web-to-print and e-business print in d/a/ch
DESCRIPTION
Web-to-Print is not enough. Think holistic - that´s Bernd Zippers opinion. Presentation of a Keynote, held in Denmark during the New Business for Print Conference 2013 in July 2013TRANSCRIPT
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Bernd ZipperCEO zipcon consulting GmbHAssistant Professor E-Business Print, University of Wuppertal
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E-Business Print:
A market re-invents itself – Trends & Expiriences from D/A/CH(Germany, Austria, Switzerland)
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Sorry to say.
I hate speaking about
Web-to-Print…
… cause some printers don´t understand the “new business” and the new economy in print!
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What the world doesn‘t need …
… “printers”, who are also going online.
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What the world doesn‘t need …
… even more photo books.
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What denmark doesn‘t need …
… even more photo books.
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A Conclution to start and free of charge …
“The bait must attract the fish, not the fisherman!”
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A Conclution to start and free of charge …
“Web-to-Print 2.0 has long been a part of holistic services – for all printing areas.”
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Correction.
Online shop and Web-to-Print are therefore only part of a new, additional business model.
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Ok, Mr. Zipper so we can leave!
Service & quality are the quarantor for future sales.
However, business customers want more!
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Conclusion.
Holistic solutions.
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Conclusion.
More than “only” Web-to-Print!
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Web-to-Print in a different way ...
E-Business
Print!
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Conclusion.
E-Business Print is the combination of E-Sales, E-Service, E-Procurement, E-Marketing and the handling of different media channels.
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E-Business processes
E-Sales E-Services E-Procurement
E-MarketingE-Contracting
E-Distribution
E-Payment E-CRM
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E-Business processes
Selling Service + Products
Acquisition
Product Marketing
Purchase Process
Distribution
Payment Customer Service
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E-Business processes
E-Sales E-Services E-Procurement
E-MarketingE-Contracting
E-Distribution
E-Payment E-CRM
Web-to-Print
& Co.
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E-Business processes
E-Sales E-Services E-Procurement
E-MarketingE-Contracting
E-Distribution
E-Payment E-CRM
Web-to-Print
& Co.
Shop Shop Shop
Shop Shop Shop
Shop Shop
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Cloud
E-Business processes
E-Sales E-ServicesE-
Procurement
E-Marketing
E-Contractin
g
E-Distributio
n
E-Payment E-CRM
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By the way …
It‘s not always about the price!
Complete product overview, service, shipping time, quality, and reliability are the true values in this new business.
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Distinction between E-Business and E-Commerce
E-Government E-Procurement
M-Commerce
E-Commerce
E-Business
reference: Angeli, Kundler, Der Online Shop
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Distinction between E-Business Print andWeb-to-Print
Web-to-PrintOnline Shop
Mobile App (Shop)
Payment
E-Business Print
reference: zipcon consulting
Print Portal
Customer Services
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Conclusion.
E-Business Print complements the existing business model for print and media.
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Conclusion.
E-Business Print is, used in an appropriate way, a survival guarantor for every printing company.
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Conclusion.
The customer never only wants“Web-to-Print”.
…most customers don‘t mind it at all.
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Conclusion.
End customers want products.
Business customers want simple solutions and professional products.
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Paradigm change in marketing
1960 1970 1980 1990 2000 2010 2020
effectivity
Worldwide internet
penetration
New Marketing:• Customer
loyality/interaction• Individual
consultation/offerings• Broad brand definition
(values)• Focal point: customer
value improvementConventional Marketing:• Mass marketing• As many clients as possible for
standardized products• Narrow brand definition• Foal point: Marketing efficiency
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Enterprises: procurement via the internet
Proportion of enterprises with purchases via the internet(in %) 2009
Proportion of enterprises with sales via the internet (in %) 2009
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Individuals: procurement via the internet
Proportion of persons, who purchased via the internet(in %) 2009
Proportion of persons, who sold via the internet (in %) 2009
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Increasing scope & market opportunities.
Regional Market
Trade Market
Solutions for individual industries
OnlineMarket
Local Mark
et
Applications MarketSolutions for
individual applications
Potential accessible customers
Modification of sales rules from the retailing sector to
the wholesale or
specialized trade
Retail MarketPrint products for the
mass market (e.g. Vista Print)
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What´s the right solution?
It must not be a Online-Shop.
Even a B2B-Print-Portal, a Print-Collaboration-Solution or a B2B-Ordermanagement can be the right first step.
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Models.
Print-Shop
Print Portal
InfrastructureService
s
Customer shop “single edition”Customer shop “allrounder”Customer shop “niche”Business customer shop “allrounder”Business customer shop “niche”
Business portal “global”Business portal “individual”Business portal “niche”
Publishing service portal (SaaS)Publishing cloud
Broker service for Print
Print service provider
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Target group = Markets?
Consumer
“Prosumer”
Business
• Individual• Socio-cultural networks• Virtual communities• Unions of interest• Working communities• Clubs• Federations• Enterprises• Cooperations• Buying groups• Trusts • Agencies • …
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Demand Online Print Products 2011/2012
Products I
Product Legend
Photo book/Digital images
Poster/Canvas, etc.
Business cards/Stationary
Leaflet
Brochures/Magazines
Loose-leafs/1c Print
LFP/Photo products miscellaneous
Job printing miscellaneous
Stars
Cash CowsPoor Dogs
?
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Basis: acquisition zipcon consulting GmbH, market survey 2008-2013
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Trend: demand Online Print Products 2013/2014
Products II
Stars
Cash CowsPoor Dogs
?
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Product Legend
Photo book/Digital images
Poster/Canvas, etc.
Business cards/Stationary
Leaflet
Brochures/Magazines
Loose-leafs/1c Print
LFP/Photo products miscellaneous
Job printing miscellaneous
Basis: acquisition zipcon consulting GmbH, market survey 2008-2013
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Industry Innovators 2012
Innovators D/A/CH … Selection referred to market survey spring 2013
Innovators
Preservers
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Basis: acquisition zipcon consulting GmbH, market survey 2008-2013
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Conclusions …
Professionality counts!Only about 420 shops (from ca. 1300) are really relevant and generate as open shops noteworthy volumes of sales
1.2.3.
64% of the total online print sale‘s volume is generated by huge online printers like Vistaprint …The cut-throat competition startsHuge providers press forward into niches – medium-sized enterprises become targets of acquisition efforts
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Conclusions …
Comprehensiveness counts!Only shops with a mature technology, a broad range of products and good service are successfull.4.
5.6.
Transparency pays.Modern pricing methodologies and transparent processes create trust and the customers “gladly” pay back …Agile networks work!Partner networks, which jointly appear on the market under one brand are having more and more success – and stay as a single enterprise agile and independently successful.
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Result:
The online print indusry is “grown up” and one of the influential forces within the print media landscape in Germany/Austria/Switzerland (D/A/CH).
Barriers to entry can be mastered with investments and agility. Now is the time to begin.
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What is EPOS?
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First impression…
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First impression…
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First impression…
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First impression…
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Thank you for your attention.
Comments, remarks and complaints: