Digital Publishing Solutions - Subscribe at www.dpsmagazine.com [ CoverStory ] Part 1: Software Printers and enterprise customers are finding more software solutions for >> VDP success. 22 What’s Easier to Do, 23 Harder to Sort Out? Variable data printing (VDP) strategies are on a lot of minds and whiteboards these days. “More people are interested in it because it’s getting easier to do,” stated one industry pundit. The VDP market is as dynamic and diverse as the documents it helps generate. Dozens of companies offer scores of solutions, while users and services providers are busy creating applications by the thousands. This report highlights the diversity of the market and provides a snapshot of some of the many solutions available. BY CARRO FORD WESTON DPS • JANUARY/FEBRUARY 2005 WWW.DPSMAGAZINE.COM WWW.DPSMAGAZINE.COM JANUARY/FEBRUARY 2005 • DPS Digital Publishing Solutions - Subscribe at www.dpsmagazine.com [ CoverStory ] Ease of use, quick deployment, seamless postcards, coupons, newsletters, full-length output generated by billing information a DAM system. For Web-to-print integration, open systems, single platform, proposals, and more, with each individually systems into fully customized documents. applications, one key problem Web-based capabilities, enterprise scalabil- customized by text, image, color, chart, and The company is focused on two verticals: solved by the use of Pageflex tech- ity, and multi-channel delivery—these are layout. Working with QuarkXPress 6.0 for healthcare and retailers. nology is providing accurate some of the terms venders use to describe the Mac OS X, Darwin makes it possible to “Our integrated technology and produc- online previews and online their VDP heaven. Since so many claim sim- create, preview, and print full-color variable tion platform enables us to convert standard editable documents with an exact ilar capabilities, what do they say makes documents of unlimited length and com- billing output into fully customized, patient- match to the printed output.” When organizations need to their products unique? plexity. Advanced pre-flight allows users to friendly documents delivered in the most modernize their workflows Part of the uniqueness of PlanetPress check for the longest combination of vari- effective manner. Our uniqueness is driven by One Platform, Many within current infrastructure, Software from Objectif Lune comes from able information text fields, in order to our proprietary platform, which provides all Possibilities documents“ can be stored at offloading the heavy lifting to the printer- adjust the text boxes. The Spire color server services from within IXT’s core architecture.” Another aspect of the vast vari- printer level, receiving legacy any PostScript Level 2 printer to be exact. and Creo Variable Print Specification file One reason VDP solutions have grown able market is represented by data with no need for “When organizations need to modernize format combine to drive highly efficient more popular is that vendors have paid solutions like DesignMerge additional middleware and no change to system their workflows within current infrastruc- processing of variable output. The Creo attention to market trends, such as the from Meadows Publishing applications.” ture, documents can be stored at printer Variable Print Specification allows precise desire for integrated systems and work- Solutions. These specialty products level, receiving legacy data with no need control of print criteria and output. The flow, and processes that extend beyond the enhance the capabilities of other tools to Statement produced with DIDIER GOMBERT, CEO, OBJECTIF LUNE PrintSoft Americas’ for additional middleware and no change Spire color server, driving a range of digital print room. “The trends we see are that better play in the variable data arena. “We PReS Printer Resource to system applications,” explains Objectif color presses, interprets Creo’s Variable organizations are looking for help beyond are the premier extension for QuarkXPress, Software. Lune CEO Didier Gombert. “This grants Print Specification for high-speed output of creating a variable document for print or offering capabilities unmatched at our price users greater freedom in selecting the even the most lengthy, complex documents. electronic delivery. The customers we talk point and the only cross-platform VDP prod- hardware they need, because they know to are looking to manage the entire cus- uct for QuarkXPress,” explains Jeff Cain, 24 the same documents will perform equally From PReS to Proprietary tomer communication process,” notes DesignMerge OEM and Channel Manager. 25 well on a number of different engines.” A PrintSoft’s flagship product, PReS Printer Group 1 Manager of Market Development, “We are in the process of offering the same PlanetPress workflow module manages Resource Software, allows both simple and Clarence Hempfield. “Group 1’s Customer capabilities as a plug-in for Adobe’s distribution and production of documents, complex layouts with text, pictures, data- Communication Management (CCM) soft- InDesign.” Further differentiation comes locally or remotely, while providing options driven graphics, barcodes and variable ware is unique because it is not just a VD from cross platform support for Mac OS9 to create electronic versions for distribu- data. “Users can create a document in any application, but rather it is a true customer and OSX, Windows 98/NT/2000/XP, and vir- tion via email and fax, and for archiving. output format for printing or electronic communication management solution that tually all VDP languages. Capabilities like Creo’s Darwin tools allow users to create, The Darwin VI Authoring Tool from Creo publishing,” explains Paul White, PrintSoft simplifies everything from accessing and CopyFit, GroupPicture, rules, sequencing, preview, and print variable documents of unlimited length and complexity. helps create full-color, variable information Director of Marketing. “PReS Designer, the manipulating data to document creation, bar coding, and multiple VDP language sup- In retail, the opportunity is to design front end, lets users rapidly create distribution, vaulting of data and docu- port offer added value. convert standardized output complex variable data documents in real- ments, and replenishment.” “GMC has responded to the convergence into personalized credit time featuring dynamic graphics using “Our early customers are adding on of applications today by broadening the “statements,” DTP, drag-and-drop techniques. The prod- capacity, and applications are getting very capabilities of PrintNet to handle the needs LYLE BEASLEY, CEO, IXT SOLUTIONS uct also has a scripting language for more creative,” says Alice Fackre, Pageflex Product of three variable document types: promo- complex applications. PReS drives printers Marketing Manager. To accommodate this tional printing for sales and marketing, one- in their native language at rated speed, and burst of creativity, Pageflex lets documents to-one printing such as direct mail and it does real-time IPDS output, something flex to handle variable content in a single lay- benefits packages, and transactional output, that some competitors do not do.” out. “Easy-to-use and easy-to-deploy are the all from one platform,” says Rene Mueller, Nearly 70 percent of PrintSoft’s 6,000- hot buttons, along with integration with exist- CEO of GMC Software AG. “Comprehensive, plus licenses are held by service bureaus, ing infrastructures, everything from order integrated PrintNet capabilities allow our but many service bureaus have turned out management to CRM and DAM systems. customers to go from raw data editing, to lay- their own proprietary versions of the VDP With Pageflex, multiple data sources can be out, composition, test printing, production tools they need for their customers. used in a single variable data project, for printing, and final finishing.” The software IXT Solutions uses its proprietary tech- instance, data coming from a Web form, makes it easier to proof tough variable con- nology platform to transform standard input from a CRM system, and content from tent applications using live data, something DPS • JANUARY/FEBRUARY 2005 WWW.DPSMAGAZINE.COM WWW.DPSMAGAZINE.COM JANUARY/FEBRUARY 2005 • DPS Digital Publishing Solutions - Subscribe at www.dpsmagazine.com [ CoverStory ] LEVERAGING VDP SUCCESS ACROSS MANY VERTICALS As a direct marketing partner for customers, variable By automating Americo’s policyholder communications and messaging capabilities are extremely important to PLM’s strategy. setting up a centralized rules repository, the number of manual “Timely, relevant communication is becoming more and more steps needed to issue and underwrite policies were reduced by >>Creative Cross-Selling critical to the success of businesses today,” says Rob Seccareccia, 80 percent, increasing workflow productivity and efficiency. >>Variable Data Delivers VP of Digital Services for PLM Group. “Solutions that enable first- Through the impact of this reengineering effort, Americo for Pizza Promotion Use of variable data isn’t limited to marketing messages or to-market positioning and cost reductions are the most valuable.” projected first year savings alone of approximately $450,000. account balances. For The Principal Financial Group, VDP involves PLM uses a combination of PrintNet T Triple Suite document By issuing policies faster, more than 8,000 Americo agents Variable data technology puts customization in the hands of on-the-fly, data-driven selection