Tackling the Challenge

1. Changing Technology

As an industry, in the beginning, a new technology (press) could be purchased and still be relevant and working perfectly 20 years later. In the last decade, as digital and inkjet technologies exploded, that cycle began to shorten, with presses even three to five years old suddenly unable to keep up with all the latest and greatest capabilities.

But interactive print brings a whole new level to that dynamic. “Technology is fast changing, so it’s important to stay up to date and make sure that everything is relevant,” says Iris Shalev, Marketing Coordinator, Direct Mail 2.0 (Booth 3745). “The biggest challenge printers face when integrating interactive elements is realizing that all good technologies have a ramp-up period and a start-up cost.”

The speed at which new technologies make the old ones obsolete is rapidly increasing. As you walk the show floor, look for companies that have an upgrade path built into their products and solutions, so you can get the most out of your investment for the longest period of time.