Web-to-Print and E-Business Print in D/A/CH

Bernd ZipperCEO zipcon consulting GmbHAssistant Professor E-Business Print, University of Wuppertal

analyze • advice • implement

E-Business Print:

A market re-invents itself – Trends & Expiriences from D/A/CH(Germany, Austria, Switzerland)


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!


What the world doesn‘t need …

… “printers”, who are also going online.


What the world doesn‘t need …

… even more photo books.


What denmark doesn‘t need …

… even more photo books.


A Conclution to start and free of charge …

“The bait must attract the fish, not the fisherman!”


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.”


Correction.

Online shop and Web-to-Print are therefore only part of a new, additional business model.


Ok, Mr. Zipper so we can leave!

Service & quality are the quarantor for future sales.

However, business customers want more!


Conclusion.

Holistic solutions.


Conclusion.

More than “only” Web-to-Print!


Web-to-Print in a different way ...

E-Business

Print!


Conclusion.

E-Business Print is the combination of E-Sales, E-Service, E-Procurement, E-Marketing and the handling of different media channels.


E-Business processes

E-Sales E-Services E-Procurement

E-MarketingE-Contracting

E-Distribution

E-Payment E-CRM



Selling Service + Products

Acquisition

Product Marketing

Purchase Process

Distribution

Payment Customer Service





E-Distribution

E-Payment E-CRM

Web-to-Print

& Co.





E-Distribution

E-Payment E-CRM

Web-to-Print

& Co.

Shop Shop Shop

Shop Shop Shop

Shop Shop


Cloud


E-Sales E-ServicesE-

Procurement

E-Marketing

E-Contractin

g

E-Distributio

n

E-Payment E-CRM


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.


Distinction between E-Business and E-Commerce

E-Government E-Procurement

M-Commerce

E-Commerce

E-Business

reference: Angeli, Kundler, Der Online Shop


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


Conclusion.

E-Business Print complements the existing business model for print and media.


Conclusion.

E-Business Print is, used in an appropriate way, a survival guarantor for every printing company.


Conclusion.

The customer never only wants“Web-to-Print”.

…most customers don‘t mind it at all.


Conclusion.

End customers want products.

Business customers want simple solutions and professional products.


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


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


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


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)


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.


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


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 • …

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

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


Industry Innovators 2012

Innovators D/A/CH … Selection referred to market survey spring 2013

Innovators

Preservers

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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


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.


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.


What is EPOS?


First impression…


First impression…


First impression…


First impression…


Thank you for your attention.

Comments, remarks and complaints:

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