Despite predictions by industry pundits, the actual “paperless office” never happened (except in sci-fi movies). One of the reasons is that the technology most thought would supplant the use of paper has actually increased it's use. For instance, “the use of e-mail causes an average 40% increase in paper consumption (The Myth of the Paperless Office).” In fact, there's so much more information out there via the web and corporate network, that the number of pages being printed continues to grow even though some people feel like they are printing less of a particular application.
Similarly, the key to understanding how business printing and imaging are changing lies in looking at what customers actually want from their communications technology going forward. In that light, I’ve noted the following trends:
- Customers are demanding solutions to business problems, not just devices
- Effective enterprises will successfully tap their information to improve business decision-making. The company network is the lifeblood of the enterprise carrying vital information and knowledge to the appropriate place in the company
- Service-oriented businesses use streamlined imaging and printing to enhance their value to customers
- Marketing pages are moving in-house as color lasers are approaching the quality of traditional commercial printers
- Color is increasingly leveraged for powerful business communications
Customers are demanding solutions to their on-the-job challenges, not just printers or scanners. This solution-orientation is driving the movement from monochrome printing to color and single-function to multifunction devices. At the same time, customers are experiencing information overload as the internet becomes the de facto information super highway. Other factors weighing on this IT balancing act include: security and regulatory constraints and pressure to control costs. All while color content, thus color printing, are becoming pervasive—as color is more persuasive in selling ideas internally and products/services externally.
Just like every other competitive business, the printing and imaging company that gets out and talks to customers—asking the right questions to find out what customers really need going forward (not just trying to sell them another piece of hardware)—will have the advantage. The one which then delivers the best solutions will gain market share. With increased commerce in emerging markets and their unique business needs—the need for further printing and imaging solutions to meet their unique business needs is of paramount importance.
Feel free to comment on what companies you think are doing the best job delivering printing and imaging solutions that customers value most and what solutions you'd like to see in this space . . .
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