PRZOOM - /newswire/ -
Pangbourne, Berkshire, United Kingdom, 2011/02/08 - New research shows that while Web to Print (W2P) is fast becoming a ‘must-have’ for forward looking UK printers, the possibilities have yet to be fully exploited – leaving opportunities open for those who adopt it now to gain competitive edge.
New research from Marketingunity shows that while Web to Print (W2P) is fast becoming a ‘must-have’ for forward looking UK printers, the possibilities have yet to be fully exploited – leaving opportunities open for those who adopt it now to gain competitive edge.
Marketingunity surveyed printers of all sizes, in all areas of the UK, to establish the current rate of uptake of W2P software, why printers have adopted it and whether the expected benefits have been realised – and also to discover the barriers to uptake of W2P.
Key findings include:
• Only a third of respondents offer W2P – with many having done so for over two years.
• Users revealed they were fully experiencing the benefits of reduced administration, cost savings and increased revenue.
• 50% of those that don’t currently use W2P software say perceived high cost is the main barrier.
W2P software is hailed as the future of printing – the answer to meeting the demands and expectations of the digital age, cutting costs and remaining competitive. W2P is currently part way along the mass adoption phase, but still well short of the peak.
Chris Hopwood, Managing Director, Marketingunity comments: “Awareness of W2P is high, and there is clearly money to be made – look at Moonpig’s £20m turnover. Our research reveals that printers are seeing the benefits, however, it also shows that only a third have adopted W2P. Why is this? One barrier is the lack of real-world stories to back up vendor claims. Also, the careful planning, implementation and marketing required to get the most out of W2P can seem daunting. Innovative product ideas are needed too – many do not go beyond business cards, corporate stationery, and calendars. The opportunity lies in extending the business model to other types of product, or areas of online customer interaction. Customers are looking for speedy, easily accessible and affordable solutions – and W2P ticks all these boxes.”
While adoption has been slow, advances in technology have allowed the more mature W2P systems such as Marketingunity to release 2nd or even 3rd generation products, and extend their offerings, either by integration to 3rd party products like MIS systems, or by adding additional modules such as Digital Asset management and Multi-Channel Marketing capabilities. This means that despite the increasing popularity of W2P, there is still the opportunity for visionary providers to gain a competitive edge if they select a system carefully, and implement it not as a ‘bolt-on’, but a carefully-planned business in its own right.
Marketingunity (marketingunity.com) is a privately-owned marketing software company based in Newbury, Berkshire. With a firm belief that the most powerful characteristic of the Internet will prove to be web-based business applications, Marketingunity strives to implement continuous development, driven exclusively by customer and market feedback.
Marketingunity is the UK’s leading provider of W2P software. Experts in implementing change for the better, it helps printing companies visualise the future and demystify the barriers to their progression.