Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     January Economic Webinar     Printing Business Outlook 2017 Report     European Coverage     Production Inkjet Analysis

Thought Leadership Video Series

Manager of Business Development Avi Basu talks digital print at DSCOOP

Published on March 8, 2011

At DSCOOP Cary met up with Avi Basu, Manager of North American Business Development at HP, to discuss digital printing and the new verticals HP is looking to focus on.

David Murphy: Welcome to HP’s Educational Video Series. Hope you enjoy it.

Cary Sherburne: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com, and I’m here with Avi Basu, who is the Manager of North American Business Development at HP. Welcome.

Avi Basu: Thank you Cary.

Cary: So, you know, HP is, of course, a big proponent of trying to transition as much volume from offset to digital, analog to digital as possible and I’ve heard a lot of statistics about, you know, how many trillions of offset pages there are that are, that are available out there. What’s the latest data that you guys are using?

Avi: From the big numbers perspective let me give you a couple of quick examples. So, from an HP perspective, part of what I do and the people I work with, we do, is we actually apply two different tactics in the marketplace. One is what we’re creating the pull aspect. And the pull aspect is, in many cases if you wait for the pages, for the right set of economic and other conditions to actually migrate to digital, some of us could be waiting a long time. That’s what our customers are telling us, that’s what many of what we call page owners are telling us. So many times they are looking for education, they are looking for how can I move these changes? Will it make business sense for me? And what is the economic impact of that? So we are actually working, we have specific experts working with, for example, some publishers who are never going to be our direct customers. We are working with certain enterprise customers who are not looking to buy HP equipment for this kind of applications, but they definitely want to transform their business and they want to figure out, how can digital play a role, not because they want to print a better book, which is certainly one case, but in many cases they want to complete reduce the working capital tied up in inventory out of obsolescence. So it’s a very different business step.

But if you are able to successfully do that, and there’s evidence in this last year we’ve done a great job in doing this, that page is **** migrates to our customers. And so what we have is this one, two punch. We go create the pull from the page owners and then we create the push with the printers. And where the two meet, that becomes really the transformal, addressable digital pages.

Cary: So in a way, you’re out there being an evangelist for your customers and doing a lot of the market education that is difficult for them to do.

Avi: Exactly. So we define our role as two parts: one part is business development. To be more precise, it’s our customer’s business development. What’s good for our customers is usually good for HP.

Cary: Absolutely.

Avi: Right? And we both have a very common measure, more pages, more pages. Now, that’s one part. The other part we consider is market development, which is evangelist part you are talking about. And we have picked a few specific verticals that we feel we have some expertise, we have some contacts and we have a value proposition, so we are going on some specific verticals where we are creating market development activity and that’s how the two are coming together.

Cary: And so, can you talk about what those verticals are?

Avi: Sure. The ones that has probably the most amount of traction today is the publishing community. And within publishing community, for example, our initial estimate, as you know, as about 18months ago, we started shipping our first inkjet high speed digital presses as well. Which are an entirely different value proposition, especially for books and for magazines. And we have, by our own estimate, as of first quarter, first fiscal quarter of this year, which is November through January, in those three months along, our customers; the first few customers have printed 50 billion…

Cary: Billion with a “B.”

Avi: Yeah, there are 50 billion pages that have been identified with the publishers that are coming. They have actually printed 500 million already in the first quarter, the first three months. Sorry. Now what we believe are accessible to these publishers is about 50 billion pages over the next few years.

Cary: Wow, that’s great.

Avi: Now, this is according to estimates of the publishers themselves. WE are hoping over the next few years to access most of those on HP customers.

Cary: You know, and particularly in the book part of the publishing segment, I mean, the amount of waste in the supply chain is… has been huge. And how they’ve continued to operate with that, well, we just saw what happened with Borders.

Avi: Yes.

Cary: You know. So it’s changing dramatically, so and beyond publishing?

Avi: Beyond publishing, the other area that we are focusing a lot on is the agencies themselves.

Cary: Okay.

Avi: We’ve had actually some work that we’ve been doing, about the last 18 months; it all starts with a certain hypothesis because we have to figure out what makes sense for all the stakeholders in that supply chain, or in the value chain. It’s not just what’s right for HP or what’s right for our printing customers. So we have to go work with them to figure out where is this waste, where is the opportunity to transform. So that took us some time. We think you’ll hear more about this publicly in the next few weeks and months to come. So clearly, publishing is the one community we’re going after. We’re going after the agency which will impact certain the enterprise span and marketing span, we’re also going after certain brands, which you could argue is a function or a subset of enterprise, but that’s really to affect our label packaging business.

Cary: Okay.

Avi: Those are three areas that we’re most focused on initially. And there will be two additional verticals we’re looking at, but we’ll talk more about that in the next few months to come.

Cary: We’ll look forward to it.

Avi: Absolutely.

Cary: Thank you for sharing.

Avi: You bet.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

Published: January 19, 2017

Angela Stone, Manager of Packaging Optimization at Canadian Tire Retail, is responsible for all of the private label packaging that is used for the wide range of products it offers. It covers all types of packaging, from folding carton to flexible to sewn-in labels. She talks about how she handles color management across this disparate array of packaging applications.

 

Video preview: What PDF 2.0 Will Mean for the Printing Industry

What PDF 2.0 Will Mean for the Printing Industry

Published: January 17, 2017

Mark Lewiecki, Senior Product Manager at Adobe, talks about PDF 2.0, now being developed through the International Standards Organization which has responsibility for the PDF standard. A key new attribute is the ability to put page-level media-specific information directly into the PDF file. The ISO is also defining the metadata as it relates to media, especial for variable data printing, and is incorporating CxF spectral data into the PDF file.

 

Video preview: Learn About Anti-Counterfeiting Measures in Packaging

Learn About Anti-Counterfeiting Measures in Packaging

Published: January 17, 2017

Christine Gallagher, Director of Commercialization at Sonoco Trident, a division of the $5.2 billion packaging organization Sonoco, comes from a brand owner background. She speaks about the latest trends in anti-counterfeiting in packaging and how Sonoco Trident controls anti-counterfeiting measures, including reporting, and next generation developments that empower consumers.

 

Video preview: Leveraging Standards and Specifications to Get to Great Color

Leveraging Standards and Specifications to Get to Great Color

Published: January 16, 2017

Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.

 

Video preview: Are You Ready for the MarTech Explosion?

Are You Ready for the MarTech Explosion?

Published: January 16, 2017

Marketing technology is exploding. Michael Chase of St. Joseph Communications says that there are now more than 3,500 providers of "MarTech" services. But, building efficient marketing platforms requires more than just cherry-picking technology solutions. Chase notes that all the MarTech in the world won't help if there is no content strategy in place to guide the effort. The first tasks are to define the kinds of content to be created and to identify the audiences to whom the content will be presented. Armed with this knowledge, says Chase, marketers can choose the right channels and work toward achievable outcomes.

 

Video preview: Frank Looks Back at Early Variable Data Printing

Frank Looks Back at Early Variable Data Printing

Published: January 13, 2017

Frank talks about some of the earliest Variable Data Printing from when digital color first came into play in 1994. He shows the now classic Alphabits piece and many others.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved