The Current State of the Commercial Print Market and the Vision of the Future

Abstract

In recent years, the size of the printing market has been decreasing drastically due to the decrease of paper media by the expansion of online media. This paper discusses the commercial printing field in the new era, also known as the new normal, and the way of thinking about it as a business, based on the current issues.

There have been remarkable visible technological developments, such as the spread of digital printing technology and the development of smart factories. However, in order for the printing business to maintain its position in the future, it is essentially required to break away from its current position as a manufacturing industry and an equipment industry, and to shift its business to the viewpoint of customers. The most important point is to clarify the needs of customers, the purpose and role that printed materials should play, and the effects that printed materials can achieve, and to show the essential value to customers.