Hello There!
Kevin O´Donell, Marketing Manager for the Graphic Communication sector at Xerox Europe, who will speak at the conference "Livsmedelsförpackningar i Fokus" at Courtyard by Marriot in Stockholm thursday May 12th.
I believe in two key areas digital can revolutionise the packaging industry 1. Digital… it’s digital therefore it connects, it can talk, it adapts to different environments 2.Connect to the Supply Chain, big or small, print is only one element so the real power is connecting and speeding up decisions in product supply or tracking or replenishment.
How long have Xerox been a supplier for digital printing presses in the packaging market?
Xerox invented digital printing in the 1970’s and have been supporting the processes around a pack or carton from then, whether it be a direct mail piece, an invoice, an instruction manual etc. but it’s only in the past 10 years since digital devices could hold a brand colour and run a carton board that the technology has been taken seriously. Interestingly, many of our customers have produced low volume cartons for many years, it was just seen as print on demand .. on heavy paper.
How has the market developed up till know?
Slowly, there has been a stand-off between brand owners and converters. Converters say my brand owners are not asking for this, and brand owners say wow! Why hasn’t my converter told me about this.. I’ll leave you to wonder why... In the world of print digital print, the production and business benefits have matured over the past 25 years; YES 25 years, this includes books, photo, commercial, direct mail etc.. the last market to embrace digital… is packaging.
What would you say is the demand from packaging printers when it´s come to digital printing today?
Initially, it’s shorter runs, faster turnarounds and variable content, there is a massive opportunity just in those areas both for brand owners and converters. But of course, these are only the entry points that allow digital packaging projects to start, once the brand owner embraces the power of digital, connects to the marketing supply chain
Who is Kevin O´Donnell?
I am the Marketing Manager for the Nordics and the UK for Xerox Graphic Communication Division. I am married with three children, two of which have left home and am a taxi driver and cash machine for the third. I love football and only stopped playing in the past 5 years, and like most other football fans can’t understand why I didn’t place a large bet on Leicester City.
What are your expectations of the conference?
To meet new people, understand their goals and discuss what is possible, I believe life, and work is better when we talk and share, so looking forward to Livsmedelsförpackningar i Fokus in beautiful Stockholm.