InfoTrends Stresses Mobile Strategy and “the Cloud”

Within 36 months, web-to-print will be replaced by mobile-to-print, predicted Barb Pellow at the InfoTrends breakfast on Monday morning, where some 100 early risers gathered at 7:00 a.m. Pellow calls it m-Enablement. Some 82% of Americans now have cell phones, the Group Director pointed out, and one in four people say they “can’t live without” their mobile device.
Why integrate print with mobile? Because it makes print interactive, Pellow urged. In the case of SMS text-messaging campaigns, response rates are off the charts, ranging between 15% and 30%. And print is the driver to get people to opt in. “If you don’t have a mobile strategy now,” Pellow told printers in the audience, “you’d better get one soon,” citing current products from firms such as’s mobile app and coming products including PageFlex’s PagePop technology, which links to iWay.
InfoTrends President Jeff Hayes agreed that mobile along with programming, data/content, analytics, and sourcing are the big growth areas for printers. Other services have become commoditized like print itself, Hayes said, adding prepress, color management, binding, and workflow to that list. Associate Director Kaspar Roos added that drupe next May should be a “cloud” heavy show.