Integration. I thought about ending this entry there. I have been following the whole JDF movement since it began early in this decade, and like most things, it took a little longer to get going than any of us thought it would. But today, we are just about at the point where, as CIP4 CEO Margaret Motamed said a few years ago, JDF is as basic as plumbing, or USB ports. The suppliers to the industry have done a great job of supporting the standard, and most have moved away from using custom tags that make interoperability difficult, truly supporting integration of multivendor environments. We are starting to see more applications certified through the GATF program. This is all great news for the industry, on both the buy-side and sell-side.

At Graph Expo, this transformation was really in evidence. Not that people were spending a lot of time talking about JDF. They almost don't need to anymore. But it is the "soft underbelly" of almost every offering on the show floor. This is critical to the future viability of the industry as we work to take cost out of the equation, add more value, and meet the shorter cycle times that today's market requires.

For a buyer of technology, then, JDF makes it easier to integrate solutions in a multivendor environment, and certainly, in any discussions with suppliers, buyers should ascertain that the offerings are JDF compliant, that they are certified or that there is a plan to get there, and feel comfortable that the investment they are making will support the increased integration needs they have going forward.

But as operations people will tell you, it isn't always that easy to actually get the integration done, and then to ensure that your marketing and sales efforts adequately promote the competitive differentiation this streamlining brings to your operation. That's the other area I found interesting at the show: most major suppliers to the industry have stepped up their efforts to help customers with this challenge. Sure, the suppliers have always offered fee-based professional services, but often they were out of reach for smaller businesses from an affordability perspective. But today, suppliers are repackaging these services in such a way that even the smallest businesses can take advantage of the expertise suppliers make available to better position their businesses. The New Business of Printing Business Development Services from Xerox are a good example. The company has a team of 12 consultants around the country, and is working to certify a stable of independent consultants as well. For fees as low as $2,500, printers can engage an expert who can help with business or marketing plans, technology selection, implementation plans and more.

The bottom line? Many of the barriers that once stood in the way of a print service provider transforming his or her business are falling away. The resources are there. Take advantage of them!

Cary Sherburne
Sherburne & Associates