Richard Romano: This is Richard Romano from WhatTheyThink.com, and welcome to the latest installment of our continuing educational video series. We are here in Houston, Texas at the OCE North American, Envision the Future Forum. And I'm talking to Francis McMahon, who is the VP of Marketing for OCE North America. Thank you very much for joining us.

Francis McMahon: Richard, great to see you. Thanks for being here.

Richard Romano: And if you could tell us a little bit about what this event is all about.

Francis McMahon: This event is really all about helping customers get a fast start to 2011. It's about understanding the emerging applications and how they can take advantage of the technology today to do more with their businesses throughout 2011. For example, the transformation from offset to digital, the migration into new applications like true on-demand book publishing, transactional printing, black and white and color, and of course everything that we're doing around publications. This is why we're here today, to help customers see the Wow of Oce, get more ideas and to see it really from a customer perspective.

Charles Chalifox: I really wanted to hear about the digital workflow because we are growing the business quite rapidly and I wanted to make sure that we were prepared for.

Francis McMahon: You know, one of the fascinating things about our industry, it's my 22nd year here in the industry, and I continue to watch it evolve and it becomes more exciting every year. And when you look at, there are approximately 10 trillion pages that were produced in 2009 total, analog and digital. That number is shrinking to about eight to nine trillion pages moving into 2014. Now, that trend is not something that we all get excited about; however, if you enjoyed digital printing and see the opportunity and the value behind digital and the higher-margin potential in digital printing as opposed to offset printing, then this is exciting. Because the emerging applications like book printing, we're going to see approximately 73 billion books printed in 2014. And today I can tell you that we have one customer in particular that has 17 Oce devices. And they are printing 90 million… 90 million pages a month on Oce equipment utilizing our true automated end-to-end workflow with Prisma, our engines, and our finishing capabilities.

Robert Dahlke: I was really interested and excited about the kidding that they do here and I just… something that I never really thought about doing, you know, is mixing different types of stocks and everything and getting… doing it in a percolated type of thing. Kidding is for us really hard and I thought this is really interesting. It’s… try… try to…