Underpinning a very successful LabelExpo 2017 was talk workflow and talk of speed. This year in Brussels we saw not only new technology for label production and finishing running at higher speeds, but we saw a growing emphasis on the workflow that drives production, with echos of Industry 4.0 and the Internet of Things in the subtext of every press conference and every workflow demonstration.
Across the 9 halls and 679 exhibitors there was workflow specified on the signage, in the demonstrations, and most notably, in the Automation Arena, where the emphasis was on live demonstrations of automated conventional and digital label and packaging solutions from Cerm, Esko, Xeikon, MPS, Kocher + Beck, grafotronic, AVT, WLE and Matho. The Automation Arena demonstrations were supported by Avery Dennison, FlintGroup and Zeller + Gmelin for inks and substrates. As a bonus, the LabelExpo team took the time to build a great YouTube video which you can find here and should be on your playlist if you work in label production.
Across all of the halls it was clear that the equipment manufacturers of flexo and digital solutions recognize that the key to a successful customer is not only reliable, flexible production equipment, but a solid set of workflow solutions to guide their clients towards the fullest possible automation. Many hardware suppliers have partnered with CERM, which bills itself as the business management software for narrow web printers. Their solution, which begins at quoting and touches the required stops through to warehousing, shipping and invoicing has components for costing, data collection and a Web to print solution called Web4Labels.
As common as the speed story prevalent among the hardware vendors was a new emphasis on job acquisition. The web-to-print story was everywhere, on signage and in booth demonstrations, and not just for digital solutions. Many of the flexo solution vendors also have web-to-workflow solutions that open new product options for their customers.
Many vendors were emphasizing their options for variable data and variable imaging as digital print solutions and hybrid solutions vocalize their value propositions that include making output personal or at least customized. The team from Chili Publish, seen below, fresh from their successful Print 17 stand in Chicago, indicated that they were having vibrant conversations with both existing clients and prospects as they look for solutions to create value in the print chain. In Chicago next year and Brussels in two years from now it is likely that more software solutions providers will set up stands to engage in this growing market opportunity.
Worthy of note was a kiosk (seen below) in the FlintGroup/Xeikon booth touching on a topic that needs more focus across the industry: how to sell these great digital solutions. The Xeikon aXelerate program is one of several seen on the floor that put the spotlight on helping label producers sell the value proposition of digitally-produced labels. There are myriad product offerings that leverage what digital can do easily, such as adding targeted messages, QR codes, and other technologies.
One of those technologies is Augmented Reality, which was available in the SCREEN booth in partnership with Solimar Systems. SCREEN Europe worked with Solimar to enable a set of labels (seen below) that, when viewed with the Solimar App, runs a video showing the SCREEN workflow and print story for labels. It was a great way to allow an attendee to carry a demo with them, though the signage in the booth missed the opportunity to spotlight this unique demonstration.
From productivity suites to job journeys, the emphasis on using workflow to a competitive advantage was clear in every hall. For any label producer who has not yet investigate web-to-print options and automated workflow options, this show is the clear indicator that this is the time to invest to stay competitive.
If you are wondering how you can stay competitive, consider spending some time in our report store (http://store.infotrendsresearch.com/ ) or engaging with us in the Production Workflow Service. We go to the shows and conferences, study the market, and do deep dives into the technology so that we can provide the best advice and guidance to our clients. We are standing by to help you on your path to automation.
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