For most exhibitors on the digital side of the business, the message to attendees was applications equal results. Manufacturers and software companies are trying to helping printers answer the question of "How do I do it?" "How do I offer new products?" "How do I improve my workflow?" A focus on applications and results will follow.

This is a change from the previous line of finding what equipment has the best speeds and feeds to -- how can I put together the right bundle of service and solutions will it impact my business. Customers are listening - finally the cheerleading has worked. Service providers want to understand the new digital applications from the perspective of how can I do this. Dr. Joe Webb made a great point with his comment - (and I paraphrase) "Just because it is possible does not mean it is marketable." Printers have bought tons of gear and software thinking -- If we buy it they will come. And unlike Hollywood, they have realized the hard way, it is not true.

So, now they are digging in to answer "How can I use all the technology to position my company to grow and succeed." They have a big challenge because marketing is not a strength among printers and some (the smart ones) get that they can't just be printers anymore. They have to service the communication needs of their end-customers with solutions where print is only a component. If they don't, they will find they have new competition that understands this and knows how to market the possibility. So applications equal solutions equal results. And we all love results. Then we get to say
how we did it.

Lois Ritarossi
Sr. Consultant
lois@rogergimbel.com

Roger P. Gimbel & Associates is a worldwide consulting firm providing
digital solutions to print providers and organizations. We focus on
increasing profitability by leveraging cutting-edge digital technologies. We
are an organization professionals with years of experienced in sales,
marketing, technology, printing and distribution. With real world success
and a hands-on approach, our team of consultants providing sales training,
business development, seminars, variable data campaigns, and workflow
analysis.