Is Variable Data Printing Right for You?

3. The appropriate market development has not been done to create the “killer apps” in variable printing. Commercial printing companies are buying technology to accommodate a specific customer or in the hope they’ll figure out how to make VDP a successful part of their service offerings. Many times the customer goes elsewhere to save a nickel or the application goes away, and the printing company is left to create a new demand that will help pay for the new technology. The requisite work hasn’t been done to develop the market for variable printing, to show commercial printing companies how to move forward.