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As the print process becomes increasingly commoditised, print companies are shifting the way they make their margins - moving away from competing on actual printing costs and moving towards providing creative and other, value-added services.

To do this, companies are investing in new areas of technology that provide greater scope to take on more diverse projects.

While often overlooked, wide format digital printing is a relatively new area that is growing as new markets develop and fresh uses for the technology are discovered. Being early to the right market can provide the edge in a fiercely competitive industry where margins on standard printing jobs are constantly being driven down.

We currently see strong growth in the wide format sector as many companies realize how this technology allows them to expand offerings to current clients and pursue new prospects. When to enter the market and at what level of investment depends on a number of factors.

We've seen some companies start out with entry-level indoor graphics, while other more established companies use wide format print to expand into outdoor graphics or specialist applications.

The more successful of these companies are the ones that take the time to understand their target market, eventually becoming specialized in a chosen area, such as canvas photo printing, outdoor banners, exhibition displays, retail graphics or window displays.

They also understand that success does not depend only on the printer hardware. In this arena, business is driven from the media and ink technologies and how these develop new applications.

So what should printers consider when looking at adding wide format capabilities to their portfolio of services?

Below are five key considerations that should be born in mind when contemplating an investment:

1. Smaller is bigger

Wide format is not always about big printing. The use of a cutter will enable the smallest prints to be made multi-up, printed out and then cut. From the coin-size sticker on vinyl to complete vehicle wraps for a truck, it is vital for printers to have access to, and a broad understanding of, what media can be available and how it can help them expand their product sales.

2. See the whole picture

Pre-press and post-press are essential considerations when upgrading a printing environment. If a commercial printer is printing on a solid substrate such as plexi-glass or steel, for example, then they may need a means to cut and fabricate this into a finished product.

It is these finished products that can help the printer add value to his offerings.

3. Sell don't tell

Selling wide format print is different from what a commercial printer may be used to. By understanding the capabilities of the technologies, a skilled salesperson will be able to see many new and different ways to achieve a final output, opening the customer's eyes to new possibilities in the process.

4. Understand TCO

Look beyond the price of the hardware and understand the total cost of ownership, or TCO. Often, the less the hardware costs, the more the running costs will be. A clear understanding of the TCO over the life of a solution will help printers make sustainable investments.

5. Buy the right product

Last, but by no means least: buy the right product. A common mistake is to buy a product that covers a wide capability and then rarely stretch it for that purpose - thus wasting your investment.

This approach may even deliver poor results for customers. It's important to select a product that will meet a known need or develop markets and applications that will make full use of the technology's capabilities.

This basic checklist is a good place to start for any commercial printer considering a new technology investment. Taking the time to consider these points will help printers determine if they are buying the right machine at the right time.

It is also a good idea for printers to ask their supplier about training programs and business planning tools.

A solid grounding in how to build a business activity and develop a growth plan could turn wider formats into wider horizons.