Features

In this exclusive interview, Francois Martin, HP's marketing director for its Graphics Solutions Business in EMEA, shares his thoughts on the current state of the wide format industry and what print service providers (PSPs) should be doing to help increase business.

In spite of the tough trading conditions, 2010 actually proved to be relatively successful for our HP Scitex division, thanks largely to the continued interest in our latex technology, which ultimately led to a positive impact on our overall market share position. In addition, the HP Scitex FB7500, which has created a new industry category, was well received during 2010 and continues to change the overall wide format market. In a number of cases, this printer's ability to produce high volume of POP/POS applications demonstrated how it can optimise supply chain activities for retailers.

It was certainly evident that the largest exhibitors at IPEX were digital players, which for me, perfectly underscores the suggestion that digital is shaping the future. That said, I think from a broad perspective, the traditional printing segment is still suffering and those print providers who haven't made the switch to digital - or at least adopted digital technology as part of their operations - are feeling the heat.

As regards FESPA, it was clear that digital is now the prevalent technology within the sign and display sector, such that there is now a significantly reduced focus on large format offset and screen technologies. So, for me, the optimism felt in Munich was very much fuelled by the versatility of digital inkjet technology and the numerous opportunities it presents print service providers. That's not to say that existing users of traditional processes are dispensing with their equipment altogether, but when it comes to the time to re-invest, I don't believe that there is a widespread tendency for these businesses to re-equip themselves with the same technologies.

I think that any PSP that bases its offering solely on the amount of square metres it prints will always be pressured on time and price. Indeed, the more astute PSPs are already positioning themselves as print consultants, who work closely with customers to discuss exact needs and to ensure added-value is delivered to these accounts.

In other cases, many print providers are increasingly employing a range of digital print technologies to offer web-based services that take their capabilities directly to their customers' PCs and facilitate the process of ordering their next print jobs.

Also evident is the number of much smaller businesses - typically those who might number only three or four people - that have joined forces with other PSPs in order to consolidate their expertise and add more power to their punch. This approach offers PSPs a wider service offering via pooled capabilities, thereby making access to additional business much easier.

I think that during 2011 we can expect to see much of what we saw in 2010. I do believe that we will see an increase in the number of electronic displays used in conjunction with digitally printed graphic displays, especially in the retail environment, as well as in public places like airports and railway stations.

I also envisage an acceleration in the replacement of solvent technologies by either UV inks or latex inks. The wide range of solutions now available using these two technologies makes solvent an increasingly redundant option. Moreover the "green" factor should not be under estimated. Beyond that, I don't foresee major breakthrough changes, but do expect a continued consolidation of digital applications which already accounts for a growing percentage of the entire wide format signage market.