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Italian Web‐to‐Print Market Research
Structured Survey in cooperation with the 4IT Group
Ryan McAbee
Associate Director, Production Software
April 2016
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1
Table of Contents
1
Research Objectives & Methodology
2
Excutive Summary
3
Respondent Profiles
4
Detailed Research Findings
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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
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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
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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.
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• 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.
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Respondent Profile
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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
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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
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Specialty includes packaging/label, wide format, prepress bureaus, book, forms, and newspaper printers.
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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
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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
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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
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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
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Strategic Business Drivers
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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
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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
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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
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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
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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
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Software Ownership and Investment
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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
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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
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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
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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
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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
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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
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Implementing Web‐to‐Print
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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
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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
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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
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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
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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
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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
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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
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Web‐to‐Print Capabilities
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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
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Leaders offer Digital Downloads
Percentage of PSPs offering Digital Downloads
60%
50%
50,0%
40%
30%
20%
15,8%
10%
0%
Revenue Increase
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Flat or Revenue Declines
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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
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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
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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
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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
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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
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Marketing of Online Printing Capabilities
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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
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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
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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