Nov 30, 2009
It’s Time For Lower-Cost Color in this “Uncertain Economy”
By David Murphy, RISO
For the past several months, I’ve heard a lot of people talking about maximizing business resources “in this uncertain economy.” Personally, I have never lived in a certain economy because by their very nature they are all uncertain.
The winds of change are blowing faster than ever for the transactional print industry. But even as volumes and run lengths decline, this uncertain economy may offer the best opportunity for print providers to look at new technologies, production strategies, and client offerings. Many of those technologies, strategies, and offerings center on or at least related to lower-cost color.
Lower-cost color is one of the main driving forces currently influencing the short-term direction of the transactional printing. Color is driven by market demand but restrained by cost. Transpromo may not totally require full color but its ultimate potential is certainly linked to it. Almost assuredly, most every service bureau would print nearly every page in full color if the price were right. But the price of color isn’t right yet, so monochrome prevails as the dominant alternative. This won't last forever. The cost of color printing will continue to drop and there will eventually be a tipping point at which the majority shifts over to color because it no longer makes sense to avoid it. The market’s desire for low-cost color is insatiable. It’s time for equipment vendors to accelerate the development of low-cost color alternatives. Thus, this increased supply would create a new lower market equilibrium and color printing tip to the majority.
RISO is trying to do its part by offering a low-cost inkjet device that provides low-cost color for transactional out. With a color cost that is typically one to two cents per page, RISO’s ComColor printer is giving the market a new alternative not previously seen in such a simple, compact engine. Add to the equation the monochrome cost of less than a half-cent per page and this concept becomes even more compelling. For a transactional service bureau interested in a low-risk, scalable entry strategy for mid-volume color, a $50,000 ComColor system might offer the most “certain” alternative – in this economy or the next one.
David Murphy is the vice president of marketing, RISO.