Service could get pretty stormy for San Mateo, California-based PageDNA customers if it wasn't for cloud computing.
Cloud computing allows a retailer to rent Internet-based computing power and data storage to support its Web business. PageDNA recently migrated a lot of its offerings to Amazon Web Services.
"What this means to our customers is that we've ensured best-of-class business continuity for them," said president Doug Ballinger. "For example, should an earthquake or other disruption hit our datacenter in San Jose, Calif., Amazon takes over our hosting. In the same way that we believe our software allows our customers to focus on their strengths (selling printing), the cloud allows us to focus on creating great software rather than maintaining IT [information technology] infrastructure."
PageDNA and other companies such as the Beverly Hills, California-based EonCode are doing whatever they can to better serve customers, including using the most up-to-date technology.
For instance, PageDNA developed an online quoting technology that provides instant quotes. It also has a file upload tool aimed at the "sweet spot" of today's print market—short-run digital, Ballinger touted.
"Show me a customer who doesn't want an instant quote and the ability to upload files directly to [his or her] provider," he continued. "Let's face it, we live in an instant gratification world and print buyers are no different. If the quantity requested, or the job specifications dictate an offline quote, the specifications are sent to the provider. Our 'hold for quote' feature complements instant quotes by providing an uninterrupted shopping experience for customers (if they have other items to quote) while providing an online channel for the provider to handle more complex quotes."
Another new feature by PageDNA is its best of class variable print tool.
"Recently, we've created a mash-up between our quoting technology and our variable print solution to allow customers to easily upgrade paper stock or coatings and change prices on the fly for variable items," he said. "We are also rolling out new reporting options that should give our customers a much more robust and flexible tool that will satisfy their most inquisitive customers."
Later this year, the company is adding two-byte font support for Asian fonts.
"That is a hole we need to fill," Ballinger said. "Finding and integrating appropriate cross-media tools so we can handle hybrid e-mail and direct mail campaigns, PURLs, etc. is a hot topic and one that we are addressing. And basic order entry—non-storefront order entry—is an area that would make us a more complete MIS tool within some shops. There is always a long list of ideas. The challenge is setting priorities and executing. We are currently hiring for our production department as the economy improves and we become busier."
EonCode's Aaron Velasquez, senior account manager, said his company simplified order placement for the end-customer, while providing "a rich, desktop-based application for the business owner." EonCode also has developed improved technologies to maximize production and accuracy without requiring the business owner to have a large staff."
In addition, due to the shift from lithography to digital printing, Velasquez said the company is adding more functionality to streamline print ondemand services.
The best offers are important, but what really gives these companies a competitive edge?
Ballinger believes it's the company's core software offering—its storefront product and all the features and functionality that are built into it.
"After all, we've been working on it for over 10 years. Having said that, I think our customers would say that we are more responsive than our competitors most of the time. We have a median response time of 45 minutes from our support staff and they are very knowledgeable and accessible to customers. We have done dozens of integrations with XML and legacy computer systems that help our customers lock in their customers. And lastly, from what we see in the marketplace, we have very competitive pricing for comparable solutions from other providers."
Velasquez explained what sets his company apart.
"We have taken a hard look at other technologies on the market and have really reinvented how we approach print workflow and production functionality," he noted. "Our clients can completely train a new staff member to use our software in a couple [of] days. It is very user-friendly."
Both companies managed to offer new products and services despite the most recent financial crisis.
"We got out over our skis a bit in 2008 and we pruned staff and cut expenses in 2009," Ballinger admitted. "After a year of taking our medicine, we've emerged as a much stronger company. Our finances are sound, we have better processes and procedures and we're looking to grow the company in 2010 and beyond. Currently, we're experiencing strong demand for our products and services so we feel confident that things are going in the right direction."
EonCode escaped relatively unscathed.
"We have been relatively unaffected by the recession, but we see the effect it's having on our clients," Velasquez said. "We have seen how using our solution can minimize costs, affording our clients more resources to grow their marketing campaigns. We obviously cannot guarantee strong growth for all businesses, but those who do not waver from their marketing strategies fare the best."
Those companies wanting to succeed may want to follow the lead of these companies by embracing and keeping up with new and improved technology.
Velasquez explained, "Print businesses that do not go to Internet-based sales and streamlined production models will really struggle in the years to come. We have seen some of our clients really explode on a national level because of good marketing practices and effective use of our software."
Ballinger shared some different thoughts on the future.
"We believe that customers ultimately find the best tools for a job even if at first they stumble," he said. "We are encouraged by the organic growth we've seen and the word of mouth referrals from customers, OEMS, and partners we get. Some companies will fail because their offerings are not keeping up and others will fail because they spent a lot of investors' money on solutions that did not meet market needs. Ultimately, there will be fewer offerings because there are too many now but the ones that remain will get stronger and there will be more overlap of features and functionality between web-to-print, cross media, print MIS and other technologies."
On that same note, Ballinger and Velasquez mentioned customers always are looking for the next best things and competitive companies need to stay on top of the latest trends.
"We see the trends in the printing industry and we have added programs to meet the requests of our clients," Velasquez said. "Some of these include online design, multiple-broker portals with unified production and scanning technologies to streamline fulfillment.
Ballinger stated, "I had a client ask for three-dimensional rotating catalog previews recently. But the bigger trends are cross media—the ability to deliver messages in multiple formats-and response—the ability of print to deliver sales or leads and measure it. The question print providers need to ask themselves is whether the Web, SMS, and e-mail is the tail or the dog when it comes to their own business. It's scary sometimes to consider a new generation will be reading their newspapers and magazines on an iPad, getting ads delivered through social media and search, and exchanging most vital business information electronically rather than on paper. You end up asking yourself where print fits into this equation."
The response is quite simple. It's more, more, more.
"The answer, I believe, is that there will always be print," Ballinger remarked. "But in order to remain competitive with other forms of communication, it will need to continue to be more personalized, more relevant and delivered on more substrates in more locations."
- Companies:
- PageDNA