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Demanding print-on-demand
I recently attended a software conference in Amsterdam. As expected the receptionist was friendly and welcoming as I registered, grabbed my badge, gathered up the paper work and made my way to the first presentation.
However, during the first coffee break the receptionist was rather less than friendly, not to me, but towards someone on the other end of the phone. When the call finished the receptionist explained that most of the printed material for the conference, including the signage, badges and the like, had failed to arrive via the courier from the US.
Clearly, the courier seemed rather disinterested in the urgency of the problem but was keen to try and help: for a price. This got me thinking.
Moving printed products around is just as difficult as shipping any product. However, moving print data is simple, fast and cheap. With digital print hardware so readily available and easy to use, plus reusable display hardware, recyclable substrates and environmentally friendly inks, surely the time has come for international hotels and conference venues to start offering print as a value added service for its customers.
From the look of helplessness on the faces of the hotel's business centre staff, it was clear they had no in-house print capability beyond a desktop laser and had not made the mental leap to suggest calling in a local print provider.
Even if large hotels and exhibition/conference centres did not see print as a core offering, maybe they could find the space to house a third party provider. The way I see it is: cash out of the couriers' pockets and into print. Simple.
Jon Barrett
Editor
