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
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