Web-to-Print — The W2P Controversy

There is a perception that W2P locks customers in, since the printer is truly providing a business solution rather than merely “printing.” But looking farther out, what happens as more printers develop “business solution” expertise? How long before “locking in” is meaningless? Even leading-edge W2P providers have complained that they have already lost customers to lower-cost providers, even though their solutions were highly customized with their customers’ input. In the end, customers became hyper-pragmatic and price became a driving factor.