Andy Lippman, senior analyst, Lyra Research, spoke at the 2009 IRgA Convention & Trade Show about recent advancements in large-format printing and what they mean for the industry as a whole. According to Lippman, wide-format technology is progressing at a pace comparable to Moore’s integrated circuit. Large-format equipment has expanded from a low-volume niche to a production level just in the last two decades.
In particular, UV-curable printing is attracting considerable attention among print service providers for its ability to print on many different substrates and eliminate the need for some types of finishing. The technology allows producers of retail displays, banners and other graphics to print directly on rigid materials like foam board, plastic, glass and tile. UV-curable inks also support traditional flexible materials like paper and vinyl. UV printing technology is growing more affordable by the year, which greatly expands its potential reach.
Lippman also highlighted innovation in the wide-format aqueous ink jet and laser printer categories. In the aqueous ink jet market, Canon, Epson and HP are vying for market share with a slue of new products, rebates and service offerings.
Most recently in 2007, all three of these vendors overhauled their line of equipment with hopes that greater print speeds and print quality would spur new applications and growth in the market. With some of the same aspirations, Oce and KIP have developed high-speed color printers based on laser technology. Along with new hardware, wide-format vendors are developing workflow solutions together with third parties.
If there was one theme of the education presentations at the IRgA Convention & Trade Show, it was diversification of service offerings. Lippman echoed this theme with list of graphics applications made possible by the latest printer, ink and media products. Corporate, retail, education, government, hospitality and event markets are ripe for more banners, signage, décor and other graphic displays.
Despite the wealth of large-format printing opportunities, Lyra Research forecasts that the market is undergoing consolidation.
“I’m not going to sugar-coat it: There is some overcapacity in the market and as a result, the number of large-format installations will fall over the next few years,” says Lippman.
Another factor in the decline of wide-format hardware installations is that the newest printers can accomplish the work that two, three or more devices did in the past.
Other threats to the printing industry as a whole include greater use of electronic distribution, display and archiving. In the AEC market, there is an increasing use of building information modeling (BIM). In the graphics market, digital billboards and LCD displays are being deployed in place of print advertisements.
Lippman spoke about ways that the large-format vendors are moving forward despite some of the apparent challenges. Printer manufacturers are bringing eco-solvent and UV-curable printing technology to new customers with lower price points and more capabilities. Lippman says environmental sustainability is another key area of innovation. HP has developed latex ink technology as an alternative to VOC-emitting solvents inks. There is also an increasing availability of print substrates comprised of recycled fibers and those that are biodegradable.
To conclude his presentation, Lippman outlined the major sectors of commercial printing and the improvements brought forth by digital equipment. Summarizing some of his earlier points, Lippman showed annual revenue figures from the Outdoor Advertising Association of America to demonstrate the tremendous growth of graphics printing over the last few decades. The data also indicates that outdoor advertising market was more resilient during economic recessions compared to other sectors.
According to Lippman, digital printing has reinvigorated the photofinishing and publishing markets. Small-format laser and ink jet equipment is used to create snapshot prints, photo books and other specialty photo items. Digital printing also makes it possible to produce on-demand publications, marketing collateral, and direct mail for a small, targeted audience. Equipment for these applications includes ink jet web-presses, which rival offset printers in terms of speed and cost.
In closing, Lippman stressed that in all of these commercial sectors, there is an opportunity for digital printing to capture share from traditional production techniques. However, as newspapers can attest, the whole printing industry must be aware of external pressures that are making hard copy obsolete.