Log In | Become a Member | Contact Us

Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

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: Digital Direct-to-Corrugated: Disruptive Technology On The Way

Digital Direct-to-Corrugated: Disruptive Technology On The Way

Published: October 25, 2016

Mike Schliesmann, Senior Vice President at Wisconsin-Based Great Northern Corporation, talks about why the company is interested in digital direct-to-corrugated printing and how this will bring disruptive technology to corrugated.


Video preview:

"We believe in the printed word"

Published: October 23, 2016

"We believe in the printed word". So declares Claus Bolza-Schünemann, president of KBA, as he reviews the state of the industry as a whole and his company's position within it. He says that the success of drupa 2016—an event he traveled the world to promote as chairman of its executive committee—proves that there is no longer any excuse for "whining and crying about how bad the industry is." He also discusses how KBA regained its strength and forward momentum after several tough years of post-recession restructuring.


Video preview: The Largest Printers in 1992. Where Are They Now?

The Largest Printers in 1992. Where Are They Now?

Published: October 21, 2016

Frank found a list of the largest printers from 1992. It documents the significant changes in the industry through merger, acquisition, and bankruptcy.


Video preview: To Inkjet Or Not? The thINK Conference helps in the decision process

To Inkjet Or Not? The thINK Conference helps in the decision process

Published: October 20, 2016

Jen Mitchell, Marketing Director at Harding Poorman, talks about the value of the thINK conference in terms of staying abreast of industry developments and being able to network with peers. The company has not yet invested in inkjet and views the thINK platform as an excellent part of the education and due diligence process.


Video preview: interlinkONE CEO John Foley Highlights Opportunities in the Association Market

interlinkONE CEO John Foley Highlights Opportunities in the Association Market

Published: October 19, 2016

John Foley, CEO of interlinkONE, talks with Senior Editor Cary Sherburne about the opportunities for printing firms in the association market, helping associations with strategic marketing plans, printed materials, multi-channel and more. "They are starving for this help," he says.


Video preview: thINK

thINK "Beyond the Box" in Production Inkjet

Published: October 18, 2016

Mark DeBoer, Director of Customer Experience at Darwill and thINK conference chair, talks about the maturation of the conversation about production inkjet "beyond the box." He sees more emphasis on data at the thINK conference, as an example, "stretching our imaginations as to what is possible with data." He also touches on the advances that have taken place in finishing for production inkjet.


View More Videos


Become a Member

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

Copyright © 2016 WhatTheyThink. All Rights Reserved