What do you think will be the greatest opportunity for, and threat to, the print industry next year?

I am looking positively on 2012. Print remains a powerful communication medium in today’s world, and we must ensure we maximise its position and potential but within the broader marketing mix. Whilst digital offers printers the opportunity to become key suppliers in their customers' go-to-market strategies, it will be those that embrace the web, data and other media channels who will remain or become more relevant in their customers' eyes.

The biggest threats to the industry at the moment are the constant state of flux in the print market, which is driven by economic factors, and a lack of confidence in embracing the new world. Businesses need to build a vision, ensure they have a clear understanding of their market position and capabilities, and then stick rigorously to their plan throughout 2012, whilst looking for opportunities to reduce operational expenditure along the way.

Critical is the need to 'keep doing the right things right'. That may sound obvious, but in reality it is easy to stretch yourself too thinly as soon as the first shoots of recovery start to appear.

What do you believe is the most under-recognised aspect in printing that is likely to gain more prominence in 2012?

I do see common traits in those who are successful in today’s market. In my view the automation and streamlining of manufacturing and management processes offers cost savings, increased productivity as well as management control and information to drive the business.

Throughout 2011 we saw more customers focusing beyond purchase price – cheaper no longer makes the most commercial sense in many cases. Now that companies are thinking about growth and profit, the conversation has shifted from just  'how do I save money?' to add 'how can I get the equipment to make me money?' The secret is in getting the balance right.

What do you hope to get out of Drupa 2012?

Personally, I see Drupa as a great chance to connect again with our existing customers, meet new prospects and catch-up with friends within the wider industry. We do need to remind ourselves what a great industry this is and show how the latest trends in print can help deliver real business growth despite ongoing economic uncertainties.

What do you think the main trends will be at Drupa 2012 in your sector?

Digital print is going to be a hot topic yet again. Now it’s about using digital to deliver impactful marketing communications, but in the most efficient way possible through asset optimisation and improved workflow.

Operational efficiency is going to be a massive focus at Drupa 2012. I believe the show will be a fantastic showcase of end-to-end technologies, for the light production sector in particular, to help smaller companies establish a firm foothold in the market.

What can the industry do to increase its profile next year?

Come out of the shadows, be confident and proud about the fantastic work that is produced here in the UK.  But we must also understand how this work helps to delight end customers and improve their business performance and bottom line and then tell people about it.

What will you do differently next year?

Come and see us in hall 8b at drupa, and you’ll be able to see the Xerox difference for yourself!