VDP: Web-to-Print In the Real World

Particularly from an e-storefront perspective, printers aren’t anxious to further commoditize an already commoditized business. A simple e-storefront is the easiest Web-to-print application to get into, but it also carries the lowest margins.

There is still a very traditional perception that printers will adopt Web-to-print once there is a customer demand for it. If printers don’t see the demand, they won’t make the investment. However, with the corporate world moving quickly toward Web-to-print, if printers wait until their individual customer bases are demanding it, the risk is that customers (enterprise clients, in particular) will have already brought the technology in-house.