Innovate Magazine - Spring 2008 - (Page 20)

a value-based approach to pricing VALUE PUTTING A PRICE ON kicked off with a drum quartet pounding home the event’s theme, “Feel the Beat of Digital.” Waleed Ashoo speaks on pricing of digital printing at the Xerox Premier Partner breakfast during Graph Expo. At Graph Expo, more than 100 leading Xerox graphic communications providers learn about value-pricing while experiencing the value of networking By Tom Wetjen al Xerox executives who discussed the company’s strategic direction. Before, between, and after the presentations, the members networked, sharing views of the show and the state of their respective businesses. And by session’s end, Premier Partner Louis Crockett, President of Keiger Printing Company, Winston-Salem, North Carolina, was entertaining a business proposition from a fellow member who saw potential synergy based upon award-winning work from Keiger that was on display at the meeting. In delivering opportunities for learning, networking, and business development, the Premier Partners event reﬂected the fundamental values of vendor-based networking organizations. Here’s a closer look at the proceeding—and the value it delivered. Identifying Growth Opportunities “Personalized ads are what made Google a verb,” says Xerox Corporation President Ursula Burns in her presentation describing the impact of three industry “mega-trends” in the larger economy as well as the printing industry. Those mega-trends: personalization, collaboration, and digitalization. With the Google examples, Burns showed that personalization has seeped into the national culture. But “the real power of personalization is relevancy,” she adds. “It’s what you need to bring to the table.” Collaboration enables leaders in many ﬁelds to take on larger programs that extend beyond their internal capabilities. Collaborations among Premier Partners for handling overloads and building distribute-and-print networks exemplify the way leading print providers play in this trend, Burns says. And digitization continues to drive change, she adds, both in the culture at large and in the print industry. The industry changes were evident on the show ﬂoor, and they included digital systems offering ever more automated workﬂow, new ways to interact with customers, and better ways to print. Attendees also heard from sever- T Innovate Spring 08 he traditional approach to pricing commercial print jobs—charging the cost, plus some margin—can help a digital printer establish the minimum acceptable price for a production job. But for setting actual market prices, digital printers need to factor in the qualities clients value beyond price, with a value-based approach to pricing. This was the case made by Waleed Ashoo, President and Chief Executive Ofﬁcer, Lithexcel, Communications Services Provider, of Albuquerque, New Mexico, in his keynote presentation at a September 10 breakfast for Xerox Graphic Arts Premier Partners during Graph Expo in Chicago. The Premier BY TOM WETJEN Partners are a global network of more than 650 leading digital print services providers, and about 115 of them were on hand for the Graph Expo program, which 20

Table of Contents Feed for the Digital Edition of Innovate Magazine - Spring 2008

Innovate - Spring 2008 Table of Contents 10 Tips for Successful Open Houses The TransPromo Path Escape the Complexity Putting a Price on Value A Welcome Boost to Hospitality Team Approach Earns Accolades Bound Together New Highs in Image Quality Transforming the Business of Processing Photos Predictive Maintenance Making the Right Choice Diving into Digital Book Production Doing More With Less Distributed Document Creation

Innovate Magazine - Spring 2008

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