est challenge. Yet it is becoming increasingly evident that print media will not die but will continue on an accelerated path of offset-to-digital transference. The great opportunities are with print providers who are proactively investing in data management and digital technologies and are thus creating new value through an integrated data-driven media mix. With this strategy, print will profitably remain as the anchor of content that is complemented by other media. IA: What do you consider the greatest asset to be for the industry right now? Why? DM: The greatest asset today is the speed of print technology innovation. There are more meaningful advancements in digital print solutions by more suppliers than any time in the last 20 years. With this opportunity comes a risk: with technologies changing so quickly, printers should be careful to make investments that won’t be obsolete and that they won’t regret in three to five years. To protect their investments, printers should seek to invest with suppliers that will allow them to scale and upgrade their solutions over the next 10 years and beyond. IA: In your opinion, what have been the biggest changes to the way we communicate with one another in the past few years? How would you recommend this industry take advantage of that? DM: Mobile technology, accompanied by user-driven social platforms, is the greatest driver of change in how content is shared and consumed today. Digitally printed Jetcomm 2015, the global conference of the Jetcomm user community. “HP holds leading market share in total page capacity and in high-end press models. Our core applications are publishing (books, journals, catalogs, magazines), corrugated packaging, production mail (customer communications, and promotional mail), and general commercial print.” media continues as a relevant and useful channel for this content. We will see increasing integration and cooperation between digital print and electronic media in the near future. Content providers and consumers will be able to benefit from new blended reality platforms, in which printed and electronic content can complement one another. IA: Looking ahead, what major innovations or technologies do you believe will shape the future of the industry? Why? DM: Content will be generated, packaged, and delivered to consumers in a timely and customized format based on each user’s preferences and requirements. We will see this in publishing, production mail, and packaging. Digital print will play a critical role in this integration. IA: What is the biggest piece of advice you would give to printers and others involved in this industry? DM: Don’t mistakenly believe that the future pace of change and innovation will remain at today’s velocity. It will accelerate ever rapidly. Those who will thrive in the new dynamic environment will be those who are lean and versatile, forward-thinking, constantly learning and are able to act decisively. Those waiting on the sidelines hoping that they can catch up in the future will be left behind. IA: Is there anything else you would like to share with our readers? DM: Be confident in the future of inkjet. It is a versatile and scalable technology, and it is only in its nascent stage of development. After just seven years, continuous feed inkjet volume is at the cusp of overtaking electrophotographic (EP) volume. Analog production print will be around for decades, but shrinking run lengths, the proliferation of customized and versioned content and technological improvements will drive ever more volume to inkjet. Find this article at MyPRINTResource.com/12061072 MyPRINTResource.com Inkjet’s Age | June 2015 25
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