Web-to-print (W2P) has come a long way in a relatively short space of time. The market is packed full of software providers and has been driven by the growth in digital print technology. The rise in web-savvy print buyers who are used to ordering other products online has also helped.
"For a younger generation of print buyers, the inability to order online is enough reason to go elsewhere, so a W2P solution is a must," explains John Davies, business strategy manager at the Fujifilm European software business unit.
It is now a mature market, according to Gareth Parker, production print solutions marketing manager at Ricoh UK.Five years ago, W2P was essentially an FTP site where print buyers could upload files. Today, it's more sophisticated, catering to both litho and digital printrooms.
Increasing uptake
"Many printers are looking to invest in W2P as it's fantastic for high-volume short runs," says Parker.
Davies adds: "What the current breed of solutions provides is almost an out-of-the-box web store."
There are two main options for W2P: a server option allows the system to be installed and run on a server within the print company; a software-as-a-service model (Saas), is hosted online by the product's vendor.
Features on many W2P products include print re-ordering and the ability to create a job online using predefined templates. But many of these are extensions of MIS systems.
"Some take this a stage further. With EFI's Digital Storefront, each print buyer can see its own branding on logging in to the printers web-to-print system," says Davies.
But according to Ricoh's Parker, going down the W2P route requires a solid in-house IT knowledge base for server-based applications.
"A print company would need some kind of IT department, as daily monitoring is essential," he says. "They need to understand the implications to the business model and have the ability to make certain changes."
Parker urges print companies not just to focus on features, but understand how W2P can actively grow their existing business. "You need to look at whether you need to acquire new tools, as well as looking at each technology," he advises.
"Printers also need to invest in marketing when implementing a W2P system," explains Fujifilm's Davies. "It's easy to purchase and setup a W2P product, but it's harder to guide customers to the website, so printers must have a comprehensive sales and marketing plan."
WHAT'S NEW IN WEB-TO-PRINT?
• In February, Hiflex launched a web-based product, Hiflex Live, which notifies users when updates and patches become available and has the ability to trouble-shoot any potential problem
• Web-to-print specialist RedTie is set to unveil a distribution deal, but is keeping tight lipped on the identity of its partner. We will reveal a big strategic partner by Ipex, said chief executive Marian Stefani. Meanwhile, the software company’s RedTie Template (RTT) and RedTie Quote (RTQ) software is being rewritten to move from a
functions-based approach to service-based
• Ricoh has already unveiled its new W2P product for Ipex. The manufacturer will showcase NowPrint, a JDF compliant SaaS package suitable for corporate and commercial applications
