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Innovation can increase the size of existing markets by expanding the addressable market size. While many printers are looking to expand outside of print, there is still room to expand the print market into previously unaddressable segments by leveraging technology.
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About Jennifer Matt
Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions.
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Discussion
By Carl Gerhardt on May 17, 2011
Great article Jennifer. We too often focus on keeping only what we have instead of swimming in the "bluer" waters. And, technology is our friend and not our enemy.