PAPER
Paper premium Paper still plays a central role in many businesses’ daily operations, but their demands are changing, with a focus on sustainability and some wanting higher quality products – although cost is still often a big consideration.
While digitalisation continues apace for many businesses, it doesn’t mean that the role of the printer has become redundant – as the continuing launches of new print devices attests. Likewise, it means that demand for paper is also not significantly dropping. “Despite the challenges faced by mass digitisation office papers remain a central and essential element of business communication,” says Paul Savill, product manager – office and digital papers at Antalis. “The impact of receiving a personalised communication and the physical interaction it demands far outweighs that of an email that regularly arrives in your junk folder. Often that email’s destiny is nothing more than a one-click deletion. “Office papers serve a comprehensive variety of roles and applications and as such its versatility and ability to serve the needs of the user are often maligned or indeed misunderstood.” Michelle Lawton, account director – print at Exertis, agrees that print remains central to many businesses. “Print has reduced, but not as much as you would think, while archiving solutions and digital documents have grown people still have filing cabinets!” she says. “And in many industries moving to an automated way of working is just too large an expense in one go.” Customer demands While the demand for paper is still there, customer demands for what they want are changing. For instance, Paul says the
advent of lower cost, high quality office colour printing has driven manufacturers to focus on developing their products to meet the needs of this technology. “They are producing office papers specifically designed with an ultra-smooth, high white finish, complimented by surface treatments to maximise the printers’ capabilities and colour reproduction,” he says. “The result is a superior looking document and something you simply could not reproduce on the same paper you would use to print off an email or internal communication.” Paul adds that buyers and consumers are becoming ever more demanding of the products they purchase. “This is in terms of quality and sustainability, and it is vital that any on pack claim, feature or environmental certification can be presented, discussed and debated if ever ‘put on the spot’ – an inability to be able to do this could quite literally result in a lost sale and loss of credibility,” he says. “Here is where a reputable and knowledgeable supplier can help working in partnership with the reseller. They should be able to provide expertise, information, documentation, relevant training and detail to help support the reseller. This collaborative approach will enhance the skills and product knowledge of the resellers sales and customer service team.” Changing habits Michelle adds that paper has been looked on as a cheap product for many years, but this is changing as printing habits
Paul Savill product manager – office and digital papers
antalis.co.uk
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Despite the challenges faced by mass digitisation office papers remain a central and essential element of business communication.
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