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Frank Miller of Responsive Solutions on taking web-to-print to the next level

Published on January 22, 2010

Interviewer: Hi. I'm Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Frank Miller who is President of Responsive Solutions. Welcome.

 

Frank Miller: Thank you, Cary; pleased to be here.

 

Interviewer: And we talked earlier about some of the solutions that you have to help printers expand their resource streams that they can bring into their business and I guess we could -- I guess we could -- I've been looking for a broader term than Web-to-print because Web-to-print is kind of limiting and maybe I think you have a suggestion for that.

 

Frank Miller: Yes. Well, we like the term marketing resource center.

 

Interviewer: Okay.

 

Frank Miller: Which really takes Web-to-print to the next level and what we mean by that is Web-to-print is just what it says. It's a portal to provide printed goods. And a marketing resource center really takes a look at the whole broad category of what a marketing department does and needs and needs to provide to really their sales people and the marketing resource center handles all of the type of materials or promotional items that a marketing department needs to deliver to those end-users.

 

Interviewer: If people went to your website ResponsiveSolutions.com they'd be able to see a series of little videos. You set up a fictitious company called The Mojo Copy.

 

Frank Miller: Mojo. Yes. We all know where that name came from. We actually emulate a coffee franchise where there may be thousands of franchise owners distributed across the United States ordering promotional items which include printed goods; it could be anything from menus to post card mailings and it also can include coffee makers and special promotional items that they might be offering to their best customers that come in in the morning.

 

Interviewer: Could also include the t-shirts that the employees have to wear?

 

Frank Miller: Uniforms would be an excellent use of the system where you may need to order custom uniforms with their names on it, for example.

 

Interviewer: And of course marketers are very protective of their brands and so you have in the digital asset system that's included, you can also handle audio and video. So instead of having their favorite rap music playing, they can select from a list of corporate approved music play lists.

 

Frank Miller: Yes. They're not playing rap music in their restaurants, exactly. The whole idea is to distribute some of the basic tasks that would normally be centralized and to protect the brand of the corporation and also offer all the procurement and budgetary controls necessary so that the franchise owners or the individual sales people do not overspend.

 

Interviewer: You know, and the other piece is, it's one thing for the franchisor or franchisees to be able to come in and order all this stuff but it's also important for these systems to be pretty open because you need to be able to integrate with different systems within the printer shop as well as within the enterprise. So how do you handle that?

 

Frank Miller: Yes, we have a full set of API's that we offer customers that use our system. We can connect to backend MIS Systems, Prism, for one, which we've recently announced.

 

Interviewer: Okay. Yeah, we had Philippe in here the other day.

 

Frank Miller: Yes. They have an excellent backend product. Front-end systems -- basically the -- since we have been in business roughly six years, we're on a state-of-the-art platform which allows us to offer these types of connectivity very easily through a full set of web services.

 

Interviewer: That's great. I understand you've got some white papers also that people can download from your website if they want more information.

 

Frank Miller: Yes. We've invested in just trying to help transform the industry to where the printers can make it a much easier transition to really find new revenue streams, and the white papers may help the printer make some of the decisions.

 

Interviewer: Great. Thank you very much.

 

Frank Miller: Thank you for your time, Cary.

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