrating with major worldwide shipping companies. Digital asset management systems are becoming a large component of most print operations.
Watch for Fees
ASPs charge a transaction fee for every job that comes through their system. The print provider is invoiced monthly for these transactions. If the print job volume gets high, these transaction fees could get expensive.
Some ASPs offer as a package unlimited transactions per month with a flat rate fee. The use of logical conditional statements pertaining to VDP is not currently available with ASP providers.
The next element a print provider should consider is what they need the Web-to-print solution to do. You get what you pay for with both models. Another issue to consider with both models is an upgrade path. Ask yourself: "If needs change, can the Web-to-print solution change and grow?"
Job applications and page counts are something to consider when investigating Web-to-print solutions. You will need to understand what type of jobs you will encounter going through the solution and make sure it can handle the total page count. Books, which can have a high page count, may be a problem for some solution to handle.
Consider how much variable-data work is done and what potential VDP work can be brought to you from your customers. Web-to-print solutions have helped increase the volume of VDP versus static work.
There is not one Web-to-print solution that does all. Many successful print providers can have two or more solutions installed. Know your capabilities, look at your growth, and compare it to your business plan.
Ed Bokuniewicz has 27 years in the graphic arts industry. Currently, he is a business development specialist for Eastman Kodak Co. and an adjunct professor at the New York City College of Technology (CUNY), teaching a print-on-demand class.
author: By Ed Bokuniewicz