Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     WEBINAR: Keeping Print in the Mix in Customer Communications     European Coverage

An inside look at U.S. vs EU analog to digital adoption

Published on August 9, 2011

Strategy Partner Oscar Dubbeldam sees all sides of the international business coin that is printing. Oscar offers his insight into the adoption of digital over analog and how the two markets compare.

Cary Sherburne::  Hi.  I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Oscar Dubbeldam from Strategy Partners in The Netherlands.  Welcome.

Oscar Dubbeldam:  Thank you, Cary.

Cary Sherburne::  So you’ve got some interesting research and insight into some of the differences between U.S. habits of consumers and those in Europe, especially around the transition from paper to electronic communications in the transactional world.  Do you want to talk a little about that?

Oscar Dubbeldam:  Yeah, sure.  It’s always interesting for us in coming to America and to reach out and see how more or less the American market is developing, and what the trends are and if they are applicable to Europe.  So one of the first remarks I made this morning was that 15 percent of the American households are adopting more or less the electronic billing Internet banking because they don’t trust more or less the Internet or electronic bills.

Cary Sherburne::  And that’s 15, 1-5?

Oscar Dubbeldam:  15, yeah, 15 percent.  If you take that to Europe it is more or less the other way around.  So we don’t receive more or less invoices or bills any more.  Everything is by electronic banking.  Everything is by ultimate debits, etc.  So that’s an interesting remark which translates then to a whole lot of additional things as I said.  Yes, so in America, sending invoices, sending paper invoices is still very important.  In Europe, it’s not any more.

Cary Sherburne::  So I’ve heard statistics from some of the research firms that, you know, 95 percent of all transactional mail is opened and read, but if 95 percent of nothing is…

Oscar Dubbeldam:  Yeah.  And I don’t really believe those statistics, at least not for Europe.  Maybe I’m not a good example but I don’t read my invoices any more because I already know what’s inside.  It’s there through the Internet banking.  The statement is at the end of the month.  Every day I go to the Internet banking and I can see what’s happening on my statements.

Cary Sherburne::  That’s a really interesting difference.  And maybe we can talk a little bit about social media, how you see that being used differently in the United States versus Europe.

Oscar Dubbeldam:  I’m not sure how it’s really used in the U.S. but it’s heavily used in Europe as a marketing instrument.  So really, companies are exploring the worlds of Twitter, LinkedIn, Facebook, and our own social media like Hyves in The Netherlands, to promote, to market.  We have famous brands in beer who promote their brands on Facebook and really got millions of followers and friends.  Of course, in the end that translates to marketing type of documents, so there’s still a lot of print happening but that’s done in the marketing environment.

Cary Sherburne::  So it’s interesting because here I think in the U.S. I mean some of the major brands like Coca Cola or something like that, you know, they’ve got a lot of things going on.  But for the average business they’re still struggling with how do I monetize this, how do I use it as marketing, because, you know, it’s kind of—I mean they just don’t know what to do with it.

Oscar Dubbeldam:  A lot of companies are forced to learn very fast.  And we have one nice example last year of a telecom provider in The Netherlands where a famous actor in The Netherlands had a terrible experience with a telecom provider.  So he started shouting it around on Twitter and in two weeks’ time more or less everybody was talking about his bad experience.  So the telecom provider had to learn very fast.  And that’s not just one example but it’s happening everywhere.

Cary Sherburne::  Yeah, that’s great.  So I really appreciate you sharing the perspective because sometimes here on this side of the pond we get a little ethnocentric if we don’t pay attention to what’s going on in the rest of the world.  Like you told me earlier, you know, you need a different marketing strategy for Europe.  You just can’t sort of do what you’re doing here and pop it over there and expect it to work.

Oscar Dubbeldam:  That’s for sure.

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: iLearning from Printing Industries of America: All new, available 24/7

iLearning from Printing Industries of America: All new, available 24/7

Published: January 17, 2018

Michael Makin, CEO of the Printing Industries of America, shares information on PIA's iLearning University for the printing industry, which has been completely retooled and includes the opportunity for certification across a variety of disciplines, including Customer Service. Core content included in PIA affiliate membership fees.

 

Video preview: Thayer Long on NPES Rebrand and New Mission

Thayer Long on NPES Rebrand and New Mission

Published: January 17, 2018

Richard Romano talks to Thayer Long about the name change from NPES to Association of Print Technology, as well as the association's new mission to drive the industry forward.

 

Video preview: Idealliance: Taming the Wild West of the Packaging Supply Chain

Idealliance: Taming the Wild West of the Packaging Supply Chain

Published: January 16, 2018

Tim Baechle, Vice President at Idealliance, talks about how Idealliance is repositioning itself around three primary goals: communication, education and validation. With offices around the world hte organization's evolution to a think tank has changed the model of how it works. Programs like G7 and BrandQ create a swim lane for the packaging supply chain to create seamless communication. Baechle shares thoughts about how the organization is serving some of the worlds largest brands and converters to tame what he calls the Wild West of Packaging.

 

Video preview: Frank's Favorite Books about Paper

Frank's Favorite Books about Paper

Published: January 12, 2018

Frank is an unabashed paper lover and is into trees. He describes some of his favorite books about paper that are on paper. He also manages to mention Zip disks.

 

Video preview: Sell Workflows Not Print

Sell Workflows Not Print

Published: January 10, 2018

Solving workflow issues for a customer opens up the door to long-term repeatable business. Jennifer Matt cites recent project work where building workflows brought in significant print business.

 

Video preview: Being an Entrepreneur in the Graphic Communications Industry

Being an Entrepreneur in the Graphic Communications Industry

Published: January 8, 2018

Dr. Joe Webb speaks to Dr. Erica Walker, Assistant Professor in the Department of Graphic Communications at Clemson, who talks about teaching a course on entrepreneurship.

 

View More Videos

 

Become a Member

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

Copyright © 2018 WhatTheyThink. All Rights Reserved