Understanding the value and effectiveness of multichannel advertising

Direct mail and catalogues suffered through a perfect storm during and immediately after the recession of 2009. The sharp downturn in the global economy shrank marketing budgets as consumers closed their wallets and businesses struggled to stay afloat. At the same time maturing online and mobile channels began attracting a growing portion of advertising revenue by offering more economical alternatives to print-based marketing. To some observers, print-based direct marketing was in crisis and headed towards irrelevancy.

Despite the rapid growth of electronic forms of advertising, print media accounts for about two-thirds of direct marketing expenditures in the U.S.

Despite the rapid growth of electronic forms of advertising,
print media accounts for about two-thirds of direct
marketing expenditures in the U.S.

Since then the dust of the recession has largely settled and world economies are slowly recovering. Marketers are beginning to understand the value and effectiveness of multichannel advertising, and direct mail and catalogue volume has stablised and grown.

For marketers as well as consumers, print-based direct marketing will remain a trusted and valuable complement to online and mobile channels.

By most reckoning, however, it will never be “business as usual.” Volumes will likely never return to pre-recession levels. While marketers and consumers alike continue to
value direct mail and catalogues, they are increasingly looking for more relevance and personalised content. This report will explore recent trends, challenges, and developments with direct mail and catalogues in North America and Europe. It will also examine how developments in digital printing technology are enabling print providers to transform print-based direct marketing into a vibrant and viable medium for the future. For marketers as well as consumers, print-based direct marketing will remain a trusted and valuable complement to online and mobile channels.

Find out more – download our new whitepaper:  Direct Mail & Catalogues: The Transformation of Print-Based Direct Marketing

How print is evolving to meet the new needs of the connected world

With more than one-third of the world’s population now online (Pew Research Center), it is little wonder that the role of printed communications is changing. The challenge is that the time spent with various media is rapidly shifting from traditional channels such as radio, TV, and print to internet and mobile channels. This means the role of printed communications must be readjusted and redefined in the broad spectrum of all media.

Time spent on each Media vs Advertising Spend

Time spent on each Media vs Advertising Spend

Not surprisingly advertising dollars are now moving to online and mobile markets. According to PWC Global Entertainment and Media Outlook 2013, internet advertising grew by about 16%, and mobile advertising by 47% in 2013.

This has major implications for key areas of printed communications of interest to Print Service Providers.

Direct mail and direct marketing catalogue volume has suffered at the hands of the recent recession and the rise of electronic media. Although both remain key marketing channels for businesses, they are increasingly being orchestrated alongside digital forms of communications.

Transactional printing – unlike direct mail and catalogues, which are business-driven marketing expenditures, transactional printing is increasingly consumer-driven since recipients dictate their preferred delivery methods

Books – Electronic media has profoundly disrupted the book publishing industry by fundamentally altering the dynamics of how books are sold and consumed. Book publishers and book printers are adjusting to the fast moving realities of the market and tapping new business models enabled by publishing in a multichannel world.

Newspapers and magazines have been impacted by online advertising, rising postal costs, and competition from electronic media. Newspapers and magazines remain widely read and trusted, however, and publishers are finding new and innovative ways to combine print with electronic channels.

Our new white paper, Multichannel Communications The Evolution of Printing in a Connected World,  examines how advertisers and publishers are adapting printed products to multichannel realities in a number of key markets: direct mail and direct marketing catalogues; transactional printing; books; and newspapers and magazines.

Download the white paper here

Transforming transactions to engage customers

Letters, bills and statements are the largest part of the customer communications iceberg.

They are central to the customer experience. Yet the chance to say something powerful usually remains beneath the waves. That makes transactional printing a massive, largely
hidden marketing opportunity.

It has the potential to transform itself from transactional documentation to become a central force in customer communications – and a fundamental part of the marketing mix.

Inforgraphic - Transforming transactions to engage customers

Inforgraphic – Transforming transactions to engage customers

Download in PDF format: RICOH Infographic_transactional_FINAL

Never underestimate the power of Direct Mail


Direct mail is proving an incredibly resilient medium. To paraphrase Mark Twain, the reports of its death have been greatly exaggerated. In our information overload world, where 2,5 exabytes of data are generated each day, the noise can be deafening. Both the volume of advertising messages that consumers are subject to and the multitude of advertising channels available to brands continue to expand. In this frantic climate, it is no surprise that humble direct mail, a letter or brochure posted in an envelope, was predicted to fade away. Trampled upon by the convenience, cheapness and immediacy of the email and its attendant digital touch points.

Zig, don’t zag

Ricoh Infographic -the power of Direct Mail

Infographic -The power of Direct Mail

But wait, it hasn’t happened. Direct mail offers a number of attributes that alternative channels just cannot beat as Ricoh’s new infographic illustrates. Trust, shelf life and the scope for creativity are all vital elements in direct mail’s staying power. There is another important factor though. It is that the agency community, which thrives on freshness, and challenging accepted thinking, is turning back to direct mail as the centrepiece for integrated campaigns. Nicky Bullard, Executive Creative Director at direct marketing agency Lida says in Print Power magazine: “Clients are starting to get an appetite back for direct mail, particularly with younger audiences. Their lives have been so digital that direct mail is hugely disruptive for them.” Rory Sutherland, executive creative director and vice chairman of OgilvyOne London and vice-chairman of Ogilvy & Mather UK recently said in Britain’s Cross Media Magazine, “when everyone zigs, zag”.

The future is bright

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

Direct mail volumes are holding up well across much of Europe, the use of colour is on the up, and smart print services providers are working with agencies to extract insights from data to fuel powerful campaigns across sector after sector. Particularly on behalf of premium products and services where a compelling Return on Marketing Investment can be most readily secured. Further, direct mail is bridging the offline-online gap – interactive print technologies like Ricoh’s Clickable Paper(TM) can move consumers seamlessly from print to digital to find out more or purchase an item.

The message is clear: never underestimate the power of direct mail




For more insights into Direct Mail see: http://www.ricoh-europe.com/services-solutions/production-printing/print-and-beyond/marketing-services/index.aspx




Beyond Print: Opportunities in Expanded Revenue Streams

It’s time to evolve beyond print. With a proliferation of communication channels available – including email and social media – consumers have more choices than every before. As a print service provider, your challenge is to find new ways to support your customers’ efforts to take advantage of technologies that engage these consumers via multi-channel marketing communications.

Find out more in this Webinar by Chris Taylor, Ricoh Americas.

Printed books still have a great story to tell


Digital books long v2

If you travel on trains and buses packed with commuters staring at mobile devices rather than books, or look at the high streets with very few bookshops, you might think the book publishing and printing industry was in a sorry state.  Certainly this market is in a period of transition, but there is still life left yet and in particular a massive opportunity for digitally printed books.

Predictions from Nielsen research had e-books overtaking sales of printed books in 2014, with total sales expected to rise to 47 million units. This would put total e-book sales 300,000 ahead of their print equivalents and mean that electronic books accounted for 48% of the overall fiction market. However predictions based on historic data show a more mixed picture for publishers. Sales of e-books fell for the third consecutive month in April 2013, so it appears that the days of double or even triple digit growth for the market might now be gone, with e-book sales growing by only 5% to $393.6 million in the first quarter of 2013. E-book sales look set to take just under half of the total fiction market in the UK and more than a fifth (22%) of the overall UK book market, according to recent Bowker Market Research.

How is the digital revolution affecting the printed book market?

The Publishers’ Association annual statistical digest seems to paint a different picture. The industry had a record year for sales in 2013 up 4% to £3.3bn. The physical printed book is under threat from all those Kindles, Kobos and Nooks, but reports of its demise may be premature. A total of £1.416bn was spent on paperbacks and hardbacks in the 52-week period up to 28 December, according to Nielsen BookScan data, however the total number of printed books sold dropped – falling 9.8% to 183.9 million.

Despite the overall market slump, Nielsen data showed that the average selling price of a book reached a nine-year high, rising 21p to £7.70. In some genres, notably children’s books, sales actually rose. The figures also show that the pace at which we’re switching from physical to digital books varies according to the type of title. Apparently, 26% of fiction sales are digital, whereas for non-fiction books the figure is just 5%, and for children’s titles, 3%.

Why? Well perhaps for fiction it is only the words that matter, and they can be rendered as well or better in digital form, whereas for something like a glossy cookery book or an illustrated children’s book, the physical object still delivers a much better and more practical experience.

The continued growth of the digital e-book market is in part responsible for the large drop in printed book sales. Recent consumer data figures showed more than two million UK users joined the digital book market in the first nine months of 2013. However, the Bookseller said the fall in value of the book market was also due to the slowdown in sales of EL James’s Fifty Shades novels. In 2012, the author’s trilogy sold in record-breaking numbers. At its peak, the series accounted for almost half of all novels bought in the UK. James’s sales for 2013 totaling £1.4m, compared to £47.3m in 2012, when the trilogy sold 10.5 million copies. This demonstrates how overall statistics can be misleading and how important runaway success titles are to a publishers bottom line. In the rapid shift to e-readers, publishing seems to be weathering the digital climate change better than some other media industries.

As for authors each digital sale earns them a few pennies more than the royalty from a physical book sale purchase. Still, neither publishers nor authors seem to have seen their incomes damaged significantly by either piracy or the wider digital revolution.

For bookshops the news is not so good. Independent Book Shops, continue to close as readers turn to online giants like Amazon for both physical and digital books. Meanwhile, UK supermarket chain Sainsbury’s has announced it is to stop selling printed books online, they see the future online opportunity in digital products only, with physical music, books, games and films sold only in stores. Because of this trend, readers, have a wider choice, and perhaps the prospect of lower priced books.

Trends in Self-publishing are creating new printing opportunities

The number of self-published books produced annually in the U.S. has nearly tripled, growing 287% since 2006, with 235,625 print and e titles released in 2011, according to analysis of data from Bowker. The research found that while production increases are occurring in both print and e-book formats, the latter is driving the greatest percentage gains. It also shows that while self-publishing may seem like a cottage industry, it is dominated by large firms that offer publishing services to individual authors. According to Bowker in 2011 self-published printed books represented about 43% of that year’s total traditional print output. While print accounts for 63% of self-published books, e-books are gaining fast. E-book production in 2011 was 87,201, up 129% over 2006, compared to print, which only grew 33% in the same period.

While self-publishing is a DIY model, its infrastructure is made up of a handful of large players like CreateSpace, Lulu, Author Solutions and Smashwords. However the category for publishers who have produced 10 or fewer books accounted for 34,107 self-published titles of which only 21,256 were printed. Printed copies in this category grew by 74% between 2006 and 2012.

Self-published authors can sell their e-books on Amazon’s international sites when they use KDP (Kindle Direct Publishing). When authors upload those books to Amazon’s free print publishing tool, CreateSpace, Amazon will distribute the books to Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.es and Amazon.it. When consumers in those countries (or in the U.S.) order a CreateSpace book, Amazon prints it on demand and the books are available for same-day shipping. Using CreateSpace is free, but an author’s royalty payment depends on factors like page count and color.

How is digital print adapting to changes in book publishing?

The ability to self-publish and digitally print on demand via web to print systems and digital storefronts has opened up a new world of opportunity to the SME commercial printer

The ability to self-publish and digitally print on demand via web to print systems and digital storefronts has opened up a new world of opportunity to the SME commercial printer. Social media platforms and viral marketing have enabled printers to find new audiences in B2B and B2C markets, allowing them to sell new services like personalised books. Linking this opportunity to new sales and marketing activities is creating big opportunities in previously untapped markets like corporate events, special interest niches, hobbies and local audiences like cat and dog shows, Women’s Institute groups and sports clubs.

For print providers the book market is expected to show the biggest gain in page share, experiencing a compound annual growth rate of 14.2% between 2010 and 2015, accounting for over 45 billion pages in 2015. Due to the inventory cost and waste associated with traditional offset production for books, digital has now become a major force in publishing. If we consider the Digital Value v Volume Proposition we can see that compared to digital other traditional printing processes have become much more commoditized.

Technology Page Volume compared to digital Value compared to digital
Coldset 362 times 2.7
Heatset 42 times 5
Gravure 4 times .5
Sheetfed 2.3 times 1.7

Smithers Pira Projections to 2015 based on pages produced and value generated.

Looking at the total print area of book pages printed, we can see that 63% of the market relates to production runs of over 5,000 which will be most economically produced by offset. If we compare this to the actual number of jobs produced, we can see that 79% of jobs fall into a category of production volumes under 5,000, which is better suited to digital production. When we factor in the advantages of printing on demand, it is apparent why there is such growth potential for digital in the future.

Both Inkjet and toner digital printing have already begun to displace offset printing of books, and this change will surely accelerate. The rationale is simple. More efficient technology and comparative quality will be the drivers for rapid growth. These days it is almost impossible to tell whether a book has been printed on an offset machine or a digital one. However the main driver for change is all about economics. Estimating the demand for books, and therefore the print run required has always been a guessing game, which has meant the publishing supply chain has been exceedingly wasteful, with at least 30% of books returned to the publisher as unsold.

Publishers and authors are responding to digital printing

In the face of uncertainty, publishers are beginning to embrace digital because it enables shorter runs. Shorter runs reduce the amount of unsold books, reduce storage costs, allow reprinting in smaller batches, and offer the opportunity to print specialty books for niche markets, including self-published books. There is much confusion about how consumers want their content delivered, but digital printing offers a flexible solution to provide what the publisher needs, when they need it, where they need it, and in the quantity required. Publishers now understand the digital value proposition, and the returns that can be generated.

Digital printing technology offers publishers:

  • Risk reduction: demand is difficult to forecast, but high-speed inkjet and electrophotographic technologies enable the economical production of books in small quantities. Publishers can monitor the demand and order only what is required to eliminate warehousing and return costs.
  • Cycle time for on demand: a number of highly sophisticated on-demand printers are able to turn orders around within 24 hours. Publishers can quickly react to market demands for printed books.
  • Specialty books and fresh content: everyone has a story to tell. Digital printing eliminates the minimum quantity requirements and enables the printing of books in very low quantities. Furthermore, every page that is digitally printed can be unique.
  • Digital printing opens up creative opportunities for in-line customisation, personalisation, and real-time marketing activities such as cross-selling or promotional material inclusion.
  • Bottom line business results: by following the demand curve more closely and minimizing warehousing and returns costs, publishers can have greater inventory turnover and improved profitability.

 Digital Printers are adding value with:

  •  Fast track order management: taking a customer’s order with a print file and seamlessly processing it, this usually requires integration with the Internet for speed and 24/7 accessibility.
  •  Exponential increase in SKUs : printing digitally on demand and leveraging the long tail creates enormous volumes of low run products.
  • Real-time scheduling and customer updates: in order to provide world class customer service scheduling and information must be instant and transparent.
  • Same day assembly of components: turnaround expectations from internet purchases are on average 48 hours, which means that print production and finishing usually has to be completed within 24 hours.
  • Direct shipping to last-minute destinations : as the print provider is now dealing direct with the end user it is essential that he provides a service for packing and distribution. This is a critical area for focus as this part of the business can be more time consuming and costly than the production of the book itself.
  • Rethink:  equipment, process flow, shopfloor management, systems, performance metrics – Compared to a standard print production environment, the workflow and management systems have to be totally automated and provide real time feedback on scheduling and performance metrics.


We are always hearing about the demise of printed books in favour of electronic copies and the sustainability arguments about print being harmful to the environment due to deforestation balanced against the negativity of energy consumption from electronic devices. Today’s reality is that consumers can now choose how they want to be communicated with and can decide on the most convenient channel and medium, which is often a combination of both hard copy and a digital file.

Neil Falconer -Print Industry Strategy Consultant and MD of Printfuture.com

Neil Falconer -Print Industry Strategy Consultant and MD of Printfuture.com

The consequence of choice and multi-channel consumption is that printed books will co-exist with their electronic counterparts for many decades to come. Ultimately it is the responsibility of the retailers, publishers and printers to make sure that books are manufactured and sold through the most environmentally sustainable supply chain possible and that is inevitably going to include, offset printing, digital printing and electronic formats.

This article was commissioned by Ricoh to bring you independent opinions from industry experts. We hope you find our guest speaker’s views interesting and stimulating. We would appreciate your feedback.

For more information see:  Ricoh-europe.com/printandbeyond

Educating the Education Sector: The Future of Print

Speed of change Education

Across Europe there is a drive to strengthen higher education to create leading-edge facilities and services that enable remote learning and ensure finite resources are used more efficiently. In fact, in new research from the Economist Intelligence Unit sponsored by Ricoh Europe, it was found that 98 per cent of Education leaders in Europe revealed that they are now under pressure to change faster, more than they have, in the past three years.

Separately, the European Commission projected that 414 million students, worldwide, are expected to be enrolled in higher education by 2030. And even more, across Europe specifically it’s estimated that 90 per cent of jobs will require digital skills in the near future[1]. It is easy, when looking at these powerful data points, to understand why there is increased pressure on leaders to adapt their operations and training systems as quickly as possible.

If we consider higher education establishments, they must address how to stay attractive to prospective students while competing with other similarly ranked institutions, as well as with Massive Open Online Courses (MOOCs). Ensuring a modernised environment is essential. Technology itself will play a part; however, the real route to success is by ensuring the back office operations are optimised.

European leaders within the sector agree. The EIU research, The Challenge of Speed, asked respondents to identify areas where adapting to change was most crucial, and most cited responses were back office related. First is improving core business processes (44 per cent) followed by recruiting new staff (42 per cent) and adopting new technologies (40 per cent).

Now is the time for the print room to shine and be a central point to optimise core business processes. For example, targeted communication is one highly effective way of attracting new students and making a positive first impression. This can range from customised prospectuses specifically for each student, created via an online form, to multichannel communications. Based on the registration of their interests, potential students can receive tailored information about their preferred course, information about where they can pursue their hobbies or even learn about the best entertainment venues based on their favourite music.

The information gathered can also be used for broader communication such as integrated campaigns and direct e-shots, or even facilitate impromptu communication that is related to topical situation or updates on course information, all of which will add to build lasting relationships with the students.

Educational establishments can also streamline their print requirements through software that simplifies the dissemination of information on demand. Moore says, “Instead of lecturers printing course notes themselves, they can order online what they require for the next day, upload supporting content to an online portal or send students the link for them to download to their tablet or other mobile device. Relevant information or publications can be provided on a ‘just in time’ basis in a highly efficient and cost effective way and lecturers can use their saved time on meeting the learning needs of their students.

So what is holding them back?  Education leaders said the top two bottlenecks to achieving greater agility are difficulty in getting employees, business units, or functions to adopt a common approach (44 per cent) and bureaucratic decision making processes (35 per cent).

A smooth, quick and responsive line of communication can address these issues. For example the back office administration can be linked to various data sources for easy and timely invoicing or other mandatory documents. A web portal can also be created for the simple sharing of information and as a way to communicate university news and updates more effectively.

Efficient business process communication, all-round streamlining of operations and addressing bottlenecks via multichannel communications, from print to mobile devices and augmented reality, will ensure operational wide improvements. This approach to multi-communication has far-reaching effects from speeding up information for students to smoother, more effective back office operation. As a result, the corporate print room can transform into a communication centre driving efficiencies and being instrumental in introducing a number of different formats and channels that streamline information flow.

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

With this full service system in place, the print room will not only be able to support educational establishments as they rapidly change, but will have an active role in enabling this change. The truly developed print room can speed up the pace at which schools develop through improved critical communications, management of data, and even decision making through enhanced visibility of information. In this new era of digital transformation, the print room can truly take centre stage as not only the enabler but a driver of change in the education sector.


[1] European Commission Education and Training http://ec.europa.eu/education/policy/strategic-framework/education-technology.htm

Ricoh Infographic – the power of Direct Mail

Direct mail is a vital node in the ‘connected world’ we live in. It’s a powerful medium. People like it. Respond to it. Act on it. In a blended campaign, Direct Mail creates an impact that’s more effective than digital marketing alone. In fact, in 2013, Central Mailing Services figures showed that nearly half the UK population responded to traditionally printed direct mail over the past year. Below are the seven reasons why integrating Direct Mail into your next campaign will help you market most effectively today and for many years to come.

  1.  The Mail moment – Consumers regard personalised direct mail as the trusted medium for customer communication
  2. Make People Act – 79% of consumers react to direct mail immediately
  3. The Sensory Experience – Direct Mail has a long shelf life – two thirds of consumers keep their mail
  4. Precision Targeting – top three reasons why people open mail:  contact from known brands and companies (51%), Personally
    addressed (47%), information about products or services of interest 40%
  5. Get creative – structural dimensional mail can have 20 times the penetrating power of flat direct mail
  6. Fantastic ROI –  most important more often than any other touchpoint in the consumer’s purchasing process
  7. Effectiveness – 48% of UK adults have done something in the last 12 months as result of mailing
The Power of Direct Mail

The Power of Direct Mail


Ricoh Direct Mail Infographic (PDF)

Find out more about Ricoh’s Solutions for Direct Mail

More statistics about Direct Mail – see: http://www.centralmailing.co.uk/


What the Lessons Learned in Transactional Workflows Have to Teach Book Printers

Duncan Newton, Commercial Print Product Marketing Consultant, Ricoh USA

Duncan Newton, Commercial Print Product Marketing Consultant, Ricoh USA

I once worked with a man who said he wasn’t going to anymore Lessons Learned meetings until someone learned a lesson. He was being facetious, but there was an element of truth to what he said.

Too often we overlook solutions that are developed in another discipline because we don’t believe they have any application to our specific business.

Digital book production is just such a case. When books started to be produced digitally there were no established workflows that met the needs of the printers. Prinergy, Apogee, Prinect, and even Rampage, all were built around traditional offset production systems. Their focus was on scheduling, making film, burning plates, make-ready, creating imposition schemes, signature folding, binding, trimming, etc. And, for the last 10+ years they were driven by PostScript or PDF file structures. To adapt/adopt, many digital printers resorted to homegrown systems that were built in pieces, difficult to support and still not quite what they needed.

The chief difference between offset and digital is that digital printers produce pages in sequential order. In other words, when the last signature or stacked book block is delivered from the cutter/stacker it’s ready for binding without any further operations required. The first book is ready for binding in just the time it takes to print it.

During the reign of the toner-based continuous feed presses, the easiest way to make books was to bypass the process of signature folding. Rolls of paper went in, the books were printed 2- or 3-up, slit into ribbons, cut and stacked into offset book blocks. These book blocks were put directly into a binder and then into a trimmer. Early digital book printers invented a market for extremely short-run book production where none had existed before. Fleets of toner printers have expanded from just a few machines in one shop to dozens stationed all over the world. Their internal workflow systems were 100 percent home grown and most remain essentially the same to this day.

The Tools necessary for 21st-century communications

“The ADF architecture is the foundation for numerous applications of personalized variable data printing.”

Meanwhile, the transactional printers were doing something completely different…or so it seems from the outside looking in. In 1984 IBM invented the Intelligent Printer Data Stream™ (IPDS™) architecture that still drives almost every phone bill, credit card statement, insurance explanation of benefit (EOB) and bank statement in the world. In 1996 the Gartner Group developed the concept of an automated document factory (ADF) which was built around the core capabilities of IPDS. The original ADF concept was broken down into four modules with the first three focused on the data being received into the system and managing it all the way through from production to delivery. The fourth module was a bidirectional communication control that sat on top of the other three modules and addressed the needs of management for various reports about the operation of the factory:

  • Input—all the data and the instructions that are needed to transform the data into documents processed in the ADF.
  • Transformation and integrated output – the data and instructions are joined, and the documents are produced in the appropriate media.
  • Delivery preparation—documents are prepared for delivery to the recipient.
  • Control and reporting—manages production aspects of the ADF.

The structure was later expanded to include:

  • Document design and content integration—designers and design tools were integrated with operations management and ariable data printing tools.
  • Response management—consisting of integrated response analytics.

The elegance of the ADF architecture wasn’t in the modules but rather in the interfaces that connected them.

Print and mail facilities had to be able to efficiently produce huge volumes of personalized  communications. The ADF model gave technology providers and print service providers the framework for developing and implementing the architectures and tools necessary for 21st-century communications.

The ADF architecture is the foundation for numerous applications of personalized variable data printing. Printing companies with an ADF in place are able to smoothly compile, print, mail/ship and analyze a wide range of marketing and transactional communications including CRMbased printing and TransPromo messaging.

Madison Advisors also noted that ADF handles more than just document production. “ADF now includes data management, content management and integration, color management, and document composition functions previously found upstream1.”

But what has this got to do with a PDF workflow for making books?


Since the acquisition of the former IBM Printing Systems Division, Ricoh has continued to expand the functionality of its software suite to match an expanding set of requirements from print providers that are not doing transactional work. With the introduction of RICOH ProcessDirector, the expansion has become even more powerful and includes a list of capabilities that printers would see as exactly what they need:

  • Automated print management with scalable workflow control functions
  • Graphical workflow builder that allows you to easily apply business rules and logic
  • Optional PDF Mailroom Integrity Feature, which provides document-level control of PDF jobs and 100 percent closed loop reprint automation of PDF files without any further transforms
  • The InfoPrint Ink Suite, which can deliver quick results in ROI by optimizing files for color, automating ink usage estimates and integrating with your Enfocus PitStop server
  • A database-driven process engine with an extensible backbone for process management
  • An embedded IBM® DB2® database, a Print Services Facility print driver and a built-in AFP and PDF viewer
  • Precise management of document reprints from within your print centers
  • Ability to start small and grow as your requirements change

Each and every one of these capabilities can find a home in a dedicated book production facility or commercial print-for-pay shop. The more complex the shop, the more these capabilities become central to a successful production environment. When all these elements are put under one system’s control, themanagement of the company gains many advantages that will make their entire operation more efficient and better equipped to meet tight SLAs.

As a book printer’s business expands, the system is ready. Its open architecture is designed to be extensible to span the total production environment. Adding features like color management, imposition, or digital asset management is easy. The system is so flexible that printers do not have to abandon any of the productivity tools with which they are familiar.

Solutions for Book Printers

“As a book printer’s business expands, the system is ready.”

Plus, the entire framework is in a constant state of review and upgrade by a group of more than 50 engineers and system architects. Ricoh development is driven 100 percent by customer requirements and direct involvement in customers’ shops. These teams work in concert with customers and push themselves to create progressively better systems. Ricoh is committed to providing commercial printers and book printers with alternative solutions that support open industry standards and connections to key production print technologies across vendors. This is seen in the on-going strategy of Ricoh to make substantial investments in companies like PTI Marketing Technologies and Avanti Computer Systems, which have complementary systems.

PTI Marketing Technologies is a leading provider of webto-print and marketing personalization solutions for both enterprise users and print service providers. Together, Ricoh and PTI are bringing new technologies, software and services to market. This enables companies to drive relevant, multichannel marketing campaigns at global, regional and local levels.

Avanti’s core technologies are uniquely positioned to complement Ricoh’s offerings with advanced solutions for mixed environments with wide format, digital cutsheet, continuous feed printers, offset, and fulfillment and kitting operations.

RICOH TotalFlow Cadence for Publishing was developed around the capabilities described above, with a few significant changes designed specifically for a shortrun digital book production environment. It allows

book printers to sort and optimize books with different characteristics automatically while taking advantage of a true automated document factory.

So…what can book printers learn from a transactional workflow?


For more insights from Ricoh see;  ricoh-europe.com/printandbeyond


1 www.dpsmagazine.com/content/ContentCT.asp?P=417

Line of books

A fast response to change: transforming supertankers into speedboats

Speed supertanker

How quickly can your corporate clients respond to change? According to new Economist Intelligence Unit research sponsored by Ricoh, many European businesses are overconfident about the true speed at which their organisations are changing to be ready for the future.  The Challenge of Speed report found business leaders are three times as likely to compare their company to a speedboat (48 per cent) than a supertanker (17 per cent), while believing the opposite of their competitors.  Yet the survey’s data shows little justification for this self-perception.

Interestingly the report states that 92 per cent of respondents report that speed is part of their culture. However, three-quarters are, in fact, not reacting to changes fast enough, and just 24 per cent are able to rapidly take advantage of new opportunities or adapt to the unexpected.The reality is that progress is stalled by the triple challenges of a rapidly evolving workforce, technology-led disruption and the deployment of underlying core business processes that ensure that change is sustainable.

Where the speediest companies excel is in product and service innovation, adoption of new technology and business process change – although very few companies can check all three boxes, with only one in three (29 per cent) able to rapidly re-engineer processes to support change.

What does this mean for you? There are many ways print services providers can work with their clients to support the digital transformation that is key to their successful future. First, professional print businesses can turn their attention to the efficiency of their own organisations and the speed at which they themselves can adapt to change.  A natural starting point is infrastructure and workflow. And a lean and automated system can deliver an immediate benefit in terms of flexibility and productivity while bringing down lead and turnaround times too. This means that print services providers can more rapidly adjust to changing market needs, and they can also help their clients do the same by passing along speed and productivity benefits they have achieved within their own operations.


The report points out that “companies need to find ways to unlearn the habits of the past and test what will work in the new environment.” This applies equally to the professional print production community that serves the needs of business. One means of unlearning habits and more quickly adapting to change is to lever relationships with trusted suppliers. This allows print services providers to benefit from the knowledge these suppliers can offer and also ensures that they stay current with both market trends and the availability of the new and revised solutions required to be a speedboat. For example, taking advantage of software developments can facilitate the data analysis that helps companies understand where improvements in their understanding of their customers can be made. The adoption of faster, more flexible hardware solutions helps expand service portfolios. And the use of precision marketing and cross media marketing communication for more targeted campaigns and responsive results for the benefit of the client – and the printing company as well – will generate greater return on investment for both. It is crucial that today’s print-based businesses not only offer speedy services to help clients themselves be speed boats rather than supertankers, but they must also incorporate value-added services beyond print that will help clients accelerate their business processes even more. A good example of this is precision marketing techniques that not only enable faster and more targeted communication with customers and prospects but improve the relevance and quality of those communications, boosting response rates and strengthening customer relationships.

The study also drives home the importance of examining business processes holistically, for both printers and their clients. Not only do you need to have seamless, easy-to-use customer-facing web to print mechanisms for entering jobs into your production stream, but that work must then be moved on efficiently to the rest of the production process. Companies that do not align their entire business holistically around the client and optimise processes accordingly will face the pressure of coping with a two-speed business.  While a focus on the client is critical, it is not particularly effective if the print services provider’s own operation is not adapting rapidly enough to market change.

Improved business practices for both printers and their clients create immediately tangible results and increase the speed of business. This includes removal of bottlenecks and the reshaping of client relationships to ensure organisational agility for both. Collectively, these actions put speed firmly at the centre of a print services provider’s operational culture and create a more conducive environment for cultivating future change — as well as positioning them to better serve clients who are facing the same challenges.

Graham Moore -business development director for Ricoh Europe

Graham Moore -Director Business Development, Ricoh Europe

Keep in mind that the pursuit of speed and agility for their own sake can be dangerous. But the risks are better managed by getting the basics right, not by slowing down. Slowing down presents the greatest risk of all.


For more insights into the challenge of speed facing European organisations, visit: www.ricoh-europe.com/thoughtleadership