Communication takes centre stage

16 April 2014

At the recent IPEX show "communication" continued to dominate as an overall theme. This makes sense when you consider that there are growing trends in mass customization, globalization, variability and convenience, all of which are addressing consumer state needs.

The difficulty is in the communication across the supply chain. I have seen incredible innovation that has not reached the value expected, as it is difficult to explain to the end-users, who in turn can not then demonstrate the benefit to a consumer and decide to stay with the status quo. So, rather then communication it would seem that communicating value is the key. For example, a friend of mine was responsible for the graphics communications platform development of a major graphics company. The company, rightly, had high hopes that its products would sell heavily as they provided some of the highest quality images and graphics in print. By not communicating the total value of the product, its price, quality, service and high quality visuals, there was a missed opportunity, as end-users were not made aware of the total value of the platform.

There is the opportunity for great reward if consumers and end-users can understand how a product, improvement or efficiency can better their lives, and this must be communicated using customers' words and language.

Space and price continue to dominate immediate areas of interest for the industry. Prices will always go down as the technology to convert improves, and as the number of products grows exponentially converters are having to use the same amount of space to produce three or four times the number of products.

In this edition of Converting Today , communication is also the theme of our features. There is insight into the labeling market from FINAT, which concentrates on the legislation and developments that are facing this fast moving sector. I take a look at digital printing, a topic of great interest and potentially rapid growth in 2014. Finally we have two Ask the Experts features: Laem System's Davide Malki discusses the consultative approach he is taking to provide intergrated solutions from logistics to slitting and rewinding and Berhalter discusses its new developments in diecutting.

I hope you enjory the publication and wish you all a wonderful Easter!

Matthew Rogerson,


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