Continued from page 16 including laptops and mobile phones, when not in use; and make sure all fi ling cabinets and desk drawers that contain PII are locked – just because cyber attacks are more likely, don’t forget to secure the hard copies as well. To ensure the shop is prepared for any attempted security breaches, says Belillo, “Create an incidence response plan. In the event of an attack, the lack of a cohesive plan extends the duration and losses associated with an attack.” Belillo suggests that the plan include forming a relationship with a security company that can be trusted to quickly come in and analyze the breach and mitigate the results. A few questions he suggests should be the top priorities in planning for and resolving breaches include: • Was the company under a bona fi de cyber attack? • Did a breach actually occur? Where was it? Malware, email spoofi ng, brute force attack? • Who is the designated company point person for security? • What is the main priority aft er Continued from page 18 customer come up to us at a trade show, and the shirt he was wearing, the wrap on the vehicle he drove, and the business card he handed us were all items he himself had printed,” he recalls. “Today, when PSPs are looking for new customers, they don’t have to print on just one type of substrate. It’s really about print, not about substrates. Forget about the substrates. Th at will limit the potential markets you can serve.” Becoming more relevant Among the many new products and services that can be off ered through the webto print model are mailing campaigns and full marketing program management. “More and more customers want to customize their mailing pieces, and that’s not just addressing, it’s changing text and images and off ering coupons,” Kelly says. “Th at can all be done through variable data.” a breach is detected? Restoring service, protecting data, or is there another priority? • What systems and/or data should receive the highest response priority? • Make a list of third-party technology and Internet vendors: who are the contacts (email, mobile numbers etc.) at those organizations? McKiernan agrees, noting that her steps for what should happen aft er a breach include: “Determine what data has been accessed and immediately take action to mitigate or eliminate a continued breach. Change credentials of the digital systems that have been hacked. Notify the customer of the breach and make sure your management team is aware of potential legal ramifi cations that may arise from the breach. Contact legal counsel for advice on how to proceed.” And, she adds: “If the breach is large enough, contact authorities such as the Department of Homeland Security and Interpol Cybercrime Division to inform them of the breach. Once the breach has Mailing is not as specialized as it once was, making it easier to undertake. Th at’s allowed PSPs to expand their service with mailing campaigns. “What we’re seeing is a lot of activity in narrow verticals,” he adds. “Highly specialized web-to-print storefronts can produce very specifi c products like real-estate postcards.” Rather than thinking about off ering new products, PSPs should emphasize off ering the best services, Lehn argues. “Th is is because it’s not just about a catalog of business cards or brochures anymore,” he adds. “Web-to-print must become more relevant to a fi rm’s entire customer base. Every custom quote, and every other interaction, should be possible within the web-to-print portal. Th at means a very deep integration into the back-end MIS is needed to deliver the most effi cient process to customers. PSPs that off er this will win the customer- acquisition game.” been identifi ed and mitigated, prepare for the future to avoid future breaches.” Minimizing the damage Today’s data thieves are more sophisticated than ever, with the ability to take information stolen from multiple systems and matching them up, giving them a more complete picture of a consumer’s life – which can then be used to open credit in their name, steal money from bank accounts, or gain access to other sensitive accounts. Printers process name and address information, at the very least, and for shops that have moved into being marketing communication providers, or who have begun to off er more complex print options, the data can expand to include a wealth of other sensitive information. To safeguard the consumers whose PII is potentially at risk, as well as your own business, take the necessary steps to secure your shop today. Make sure every employee knows what the action plan is, so when a breach does happen, you’re ready to respond quickly and minimize the damage. From Aberle’s perspective, print providers should be able to off er any kind of product their end clients desire. “Our portal can accommodate any kind of product, including print, promotional, apparel, and wall coverings, for instance,” he remarks. What can be printed Th e power of web-to-print can be summarized in words like “convenience” and “ease,” according to Kelly. “You make it easier for customers to do what they need to do, so it empowers them to use printing and the mail stream to achieve their business goals.” But it’s also conveyable in terms of greater opportunity – both from current products and new products. “I have a customer who does custom-printed hockey sticks and pucks,” Ciesemier says. “It’s not about thinking in a traditional way. “It’s about thinking about what can be printed.” February 2 PrintingNews®com 017 ® Printing News 19
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