Exclusive: Kiessling on Heidelberg's Dedicated Services

That's very important. There has to be value for the printer involved. If he doesn't see the value of those services and their contribution to performance improvement in his print shop, he won't be willing to pay the appropriate price for that service. That's why it's very straight forward. There are certain costs involved with those services, but if there's a value and performance improvement, I'm confident that we will successfully compete in the marketplace with those services.