Sydney printer: too late for new entrants to exploit photobook opportunities

General manager Libby Jeffery told ProPrint that “the future is great” for established photobook printers as about 80% of Australians didn’t know what a photobook was.

Managing director Geoff Hunt added: “There’s a lot of understanding, but there’s still a lot of people in the market who are still waiting to meet their first photobook. The moment you win customers over is when they see their face or their friends’ faces on the cover.”

The Sydney-based company said that only 20% of the market was aware of photobooks, and it has a two-pronged challenge: to convince those people to buy more photobooks, as well as enlightening the other 80%.

Despite the size of the untapped market and the fact photobooks have only been around for about eight years, Momento Pro said it was probably too late for new players to enter the industry.

Marketing manager David Watson told ProPrint the industry was already too established and complicated for newcomers to make money. He predicted the number of photobook operators would actually decrease due to consolidation.

Watson said 35-person Momento Pro was unfazed about any of its competitors getting bigger, as it sold potential customers on quality rather than price.

“We don’t try to compete with them. They’re price-driven. We feel we have a different product and sit at the opposite end of the market,” he said.

ProPrint will profile Momento Pro in next month’s magazine.

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