OCA says that despite warnings from industry experts, the future of
Australia’s printing industry is very much alive. It is re-branding the printer
as BPO print, and installing the first Fuji Xerox iGen150 in Victoria.
The move comes as the Australian print industry faces increasing
challenges for survival, including overcapacity, increasing offshore
competition and the digital revolution that has left some traditional printing
operations obsolete.
Mark Pettitt, director for OCA Group, believes that despite the doom and
gloom surrounding print, this acquisition is an important part of the company’s
ambition to shake up an industry that he says too often ignores the overall purpose and intent of
printing.
He
says,“When
people think about the print industry in Australia, the assumption is that this
form of communication is dying. People and businesses are consuming less
printed materials like brochures and newspapers, often because these blanket
forms of communication are not tailored to their individual preferences. It is
little wonder then that traditional print companies are going out of business.
“We see things a bit differently, because we view the purpose of
printing in a different light. We believe developing printed or digital
materials can only be effective if they get into the right people’s hands, with
the right message at the right time. Printing’s future must therefore be
tailored and individualised for each recipient. That’s why we think there is a
tremendous opportunity for us and our clients.”
As a part of the acquisition, OCA Group has bought the latest Xerox
iGen150 print, the first in Victoria and second within Australia. A colour
digital on-demand publishing system, this printer allows for personalised
marketing that can make an organisation’s communications even more targeted.
Pettitt says, “The print industry is not dead, it’s just that mass
printed materials like brochures and direct marketing mail outs lack
effectiveness as a form of communication. We think we can do a lot better for
businesses and consumers, and we are excited about the future for print.”
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