W2P Types | Options for Obtaining W2P Services
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W2P (Web-to-Print) is most often used as an e-commerce solution for a variable data printing environment. Since the Internet is now used so widely for e-commerce, it is understandable that Web-to-Print has seen increasing popularity as a means of buying and selling print products.
W2P is a system that provides printers and clients with an efficient, web-based tool for buying and selling print products. This technology allows printers to secure a wider market for their services and allows print buyers and clients to have a more efficient means of procuring their print projects and gives them more direct involvement with production.
The hands-on approach offered by W2P is so much more efficient than the conventional system of ordering a project via phone or mail and then having very little involvement with the job until it is shipped, other than perhaps using phone calls or emails to communicate any necessary information during production. Since printers and vendors often have their own proprietary systems for workflow, the differences in the two can lead to confusion, miscommunication, and delays in the efficient production of print projects. W2P allows for a fast, efficient flow of information between buyers and sellers, providing an easy method of effective communication via a single portal. The automated processes featured with W2P results in fewer errors, better turnover rates, and increased profits.
W2P is actually a broad term used for a wide variety of services relating to online print buying and selling. Some of these services overlap or have similar functions, but all are designed to be specifically geared toward the requirements of the clients they serve. Some of the common names given to these different services include:
- Dynamic Publishing
- Customer Relationship Management Services
- Print e-procurement Services
- Digital Storefronts
- Production Portals
- Online Information Management
- Online Print Management
- Brand Management Services
- Web-enabled Printing Services
- Dynamic Publishing Systems
- Online Order Flow Services
- Web Print Marketing
- Digital Marketplace
- Linked Exchange
- Bulletin Board Services
- Print Auction Services
- Internet Exchange Services
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W2P Types
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W2P can be set up in a number of ways depending on the needs of the client and/or the printer. Three of the most popular configurations are described below:
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1. Print Manufacturer Production Portals
Buyers/vendors can access the printer's production portal/workflow system and use it for ordering and managing their print projects. Since the costs of developing and maintaining the system are the printer's responsibility, this is the most inexpensive option for print buyers/vendors and direct customers to secure an efficient flow of information with a particular printer. |
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2. Print Manufacturer-Based Customer Storefronts
This type of W2P system allows print buyers/vendors to have their own digital storefronts for selling print products online; however these storefronts are branded to the printer. The term digital storefront or print storefront refers to e-commerce sites for specific print enterprises, large and small. Some of these organizations may offer low-cost commodity items for the mass market, while some may specialize in higher priced value-added products. Many of the largest enterprises may offer both commodity and specialty items. This type of procurement site provides each client with a greater degree of involvement with the production of their projects, resulting in a high level of satisfaction with the printer and a strengthened printer/client relationship. |
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3. Print Provider/Vendor Based Storefronts
Print providers/vendors can set up their own W2P system; a portal that is not tied to a single printer. This type of proprietary storefront allows the enterprise to offer print products online ranging from low-cost commodity items, such as business cards and brochures, to expensive, customized, value-added products. The site allows customers to enter the specifications for a print job using a variety of templates and materials choices for low-cost commodity items. They may also enter specifications for custom print jobs and the print provider/vendor presents the job to various printers for bidding. This type of storefront gives the vendor greater leverage when working with a variety of printers and allows them to offer the most competitive prices to their customers. |
Options for Obtaining W2P Services
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For printing companies that wish to take advantage of the benefits that a W2P system can bring to their enterprise, there are three basic methods, which are described below, that can be used to obtain this service:
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1. In-House Development
Many printing companies choose to develop their own Web-to-Print system. Although this involves time and investment and quite a bit of know-how and effort with development (having IT people on staff is always helpful), this can be an excellent solution for printers that want a proprietary, completely customized W2P system. This type of system can be quite beneficial for larger printers that may have the capital and personnel to develop and maintain a W2P system, but it can be overwhelming for a small printing house with limited resources. For smaller enterprises, there is also the possible headache of losing the employees that built the system, resulting in ongoing problems in keeping the system functioning properly. |
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2. Packaged Systems
Printers can purchase packaged systems that have the capability of being minimally customized. Once purchased, the systems are owned by the printer and can be hosted by the printer or by an organization specializing in Web hosting. Most providers of packaged W2P systems offer continuing support for their products. |
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3. ASP Systems
An ASP (Application Service Provider) system allows printers to lease a W2P system, which is hosted by the ASP. These types of systems have the most limited capability for customization, but the printer has the advantage of not having to purchase hardware and software. The printer is responsible for installation costs and monthly fees payable to the ASP. |
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