Tony Hodgson Digital Innovation 7 July 2010
Three examples of online routes to print Web-to-print, mobile-to-print, social media-to-print Very new – all launched in last 12 months Innovation New ways of assembling existing jig-saw puzzle pieces Use latest generation software technologies Cheaper, quicker and more reliable
1. Mobile-to-print
Shoot It! Send postcards from a smartphone like text messages US-based start-up in 2009 Global reach Often faster and cheaper than conventional postcards
How it works 1.Take photo 2.Choose contact 3.Write message 4.Confirm & send
A global workflow Individual images sent to Shoot It! server Daily production data sent to regional print partner Postcards printed and mailed same day User “texts” postcard and 99¢ debited from account
Shoot It's “jigsaw puzzle” pieces Inspired by text messaging Smart-phones with cameras iPhone, Blackberry, Android apps Web to print workflow Distribute and print network of digital colour presses
But if it’s easy, anybody can do it… HazelMail USA 2008 Shoot It! USA 2009 Postcard Star USA 2009 Postcards UK 2010 Advantage Digital Print and eCards.co.uk Touchnote UK 2008
2. Web-to-billboard
Signposter.com “…an innovative new service designed to make billboard advertising easy” Fully online web-to-print service for outdoor advertising Aimed at SME sector Launched in 2009 Owned by WPP
How it works 3.Book dates 2.Check suitability1.Find billboards 4.Create/upload artwork
The value adds Exposes outdoor advertising industry database to end users Shows format, availability, cost, reach, Streetview picture Advice on audience metrics, timing, offers etc Many mini case studies of user success stories Design advice, format info and artwork specifications Artwork choices: Design your own online from basic billboard layouts Modify a generic template with your own logo and slogan Upload print-ready PDF
Signposter’s “jigsaw puzzle” pieces Clear gap in market for SME buyers of outdoor advertising Leverages industry-wide database of most outdoor media owners (ClearChannel, J C Decaux, CBS etc) Partners with Hi-Resolution Production for project management, print, installation Comprehensive and transparent web-based service Expensive to develop Difficult to replicate
3Have an idea? But how to build it?
Peecho Printcloud Small Dutch start-up company Launched Printcloud in May 2010 “…facilitates ordering, production and shipping of personalized photo books, postcards, t-shirts, mugs, posters and so on”. A platform for any web-to-print service
Example Applications Postcards from your mobile – again! (Peecho gives away the app’s source code). Social networking gadget to create personalised magazines from Facebook etc Link virtual stores in online gaming to real- world printed gifts
Peecho’s jigsaw-puzzle pieces Amazon Cloud Computing platform Storage, messaging, transactions, database… Standard workflow protocols and file formats JDF, PDF, Adobe InDesign Shares revenue with a developer community Pay-as-you-go charging for merchants
The shape of things to come? A new generation of low-cost W2P service provider A platform for quick application development Easy merchant access Printers or their customers could be merchants Encourages creativity and innovation
Summary – what is Innovation? “A business that is not growing through new product and service introduction is likely to be in decline, as its existing sales portfolio inexorably matures”. DTI 60 Minute Guide to Innovation 2006 Innovation is Doing existing things better or differently Or new things from existing tools and resources Not the same as “invention” No need for an R & D department An innovation process is essential
Summary – the Process of Innovation Leadership Ideas through Customer interaction Employee involvement Networking Management Multi-disciplinary team Systematic reviews of ideas and development progress The critical success factor: profitable new business
Thanks for listening