From a business standpoint, digital printing now represents a profit making opportunity for every print provider, regardless of size or specialty. What’s more, each business can leverage the opportunity in its own way with an investment in digital print capability that makes the most sense for the kinds of work it does and the base of customers it serves. Whether that capability is strictly digital or a hybrid solution of adding digital print inline with offset printing, the key is finding a partner that understands your business.
Kodak (Booth 1221) is a leader in digital printing technology, having pioneered inkjet printing more than 40 years ago and launching its toner-based technology just a few years later. With the inkjet-based PROSPER platform and toner-based NEXPRESS platform, Kodak offers customers scalable solutions that grow as the customer’s business grows and provide opportunities to expand services in a variety of ways.
Print buyers increasingly are opting for digital printing because it enables them to print small quantities cost effectively, target niche audiences with customized content, create multiple versions of print materials, eliminate overproduction and waste by moving to print-on-demand sourcing, and explore new market opportunities.
All over the world, digital printing businesses—as well as many conventional plants that have installed digital presses—are serving their digital-savvy customers with direct mail, promotional materials, transpromo documents, labels, point of purchase (POP) items, photo merchandise (books, albums, calendars, etc.), versioned publications, on-demand books, short-run periodicals and newspapers, and short-run/versioned packaging. With a dwindling number of exceptions, if something can be printed by another process, it can also be printed—and probably should be printed—on a digital press.
There are very healthy profits to be made in the printing business by those who have accepted the fact that the business isn’t what it used to be. The best news is that the choice of digital print platforms and capabilities has never been more attractive for printing companies of all types that are ready to break in. Each shop will have its own set of reasons for choosing one digital press over another, but the following considerations apply to every investment decision.
The print market is changing rapidly, and if a digital press purchased today is the same press (in terms of capability) one year from now, it will have lost much of its usefulness. This means that scalability—the ability to continuously upgrade and retrofit an existing platform for enhanced performance—ranks high on the list of must-have attributes in a digital press.
In most applications, the distinction between offset print quality and digital print quality has vanished, and buyers of print media expect the same high-end printed results from both processes. A digital press must have the expanded color gamut and the value-adding special effects that buyers are ready to pay for.
To maximize productive uptime, a digital press must offer a robust duty cycle, tight control on calibration and quality, and components and systems that can be serviced and/or replaced by operators.
As transformative as digital printing has been, it is not a break with the past—it’s the next opportunity for printers to promote the value of graphic reproduction services to their customers. Kodak can help you choose the right technology for maximum flexibility and profitability, and will work with you over time to ensure that you are getting the most from your digital printing investment. Customers all around the world have found success with Kodak’s proven toner and inkjet solutions, and Kodak knows that success requires much more than just a reliable piece of equipment—it requires a deep understanding of the market and a commitment to ongoing innovation.