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

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: Frank Mallozzi Reports on EFI Connect 2017

Frank Mallozzi Reports on EFI Connect 2017

Published: January 24, 2017

Frank Mallozzi, Senior Vice President of Worldwide Sales and Marketing for EFI, shares his thoughts about EFI Connect 2017, the 17th year of the conference. Highlights included a fireside chat between CEO Guy Gecht and Joel Quadracci, as well as a fireside chat with Xerox CEO Jeff Jacobson. The conference featured new products, a large number of eduational sessions and lots of opportunity to network among peers, with EFI executives and technical staff, as well as EFI partners.

 

Video preview: Guy Gecht's Advice to the Industry: Keep An Eye on Artificial Intelligence Developments

Guy Gecht's Advice to the Industry: Keep An Eye on Artificial Intelligence Developments

Published: January 23, 2017

Guy Gecht, EFI's CEO, typically includes a thought leadership segment in his opening talk. In 2017, he put the industry on notice that artifice intelligence is almost upon us, with a convergence of technology and market demand that will bring this to mainstream in the foreseeable future. Artificial intelligence (AI) is a technology that will have an impact on the printing industry, and printing owners and managers should keep tabs on its progress, understanding both eh risks and the opportunities for their businesses.

 

Video preview: What Color is Consistent?

What Color is Consistent?

Published: January 20, 2017

Color management works, and it has been available to designers and printers for more than 25 years. Why then do we still make mistakes in color reproduction? Shoshana Burgett of X-Rite Pantone notes that CM has to be understood as something more than calibrating a monitor. It is a set of steps, processes, and tools that must be in place across the entire production workflow, always with monitoring for continuous improvement. Designers who want color to be consistent in all the channels they are now responsible for can find the help they need in CM, Burgett says.

 

Video preview: Frank on Pre-VDP Personalized Direct Mail

Frank on Pre-VDP Personalized Direct Mail

Published: January 20, 2017

Frank Romano keeps EVERYTHING. This week he shares his collection of pre-VDP personalized direct mail when everyone was a winner. Direct marketers tried every trick to get you to open the envelope.

 

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.

 

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