executive perspectives: High-tech and Happening

It's hard to imagine a world without online printing. Thanks to increasing Internet speeds, an attractive price tag and a shift in consumer shopping habits, this technology, often referred to as web-to-print (W2P), is normal practice for a variety of business models. But Refael Royz, co-founder and CEO of B2C Print LTD, remembers when even the simplest tasks required a lot of troubleshooting.

"High tech was always in my family's blood and at that time, automated printing and creating easy ordering processes for end-users was a goal that many companies had tried to achieve," he said.

Royz, who previously managed sales distribution channels and sales crews for companies across the board, put his technical skills to the test in 2005. His hard work—and bloodline—paid off when he and current partner Amir Shaltiel founded B2C Print LTD, a company that Royz credits as being the "first to offer SAAS web-to-print solutions."

"We have worked very hard, and together with the help of a few investors and a great crew, we have managed to grow and establish a worldwide distribution, as well as become a leader in the web-to-print market," Royz said.

Today, B2C Print LTD serves hundreds of customers in 56 countries with headquarters in New York, Portugal, Israel and Mexico. Read on as Royz talks shop.

Print+Promo (P+P): How do you set goals for yourself? For your business?

Refael Royz (RR): In this market that is changing daily, you must be open-minded to changes and "listen" to the market. I've been visiting clients on a weekly basis, listening to their difficulties, goals, changes they see and their customers' demands. I'm happy that we have so many customers who are willing to share their thoughts so we can make progress together.

P+P: How does the economy continue to affect the industry?