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 Yogev Barak who is business manager for HP Indigo. Welcome.

Yogev Barak: Thank you.

Cary: And we’re here at DSCOOP Six and one of the topics of conversation here and in general has been how do we drive more demand from the buyers of print wherever they may reside in the organization. How do we educate them about the benefits of digital? So HP has been really a leader in that area, can you tell us a little bit about what you do to make that happen.

Yogev: Yeah absolutely, so we’re looking at ways to create more demand for digital print. We believe we have unique value proposition with the quality of the Indigo print and the capability to print in different substrates and the flexibility of the print. And we believe there’s not enough awareness for those capability out in the marketplace and one of the areas that was our interest specifically for us was the designer community. The people that design beautiful stuff and then today if you go and ask them about digital print, they’ll tell you digital is typically no I do not – high quality enough or many cases they’ll say just expensive and we cannot do it. And what we believe is that digital has all the quality that’s needed and it can be done on many different substrates and it’s beautiful and it should not be expensive if done correctly and this is kind of things that we’re trying to work with that community.

Cary: You know it’s interesting I find the same thing you find and it’s amazing after all these years that they still that they don’t understand that and it’s just this sort of ah ha moment when they see the samples and really understand the possibilities because it’s not only the quality or whatever or being able to do shorter runs, but the flexibility it gives them to version to customize even personalize.

Yogev: So we believe this is a toolset that every designer need to posses because it just enhances the things that he can offer to his customers. And you know he can go out and you don’t have to do only print but when you go out and offer your merchandises just one more thing that you can add and it can be about personalization, it can be about just doing a beautiful thing and doing it affordably in a short run; it can be many different other things and people just are not aware they can do it. So what we really wanted to do and as you said there’s this ah ha moment when they actually see something and we can tell them this is print on Indigo; this is digital and they say, that can’t be true. And what we’re trying to do is kind of expose more and more people to that defining moment and then try to hook them up with our PSPs and with our print service providers that will know how to work that out and to work with them. And I think we believe that creating those matches is what will actually then drive them to work more and experience the digital experience with Indigo.

Cary: And obviously I’ve talked to a lot of vendors in the marketplace and I just have to really congratulate you on this because I don’t see that level of effort, of evangelical effort going on among your competitors. So that’s great; I’m glad that you’re doing that and I’m sure your customers are glad you’re doing that. 

Yogev: So we’re lucky enough to forge this partnership with the How Design community and we have gone to their show and we’ve kind of talked to some of the designers and we’ve talked to the team that runs that community and what we have done lately is we have partnered with the print magazine who’s their basically leading publication and we’re putting in five editions through the year.. We’re partnering with the editors of the print magazine and putting in inserts that were designed by the editors of the magazine and they’re printed digitally on Indigo and each one kind of covers different area of capability of the Indigo print and then by that way again we’re trying to create that ah ha moment. We’re directing them to our DSCOOP community of network printers and we really hope that will create to forge those connections that will enable grow the digital awareness and pages.

Cary: That’s great. Well great work. Thank you.

Yogev: Thank you very much.