While all print service providers are acutely aware of the importance of upgrading their equipment, the real challenge is knowing when to do so. Investing in new technology of any kind is often a costly and timely process, so timing this right is absolutely crucial to ensure the purchase is both successful and beneficial for a business.
So, when is the right time to upgrade your printer? There is no easy answer to this question as only those who work with the printer on a daily basis will know when an upgrade or update is required. There is no such thing as a standard sell-by-date or use-by-date for a printer as each machine is used very differently by each company.
Some companies may only fire up a printer a few times a week to print more niche work, whereas others could be running the machine around the clock. Each device will have its own, unique lifespan.
For this reason, manufacturers are unlikely to say, “This will last you five years” or “You will need to upgrade the machine by this date,” as, simply, they do not know exactly how long a printer will perform for and when it will need replacing.
Timing it right
However, what manufacturers can do is advise customers on certain performance points they should keep an eye out for, as these could indicate when it is time to go to market for a new machine.
Jane Rixon, Business Development Manager for Signage and Decoration at HP, explains: “Firstly, if print service providers find themselves unable to meet certain deadlines that they were previously able to satisfy, or if they lose jobs as they are not able to deliver them fast enough for the customer, then it could be time to look at replacing their printer.
“This could also be the case if the user is unable to print at a high enough quality for their customers, or if you find you are having to outsource certain work as you are unable to complete it in house.”
Beata Ulman, Marketing Development Manager at Ricoh Graphic Communications, shares this point of view, saying: “When equipment is becoming unreliable, aged or overused, then replacing it with new technology gives users an opportunity to offer better quality to their clients and assures better efficiency in the print shop.
“When an increase in production could mean an additional solution or a faster turnaround required by clients, replacing older technology with more productive systems – possibly with dual purpose such as a flatbed hybrid – can make the whole printing eco-system more versatile.”
Tracy Dineen, Fujifilm Product Manager at Soyang Europe, also agreed. She said: “On some occasions, only new investment will allow you to expand your service offering and take on new types of work and applications.
“With growth in the super wide-format market and an increasing focus on quality and indoor work, if a printer has technology built for outdoor, distance work, then an increase in ‘range’ can be achieved by investing in technology that combines high speed with high quality.”
Feedback from staff that work with the printer will also be invaluable, as they will have the best and most accurate opinion of the machine’s performance. For example, if operators are complaining that the device is outdated, or if they question the reliability of the printer and its ability to meet the requirements of the customer, then you may need an upgrade.
“Fujifilm has developed the most efficient, reliable super wide-format print devices in the market ensuring PSPs can avail of all the available R&D and tax benefits,” Tracy Dineen said. “With a landscape where operational staff are at a premium, being able to offer them the best available technology to work with has the added benefit of them feeling invested in.”
Green thinking
Customer demand could also dictate your future kit investments. White ink is becoming an increasingly popular option for customers and if you are not running devices that can produce prints with white ink, you run the risk of the client going elsewhere.
This could also be true when it comes to sustainability; if your printer does not operate in line with the environmental expectations of green-minded customers, then the chances are they will not return.
Social responsibility is a hot topic for businesses in all industries, but this is particularly true for the print industry. One recent study from HP and C Space found 85% of print businesses that operate latex large-format printers are demanding sustainable products and practices.
Olivia Kelleher, WW Sustainability Lead at HP explains: “Companies of all sizes need to respond quickly, and the important thing is to see it as both a socially responsible endeavour and an economic opportunity. One that can enable print businesses to lower their costs, streamline services through more efficient, circular processes, and win new business by delivering sustainable services to even the most eco-conscious customers.
“Taking a more eco-conscious approach to operations will help print businesses address wider trends across other industries, with big brands investing in and using more sustainable materials.
“By embracing more sustainable practices, businesses can make significant cost savings in terms of energy consumption. The adoption of environmentally friendly practices can also be a competitive differentiator that sets a business apart.”
Indeed, HP is a manufacturer with a long-term stake in sustainability. The company virtually invented electronic recycling back in 1987 when it launched the HP Planet Partners return and recycling program for digital print consumables.
Ricoh’s Beata Ulman agrees that sustainability is a key issue when considering an upgrade. She says: “When customers are demanding more eco-friendly solutions or are asking for additional colours and additional effects that current systems cannot support, print service providers should consider upgrading. Additional colours such as white and clear effects open up new markets and extend the applications being offered.”
This is most certainly the case for print service provider Imageco. Managing Director Nathan Swinson Bullough said while Covid has the business more cautious on investment, the need to keep up with new developments is clear.
“We are very reserved in machine investment; for larger investments we let workload dictate the machine choice, much of our work is diverse and fluctuates month-on-month,” he said.
“That said, we need to be able to keep up with changes in technology and be able to meet the demands of our customers and keep one eye on the competition. We keep up to date with technological advancements, print quality and speed and versatility and are always at the forefront on machine choice, but now sustainability is up there and more now than ever efficiency and running costs.”
Finally, there is the issue of cost. While investment in a new printer could be significant, it could save you money in the longer run. For example, if you are having to use more ink than usual on a printer, then running costs will increase, while newer print machines can be used with modern software applications to help you control costs across the wider business.
Andrew Edwards, Sign and Display Division Manager at ArtSystems agreed, saying that often investment in a new printer could actually help save costs, as well as time, in the longer-run.
“Service costs increase with age, while more downtime loses sales and work is subbed out, thus lowering margins,” he said. “You should find solutions that maximise productivity and flexibility in a price bracket that allows you to cover the monthly lease.
“I’ve been running large-format inkjet printers since the Encad Novajets in the 1990s and the list of the required attributes rarely changes: high quality, high speed, low running costs, sensible capital costs, reliability and great support.”
Tracy Dineen at Soyang Europe agreed, saying: “New investment can support the drive to reduce costs and increase profitability. Inks designed to provide high yield and deliver sublime quality, while the ability to use the machine without downtime, ensures maximum efficiency and best utilisation of resource.”
These are just some of the factors to look out for when considering taking on a new printer and speaking with manufacturers and suppliers about these issues could help you identify the best solution for the problem, be it minor changes to existing equipment or a wholescale upgrade.
