Exercise caution when evaluating the success of wide-format printing machines, because global-sales figures could present erratic and erroneous figures. Because one manufacturer’s numbers appear to be lower than a competitor’s, it doesn’t mean the company is struggling. Too often, analysts evaluate a manufacturer’s success in terms of sales; they forget that longevity of existing print equipment is also a good scale.
Many printmakers maintain and operate workhorse printers that have been in place for years. And, even if a print producer would want to acquire the newest print system, if the older, daily-work machine is still producing saleable prints, and not devouring profits with high maintenance costs, they may be justified in not investing in a new printer.
Besides, I’ve noticed that wide-format, digital-print producers behave similarly to sheep. They’re great at following a lead, but vastly hesitant to venture into new fields.
Generally, trend leaders are often part of a beta-testing program. Other new technology buyers make radical changes because of developing markets or customer demands. Improved print quality and higher production speeds also affect such resolutions.
Still, many print producers hold faithfully to their tried and trusted, workhorse printers, those that have been in use for years. Why do such machines keep working? Because they’ve been well maintained.
Also, daily-use printers cause fewer problems, as idle equipment tends to attract mischievous sprites.
Astute manufacturers see the value of maintaining and operating a customer’s print equipment. They receive substantial, long-term returns on service contracts and inks. They also realize that print buyers want their work on time; thus, printer downtime causes strife.
Such manufacturers also ensure that their customers receive firmware and printhead upgrades promptly. They keep printmakers up to speed with salient refinements – improved ink systems or better drying and curing methods, for example.
The result is numerous, older print systems remain in everyday use.
Curiously, because these printers’ ROI calculations are long gone, some users tend to experiment with various output types, that is, processing work the machines weren’t originally designed to produce. Many such experiments are successful. It may occur because older equipment isn’t handicapped by sophistication; thus, a skilled operator can quickly deduce if the printer is up to the job.
Users who have signed orders for new printers should think twice before scrapping or selling their existing ones. They might derive more profits by keeping it as an extra production unit.
U.K.-based writer, photographer, editor and consultant Sophie Matthews-Paul is an acknowledged authority on digital printing worldwide. You can contact her at sophie@rockstro.net