Designed to help members accelerate the digital transformation of the packaging market

Rochester, NY - PODi, the Digital Printing Initiative, has announced the launch of a comprehensive new initiative designed to help its members take advantage of emerging growth opportunities for digital printing in packaging. "The packaging market is intriguing as it is one printing market that in general, isn't being replaced by electronic alternatives," says PODi President Rab Govil. "PODi will lead the industry in identifying the new drivers of digital printing in the packaging arena. We'll be exploring where to find opportunity, how to increase sales and revenue, improve efficiencies and build new business. This initiative will support our members as they open new markets for digital print."

The program kicks off later this year with:

• Publication of a study on emerging growth opportunities for digital printing in labels, folding cartons, flexible packaging and corrugated packaging
• Latest developments in digital packaging to be featured in key sessions at the 2012 AppForum Conference for digital printing (January 23-25, 2012 at the Tropicana, Las Vegas) www.appforum.org
• PODi continuing to drive the digital transformation forward with case studies, research and best practice standards

The packaging market is complex, with thousands of applications printed on a wide variety of substrates ranging from paper to corrugated, cardboard, aluminum, foil, and an array of plastic films. Packages not only have to be printed, but also die-cut, foil-stamped, and converted or assembled in a factory environment. While printing on numerous substrates is challenging, recent advances in inkjet printing offer the ability to print on a wider range of substrates than ever before.

"Today digital printing in packaging is primarily used for prototypes and short run labels, which is eerily familiar to the early days of digital document printing," says PODi General Manager David Erlandson. "Short runs are the obvious first applications for digital printing. As print volumes increase, the cost of ink is expected to decline, raising the breakeven point with flexography or offset even higher."

"What is not clear, and what the PODi initiative intends to explore, are the additional drivers for digital printing," says Erlandson. "Once brand owners and converters realize that digital printing enables a print-on-demand model, more versioning or customization, personalization or reduced cycle times, there will be exciting opportunities to re-engineer the supply chain to create additional value or reduce costs."

"We think packaging is taking shape as an excellent option for companies looking for profitable new growth applications for digital printing."
The new report will be available to PODi members later this year. Members also receive discounts on the AppForum conference. For more information on PODi, the Digital Printing Initiative visit www.podi.org or www.podi.org/membership