Quoting a Canon Research of 552 print service providers (PSP) and print and media buyers across 25 countries across Europe, Middle East and Africa, Datta said, print buyers have said that awareness of digital print applications has increased in the last two years, 20% of PSPs offer cross media or multi-channel campaign coordination, 84% PSPs see cost rising faster than revenue, 55% print buyers ask buyers for advice on multi-channel communications, 80% PSPs say they can no longer do things as they always have, and 48% of commercial printers only have a formal marketing or business development plan.

But almost all unequivocally said, printing use will still increase. Datta gave three reasons for this. “One print communicates quality. Two, print is seen as a way of differentiating from competitors. And third, print is the most effective way to reach specialist or older audiences.”

So where does digital printing fit? Datta quoted Frank Romano, the print guru’s trends. Datta said, “According to Frank, while digital imaging offset press technology is still valid for short runs, digital printing offers the benefits of one-off impressions and variable data.”

What are the digital printing trends? Datta said, inkjet provides the only foreseeable threat to toner based printing. “A look at the wide-format inkjet printer and you will see the reason. The quality is high and speeds are increasing.” He added, “All printing processes will soon share the same digital infrastructure, workflow will be everything, and success to any printing will depends on finishing – either online, inline, near line or offline.”

According to Smithers Pira, digital printing is expected to reach 225% of the 2013 value by 2024. The report states, digital print is growing because it allows print suppliers to improve the level of services as well as opens new opportunities; increases versioning and personalisation; aided by the maturing of big data with technology, it can be used as a communication channel for data output; it is capable of exploiting new opportunities for high-value short runs in labels and packaging, and even beyond graphics and packaging applications.

“The time of embrace digital is now,” said Datta. “The markets are in the process of transitioning from print-first to digital-first. Hence, the future of paper and print will be determined by how they reinvent themselves in the digital-first universe,” concluded Datta.