Yes, we know drupa 2020 has been moved and Covid restrictions mean that there will be no trade shows for 2020 at least. Still vendors want to launch new products and since even open houses are out of question for now the last resort is virtual events. There have been a few in the last couple of months.
There are pundits that extol the virtue of virtual, but I find them somewhat unsatisfying – and I know that I am not alone. There are big differences in the quality of the virtual events as well, in terms of content, presentation and getting the attendants enthusiastic. But the main point is that marketing anything around print, which distinguishes itself as something multi-sensory and tactile, only virtually is a bit dicey.
Trade fairs have been under pressure in recent years. Cancelling most events in 2020 is making vendors considering their stance towards trade shows once more. So far drupa has been beyond discussion as the one trade show in which a vendor needs to exhibit to be taken seriously in the printing industry. Product and technology development plans have been timed for this show to maximise impact. Now drupa being moved to 2021 wreaks havoc to many plans and a good share of vendors decided to hold virtual launch events instead.
Two major vendors bailed out of drupa 2021 recently and opted for virtual events. Xerox cited insecurity around large events during a pandemic. Bobst announced that it was cancelling its participation at most trade shows, including Drupa, citing several reasons: A change in strategy to forego trade shows (except selected few in Far East) in favour of virtual events and experience centers, environmental reasons and that 2021 is already “full” for Bobst.
Virtual press conferences
As the first of the major vendors which cancelled their drupa participation for 2021 Bobst held an international press conference on the 9th of June. Several articles have been written on the launches presented, but I would like to focus on the underlaying question: how well does a virtual event as a substitute for a trade show participation.
First kudos to the event organisers. According to Bobst more than 100 journalists and analysts joined. The virtual press conference was well organized. The stream contained a mix of CEO Jean-Pascal Bobst talking, mixed with slides and him drawing on a flip chart (you still remember what this is?) to explain some workflow details. There was ample time for questions, also expertly moderated by Francois Martin.
Still – getting technology developments explained via a couple of slides always gives me the feel that I want to walk over and kick the tires of the new product at the booth or demo site. Given the wide range of listeners to a call it is impossible to give enough detail for the exports while not to overextend the ones that dabble in this field of expertise (or in the print industry as a whole). Crucially, as an analyst I want to learn about the important points that are not on polished vendor presentation slides, like pricing, availability, tech details, pros and cons and more. I find being able to stand in front of a piece of technology and talking to product managers, sales guys and technicians incredibly helpful. This is usually the opportunity to examine print samples as well. And you have a bit of time to let the first information settle and recall the points you want clarified.
While the Covid crisis is far from over and health concerns are to remain high on consumers’ agenda also facemasks are here to stay. It is reckoned that 8 to 12 billion masks will be needed every year in Germany alone. With its ubiquity, the face mask is entering popular culture. Despite all current shortages consumers are turning facemasks into a fashion statement and forward-looking companies start to offer printed facemasks. Printers are naturally in a good position to join the trend and exploit the opportunity for printed facemasks.
On-line printers offering facemasks
The latest additions to the market for printed facemasks are Onlineprinters and Print4reseller, both located in Germany. Onlineprinters offers washable and reusable textile masks. Masks can be personalized with a range of templates or custom designs. 10 facemasks printed with a custom design will set you back €67,19 (+VAT), for 500 this drops to €4,20 per mask (again plus VAT). The masks from Print4reseller are more basic and are paper-based. They might be a bit less comfortable to wear, but can be easily disposed of as a paper product. Prices are lower as well, starting at €749 for 1,000 masks, dropping to €3,213 for 10,000 pieces. They can be customized on the outside and do have printed instructions on the inside.
2019 has been a busy year and thanks for following my blogs on this website or on LinkedIn. Especially my blog comparing the technology line-up of HP and Xerox garnered quite some interest. But there is more: my blogs at Inkjet Insight.
Shortly after becoming a freelancer I decided to become a regular contributor to Inkjet Insight, having seen as an industry analyst that inkjet is the most dynamic printing technology in production printing. Accordingly it is the technology which requires the most explanations and insight, not just from the suppliers but from an independent community.
Inkjet Insight is a web community that provides valuable tools and resources to help companies objectively evaluate the potential of inkjet for their business, optimize their operations and grow their businesses using production inkjet. It includes articles on in an extensive knowledge base. A product finder makes it easy to navigate the papers, printers, finishing and software available for inkjet printing. We strive to provide an unbiased listing of all options available. Access for most content is for free, but obviously we welcome if you become a member for full access to all details.
If you are a supplier and not listed yet with your offerings for inkjet, please let us know.
More blogs and articles
The full list of my blogs at Inkjet Insight can be found here. The most recent addition is a look at the Kyocera TASKalfa Pro 15000c. A short series of articles on inkjet printing in Europe has been started as well, with articles on transaction print and direct mail using inkjet published so far. The series will be continued in 2020, with a view on book printing with inkjet. A look at specialty applications and cut-sheet inkjet in Europe will be following later in 2020.
There will be a lot more exclusive coverage for inkjet insight this year on pre-drupa and drupa product launches. Stay tuned and get unbiased information on what is new.
A lot has been talked about Xerox’ intent to buy HP and the stock value created. But I have not seen reports comparing the technologies and device line-up and whether there are synergies to be found. However, this is the area that interests users and employees most. Let’s have a quick comparison by the main segments (and I know this could be 30 page report even without considering the PC business, but let’s keep it simple here) on where both companies stand.