�ݺ�ߣ

Embrace Evolution: Web-to-Print
Prepared for Pacific Printing & Imaging
Wilson Zehr, CEO, Cendix
February 2008

© 2004-2008 Cendix
Web-to-Print Automation
Threat or Opportunity?
www.zairmail.com
www.vistaprint.com
www.amazingmail.com
www.mailingonline.com
www.printingforless.com
www.quantummail.com
www.mailnetservices.com
www.touchpoint.comwww.iPrint.com
www.longtermclients.com
www.expresscopy.com
www.shutterfly.comwww.kinkos.com
www.officedepot.comwww.mimeo.com
www.cendix.com
www.xmpie.com
www.pageflex.com
www.printable.com
www.l2soft.com
www.efi.com
www.pagedna.com
www.press-sense.com
www.myorderdesk.com
www.pageflex.com
www.printable.com
www.agfa.com
www.mybluestream.com
www.kodak.com
www.nimblefish.com
www.imagemedia.com
www.usadata.com
www.nowdocs.com www.infousa.com
www.marketingsource.com www.cactusmailing.com
www.mailersclub.com
www.modernpostcard.com

© 2004-2008 Cendix
Printing Industry Profile
• Capital intensive
• Excess capacity
• Commodity business
• Many vendors
• Similar products
• Price-based competition
• Rapidly evolving technology
• Technology expertise limited
Print is NOT Going Away; Other Mediums are Growing

© 2004-2008 Cendix
Internet Emergence
• Ubiquitous (20% of world population online)
• Advantages: content rich, immediate, global reach, low friction
• Disadvantages: passive, separate world, communication connectivity…

© 2004-2008 Cendix
Internet Convergence: Web-to-stuff
Legacy Systems
IP Network

© 2004-2008 Cendix
Web-to-print Defined
Web-to-print is a process that bridges the gap between digital content
online and commercial print production. This process is supported by
software and tools that allow print buyers (consumers or businesses)
to present documents or other printed materials digitally for production
by commercial print providers.
Online tools for web-to-print can assist with digital asset management,
customization, list management, scheduling, work flow, and end-to-
end communication. There are a wide variety of web-to-print solutions
available to solve an endless variety of customer, commercial printer,
and communication challenges.

© 2004-2008 Cendix
Consumer
Applications
Business
Applications
One to One One to Many
Zairmail
Jan-00 Instaletter
Jun-01
Print to Zairmail
Jun-02
Express Direct
Jun-00
Cendix
Jul-04
LongTermClients
Aug-07
Green Dog
Aug-07
CMP
Sep-04
Representative Cendix Applications
SpeedGreetings
Sep-00IPP
Mar-06

© 2004-2008 Cendix
Web-to-Print is NOT…
Print-on-Demand
Print-in-Advance
Static Print
Variable Data
Print-on-Demand
Offset Hybrid Digital
Corollary: Print-on-Demand is NOT just digital print
• Less waste/spoilage • Inline personalization
• No inventory • Increase flexibility

© 2004-2008 Cendix
Web-to-Print
• Direct response mechanism
– Guide to Web page (micro site)
– Compliments phone/mail/Fax
– Interactive response
• Simplifies collection/tabulation
• Streamline online responses
• Easily append list files
PURL’s
Personal Universal Resource Locater (URL) is a meaningful Web
address that is used to guide responses from marketing campaigns
back to a Web site where they can be captured electronically. This
tool can be used with either offline or online promotions.
PURL
closed loop direct mail
online
offline

© 2004-2008 Cendix
• Job Definition Format (JDF)
– Electronic work-order
– Standard XML tags
– Standard format
• Job Messaging Format (JMF)
• Bi-directional work-flow automation
• Managed industry standard (CIP4*)
• Standard subject to interpretation
• Owning JDF devices <> using JDF
• Web-to-print possible with/without JDF
Job Definition Format (JDF)
*International Cooperation for Integration of Processes in Prepress, Press, and Postpress
JDF
eco-system

© 2004-2008 Cendix
Advantages
• Add additional value for clients/clients of clients
• Online interaction is ”expected”
• Improve communication
• Streamline ordering
• Order 24 x 7
• Integrate into Clients operations (symbiotic)
• Reduce price-based competition
• Increase switching cost
• Increase margins
• Effective competitive response
• Reduce operating expenses

© 2004-2008 Cendix
Facts of Life
• Requires Investment (not FREE!)
• Investment in software
• Investment in systems
• Operations planning
• Sales training
• Things will Break
• Existing processes are not fast enough
• Existing processes not flexible enough
• Systems are not integrated
• Staff will resist change
• Definite Learning Curve (crawl, walk, run…)
• Cannot Anticipate Every Issue/Feature

© 2004-2008 Cendix
iterate
blue line, schedule
iterate
list, schedule
requirements
layout, deadlines
requirements
messages, targets
business
mailer
DM
agency
list
broker
letter
shop
Why Web-to-Print?
Traditional Workflow Example
commercial
printer

© 2004-2008 Cendix
fold, insert
& stamp
integrated
letter shop
function
mail
Web-to-Print
Revised Workflow Example
compose
A slo
total
proof
address
house list
broker sourced
Internet sourced
produce
integrated
commercial
printer
Faster, Easier, and Less Expensive

© 2004-2008 Cendix
Evolve to Integrated Solutions
inv
fading
inv
C V M
inv
shrinking
Traditional
Enlightened
Web-to-print
C V M
C M V
C = client/end user
M = manufacturer
V = vendor
High-Level
B-to-B

© 2004-2008 Cendix
eCommerce
site
Web-to-Print System Schematic
Web
site
ERP
system
Accounting
system
print
production
packing/
inserting
Shipping/
mailing
Web-to-Print
Internal Operations
postal
pre-sort
print
imposition
print
layout
Client n
portal
Client 2
portal
Client 1
portal
clients

© 2004-2008 Cendix
Phased System Adoption
Accounting
system
Internal Operations
postal
pre-sort
print
imposition
print
layout
print
production
packing/
inserting
Shipping/
mailing
ERP
system
Web-to-Print
Client n
portal
Client 2
portal
Client 1
portal
clients
eCommerce
site
Web
site

© 2004-2008 Cendix
Why Web-to-Print
Application Connectivity
user
interface
core
production
interface
inboundjump-in outbound
production system
accounting system
CRM system
external user
interface
database
Application Programming Interface
(Web Services)
Provides Ability to Flexibly Link to Internal and External Applications

© 2004-2008 Cendix
Online Maturity Model
• Corporate Web site
– Informational
– Products
– Contact
• Rudimentary Automation
– Upload files
– Request quote
– Online contact
• Interactive eCommerce
– Submit orders
– Charge online
– Check status
• Online Applications (portals)
– Interactive eCommerce
– Application specific features
– Client specific branding

© 2004-2008 Cendix
• What problem are you trying to solve?
– Reduce costs?
– Increase revenue?
– Competitive response?
• What business do you want to be in?
– B to B (small business, small/medium business, enterprise)?
– B to C (standardized, customized, affinity groups)?
– Government or other specialty market?
• What solutions are feasible?
– What stage in Maturity Model?
– How much do you have to invest?
– What is the market window (timeline)?
– What is level of technical expertise exists?
• Production work-flow
– What other systems exist?
– Which systems need to connect?
– How tight an integration is required?
Why Web-to-Print
Factors to Consider

© 2004-2008 Cendix
Solutions Available: Enterprise Software
Advantages Disadvantages
• Unlimited Portals • Price: $30K - $100K
• Customization cost
• Annual maintenance
• Upgrades & integration
• Hardware & systems required
• Software experts required
• No design support
Do You Want to be in the Software Business?

© 2004-2008 Cendix
Solutions Available: On-Demand Software
• Usage-based license • Limited customization
• No systems required • 3rd party customization
• No software required • No design support
• No technicians required
• Inexpensive initial license
• No upgrades & integration
• No annual maintenance
• Enterprise data center
Can You Meet the Unique Needs of Your Customers?

© 2004-2008 Cendix
Solutions Available: Hosted Solution
• No systems required • Inexpensive monthly hosting
• No software required • Low customization charges
• No technicians required • Portal licensing charges
• Inexpensive initial license
• Inexpensive monthly hosting
• Extension of technical staff
• No upgrades & integration
• No annual maintenance
• Enterprise data center
• Design support
Are You Comfortable With Your Partner?

© 2004-2008 Cendix
• Enterprise Software
• License ($30,000 - $100,000+)
• Customization
• Maintenance
• Integration
• On-Demand Software
• Subscription fee
• Template based
• Transaction based
• Hosted Solution ($1,000 - $10,000+)
• Initial license
• Monthly hosting
• Cover cost or pass-through
Pricing Models

© 2004-2008 Cendix
• Solution
• Requirements
• Graphical appearance
• Implementation
• Pilot test
• Launch
• Promote
• Refine
Launch Process

© 2004-2008 Cendix
“Build It and They Will Come”
Promotion
• Client Application
– Announce
– Train
– Direct
• Retail Offering
– Announce
– Promote
• Online
• Offline
– Refine
Well, Not Really…

© 2004-2008 Cendix
• Viral Marketing
– URL on every mail piece
– URL and offer on every email
– Company logo on every article and newsletter
• Multiple Points of Contact
– Order online
– Toll free number
– Free sample packet
– Free email newsletter
• Online Marketing
– Search engine optimization (organic listings)
– Pay for performance (paid listings)
– Contributed articles
– Paid placements
Web-to-Print Solution
Marketing Example: Zairmail

© 2004-2008 Cendix
Big $$
Accounts
Small $$
Accounts
Opportunistic
Orders
Quotes
Jobs
Quotes
Business
Development
Affiliates
Telesales
Direct
Sales
Web Site
Service
Delivery
Marketing
Call Lists
Sales Leads
Collateral
Promotions
Impressions
Small Business
Orders
Strategic Account
Orders
Quotes
Commercial
Printer
Web-to-Print Solution
Marketing Example: Zairmail

© 2004-2008 Cendix
• No Need to Fear Evolution
• Web-to-print Breeds Opportunity
– Add additional value for clients
– Integrate into clients operations
• Reduce price-based competition
• Increase switching costs
• Increase margins
– Respond to online competitors
– Reduce operating expenses
• Avoid the ICE
• Embrace Technology and Thrive!
Summary

www.cendix.com
P: (888) 889-0066
F: (503) 210-6479
E: wilson@cendix.com
Wilson Zehr
CEO
Cendix

© 2004-2008 Cendix
Wilson is the CEO of Cendix (www.cendix.com) the leading
provider of Web-to-print solutions that increase sales both
online and offline. Cendix also provides strategic and tactical
marketing consulting services for emerging growth companies
in the Pacific Northwest. In addition, Wilson serves on the
faculty for the School of Management at Concordia University,
Portland, Oregon (www.cu-portland.edu).
Wilson Zehr has 25 years experience in high technology and
telecom – over a decade of experience working with Internet-
related products and services. He has created numerous new
products/brands and successfully brought them to market. In
addition, he has crafted and managed strategic alliances with
many (20+) of the largest technology and communications firms
in the world. Mr. Zehr is a serial entrepreneur who has raised
over $60 million from investors; returned over $160 million; and
bought/sold a number of enterprises.
More detailed background information on Wilson can be found
at http://www.cendix.com/about/management.html
References are available on request
Wilson Zehr

�ݺ�ߣ

Web To Print Webinar

More Related Content

Web To Print Webinar