DPW Preview: Show trends - Printers search for new digital solutions.

To run a successful digital business, you need more than just first-class equipment. Industry leaders tell Philip Chadwick that the right software is the key.

'Faster' and 'smarter' are the kind of buzzwords usually associated with the very latest cutting-edge equipment. But kit manufacturers are increasingly using these terms to describe potential customers. As a result, this year's Digital Print World (DPW) looks set to attract a far more knowledgeable breed of visitor who will keep exhibitors on their toes.

'The majority of printers accept that digital printing will become part of their process and the majority have a good understanding of how a digital workflow can be part of their business,' says Hewlett-Packard (HP) Digital Publishing Solutions UK marketing manager Paul Randall.

Added value

'Some customers are now doing their homework and the majority are very interested in how they can develop their business,' confirms Xerox DocuColor product marketing manager Kevin O'Donnell.

But as well as getting more and more clued up on the benefits of the hardware, printers are also looking closely at the added value provided by business 'solutions', according to Danwood director Gerry …