The Commercialization Assessment for the Narrow Web Label Printer/Converter

This report provides the Narrow Web Label Printer/Converter with the necessary information and tools they need to evaluate the emerging market for digital printing of labels.

Commercialization Assessments are significantly different than “traditional” marketing evaluations in that they are written from the perspective of a report on the effectiveness of the technology concept, and provide valuable inputs related to the technology, the technology positioning in the market, where and how the technology might be used, reception of the technology by prospective users, and a model discussing how the technology might progress from entry into mainstream use.

Readers are left with a clear path of understanding and provided with a “tool kit” to make their own internal determination around their future with or without digital printing.

What you will learn:

  1. Digital growth in Narrow Web Labels is gaining widespread attention, and justifiably so. But is the growth sustainable? Our research indicates a digital penetration in the overall labels market in North America of less than 1% on a volume basis. Our research also indicates a potential market of approximately 10% of overall Label Volume as being available for conversion to digital printing based on current digital technology and cost parameters. More importantly, even though the overall volume may be low, digital is projected to manage in excess of 60% of all jobs. What will be the impact on your business?
  2. Learn who the likely customers are, why they desire to purchase digital printing, and the price sensitivity for digital printing. This information is compiled from extensive interviews with brand owners and product producers.
  3. Learn who will be most impacted by a market move to digital printing. Is it the large national operations or the small label converter/printer? Will the industry evolve into a have vs. have not’s as it relates to the technology? Will those without the technology be “locked out” of participating in some segments of the business?
  4. Understand the options in evaluating digital printing. What are the true differences in the technologies? How do these differences translate into cost, print quality, and converting considerations?
  5. Learn to “read” the position of the market based on trade advertising, press releases etc. Is the technology still trying to gain a foothold, or is it reaching mainstream users? This tool allows you to do your own forecasting and establish your own strategy for action.
  6. Finally, we have developed a tool for investment evaluation called theiVAT(investment Valuation Assessment Tool). The iVAT is a template that allows you to model what digital technology may provide to your organization. The iVAT provides worksheets with input cells to model cost of production, impact of volume and price, mix changes, technology options, and financing options. Your business is unique, so the iVAT allows you to input your own operating parameters such as production costs, mix, print technologies employed etc. The iVAT allows you to compare the cost of what and how you produce today with and without digital technology. What is the impact on your bottom line if you add a digital press, whether it’s inkjet or Electrophotagraphy? TheiVAT will lead you to an answer.