Print On Demand Playbook: Experts Explore POD's Present and Future
As the "Print on Demand Playbook" series unfolds, it’s clear that the future of the industry is bright, driven by technology, creativity and a deepening connection between brands and their customers.
The print-on-demand (POD) market is evolving rapidly, and staying on top of its latest advancements is crucial for businesses looking to thrive in this space.
That’s why Dscoop's "Print on Demand Playbook" series is underway. Future sessions will be listed here.
In the series’ inaugural episode, host Rusty Pepper, a champion for the print on demand market and Head of New Markets & Partnerships at Taylor Corporation, invites three industry experts to share their insights on the print industry’s evolution, growth drivers and future trends.
The Expert Panel
Rusty brings together a diverse panel to represent different facets of the print industry:
- Mike Scrutton, Director of Print Technology and Strategy at Adobe, discusses software and design advancements.
- Melissa Stevens, Chief Marketing Officer at Fedrigoni Special Papers / Mohawk, offers perspectives from the supplier side.
- Craig Lenton, CEO of Hyble, focuses on the aggregator and reseller aspects of the market. Together, these experts explore the major shifts in print on demand and what innovations are driving the market forward.
The Evolution of Print on Demand
Over the last decade, advancements in print technology have transformed the way businesses approach print. According to Melissa at Fedrigoni, one of the most significant milestones has been the leap in print quality, crediting the HP Indigo for pushing those boundaries. This advancement has opened the door for more complex substrates and uncoated, textured and colorful materials, allowing brands to differentiate themselves in ways that weren’t previously possible.
For Craig at Hyble, the ability to connect print services globally through API integration has been a game-changer, allowing his company to plug directly into printers across the world. Automation is another key driver for Craig, as it significantly reduces the time from order to delivery, making print on demand faster and more efficient.
What’s Powering the Future of Print?
When it comes to growth drivers, all three panelists agree that digital print and automation are at the forefront of innovation. "We’re now seeing huge enterprises move towards on-demand printing," Craig notes, citing the frustration many large brands face when they invest in print marketing materials only to see them languish in warehouses or be recycled.
Mike at Adobe adds that the democratization of design tools, such as Adobe Express, is empowering more people within organizations to create their own print materials.
AI is the New Frontier
As the conversation shifts to the future, artificial intelligence (AI) takes center stage. AI is already being used to streamline design and content creation processes, and Mike believes it will continue to drive efficiency in the print industry. "AI isn’t just a shiny object — it’s a tool that can help us be more productive," he says.
Whether it’s helping non-designers create professional-quality templates or automating routine design tasks, AI promises to reduce workloads while maintaining high standards of creativity and quality.
Melissa echoes the sentiment but emphasizes the importance of maintaining a focus on the end product. She also highlights the growing demand for sustainable solutions, which is likely to play a critical role in shaping the future of POD.
