Collaboration is seen by a significant majority of respondents as the solution to successfully growing demand for innovative digital printing. For anything new, it is a crucial component that facilitates progress and growth. The awareness of the unique potential of digital printing is lower because up to now, the print supply chain has been hierarchical and focused more on competition and less on collaboration. As new digital printing business models continue to evolve and develop, the traditional print companies that resist change and collaboration will become outdated.
This is, for traditional print companies somewhat counter-intuitive. However, for a market sector such as digital printing which is in a rapid state of growth, collaboration is both sensible and effective way of building demand. With new possibilities, all elements of the print supply chain should work together to solve problems, by bridging gaps and inspiring customers.