Graphic Arts Magazine July / August 2019 | Page 20

Cover Story segments are blurring. These segments are all part of the communication industr y, and as such we see the convergence of these segments into a broader communications segment. This is no better illustrated by the recent launch of the Printing United tradeshow, which will hold its first event in October 2019 in Dallas. When you access the Printing United website you’ll be greeted by the slogan Dawn of a New Era. It further elaborates: “Printing United is a brand new tradeshow built on the strong foundation of the SGIA Expo. This newly relaunched event will continue to provide access to the latest solutions for apparel, graphics/ side-format and functional printing applications, while also extending into commercial, packaging, and in-plant printing segments.” It continues with the following sub-statement: “Printing United is a strategic response to market forces that are necessitating out of the need for a single industry exhibition that provides 'one-roof' access to all printing technologies.” This clearly confirms the undercurrent in our industry where different market segments are continuing to overlap and are crossing into one another’s field, driving the convergence process. This process will accelerate as technology becomes more sophisticated and the graphic arts industry becomes more and more an integral part of the communica- tions industry. 20 | July / August 2019 | GRAPHIC ARTS MAGAZINE Selecting wide-format printing opportunities As we mentioned, wide-format equip- ment manufacturers have crowded the market with an unprecedented selection of wide-format printers, clearly identifying the growth opportunities in this field. There is such a wide range of application possibilities with wide-format printing that it might be a challenge to choose the right equipment for your business. My recommendation is to approach your investment strategy based on your core business and core clients. It is easier to identify wide-format opportunities within you existing customer base rather than embarking on adding unfamiliar new applications going after unfamiliar new accounts. If, for instance, you are a commercial printer supplying printed direct marketing materials to a big franchise network, it might be easier to go after that client’s display graphics material. You already know the customer, you are familiar with their campaigns, strategies and timelines and they know your company. The hurdles to overcome this new venue are a lot less than if you would decide to go after the vehicle wrap market, where you have no connections, no familiarity with the intricacies of vehicle wrapping etc. On the other hand, if you are already involved with producing wide-format banners, posters and signs for one of your bank clients you might consider investing in a super-wide-format printer, providing your existing client with super large banners. You know the client, you already have your established contacts, they know your capabilities and here again your established relationship makes it easier for your client to give you a bigger ‘share of wallet’. In this c a se i nve s t i n g i n a w i d e - fo r m a t textile printer might not be your best investment opportunity. Bottom line is that there are many wide- format opportunities and your best bet is to build from your existing customer base, gradually offering new wide- format applications reaching beyond your core business. Once successfully engaged with your existing customer base, the time is right to grow it with your new investment offering your new wide-format applications. These are exciting times for the printing industry, an industry in a continuous flux of technological, market and business shifts, creating opportunities for those who embrace change. Alec Couckuyt is an experienced printing executive who’s held key roles at Canon Canada, Agfa Graphics (Belgium, Canada, Germany), Transcontinental Printing, Symcor and U.S.-based EDS. He holds a Bachelor of Science Degree in Economics from the University of Antwerp in Belgium and can be reached at [email protected] Agfa Graphics Canada (Mississauga, Ontario) is another leader in this growing segment, demonstrating the advances in technology. Its wide-format systems for indoor and outdoor digital printing and signage allow users to easily print a variety of displays, POP materials, billboards, vehicle graphics, backlight signage and more up to 100” wide. Their focus on combining quality, speed, productivity and application flexibility translates into industry-leading systems such as the recently launched hybrid Jeti Tauro H3300 LED (pictured left). The unit, available in flatbed and roll- to-roll configuration, is characterized by high print quality, reduced ink laydown (for significant ink savings), sturdiness and high speeds. Combined with Asanti workflow, it elevates the degree of automation in production. graphicartsmag.com