By Deb Cantabene, Xerox
The cloud is forming over the graphic communications industry with an inevitability reminiscent of the Internet in the late 1990s. Its influence is hard to avoid. Consumer adoption of cloud-based systems for digital storage and streaming music from vast audio libraries continues to accelerate. Corporations, gaining confidence in cloud security, are running business-critical applications that simplify information technology deployment and enable more intuitive collaboration.
And among cloud-service providers, competition is heating up in what will be a $150 billion market by 2014, according to industry observers.
Cloud services work by making one instance of a software program available to multiple users over the Internet, to deliver a range of user benefits, including:
- Cost savings from paying only for actual usage and by eliminating installation and maintenance costs
- Reduction in the capital expenses required for acquiring systems
- Less hassle and greater convenience, from minimizing the need for on-site highly skilled IT personnel
- Flexibility to accommodate changing needs easily
- Ongoing access to the latest technologies
In graphic communications, these benefits translate into easier adoption of new services, better results for customers and greater efficiency on the shop floor — thereby lowering costs, accelerating turnarounds and increasing revenues. Industry-specific services may include:
- Automated printing and publishing
- Production floor infrastructure management
- Information technology for running the business
- Web Services, including e-commerce and reprints
- One-to-one marketing: campaign creation and management
- Personalized photoproducts creation and ordering
Many services will be available on pay-as-you-go plans, letting print providers grow into new solutions with small investments. That should level the playing field, enabling less advanced operations to match their most sophisticated competitors’ offerings, practically overnight.
Over time, we believe that many graphic communications providers will run cloud services, some exclusively, others in hybrid operations. Some will likely forgo cloud services, too, due to security concerns and competitive advantages from customized systems.
Cloud offerings will come in three major categories: software as a service (SaaS) for applications such as cross media solutions, platform as a service (PaaS), and infrastructure as a service (IaaS). Xerox is among the few in the industry that can play in all three, with infrastructure services available through the former Affiliated Computer Services (ACS), which Xerox acquired in 2010.
Attendees of the recently concluded drupa trade show in Dusseldorf, Germany, found clear evidence of the finer directions cloud services are taking. For example, Xerox showed solutions from partners as well as from Xerox, reflecting our longstanding best-of-class approach to workflow solutions. We are collaborating with a consortium of Xerox Business Innovation Partners dedicated to offering state-of-the-art cloud solutions. Three demonstrated solutions in the Xerox stand: CGS, CMI and ePrint.
The user interface for cloud-based XMPie Circle for multichannel, individualized communications campaigns.
Xerox solutions on display included a prototype mobile printing application and XMPie Circle, an SaaS solution for visualizing, collaborating on and monitoring multichannel, individualized communications campaigns. In addition to highly-visual campaign-flow diagramming tools, XMPie Circle enables all stakeholders in a marketing campaign to review, comment on and accurately preview any data-driven touch point for a given recipient, and to monitor results as the campaign progresses.
Advantages like these can improve any business no matter what its size. With the rain of new cloud services just getting underway, now is the time to get out in front of this potential game-changer.
Deb Cantabene is vice president, Workflow and Solutions Marketing, Xerox Corporation, Deborah.Cantabene@xerox.com
COLLABORATIVE DOCUMENT DESIGN DELIVERS MARKETING EFFECTIVENESS
HIGH IMPACT TRANSPROMO DOCUMENT SOLUTIONS FOR MULTICHANNEL CUSTOMER COMMUNICATION
When it comes to reaching the target audience, transactional documents, such as bank statements, phone bills, 401K plans, insurance statements and utility bills, are unmatched in their effectiveness.
TransPromo documents – transactional documents with embedded promotional messages – deliver the best of both worlds. This hybrid class of communication contains transactional information with dynamically embedded promotional messages, images, data-driven graphics and other variable content that is personalized for each specific customer.
TRANSPROMO: HIGH VALUE, REVENUE DRIVING BUSINESS DOCUMENTS
In today’s perpetually distracting media environment where, at any given moment, dozens of competing communication channels are vying for your customer’s attention, the effectiveness of transactional documents is simply unparalleled. A recent study by InfoTrends reports that customers are up to 95% more likely to read their transactional document. TransPromo transforms these transactional documents into targeted, value-delivering, promotional vehicles.
EFFICIENT USE OF
DOCUMENT REAL ESTATE
You have a lot of new products and services to present to your customers, but every communication piece has precious little real estate to accommodate all that. Enter Doxee space management: with advanced composition functions you can deliver high impact promotional messages while keeping the transactions, customer support contact and legal information easily readable.
CONSOLIDATED STATEMENTS REDUCE MAILING COSTS
Consolidate multiple documents into one. For example, one bill for the entire family of cell phone users. Then use OMR marks, barcodes and sorting and splitting functions to put more in one envelope to substantially reduce your mailing costs and increase customer response rate.
EMPOWER BUSINESS PARTNERS, INCREASE ADVERTISING REVENUE
From local mom-n-pop shops to global enterprises, show your business partners how they can benefit through smart advertising in your customer communication. Doxee’s BI engine enables you to pull the correct message dynamically based on demographic data information. Employ the same for cross-selling your entire portfolio of products and services to not just improve ROI, but to open revenue streams.
MESSAGE EFFECTIVENESS THROUGH MULTICHANNEL DISTRIBUTION
Today, only 15%-20% of mail is delivered electronically. This presents your business with a huge opportunity to capture a new audience as more and more consumers move to electronic channels for interacting with service providers as yourself.
In today’s world of smart devices, social media and a hyper mobile audience, delivering the right promotional message to the right customer is simply not enough anymore. Consistency of promotional messaging across these multiple channels is what makes them effective.
Transpromo communications synced across print, email, web and customer support turn a humble bank statement, a telecom bill or an email alert into the most valuable and highly effective marketing medium for any enterprise.
Doxee platform operates as a centralized gateway for all communications – transactional, promotional, TransPromo, regulatory, legal and more. Capitalize on its cutting-edge capability to transform your customer communication into a true profit center.
COLLABORATIVE DOCUMENT DESIGN: FEATURES AND FUNCTIONS
Online, Visual Design Interface > Cross-Department Efficacy
A zero-scripting, collaborative design environment with visual business rules implementation enables marketing to collaborate with IT to roll out new products in less time, reduce revision cycles, improve efficiencies and lighten the load on IT resources.
Instant Proofing > Low time-to-market
Share up-to-the-minute changes with your team through PDF proofs that exactly match the final production output. Reduces errors, improves team collaboration and improves time-to-market.
QR, Barcodes > Reduced Mailing Costs
Insert QR codes, barcodes, OMR marks and other mailing technologies to maximize the mailing and fulfillment discounts offered by USPS, couriers.
Paperless Billing > Sustainable Environment
Reduce your enterprise carbon footprint while lowering your printing, fulfillment and delivery costs by moving clients from paper to digital statements.
Integrated Security > Better Regulatory Compliance
Doxee platform’s integrated security and access rights management system delivers regulatory compliance and can be configured to meet any and all security guidelines.
Integrated Workflow > Faster Turnaround
Manage user hierarchies, roles, access rights, review and approval processes through a built-in workflow management system.
Integrated Archival > Better Customer Support
Generate indexed archival files for each and every communication – print and digital – for easy search, retrieval and better customer support.
Click here to download Doxee Document Production Solution Brief >>>
Doxee enables global business enterprises to engage and communicate with their customers in a pro-active, cost-efficient and profitable manner. Since 2001, Global 1000 companies have been relying on Doxee solutions and services in telecom, banking, finance, healthcare, manufacturing, utilities and government sectors. Today, Doxee produces over 2 billion documents annually that reach over 100 million users worldwide.
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