Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Thought Leadership Video Series

HP is the front runner for digital education

Published on March 29, 2011

HP Indigo Business Manager Yogev Barak sits down with Cary to discuss how HP is educating printers on the benefit of digital printing to bring them to that "AH HA!" moment.

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.

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: Professor Erica Walker on Guiding Students into Careers in Print

Professor Erica Walker on Guiding Students into Careers in Print

Published: October 17, 2017

Dr. Erica Walker an Assistant Professor in the Department of Graphic Communications at Clemson University talks about attracting students to the industry and helping them match career goals with different training and education levels.

 

Video preview:

"Have You Heard the Cover"

Published: October 16, 2017

Dr. Joe Webb and Richard Romano talk about the production of a special edition of their new book The Third Wave that included interactive print elements.

 

Video preview: Frank Visits Strategic Factory

Frank Visits Strategic Factory

Published: October 13, 2017

Keith Miller took a small print shop and grew it into an $18 Million super shop called Strategic Factory. He changed the concept of what a printer is. Call the company what you wish but they still put imagery on all kinds of substrates for marketing applications.

 

Video preview: Darwill Continues its Inkjet Journey with Océ ProStream 1000

Darwill Continues its Inkjet Journey with Océ ProStream 1000

Published: October 12, 2017

Chicago-based Darwill will be the first US company to install the Océ ProStream 1000. The company selected the ProStream to fulfill customer demand for high quality color applications on coated stock. Mark Deboer talks about how critical it is to have networking and peer education at events like thINK have helped them get up to speed on the evolving production inkjet ecosystem.

 

Video preview: NPES President Thayer Long on Implementing its 2020 Strategic Plan

NPES President Thayer Long on Implementing its 2020 Strategic Plan

Published: October 12, 2017

Earlier this year NPES announced a strategic business plan with an ambitious new direction. WhatTheyThink spoke with Thayer Long to talk about its implementation and some the initial programs coming from the plan. These include a new data analysis platform and a partnership with the CMO Council to create a resource for brand marketers call the Brand Inspiration Center.

 

Video preview: SGIA President Ford Bowers on Print United Announcement

SGIA President Ford Bowers on Print United Announcement

Published: October 11, 2017

Ford Bowers, President of SGIA, talks to WhatTheyThink about the announcement that they'll retire the SGIA Expo brand after 2018 and launch a new show called Print United in 2019 in cooperation with NAPCO.

 

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