帳單行銷市場：機會、課題及未來交易通訊使用者預測

Abstract

This IDC study discusses how transpromotional print is on its way to becoming reality, albeit at a gradual and measured pace. Transactional printing has typically been regarded as a profitable but mature market segment with little opportunity for growth. However, this market is set for change.

"Moreover, the transpromo market reflects a real change in how enterprises will market to customers. Integrated communications is becoming a reality; the adoption of integrated marketing campaigns has arrived. This in turn means that the value chain underpinning high volume customer communications, printed or electronic, inevitably becomes more complex." - Riley McNulty, research manager, IDC Production and Large Format Markets

Table of Contents

• Table of Contents
• IDC Opinion
• In This Study
  • Methodology
    • Production Print Establishment Respondent Characteristics
    • Figure: Respondents by LOB/Marketing/Operations/IT Executives Versus Manager/Owner of Production Print Establishment
    • Figure: Respondents by Print Establishment Type (% of Respondents)
    • Figure: Respondents by Vertical Market
    • Table: Current Monochrome or Highlight (Spot) Light-Production to Full-Production Printing Equipment Rated Print Speed of 90+ Pages per Minute (% of Respondents)
    • Table: Current Full-Color Light-Production to Full-Production Printing Equipment Rated Print Speed of 30+ Pages per Minute and Capable of Producing 20,000+ Pages per Month (% of Respondents)
    • Table: Number of Output Devices by Category (Mean)
    • Table: Respondents by Monochrome and Highlight Color Device Class (% of Respondents)
    • Table: Respondents by Color Device Class (% of Respondents)
    • Table: Total Monthly Print Volumes by Environment (% of Respondents)
    • LOB/Marketing/Operations/IT Respondent Characteristics
    • Table: Respondents by Vertical Industry (% of Respondents)
    • Table: Respondent Responsibility by Type of Customer Communications (% of Respondents)
    • Table: Number of Transactional Communications Printed and Distributed Monthly (% of Respondents)
    • Table: Number of Marketing/Promotional Communications Printed and Distributed Monthly (% of Respondents)
  • Executive Summary
    • Conclusions and Recommendations
      • Recommendations
      • Positive Trend Lines
      • Challenges and Objections to Overcome
    • Transpromo Opportunity: Awareness and Interest
    • End-User Interests, Goals, and Practices for High-Volume Customer Communications
    • End-User Views Concerning Transpromo Implementations
    • Factors Impacting Transactional Print Production
    • Interest in Consultative Services to Improve Customer Communication
• Situation Overview
  • Transpromo Opportunity: Awareness and Interest
    • Print Provider Adoption Rates of Transpromo Print
    • Table: Current Levels of Consideration of Transpromotional Applications (% of Respondents)
    • Print-for-Pay Adoption Rates of Transpromo Print
    • Table: Current Adoption and Consideration of Adoption of Transpromo Among Print Service Providers (% of Respondents)
    • Table: Customer Demand for Transpromo Services from Print Service Providers (% of Respondents)
    • Table: Usage of Monochrome, Highlight Color, and Full-Process Color Within Transpromo Applications (% of Respondents)
    • LOB/Marketing/Operations/IT Awareness and Adoption of Transpromo Print
    • Table: Awareness of Transpromo Applications Among LOB, Marketing, Operations, and IT Respondents (% of Respondents)
    • Table: Marketing and LOB Interest in Statements as a Marketing Opportunity (% of Respondents)
    • Table: Marketing and LOB Interest in Statements as a Marketing Opportunity (% of Respondents)
    • Table: Current Consideration and Adoption Levels of Transpromo Applications (% of Respondents)
    • Table: Level of Proactive Solicitation of Transpromo Services (% of Respondents)
    • Table: Level of Proactive Solicitation of Transpromo Services (% of Respondents)
  • End-User Interests, Goals, and Practices for High-Volume Customer Communications
    • LOB/Marketing/Operations/IT Respondents
      • Workflow Tools and Managing Customer Data
      • Document Composition Processes
      • Adoption of Integrated Print and Electronic Communications
      • Table: Interest in Integrated Workflow/Document Design Environment for Knowledge Workers Linked to Personalized Communications (% of Respondents)
      • Table: Specific Document Types and Business Processes That Would Benefit from Integrated Workflow/Personalization Tools
      • Table: Incidences of Document Type Mentions That Would Benefit from Integrated Workflow/Document Design Environment
      • Table: Efforts to Integrate Customer Data from Across Different Lines of Business (% of Respondents)
      • Table: Types of Applications Where Customer Data Is Typically Housed (% of Respondents)
      • Table: Application Environments in Which Transactional Documents Are Designed (% of Respondents)
      • Table: Ownership of Transactional Document Composition by Department/Function (% of Respondents)
      • Table: Ownership of Marketing Document Composition by Department/Function (% of Respondents)
      • Table: Technologies Used in the Document Composition Process (% of Respondents)
      • Table: Current Incidence of Integrated Print and Electronic Customer Communications (% of Respondents)
    • Print Service Provider Respondents
      • Demand for Opening Up the Document Composition Process
      • Integrated Marketing Campaigns
      • Table: Demand for Print Service Providers to Open Up Document Composition Capabilities to Their Customers (% of Respondents)
      • Table: Print Service Providers Support for Integrated Marketing Campaigns (% of Respondents)
      • Table: Print Service Providers Implementation/Usage of PURLs (% of Respondents)
  • End-User Views Concerning Transpromo Implementations
    • LOB/Marketing/Operations/IT Respondents
      • Difficulty Rating of Customer Data Integration and Transpromo Implementations
      • Potential Challenges That Impact Transpromo Implementations
        • Data Management Issues
        • Operational Issues
        • Table: Perceived Level of Difficulty with Integrating Customer Data Across Lines of Business (% of Respondents)
        • Table: Perceived Level of Difficulty with Integrating Customer Data Across Lines of Business (% of Respondents)
        • Table: Perceived Level of Difficulty for Transpromo Implementation (% of Respondents)
        • Table: Perceived Level of Difficulty for Transpromo Implementation (% of Respondents)
        • Table: Potential Barriers to Adoption: Data-Related Issues (% of Respondents)
        • Table: Potential Barriers to Adoption: Operations Management Issues (% of Respondents)
    • Print Provider Respondents
      • Potential Challenges That Impact Transpromo Implementations
        • Data Management Issues: In-House Print Providers
        • Operational Issues: In-House Print Providers
        • Data Management Issues: Print-for-Pay Providers
        • Table: Potential Barriers to Adoption: Data-Related Issues (% of Respondents)
        • Table: Potential Barriers to Adoption: Operations Management Issues (% of Respondents)
        • Table: Potential Barriers to Adoption (% of Respondents)
  • Factors Impacting Transactional Print Production
    • Print Providers Opinion on Future Demand for Transpromo
    • Likelihood to Consider Purchase of Full-Color Continuous-Feed Printer
    • AFP/IPDS Usage
    • Support for Integrated Marketing Campaigns
    • Transactional Print Outsourcing
    • Figure: Current Usage of Color Within Transaction-Related Communications (Mean Percentage)
    • Transactional Print Volume Trends
    • Figure: Average Number of Monthly Transpromo Pages Printed Monthly
    • Figure: Number of Monthly Transpromo Pages Printed Monthly
    • Table: Future Usage of Color in Transactional Statements (% of Respondents)
    • Table: Adoption of Using Color in Print Operation (% of Respondents)
    • Table: Print Providers Perceptions of Future Demand for Transpromo Print Applications (% of Respondents)
    • Table: Likelihood to Consider Full-Color Continuous-Feed Printer in Next Printer Purchase (% of Respondents)
    • Table: Current and Future Usage of AFP Print Architecture and IPDS (% of Respondents)
    • Table: Print Operation Support for Integrated Marketing Campaigns (% of Respondents)
    • Table: Current Usage of Personalized URLs (% of Respondents)
    • Table: Incidence of Outsourcing Transactional Print (% of Respondents)
    • Table: Incidence of Outsourcing Transactional Print (% of Respondents)
    • Table: Future Usage Trend of Outsourcing Transactional Print (% of Respondents)
    • Table: Volume Trend Line of Transactional Documents (% of Respondents)
  • Interest in Consultative Services to Improve Customer Communications
    • Interest in Services: Print Providers Versus LOB/Marketing/Operations/IT
    • Brand Perceptions Around Services Capabilities
    • Job Functions Involved in the Transpromo Purchase Decision
    • Table: Interest in Consulting Services Targeted at Production Print Operations (% of Respondents)
    • Table: Interest in Consulting Services Targeted at Production Print Operations (% of Respondents)
    • Table: Brand Perceptions on Ability to Improve Transactional Communications Via Consulting Services (% of Respondents)
    • Table: Brand Perceptions on Ability to Improve Marketing Communications Via Consulting Services (% of Respondents)
    • Table: Job Functions Necessary to Involve in Decision to Implement Transpromotional Customer Communications (% of Respondents)
• Future Outlook
• Essential Guidance
• Learn More
  • Related Research
  • Synopsis