When Will Digital Printing Tip?

RESTON, VA | In 2009 PRIMIR (Print Industries Market Information and Research Org.) commissioned IT Strategies to investigate the digital printing market and provide insights into why the much-anticipated “tipping point” hasn't occurred. The result, “Megatrends in Digital Printing Applications,” evaluated 12 applications to determine which (if any) will migrate from analog to digital printing, when, and why.

Included in the 12 applications were labels and packaging (folding cartons and flexible). The research was limited to production printing and excluded equipment under $50,000 as well as desktop printers or copier/MFP devices.

The research found that few of the studied 12 applications will tip within the time period of the study (by 2014), some have momentum to possibly tip by 2020 or later, but the tipping point for most of the applications is decades away, if at all. However, digital printing has made serious inroads in nonpublishing-related applications, especially where there is opportunity to add value through complex variable-data content.

The report identifies a number of threats and opportunities for all participants in the print supply chain. For more information e-mail Jackie Bland at jbland@primir.org.

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