What do you think will the greatest opportunity for and threat to printers next year?
The greatest opportunity is to use the power of digital print to provide value to print buyers, to increase the value of print as a communication and marketing media. In the industry we don’t realise how much pressure is also on other media such as television. The threat is that print won’t be seen as an essential tool. If the industry isn’t pro-active it will fall behind. The tough economy makes it worse as buyers make a choice and decide yesterday’s products aren’t essential. We don’t do enough to promote the power of print. You don’t need to advertise but you do need to show the impact of print processes such as outdoor advertising and variable data. It’s beyond branding print, it’s about effectiveness. Everyone in print is guilty is of focusing on growing their slice rather than the size of the whole pie.
 
What do you believe is the most under-recognised aspect in printing that is likely to become more important in 2010?
Part of it is how innovation and new technology can really change the landscape. When I say EFI is 100% focused on print, people in Silicon Valley ask me if there is any more innovation possible in print. In 2010, a lot of our partners will bring new printing engines and capabilities to market.

How important do you think Ipex will be?
Truthfully, the importance of tradeshows is declining as people can get more information on their desktop with web-ex and online 3D presentations. I’m not sure Ipex will be as important as it used to be. With more regional shows, particularly in South East Asia will they make the journey to Ipex? And will mainland Europeans spend a few hours on a plane to come? In every industry the importance of tradeshows is diminishing. Tradeshows continue as a way to develop more leads, but there’s always a debate about whether you’d pick those up anyway. I’m not saying the value of the shows is zero, but that it is diminishing.

What can the industry do to increase its profile next year?
It’s not about increasing print’s profile; it’s about focusing on the effectiveness of modern print. We need to be a lot more precise when we communicate the effectiveness of on-demand and personalised digital print.

What will you do differently next year?
We did a lot in 2009 that was different to normal, including, naturally, to cut spending. We will go on the offensive next year, our competitors didn’t invest in 09, we did and we will focus on bringing more technology to the market. We’re hiring now when we were firing six months ago. Innovation is essential, if our products are more competitive we win more market share. All things being equal better quality always wins and so does lower cost.