I just read a Forrester Report entitled Predictions 2014: Mobile Trends for Marketers. I quickly discerned, however, that the trends discussed in this piece are not just for marketers. They are the same trends that print service providers should be focused on as they look to evolve their businesses and leverage cross-media communications. The report opens by stating, “Mobile has the potential to transform every aspect of your business, from sales and marketing to your workforce and internal processes.” It also highlights that 2014 needs to be the year during which companies lay the foundation for this evolution. Print service providers should begin to recognize that mobile will have a more disruptive influence on the printing industry than personal computers and the Internet. During 2014, print service providers must assess what can be done to re-engineer their processes, platforms, and organizations to prepare for a new and very different business environment.

According to Forrester, the installed base for smartphones will surpass 2 billion on a global basis during 2014. Today’s always-on consumers will have their phones within reach 24 hours a day, 7 days a week. The real question is, how will you work with your clients to capture the opportunity with these on-the-go individuals? The Forrester report made a series of recommendations for marketers the point to the opportunity that exists for print service providers.

In its report, Forrester highlights that mobile brings the Internet to the physical world and enhances other types of media rather than displacing them. The options for service providers are limitless—they include mobile barcodes, the incorporation of text messaging to access coupons, augmented reality applications, and integration with social media. In addition to expanding the role that mobile plays in their organizations, service providers should take the initiative to educate customers about how the combination of mobile and print can enhance the overall customer experience. Think of the variety of applications that you could deliver to clients with substantial value-add. This might include customer support documentation with QR codes that integrate “how to” videos for product utilization. Signage could incorporate SMS discount codes for bargain-hunting shoppers and entice them to enter a store. Direct mailers could contain augmented reality components that actually demonstrate a product or service.