Web-to-Print — The W2P Controversy

“We want to be innovators,” he adds. “But innovation brings risk, too. Before you dive in, you have to be sure that profitability is there.”

This is where many W2P providers have fallen down. They have evangelists for the technology, but evangelism in itself isn’t enough. It must be paired with smart business projections. Beyond the simplest deployment, W2P requires the same kind of business plan that printers would put into any other major investment, such as the purchase of a new press or a new building.