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B2B E-COMMERCE IN THE PRINTING INDUSTRY(part 2)

Mr.Jick-Seung Kim
President of Korea Federation of Printing & Information Industry Cooperatives


Paper presented by the Republic of Korea
at the 5th Annual Meeting Of the Forum of Asian Graphic Arts Technology (FAGAT) in Manila

5. US e-commerce Printing Companies
6. Characteristics of the B2B Printing Industry
7. Asian B2B e-commerce Printing Market
8. Conclusion

5. US e-commerce Printing Companies

As the leader in the Internet, the US already has e-commerce-based printing companies, and they are divided into several types, according to an article &quont; Invasion of the Dot-Coms: E-Commerce Hits the Graphic Arts &quont; published in Seybold Reports on Publishing System, Volume 29, Number 5 on November 9, 1999.

A summary of the companies in the article is as follows:

Site Main Concerns
Storefronts
Printnation.com Sell printing machines and consumables goods to medium-sized printing companies
Goprinter.com Shopping Mall for printing consumable goods
Prepressmall.com Transaction primary/secondary market for printing machines
Colorok.com Transaction color management facilities and software
Printeralliance.com Community for purchasing paper and consumable goods
Paperexchange.com Paper distribution to large size printing companies
IPrint.com Personal/SOHO service for small size printings
RFQ
Printbid.com Auction service for customized orders
Printmarket.com Auction service for customized orders
58k.com Auction service for customized orders
Workflow Management
Collabria.com Provide printing service ordering, DB, process management systems
Impresse.com Provide printing service ordering, DB, process management systems
Noosh.com Provide printing service ordering, DB, process management systems
Printchannel.com Provide printing service ordering, DB, process management systems
Mediaflex.com Process management system based on digital printing
Magnifi.com Designing services
Other Services
ProofitOnline.com Remote on line editing
Heeelp.com Prepress consulting to members
Printlink.com Headhunting service within printing industry

As the article was published in 1999 and the Internet has continued to develop since then, it is expected that more online printing com-panies exist at present. An update of the current market was published in the Seybold April 2000 volume 29, Number 10 Report under the title ' e-commerce in Printing: Update on the News and the Workflow Issues '.

The report analyzed various e-commerce-related companies; some have been listed on NASDAQ while others have perished. This is no difference from any Internet company. However, the increasing number of e-commerce players are significant.

To head

6. Characteristics of the B2B Printing Industry

Due to the huge potential of the B2B e-commerce market, various corporations are entering the arena. However, there are prerequisites to enter this marketplace: in the front-end e-commerce solutions should exist, while in the back-end an Internet infrastructure should be established.

Description Content
Electronic Catalog Dividing system, product coding system, standardization, riders, unit price, inventory, order capacity, pictures, voice, mobile photo clips, design templates, document database
Community Strategic alliance of buyers and sellers
Solution Electronic catalog management, printing process management, member management, ordering and bidding, auction/reverse auction, security, payment, XML/EDI

To establish the back-end part there are several issues that need to be completed.

*High-speed network: Due to the printing industry's characteristics of using huge graphic files, a highly efficient transmission line is needed. The current network cannot provide such efficiency. Thus, a special network must be constructed.
* Large-size file server: This is to set up a database, where such large files can be hosted and managed for single or multiple orders executed by clients.
* Offline distribution: Even with a full digitalized process, an offline distribution system has to exist to fully serve clients' needs.

To establish the front-end part: we need to have an electronic catalog, e-community and a solution like other B to B e-commerce.

B2B e-commerce can be divided into two parts: within the industry and outside the industry.

  1. Within the printing industry: exchange printing machines, consumable goods, including printing paper.
    Benefits are:
    * Easy collection of information and comparison
    * Cost saving
    * Cost saving in inventory management
  2. Outside the printing industry: exchange with client companies and consumers
    * Cost saving for both parties
    * Produce new business opportunities
    * Improving existing industry structure

To head

7. B2B e-commerce Printing Market in Korea

For effective e-commerce, there is an immediate need for 'e-hubs', which have a deep understanding of business, enabling it to raise funds, while setting the schedule to building an infrastructure for the printing industry.

Forrester Research indicated that USD 1.5 million is required to build up a simple front end system, while USD 15 million is needed for a more elaborate one. It will consume USD 700,000 to USD 3 million to maintain the systems. Taking the investments to build up back end systems into consideration, a B2B e-commerce market place for printing industry seems far from reality.
However, there are already companies doing online trading for machineries in Korea, and given the rapid changes occurring among Korea's corporations at present, it is expected that the printing industry will also seek fast solutions. Among many projects, standardizing the process and putting the process online is a necessity, and there is an absolute need for investment in quality control as well.

Once a market infrastructure is established, the B2B e-commerce market will be able to expand to other Asian countries, leading to a consolidation of the marketplace. This will help the Korean printing industry to strengthen its international competitiveness, leading to increased exports.

On the other hand, the B2B printing e-commerce market could force a consolidation to take place in the overall market, if various sectors and industries are not prepared to compete effectively in a fast-changing, and dynamic marketplace. Currently, such efforts to go online are made by individual companies. There is a strong need to consolidate such efforts to build up a serious market place for all Asian companies across all sectors and industries.

To head

8. Conclusion

In certain printing sectors, there may be no sense of urgency to go online, as they are satisfied with the status quo of the current marketplace.

Model analysis of substitution impact on paper demand by product and by region

In Million Tons
Region 1996 Demand CAGR w/o
Sub.(%)
Projected 2003 Demand Electronic Impact
w/o Sub. w/Sub.
Newspapers
Rest of World 8.6 2.0% 8.9 8.8 -0.1
Japan 3.2 -0.2% 3.2 2.9 -0.3
W.Europe 6.9 1.2% 7.1 6.6 -0.5
U.S. 9.8 1.9% 8.6 7.4 -1.2
Total 28.5   27.8 25.7 -2.1
Magazines
Rest of World 1.4 2.4% 1.5 1.5 0.0
Japan 2.8 2.8% 3.0 2.8 -0.2
W.Europe 7.2 2.8% 8.7 8.1 -0.6
U.S. 2.4 0.0% 2.4 2.2 -0.2
Total 13.8   15.6 14.6 -1.0
Directories
Rest of World 0.4 n.a. 0.5 0.4 -0.1
Japan 0.3 n.a. 0.3 0.3 0.0
W.Eupore 0.4 n.a. 0.5 0.3 -0.2
U.S. 1.1 n.a. 1.2 0.9 -0.3
Total 2.2   2.5 2.0 -0.5
Catalogs
Rest of World 0.7 2.0% 0.8 0.8 0.0
Japan 1.1 3.0% 1.3 1.2 -0.1
W.Eupore 2.0 4.0% 2.6 2.4 -0.2
U.S. 1.9 4.0% 2.6 2.2 -0.4
Total 5.7   7.3 6.6 -0.7
Books
Rest of World 1.0 2.0% 1.0 1.0 0.0
Japan 0.3 0.0% 0.3 0.3 0.0
W.Europe 1.2 3.0% 1.5 1.4 -0.1
U.S. 1.7 3.0% 2.1 1.8 -0.3
Total 4.2   4.9 4.5 -0.4
Cut-size Paper
Rest of World 2.0 10.0% 3.9 3.9 0.0
Japan 1.1 5.0% 1.6 1.6 0.0
W.Europe 3.7 10.0% 6.1 6.3 0.2
U.S. 3.8 5.0% 5.4 5.7 0.3
Total 10.6   17.0 17.5 0.5
*w/o Sub = projected growth without considering substitution edffect
*W/SUB = BCG projection using model to assess model to assess substitution impact f electronic media

However, there is a great need to reform in order to survive, since many leading companies are transforming their processes to go online, and there is a very high possibility of the printing processes being brought in-house, once the online process is finished, resulting in many printing-related companies to lose business. This is why there should be efforts to build a strong service, so that client companies will judge outsourcing to be more efficient and cost saving.
The diagram above is a summary of a report by the Boston Consulting Group in 1999 on 'Paper and the Electronic Media: Creating Value from Uncertainty'. This report is a study of the effects over paper consumption versus the steep increase of electronic information transmitting media such as the Internet. The diagram shows effects over several industries. The only industry that showed increase in paper consumption was office usage. Unlike the magazine industry where huge amount of the current demand will be reduced by 2003, office paper is expected to increase by 500,000 tons. By 2003, 5.2 million tons of paper will be replaced by electronic devices. This is meant to be only one of the effects of the Internet on the printing industry. Therefore, the printing industry needs to reform itself in order to survive.

Unlike the US market which is large enough to concentrate on domestic sales solely, any country in Asia needs to expand into Asia and other continents with a VORTAL site (Vertical + Portal) in order to survive and secure scalability, as stated in the August 8, Asian Wall Street Journal article ' Business to Business Exchanges in Asia will have to offer more than just an electronic forum if they are to flourish.

Overall, the Asian market, unlike the US market, is relatively behind in terms of constructing the infrastructure for e-commerce, and also has a lower investment efficiency rate because each market is too small for independent investments. To overcome such limitations, a regional approach should take place, looking into the Asian market as a whole, especially for the printing industry which is relatively small in size. Given a consolidated market place, Asian participants will be able to enjoy synergy effects, as well as sharing resources. B2B e-commerce, eventually, is to focus outward than inwards, and therefore, promote international exchanges worldwide.

To head
Part 1

2001/01/29 00:00:00


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