Career History: PPOD

June 2004 – November 2007 (3 years 6 months)

The Task

Paperprinn On Demand SB begin in 2002 by a visionary & successful local printer
named Eric Soong who saw the need to evolve his business to face the impending
challenges to the industry.

 

Eric Soong (left) and I (right) featured in an article in the Star about our personalization printing capabilities powered by digital printing solutions.

Eric Soong (left) and I (right) featured in an article in the Star about our personalization printing capabilities powered by digital printing solutions.

 

Amongst those challenges were a rapidly changing technological landscape, increasing
commoditisation & shrinking markets caused by alternatives to printing such as higher capacity office printers and paperless workflows.

In a digital workflow, we were able to introduce automation with technology from Adobe and Xerox and interfaced with our customers through our website

In a digital workflow, we were able to introduce automation with technology from Adobe and Xerox and interfaced with our customers through our website

Eric was convinced that Digital Printing was the trajectory he wanted to head in and hired Leon Jackson as a consultant.  Leon then analyzed the situation and developed strategies, products and solutions to give Paperprinn On Demand a technological and business advantage. Paperprinn On Demand then developed a reputation as a next generation printing company – or Printing 2.0 as some like to call it.

An example of personalization produced for Eska Creative Gifting. The Word "you" formed out crumbs changes to the customer's name in the final print.

An example of personalization produced for Eska Creative Gifting. The Word “you” formed out crumbs changes to the customer’s name in the final print.

 

The Market

Working closely with Fuji-Xerox Malaysia, Leon studied the market and solutions and charted what he saw was the evolutionary path that printing was on;

1. Digital Imaging and Reproduction
From rigid static processes, printing equipment was moving in steps closer to the
concept of a computer printer, able to dynamically reproduce graphics from computer
based environments.

A view of the production line, which is hooked up to servers generating the content and controlling the print through a common standard called JDF

A view of the production line, which is hooked up to servers generating the content and controlling the print through a common standard called JDF


2. Dynamic Imaging and Transactional Printing
Computer based output then provided flexibility that allowed more dynamic sources,
like transactional printing (database driven sources, from mailers to statements) and
variable printing (personalized printing, like greeting cards and books addressed to
individuals).

3. Intelligent Publishing Solutions 
The steps above would lead finally to full fledged publishing solutions, that would make the printer (or now publishing solutions provider) part of it’s clients workflow, thus resisting commoditisation.

The Strategy

Paperprinn On Demand embraced the technology and went forward with a three
pronged strategy;

1. Variable Printing and Personalisation for Marketing 
Paperprinn On Demand provided its customers with a full range of personalised
products, from newsletters to photobooks that used personalisation for marketing,
giving the recipient a sense of being valued by the source of the item.

An example of some of the B2C products we produced, this is a personalized calendar with photos of the customers kids.

An example of some of the B2C products we produced, this is a personalized calendar with photos of the customers kids.

2. Intelligent Publishing Solutions 
Paperprinn On Demand ventured into complex publishing solutions that were part of
the customers overall workflow. Some of these systems included security serialisation
and printing of scratch and win competition material, automated sales and marketing
kits ordered (on demand) online and delivered after completion. Another solution was
a publishing solution like that provided to gift shop Eska Creative Gifting that
published content simultaneously to web and print media from a single source.

3. IT Enabled Optimized Digital Workflows 
With solutions from Adobe, Fuji-Xerox and some open source projects, Leon
also optimized the digital work flow of Paperprinn On Demand to maximise
productivity and enable access to new market opportunities, like the long tail of new
smaller units of demand via the website that add up to a profitable collective volume.The summarized version of the strategy adopted by Leon for Paperprinn On Demand is to stay ahead of the technological curve while increasing the value of the serviceto its customers by becoming an integral part of their workflow. Paperprinn On
Demand soon gained a reputation in the industry as a vibrant new company that
reflects the next generation of printing – or Print 2.0 as Leon likes to call it.

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