Scarica la ricerca di InfoTrends
Transcript
Scarica la ricerca di InfoTrends
Italian Web‐to‐Print Market Research Structured Survey in cooperation with the 4IT Group Ryan McAbee Associate Director, Production Software April 2016 © InfoTrends www.infotrends.com 1 Table of Contents 1 Research Objectives & Methodology 2 Excutive Summary 3 Respondent Profiles 4 Detailed Research Findings © InfoTrends www.infotrends.com 2 Research Background • Primary research among print service providers (PSPs) in the Italian market • Research based on a structured web survey deployed in cooperation with Stratego Group o Stratego Group is a hub of editorial competence, contents, events, research and analysis and development in favour of the Printing and Communication marketSurvey was conducted in April 2016 •82 total respondents © InfoTrends www.infotrends.com 3 Research Objectives • Provide insight into the services, applications, and technologies used for online print services offered by Italian printers o Reveal the services and applications that are successfully sold online o Understand the motivators and inhibitors for implementing web‐to‐print software • Discover the marketing efforts and channels PSPs used to promote their online print capabilities • Better understand software spend and current investment outlook o Understand current ownership and spending levels for software, specifically for web‐to‐print © InfoTrends www.infotrends.com 4 Executive Summary More Italian print providers have adopted web‐to‐print technology when compared to the average in Europe; respectively 40.3% versus 37.1%. Over half of online Italian printers offer online document personalization (VDP). There is, however. opportunity to better promote and target users. Strategic Business Initiatives Slides Technology Adoption and Spend Slides 15,16 • 38.6% of printers experienced growth over the last five years and 64.8% expect an increase in 2016. 17 • Larger printers, over €10M in revenue, are anticipating more growth versus smaller prints. 14 • Overall the top strategic initiatives over the next five years is to focus on more effective sales and marketing, however, leaders are focusing on expanding to new customer verticals and industries. 12 • While digital and offset printing are the most popular services offered, PSPs expect to expand packaging/label printing and B2B web‐to‐print over the next 12 months. 43,44 • PSPs need to use their marketing budgets, €37.3k on average, more effectively to promote their online printing services. For B2B, targeting a specific vertical is as, if not more important, than developing the service and solution set yet over half of the respondents fail to do so. © InfoTrends 21 • Average annual software spending was €47.4k 20 • Software ownership is over 50% for conventional and workflow management, along with print MIS solutions. 20, 23 • Web‐to‐print adoption is at 40.3%, but 28% of respondents are considering a purchase. Being unconvinced of the benefits along with a lack of IT/operational skills were the top two reasons for delaying a web‐to‐print purchase. 27, 30 • Although web‐to‐print software has been available for many years, over 60% of respondents have been using it for 3 years or less. Not surprisingly, difficulty in finding a solution to meet the PSPs was cited as the number one implementation challenge. 36, 41 • PSPs that reported revenue had increased had 2x the number of online orders for business identity products (business cards, letterhead, and stationery) and poster or signs than those who were flat or had revenues decline. Leaders were also more likely to offer digital downloads. www.infotrends.com 5 Respondent Profile © InfoTrends www.infotrends.com 6 Involvement in Company Decisions Q1: What is your involvement in the following areas of your company’s print production operation? Qual è il tuo coinvolgimento nelle seguenti fasi di produzione stampa della tua azienda? Decision Maker Influencer Purchasing outside services 57,3% Purchases of software or services 57,3% Purchases of equipment No Involvement 20% 14,6% 24,4% 22,0% 75,6% 0% 11,0% 31,7% 61,0% Planning & strategy 13,4% 29,3% 40% 60% 80% 100% N = 82 Respondents © InfoTrends www.infotrends.com 7 Type of Printer Q3: Which of the following would best describe your operation? Quali delle seguenti voci descrivono meglio la tua attività? Transactional & Direct Mail 11,0% Other 4,9% Commercial Printer 34,0% Digital, QuickPrint, Marketing Service Provider 20,8% Specialty 29,3% N = 82 Respondents © InfoTrends Specialty includes packaging/label, wide format, prepress bureaus, book, forms, and newspaper printers. www.infotrends.com 8 Job Title Q4: Which of the following titles best represents your position? Quale dei seguenti titoli si adatta meglio alla tua posizione? COO or VP of Manufacturing 4,9% Other 4,9% CTO, IT Manager or CIO 1,2% Prepress/Production Mgr. or Supervisor 6,1% GM or Managing Director 11,0% CEO, President, or Owner 53,6% VP/Mgr. of Sales or Marketing 18,3% N = 82 Respondents © InfoTrends www.infotrends.com 9 Number of Employees at Location Q5: In total, how many employees work at your company at your location? (Mean: Employees) Complessivamente quanto dipendenti ha la tua azienda nella tua sede? Mean: 73.6 100 to 249 9,8% 20 to 99 37,8% 250 or more 3,6% 1 to 19 48,8% N = 82 Respondents © InfoTrends www.infotrends.com 10 Annual Revenue Q6: What is your company’s annual revenue? (Mean: Revenue €M) Qual è il fatturato annuale della tua società? Mean: 19.8M € €100M or more Don't Know 3,7% 2,4% €50M to €99.9M 3,7% Under €1M 34,1% €20M to €49.9M 6,1% €5M to €19.9M 22,0% €1M to €4.9M 28,1% N = 82 Respondents © InfoTrends www.infotrends.com 11 Services Offered Q7: Do you offer the following print‐related services to your customers? Ai tuoi client offri qualcuno dei seguenti servizi legati alla stampa? Yes, provide today No, but plan to in next 12 months No plans to provide/Don’t know Digital colour printing 87,8% 8,5% Offset printing 86,6% 11,0% Digital B&W printing Warehouse/Fulfilment services 45,1% 51,2% Wide format printing 45,1% Packaging/Label printing 36,6% Consumer‐facing online print ordering (B2C) 31,7% Textile printing 12,2% 7,3% 17,1% 46,3% 14,6% 53,7% 80,5% 89,0% 11,0% 0% 40,2% 17,1% 9,8% 3D printing/prototyping 45,1% 9,8% 42,7% Corporate‐facing online print ordering (B2B) Other (please specify below) 20,7% 76,8% 85,4% 20% 40% 60% 80% 100% N = 82 Respondents © InfoTrends www.infotrends.com 12 Strategic Business Drivers © InfoTrends www.infotrends.com 13 Strategic Initiatives Q29: Which of the following initiatives best describes your strategic business direction in the next five years? Quali delle seguenti iniziative descrivono meglio la direzione strategica intrapresa dal tuo business per i prossimi cinque anni? Focus on more effective sales and marketing Focus on reducing production cost and improving… Expand to new print applications or services Expand to new customer verticals or industries Focus on specific customer vertical(s) or industries Expand geographic reach Expand to new non‐print services Merger and acquisition Focus on growing existing core offerings Exit the business Other Don’t know 0% 63,2% 56,1% 54,4% 52,6% Top focus for leaders (75%) 33,3% 29,8% 26,3% 22,8% 15,8% 1,8% 3,5% 1,8% 20% 40% 60% 80% 100% N = 57 Senior management © InfoTrends www.infotrends.com 14 Business Revenue Change Q30: How has your business’ revenue changed in the last five years? Come sono cambiati i tuoi profitti negli ultimi cinque anni? We experienced a decline 28,1% We experienced growth 38,6% Our business stayed constant 33,3% N = 57 Senior management © InfoTrends www.infotrends.com 15 2016 Revenue Outlook Q31: What is your company’s year‐over‐year total revenue outlook for 2016 (vs. 2015)? Qual è la previsione di profitto anno su anno della tua azienda (rispetto al 2015)? Mean: +3.75% Declined 12,4% Don't know 1,8% No Change 21,1% Increased 64,8% N = 57 Senior management © InfoTrends www.infotrends.com 16 Greater Year‐over‐Year Increases for Printers over €10M Q31: What is your company’s year‐over‐year total revenue outlook for 2016 (vs. 2015)? Qual è la previsione di profitto anno su anno della tua azienda (rispetto al 2015)? 100% 10,6% 16,7% 23,7% 16,7% 80% 7,7% 15,4% Don’t know Decline by 1% to 9% 60% 46,1% 40% 44,7% Decline by more than 10% No change 50,0% Increase by 1% to 9% Increase by more than 10% 20% 30,8% 15,8% 16,7% Under 4.9M€ 5M€ to 9.9M€ 0% 10M€ and over N = 57 Senior management © InfoTrends www.infotrends.com 17 Reasons for Growth Q32: If your business has grown, why do you think this is so? Are there changes or investments that you have made? Se il tuo business è cresciuto, per quale motivo pensi che sia successo? Hai fatto cambiamenti o investimenti che hanno influenzato questo risultato? We invested in sales and marketing 59,5% We invested in more efficient equipment 54,1% We expanded our services offerings 48,6% We specialised on niche segments/applications 40,5% We invested in software to increase automation 35,1% We changed our pricing strategy 21,6% We implemented online order via web‐to‐print software 18,9% The demand conditions have improved 18,9% Other 2,7% 0% 20% 40% 60% 80% 100% N = 37 Senior management who expect their company to grow © InfoTrends www.infotrends.com 18 Software Ownership and Investment © InfoTrends www.infotrends.com 19 Software Ownership Q9: Please indicate your current software ownership in the following software solution categories: Facendo riferimento alle definizioni soprastanti, per favore indica come si posiziona la tua azienda nelle seguenti categorie di software: Currently Own Do not own, but considering purchase Do not own, no plan to purchase Don’t Know Conventional or offset workflow management 20,7% 63,4% Print MIS 58,5% Digital workflow management 9,8% 11,0% 18,3% 53,7% Variable data 47,5% Web‐to‐Print (W2P) 34,1% 0% 20% 23,2% 12,2% 28,0% 40,3% Cross‐media marketing 14,6% 15,9% 40% 20,7% 13,4% 17,1% 18,3% 13,4% 17,1% 32,9% 60% 11,0% 80% 100% N = 82 Respondents © InfoTrends www.infotrends.com 20 Annual Software Investment Q14: In general, how much does your company spend annually on software? (Mean: k€) Complessivamente, quanto spende ogni anno la tua azienda in software? Mean: 47.4k € €150,000 to €199,999 1,2% €200,000 to Don’t know 11,8% €249,999 4,7% Less than €5,000 18,8% €100,000 to €149,999 2,4% €5,000 to €9,999 18,8% €50,000 to €74,999 10,6% €25,000 to €49,999 10,6% €10,000 to €24,999 21,2% N = 85 Respondents © InfoTrends www.infotrends.com 21 Reasons for Not Investing in Web‐to‐Print Q10: Why are you not investing in web‐to‐print solutions? Perché non intendete investire in una soluzione di web‐to‐print? We don’t have customers for this 43,8% We do not have sufficient IT or operational skills 31,3% Unconvinced of the benefits 31,3% We cannot justify the investment 25,0% We don’t have the skills to sell the solution to our … 25,0% Unfamiliar/Unaware of the benefits 18,8% We have issues obtaining credit / financing 6,3% Other 12,5% 0% 10% 20% 30% 40% 50% N = 16 Respondents that have not invested in a web‐to‐print solution © InfoTrends www.infotrends.com 22 Factors Delaying a Web‐to‐Print Purchase Q11: What factors are delaying your decision to invest in web‐to‐print? Quali fattori stanno ritardando la decisione di investire nel web‐to‐print? Unconvinced of the benefits 50,0% Insufficient IT or operational skills 41,7% Budget constraints or waiting for next budget cycle 37,5% Difficult to justify purchase 20,8% Unfamiliar/Unaware of the benefits 20,8% Hesitant based on other printer’s experience 16,7% We have issues obtaining credit / financing 4,2% Other 29,2% 0% 20% 40% 60% N = 24 Respondents planning to invest in a web‐to‐print solution © InfoTrends www.infotrends.com 23 Likelihood of Replacing or Upgrading Web‐to‐Print System Q28: How likely is it that you are going to upgrade or replace your existing web‐to‐print system in the next 12‐24 months? Quanto è probabile che il tuo sistema di web‐to‐print sia aggiornato o sostituito nei prossimi 12‐24 mesi? Not a chance 6,1% Unlikely 18,2% Very likely 42,4% Likely 33,3% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 24 Reasons to Change Web‐to‐Print System Q27: What would trigger a change of your primary web‐to‐print system to another vendor? Quale potrebbe essere la molla di un cambiamento dall’attuale fornitore di web‐to‐print a un altro? Broader feature set Unacceptable performance Easier‐to‐use interface Some lower cost Better integration Significant lower cost Better support for mobile Specification by customer Company acquisition/merger Cloud deployment Other 48,5% 36,4% 30,3% 27,3% 24,2% 18,2% 12,1% 12,1% 6,1% 3,0% 6,1% 0% 20% 40% 60% 80% 100% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 25 Implementing Web‐to‐Print © InfoTrends www.infotrends.com 26 Number of Years using Web‐to‐Print Software Q15: How long have been using web‐to‐print software? Da quanto tempo sta usando un software di web‐to‐print? Mean: 3.6 10 years or more 8 to 9 years 3,0% 6,1% 6 to 7 years 12,1% 1 year or less 21,2% 4 to 5 years 18,2% 2 to 3 years 39,4% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 27 Commercial vs. Homegrown Web‐to‐Print Implementation 25% 23,2% 20% 17,1% 15% 10% 5% 0% Commercial Homegrown N = 33 Respondents with a web‐to‐print solution © InfoTrends www.infotrends.com 28 Web‐to‐Print Deployment Method Q12: How is your web‐to‐print software deployed? Come è sviluppato il suo software di web‐to‐print? On‐premise/On‐site 28,6% Cloud/Hosted 71,4% N = 14 Respondents with a commercial web‐to‐print solution © InfoTrends www.infotrends.com 29 Challenges in Implementation Q26: What challenges did you face while implementing your web‐to‐print/print e‐commerce solution? Quali sfide hai dovuto affrontare nell’implementazione del tuo web‐to‐print/la tua soluzione di e‐commerce? Finding a solution Changing our sales culture to promote web‐to‐print Integration with other software Training current staff Customer training Hiring appropriate staff Delays due to vendor Unexpected costs Customer adoption Customising storefronts to customers’ requirements Missing requirements/features after purchasing 69,7% 57,6% 54,5% 42,4% 39,4% 30,3% 21,2% 21,2% 18,2% 12,1% 12,1% 0% 20% 40% 60% 80% 100% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 30 Number of Storefronts Q19: How many customised web‐to‐print storefronts are you currently running/hosting? Quanti storefront personalizzati stai attualmente gestendo/ospitando (sia b2b che b2c)? Mean: 3.3 Don‘t know 15,2% 15 or more 6,1% 1 48,5% 10 to 14 3,0% 2 to 4 27,3% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 31 Storefront Lifespan Q21: How long does a storefront usually last before it is replaced or shut down? Di solito qual è l’arco temporale di utilizzo di uno storefront prima che venga rimpiazzato o chiuso? Less than 6 months 6,1% Mean: 1.5 Years Don’t know 33,3% 6 to 11 months 6,1% 1 to 2 years 18,2% 3 to 4 years 6,1% Do not replace or shut down 30,3% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 32 Charges for Storefront Access and Customisation Q25: How do you typically charge customers for access and customisation (e.g., site design, adding products) of the web‐to‐print site you provide? Con che metodo i clienti pagano accesso e personalizzazione del web‐to‐print che offrite? We are an in‐plant and do not charge for access/ customization 7,7% Recurring maintenance fee charged or a monthly or annual basis 7,7% Don‘t know 23,1% One time setup fee 7,7% Order based fee where a charge is added to each item purchased 34,6% No charge if revenue from customer is above a certain level 19,2% N = 26 Respondents with a web‐to‐print solution and offer B2B services © InfoTrends www.infotrends.com 33 Web‐to‐Print Capabilities © InfoTrends www.infotrends.com 34 Web‐to‐Print Capabilities Q22: Which of the following do you offer through your web‐to‐print/print e‐commerce solution? Quali dei seguenti servizi vengono offerti attraverso il tuo web‐to‐print/la tua soluzione di e‐commerce? Yes, offer today No, but plan to within the next 24 months Document personalisation No, no plans to offer 27,3% 54,5% Online job proofing 24,2% 45,5% Document builder 39,4% Browser‐based design tool Digital publications/downloads of documents 18,2% Online digital asset management 18,2% Ability to purchase artwork/images from a stock image site 15,2% Other 18,2% 27,3% 51,5% 15,2% 20% 9,1% 24,2% 42,4% 36,4% 0% 15,2% 48,5% 39,4% 12,1% 12,1% 36,4% 18,2% 12,1% 18,2% 30,3% 18,2% 24,2% Ordering of multi‐channel marketing campaigns 24,2% 24,2% 30,3% 15,2% 18,2% 18,2% 33,3% Photo book editor Do not know 18,2% 63,6% 40% 60% 80% 100% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 35 Leaders offer Digital Downloads Percentage of PSPs offering Digital Downloads 60% 50% 50,0% 40% 30% 20% 15,8% 10% 0% Revenue Increase © InfoTrends Flat or Revenue Declines www.infotrends.com 36 Mobile Capabilities of Storefront Q20: Which of the following mobile capabilities do you offer for your web storefront? Quali delle seguenti capacità mobile offri sul tuo storefront? Mobile‐optimised website for ordering/payment and tracking 66,7% We do not have mobile capabilities 15,2% Mobile‐optimised website for only tracking 12,1% Don‘t know 6,1% 0% 20% 40% 60% 80% 100% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 37 Products Offered via Web‐to‐Print (1) Q23: Which of the following types of products does your company offer through your Web‐to‐print/print e‐commerce solution? Quali dei seguenti tipi di prodotto vengono offerti attraverso il tuo web‐to‐print/la tua soluzione di e‐commerce? Static Print/Item Personalised Print/Item (Variable Data) Electronic Presentment/Download Catalogues, magazines, and manuals 39,4% Books 36,4% Business identity (e.g., business cards, letterhead, and stationery) Greeting cards 27,3% Calendars 27,3% Posters, banners, and signage Labels 21,2% Forms 21,2% Packaging (folding cartons, flexible packaging, or corrugated) 21,2% 0% 18,2% 63,6% 27,3% 51,5% 30,3% 54,5% 9,1% 12,1% 39,4% 20% 40% 39,4% 42,4% 51,5% 9,1% 30,3% 15,2% 33,3% 9,1% 48,5% 42,4% 21,2% 9,1% 57,6% 24,2% 15,2% 15,2% 60,6% 33,3% 18,2% 15,2% 51,5% 42,4% Brochures Do not offer 60% 80% 100% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 38 Products Offered via Web‐to‐Print (2) Q23: Which of the following types of products does your company offer through your Web‐to‐print/print e‐commerce solution? Quali dei seguenti tipi di prodotto vengono offerti attraverso il tuo web‐to‐print/la tua soluzione di e‐commerce? Static Print/Item Personalised Print/Item (Variable Data) Electronic Presentment/Download Direct mail Presentations and proposals 33,3% 12,1% Promotional Products (e.g., pens, golf balls, phone cases) 9,1% Décor products (e.g., wall coverings, canvas prints) 9,1% Clothing (e.g., t‐shirts, hats) 24,2% 15,2% 6,1% Photo merchandise (photographic prints and novelty items) 60,6% 6,1% 57,6% 6,1% 81,8% 12,1% 51,5% 36,4% 81,8% 12,1% 72,7% 27,3% Photo books Do not offer 69,7% 30,3% Other 97,0% 0% 20% 40% 60% 80% 100% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 39 Top 10 Static and Variable Data Products Offered Static Print Personalised Print Catalogues, magazines, and manuals 42,4% Brochures 39,4% Books 36,4% Business identity Business identity 63,6% Brochures 60,6% Books 57,6% Posters, banners, and signage 33,3% 54,5% Greeting cards 27,3% Calendars 51,5% Calendars 27,3% Catalogues, magazines, and manuals 51,5% Posters, banners, and signage Greeting cards 24,2% Labels 21,2% Labels Forms 21,2% Forms Packaging 21,2% Décor products 0% 10% 20% 30% 40% 50% 48,5% 42,4% 39,4% 36,4% 0% 10% 20% 30% 40% 50% 60% 70% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 40 Most Ordered Products Q24: What three products are ordered the most through your web‐to‐print/print e‐commerce solution? Quali sono i tre prodotti maggiormente ordinati attraverso il tuo web‐to‐print/la tua soluzione di e‐commerce? 54,5% 42,4% 39,4% 36,4% 27,3% 15,2% 12,1% 12,1% 9,1% 9,1% 9,1% 9,1% 6,1% 6,1% 3,0% 3,0% Brochures Catalogues, magazines, and manuals Books Business identity Posters, banners, and signage Packaging Décor products Calendars Photo books Greeting cards Forms Direct mail Promotional Products Labels Clothing Other 0% 20% 40% • PSPs who reported a revenue increase had significantly more orders for business identity products and posters/signs than those who declined o 2.3 times the number of business identity products o 2 times the number of posters/signs 60% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 41 Marketing of Online Printing Capabilities © InfoTrends www.infotrends.com 42 Budget for Marketing and Promotion of Web‐to‐Print Q17: How much did you budget for marketing and promotion of your e‐commerce site? Quanto budget è stato stanziato per il marketing e la promozione del sito di e‐commerce? Mean: 37.3k € Don’t know 3,0% Over €100,000 3,0% €75,000 to €99,999 18,2% Under €5.000 15,2% €5,000 to €9,999 12,1% €25,000 to €74,999 18,2% €10,000 to €24,999 30,3% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 43 PSPs are not Targeting a Specific Vertical Market Q16: Did you target a specific market before launching your e‐commerce site? Avevi come obbiettivo uno specifico mercato prima di lanciare il tuo sito di e‐commerce? Professional services 18,2% Financial Services/Insurance 6,1% Education 3,0% Did not target a specific market 51,6% Entertainment 3,0% Non‐profit 3,0% Other 12,1% Retail 3,0% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 44 Channels Used to Market Web‐to‐Print Capabilities Q18: What methods did you use to market/promote your e‐commerce site? Che metodi hai usato per promuovere il sito di e‐commerce? Web banners Social media (unpaid) Social media (paid advertising) E‐mail Direct mail Paid search advertising Press release Blog posts Tradeshow Radio TV advertisment Other 66,7% 66,7% 66,7% 60,6% 51,5% 45,5% 33,3% 30,3% 27,3% 3,0% 3,0% 15,2% 0% 20% 40% 60% 80% 100% N = 33 Respondents currently using web‐to‐print software © InfoTrends www.infotrends.com 45 © InfoTrends www.infotrends.com 46