IPEX Q&A:
Roberta McKee-Jackson edp
RSM Consulting
Hertfordshire, England

Roberta McKee-Jackson edp of RSM Consulting, based in Hertfordshire, England, is a senior document communications and marketing consultant with expertise in digital document communications and publishing, document management, strategic analysis and planning, and customer education and training. She serves as Director of Operations for the Xplor UK & Ireland Ltd region of Xplor International, as well as Editor-in-Chief and Advertising of e•views Journal, Xplor UK & Ireland Edition.

McKee-Jackson’s background includes 26 years of market development and programme management expertise in document communications from customer, vendor, and association-related venues worldwide. She was formerly Director of Technology and Programs for Xplor International; represented software manufacturers ENTIRE, Inc. and Lytrod Software, Inc.; and owned a Denver, Colorado-based service bureau, Laser Imaging Systems Corporation.

McKee-Jackson has a long-time affiliation with Xplor¾ as a user member since 1984, holding many volunteer officer positions at the Chapter and Region level. She served on the Anacomp Joint Technology Council as well as chairing and serving on numerous committees. Currently she serves as Vice-Chairman of the EDP Commission. Roberta received her certification as an Electronic Document Professional in 1994, and was recertified in 2000, 2005, and 2010. In 2002, Roberta was honoured as an OutputLinks industry Woman of Distinction.

Q: At Ipex, what was the overall message for the print industry?

A: Above all, I believe the message from Ipex 2010 is that business recovery from the economic downturn of the last few years is underway, albeit cautiously, but definitely looking forward. While companies have been wary in the recent past of making significant investments in the future of digital communications, there is a renewed optimism among industry leaders. Both the manufacturing side and the service providers/end users are indicating that the time is right for the industry to take action for their future recovery.

Q: What were the key themes that stood out for those in the high volume transaction output (HVTO) industry?

A: There were various announcements of new digital presses utilizing the latest technologies and innovations; however, my feeling is that ‘speeds and feeds’ are not top priority and no single manufacturer will dominate the overall market. Enterprises are no longer single-vendor shops; the more important message is that ‘solutions’ are paramount. The ability for multiple vendors to work together in partnership with the service provider or end user is paramount to the success of today’s corporate environment. These solutions are increasingly important because of the legacy systems that must be adapted to work with newer technologies. Rarely do we find true ‘greenfield’ sites for implementation of digital technology.

Additionally, digital communications which encompass all variations of cross-channel media was a theme heard often. Most vendors are promoting their capabilities in multi-channel delivery, and end users are definitely looking for solutions to meet the demands of their customers. As digital communications have become ubiquitous, the range of media channels for delivery is growing. Today’s consumer—both B2B and B2C—demands more choices, and they expect their provider to offer those options or they will engage a new provider.

Q: What was the buzz about TransPromo at Ipex?

A: There was a lot of discussion around TransPromo at Ipex and there still seems to be confusion about what TransPromo really is. As heard in the Xplor seminars at Ipex, TransPromo is a ‘toolkit’ for creating the relevant targeted messages appropriate to the recipient of the communication. One point which became clear is that TransPromo messaging is not relegated only to printed communications; it can be used in virtually all forms of cross-media communications. Another salient point made in the seminar was the importance of ‘relevant’ targeted communications—to be successful, the messaging must be appropriate. The importance of thorough data mining, knowledge of your customer, and defining appropriate targeted messages are critical to successful TransPromo applications.

Q: At Ipex, were there any signs of the economy shifting for the print industry?

A: The buzz from the show floor, the attendees, and the press certainly gave the impression that the economic tide is turning for the digital print industry. Indicators of an improving situation for business were reinforced by the attendance figures, by the efforts from the exhibitors, and in the topics of the educational seminars held during the eight days of Ipex. There was a heightened level of interaction and many of the colleagues I visited with reported a level of activity above any they have seen in the last several years. They indicated increased interaction with service providers/end users who are seeking solutions on a much more pro-active basis now.

Q: Based on your experiences at Ipex, what’s your best advice for today’s HVTO printer?

A: For HVTO printers, I think it is a time for serious thinking, planning, and taking steps to ensure their future growth in digital communications. This includes developing the communication strategies for their enterprise, ensuring the appropriate infrastructure is in place, assessing their current digital equipment assets, and evaluating the skills of their staff so they are in line with their strategies. It is a time to move forward, however cautiously, to achieve those goals.