Hardly any other technology is bringing about as much change and opportunity as the production of templates via the internet, known as web to print, says Bernd Zipper, Germany
THIS term first appeared in the late nineties when it emerged that the web-based production of templates worked. Since drupa 2004, the number of web-to-print applications for customers of service providers in Germany, Austria and Switzerland has doubled annually.
Relevant processes and key applications on the market are developing at breakneck speed. The result is that web to print will further radically restructure the print and media industry.
This is one topic to which those in the print and media industry looking to the future of their businesses cannot close their eyes: web to print. Denigrated by some as a fashionable flash in the pan and job killer, and praised by others as a cure-all – the online production of templates is a profitable but controversial phenomenon. And that’s no accident because although this new style of printing comes with many advantages, it is simultaneously drastically transforming the market. Jobs that were previously handled by printing shops of all sizes can, in the age of Web 2.0, be completed faster and more affordably online at the click of a mouse. A key characteristic of the process is that end customers can often be directly involved in the design of the desired template.
While some printers stubbornly refuse to join the digital revolution and still regard web to print as a highly suspect model for the future, the fact is that web to print has long since become part of the daily routine in many companies – mostly with great success. It was already some time back that new technologies snuck into the printing market – in truth there probably isn’t a printed product that can’t be generated on the net.
In contrast to traditional processes, even small print runs can at any time be made according to individual needs. And jobs can be accepted over the Internet from anywhere in the world. At the end of the day, that saves time and money and makes it possible to enhance customer service. With the advantages so plain to see, it makes you wonder why web to print is still so hotly debated. One reason is the plethora of technological options open for printing and prepress, for the production of various end products (eg business cards, books, T-shirts, advertisements and extensive advertising campaigns). Given the continual rise in the number of web-to-print solutions, it’s difficult to keep abreast of all the offers.
Consequently, web to print has many names – online production, web-top publishing as well as dynamic documents, and many more made-up denotations. With so many terms, confusion is inevitable. Yet they all refer to the same process. It also goes without saying that virtually every supplier touts his application as the most effective and only really viable choice, which further complicates things. Anyone looking for a good web-to-print application will find a startling number of ‘market leaders’ among the manufacturers. Therefore it’s best to be cautious as some suppliers of solutions make a lot of promises that they cannot keep.
How does web to print work?
TO clarify things, the process can be summed up as follows: web to print is the server-supported online production of personalised documents, such as templates, that integrates business processes. In practical terms, this means that by connecting to a server via the internet, customers can design documents directly in their web browsers, while invoices and delivery notes are automatically generated in the background. Although in some cases the web-to-print application performs these business processes, the relevant data is often forwarded to a management information system (MIS) or internal administration system such as SAP.
For customers, the key benefits are the speed and timeliness that web to print offers. With just a computer and internet browser and no specialist skills, customers can design and personalise templates. Whether it’s the creation of individually printed T-shirts, business stationery and documents, business cards, photo albums or even customised wallpaper patterns – the design and ordering process is generally as easy as child’s play. Much as in the completion of forms, text is entered and motifs (eg photos) are uploaded and positioned in the layout as desired. Depending on the system used, the web-to-print application then takes over all or at least most of the remaining steps.
With web to print, projects can be executed that would be totally uneconomical in traditional printing processes. Books or newspapers can be created or updated directly on the online platforms and printed in small runs. Here the authors enter the text themselves. For global companies, web to print represents a whole new kind of co-operation. Employees around the world work on the same document online, adding to it and in this way collaborate efficiently. Despite all these advantages, one thing always needs to be kept in mind: not all web-to-print systems are suitable for all companies. There is a wide range of different applications available on the market to choose from. Simple versions cost around €3,000. Those looking for extensive and complex systems should budget in the six figures.
Which application suits which purpose?
IN the eighties and nineties, Apple Macintosh and desktop publishing revolutionised the industry. Today, web to print is assuming this role. Many of the services previously provided by graphics companies can now be completed by customers themselves. Which means that web to print could soon advance to become the publishing instrument par excellence. The dividing line between suppliers on the one hand and service providers on the other is, however, still blurry. Put into perspective: technology suppliers deliver the technical components necessary for web-to-print solutions. It is software suppliers that provide the web portals, software modules or even all-in web-to-print applications. Companies that build such systems from various components, extend or re-programme them and integrate them into overarching platforms for their customers are referred to as integrators. Providers sell or hire out entire web-to-print platforms. On top of that, there are various media service providers who temporarily make application platforms available to end clients.
Not only are complete systems available for purchase or rental but individual Web-to-print applications can also be combined or extended with existing solutions such as Adobe’s InDesign. Before a decision is made, the range of functions actually required should be clarified. To answer this, comprehensive research should be carried out before the purchase or a consultant called in.
Benefits for suppliers and users
Medienservice Agentur Group (mds) makes use of two web-to-print solutions to optimise its business processes. One is Pageflex by Bitstream, a solution for online stores which allows various quantities of text and image sizes to be entered into dynamic layouts. The other is publiXone, a tool used in the creation of marketing materials (such as templates) on the internet. Both applications are sold by the Saerbeck-based company konzept-iX. Christian Leuthner from the mds management sees the use of Web to print as predominantly advantageous: “As a service partner, we aim to provide our clients with state-of-the-art communications and production procedures that help them to take full advantage of all sales channels through target-group-specific, individual, prompt and cutting-edge offerings. We want our clients and our own company to become more successful. Many industries face intense competition.
To make yourself stand out and in order to penetrate new markets, you need innovative products and corporate communications. Getting to the market faster, preparing target-group-specific offerings and acting at an international level to achieve growth are just some of the challenges facing companies. Web to print can play an important part in that. Sustainable solutions streamline costs, eliminate mistakes, save on time and facilitate communication.”
One thing is sure, the face of the entire publishing and media industry will change dramatically in the coming years through web to print. Traditional workplaces will have to make way for modern versions, and job losses will be difficult to avoid. Inevitably, more flexibility, ongoing further education and a rapid shift in decision makers’ thinking patterns will be called for. And the industry’s wheels are in motion. Of the roughly 31,000 businesses in Germany that have the potential to provide new online services, some 1,000 offer clients
web-to-print solutions. Surprisingly, these are predominantly agencies and online service providers – offset printers remain in the minority. Has the printing industry missed the bus into the Web 2.0 age, which for other industries is already part and parcel of daily business? The Bundesverband Druck und Medien eV (bvdm - German Printing and Media Industries Federation) has recognised the need to act: “The internet is influencing the printing industry to an ever greater extent, especially in the areas of prepress and order processing. We want our member companies to actively play a part in shaping this development and are therefore focusing on addressing the topics of web to print and database publishing,” said Thomas Mayer, managing director of the bvdm, commenting on the current state of affairs.
New target groups and job profiles are emerging and the industry needs to recognise this and take advantage of the changes. New models are required, particularly purchasing and decision-making mechanisms for the online generation need to be taken more seriously into account now and in the future. After all, products such as printed sneakers or personalised designer bags open up entirely new markets to the printing industry. Even the most unusual printed products can be ‘virtually’ presented and sold online. So far, however, it’s not exactly printing service providers who are taking the lead in this sector.
Web to print at work for DekaBank
Frankfurt-based DekaBank harnesses Web to print for its marketing and media management activities. The bank decided to go with the BrandMaker solution by pi-Consult in setting up its central platform. BrandMaker is a web-based, modular software for the optimisation and automation of processes. Similarly to ERP systems in other business areas, BrandMaker offers networking capabilities in the field of marketing. The application was conceived specifically to meet the needs of this business unit. Functionalities and operation have been adapted accordingly. The system networks all links in the marketing process chain from planning through design to reporting. In this way, communications channels are optimised and secured, processes speeded up and costs cut. The focus is clearly on automation and getting maximum use of resources.
DekaBank’s primary objective is to enhance media production and administration processes. At the same time, sales partners are efficiently supplied with customisable advertising and other materials of assured quality. To this end, the company has implemented the BrandMaker Media Pool, Media Management and Marketing Planner modules. “With Web to print, we will in future be further optimising our media production processes. In creating customisable materials, we hope to significantly boost efficiency and reduce costs,” explained Olaf Nolting, director of Electronic Sales Services
at DekaBank.
Example of Cadillac and Geiger AG
THE web-to-print tool print4media is devoted exclusively to automated online publishing. Based on an online store with catalogue, shopping basket, approval processes and all the rest, it allows the most diverse printed products to be customised. From business stationery through forms, flyers, mailings and posters to warehouse documents – all are consistently produced in line with CD/CI guidelines.
Myriad possible applications characterise this solution. For instance, it can be used for projects with clients active in B2C, for the creation of entertainment products or the automated production of advertising documents with highly individualised content. Clients can upload printing jobs directly onto the appropriate online shop and automatically receive a quote. The tool lends itself to everything from personalised business cards to complex marketing campaigns. Just a few of the possibilities are calculating jobs, designing calendars with the client’s own photos, customised advertisements and producing marketing campaigns. This wide palette of options is available essentially because print4media functions on the building blocks principle. Thanks to various Pro modules, a high degree of specialisation in different market segments is possible. With the appropriate design tools, the Quark or InDesign product templates can be defined and exported to the online store.
A practical example of print4media in action can be found at Cadillac Europe. The individual local dealers can access ready-designed advertisements via an online marketing portal and customise them within a certain framework. Each product advertisement is therefore also a customised dealership ad. No special skills are required for an employee of the relevant dealer to create such an ad in line with the CI in just a few minutes. As a user of print4media and managing director of Geiger Aktiengesellschaft, Jürgen Geiger knows just what benefits web-to-print solutions generally offer: “Web to print creates new markets. It’s a platform for SMEs, that is for the hundreds of thousands of small businesses which previously ran into a brick wall as regards the usual minimum quantities for customised advertising materials. Web to print taps into a latent need and promises to win over new customer groups. It opens up new potential for the entire spectrum of advertising products.”
