ME Printer January Issue 143

Arabic Inclusive

ISSN 2304-117X

‫مجلة متخصصة في عالم الطباعة في الشرق األوسط‬ Registered with IMPZ

H A PPY NEW YEAR

Vol. 14 / Issue 143/ January 2017

Signage is integral to brand storytelling

‘ROI’ to ‘PHI’ From a performancedriven to purposedriven culture

What’s the sign really worth?

By John Hadfield

‫إقـرأ فـي قسم اللغة العــربيـة‬ ‫أهمية الالفتات كجزء من‬ ‫ر واية قصص العالمات التجارية‬ ‫ المؤسس والمدير‬،‫مقالة لـ أليكس أنداراكيس‬ ‫العام لشركة أنداراكيسأدفايزوريسيرفيسيز‬

Enable your business to grow profitably Canon’s new UVgel printing technology will be at the core of a family of new roll-to-roll printing products, the first of which will be a high productivity 64� roll-to-roll printer to be released in the Spring of 2017. Run your business with cost effective, non-toxic, durable, colour fast, high quality prints for almost any flexible media application.

Come and see us in Hall 06 stand D84 at SGI 2017 and find out how we can help you #UNLEASHPRINT.

#UNLEASHPRINT

Contents Trends

News Tecom Group and JCDecaux to develop smart communities through digital advertising solutions

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Heidelberg site in Wiesloch-Walldorf becomes production center for digital presses Considerable customer interest in joint development by Heidelberg and Gallus

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Update on the sale of Kodak's Prosper business

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Louis Vuitton opens 3D printed pop-up store in Australia The structure was created using a Massivit 1800 3D Printer

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HP named to inaugural CDP ‘Forest A List’

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Xerox appoints new Middle East regional manager Simon Howells will focus on maximizing coverage and the return of partner operations

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Xerox completes separation of Conduent Revitalized business strategy will enable strong free cash flow generation

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OKI expands smart printer portfolio The C542dn and MC573dn offer a customisable user interface with a 7” colour LCDtouch-screen

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SwissQprint launches new wideformat printers

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Konica Minolta expands YSoft SafeQ office software A new set of features combine efficient printing and workflow management

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Sawgrass releases online designer, print and colour manager software update CreativeStudio offers enhancements to streamline workflow and productivity

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Onyx Graphics releases Onyx version 12.1 software

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Siegwerk introduces latest generation of offset inks for flexible packaging The new EB curingink technology is suitable for a variety of plastic substrates Epson announces two new innovation hubs in Italy Sato acquires DataLase The two companies first teamed in October 2015 to introduce the DataLase IDP technology in Japan and the Asia-Pacific region

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7 Predictions for theConnected Enterprise in 2017 Global IT transformation will trigger significant changes for several industries in the coming year, according to interconnection and data centre company Equinix

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Digital textile printing to grow 17.5% annually

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Bleak outlook for GCC projects market Activity levels have been maintained or even increased only in Dubai and Bahrain, according to MEED Insight

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Top mobile technology trends in 2017 This yearwill see significant developments in mobility, driven by continuous industry innovation and a growing tech-savvy millennial community, according to Axiom telecom.

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From ‘ROI’ to ‘PHI’ The investment industry and its professionals need to move from a performance-driven culture to one that is purpose-driven to better ensure clients’ long-term goals are met

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Succession planning is the biggest challenge for Middle East family businesses in the next five years Innovation, digitisation and cyber security preparedness are major areas of development for family businesses, according to PwC

Insight 26

Signage is integral to brand storytelling Why it’s important to have a 'content' plan in line with business objectives and how businesses can deliver targeted content to a specific audience through signage

By Alex Andarakis, founder and managing director, Andarakis Advisory Services

Opinion

ISSN 2304-117X

What’s the sign really worth?

Quoting signs is an art form and a balancing act between fixed and tangible considerations

By John Hadfield, managing consultant, Control Zone Consulting

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Solving the productivity puzzle in a digital industry

By Hendrik Verbrugghe, Marketing Director, Canon Middle East and Canon Central and North Africa

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The Comprehensive Monthly Magazine Dedicated To The Graphic Arts Industry Print Professionals In The Middle East

Vol. 14 / Issue 143/ January 2017

Arabic Inclusive

ISSN 2304-117X

‫مجلة متخصصة في عالم الطباعة في الشرق األوسط‬ Registered with IMPZ

ME Printer FZ L.L.C.

P.O.Box: 502183 Dubai Media City, Dubai – UAE Tel: +971 4 391 1210 Fax: +971 4 390 9561 E-mail: info@meprinter.com

Vol. 14 / Issue 143/ January 2017

Group Publishing Director Morteza Karimian karimian@meprinter.com

SIGNAGE IS INTEGRAL TO BRAND STORYTELLING

ME Printer Editorial Team Editor Dennis Mathew dennis@meprinter.com

Technical Editor - English Section Rod Hayes rod.hayes@me.com

‘ROI’ TO ‘PHI’ FROM A PERFORMANCEDRIVEN TO PURPOSEDRIVEN CULTURE

Dr. Younes Shokr Khah younes@meprinter.com Specialist Contributing Editors USA - Frank Romano fxrppr@rit.edu

China Print 2017 The exhibition, 9–13 of May, 2017, will feature ‘green, efficient, digitalized and intelligent’ themes

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SinoCorrugated 2017

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RT Imaging Summit and Expo–EMEA 2017

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Advertising Manager

Plastivision Arabia 2017

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Classifieds & Subscription

UK - Laurel Brunner lb@digitaldots.org USA - Dr. Nicholas Hellmuth nhellmuth@flaar.org Anil Nath K R +971 4 391 1206 meprinter@meprinter.com +971 4 391 1210 +971 50 528 9267 info@meprinter.com

Calendar Trade shows conferences & events mark your calendar book your tickets

ME Printer Media Partner

Printed by Al Nisr Publishing LLC Distributed by Al Nisr Distribution LLC

38 Correspondence and advertising material to be sent to ME Printer Magazine Office 214, Bldg. No. 9, Dubai Media City Dubai – UAE or E-mail to: meprinter@meprinter.com

Gulf Print 01 new.pdf

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Find comfortable job situations, post investment opportunities, invite investors and buy and sell ... in the Middle East market place

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BY JOHN HADFIELD

‫إقـرأ فـي قسم اللغة العــربيـة‬ ‫أهمية الالفتات كجزء من‬ ‫ر واية قصص العالمات التجارية‬ ‫ المؤسس والمدير‬،‫مقالة لـ أليكس أنداراكيس‬ ‫العام لشركة أنداراكيسأدفايزوريسيرفيسيز‬

Advertisers, traditionally, have dictated the marketing narrative.

However, with consumers increasingly taking charge of what they want to see and hear, traditional marketing is becoming less effective by the day.

Marketers who understand their consumers agree that content is key to attracting and retaining them. Advertisements, therefore, need to be about creativity and storytelling and how they can be conveyed to a target audience on their medium of their choice.

Technical Editor - Arabic Section Dr. George Nubar Simonian goujy@dircon.co.uk

Events

WHAT’S THE SIGN REALLY WORTH?

All rights reserved. No part of this publication may be reproduced in whole or in part without written permission of the publisher. Whilst every care has been taken in the preparation of the editorial content, the publishers cannot be held responsible for any errors or omission. Readers are requested to seek specialist advise before acting on information contained in this publication, which is provided for general use and may not be appropriate for the reader’s particular circumstances.

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News

Tecom Group and JCDecaux to develop smart communities through digital advertising solutions The project will see sustainable creative installations integrated within Dubai Media City, Dubai Internet City and Dubai Knowledge Park

Tecom Group, a member of Dubai Holding, has partnered with JCDecaux SA to pioneer state-of-theart digital advertising solutions at Dubai Media City, Dubai Internet City and Dubai Knowledge Park.

This community transformation project will include the installation

of smart digital outdoor solutions as part of a wider initiative across Tecom Business Parks.

Malek Sultan Al Malek, CEO, Tecom Business Parks, said: “Our new partnership with JCDecaux enables us to combine the strengths of the world’s leading outdoor

advertising company with our own experience in building innovative business communities over the last decade. Together we will reimagine the future of three business parks that are recognised across the region as being leaders in innovation and creativity, as we work towards common goals and write a new chapter in Dubai’s development.”

The timing of the new partnership comes as Tecom Group steps up its efforts to support Dubai’s vision of transforming into one of the smartest cities in the world. The installation of JCDecaux’s leading digital advertising solutions is set to play a key role in helping redefine the future of advertising in the emirate, while also acting as a springboard for understanding how to scale up their use in other cities around the region.

Heidelberg site in Wiesloch-Walldorf becomes production center for digital presses

ME‌Printer January 2017

Considerable customer interest in joint development by Heidelberg and Gallus

4

Following the global market launch of the Gallus Labelfire 340 digital label press – a joint development

by Heidelberger Druckmaschinen AG (Heidelberg) and Gallus based on leading inkjet technology from Fujifilm – series production is now getting off to a successful start at the Wiesloch-Walldorf site. Initial customers of the new series presses include several companies from the United States.

Heidelberg produces the digital inkjet print engine of the Labelfire in Wiesloch-Walldorf. The company’s entire digital printing portfolio will also be manufactured here in the future. The base unit of the new press is made by Swiss subsidiary

Gallus at its German production site in Langgöns. The system is designed to meet growing demand for the cost-effective production of short, medium, and versioned label runs.

“The requirements related to quality, flexibility, and speed are getting even more demanding in label production,” said Stephan Plenz, member of the management board responsible for Heidelberg Equipment. “With the Gallus Labelfire, we’re leading our customers into the digital future with the growing label market. The considerable interest confirms we’ve adopted the right approach."

The new Gallus Labelfire 340 digital

printing system has been designed for the self-adhesive labels market.

The global print volume for these labels is growing by about 4 percent a year. Although nearly 5 percent of this volume is printed digitally, this figure is rising rapidly with up to double-digit growth rates. Indeed, digital printing is driving change in this highly promising market segment. It is anticipated that, in the medium term, just under half of the presses sold in this sector will be digital. By launching this new technology, Heidelberg and Gallus are actively shaping change in the business models used in this segment and offering users a versatile and cost-effective solution.

News

Update on the sale of Kodak's Prosper business Philip Cullimore, President, Enterprise Inkjet and Micro 3D Printing & Packaging Divisions, said: “We anticipated an announcement of an agreement for the sale of the Prosper business by the end of 2016 and remain in talks with potential buyers. We now expect discussions to continue into 2017.”

Details of the sale process remain confidential.

“We have been gratified by the interest in the Prosper business as well as the continuing support and loyalty of our customers,” said Cullimore. “The Prosper business has been very strong over the first nine months of 2016 with the placement of 12 presses, more than in any comparable period.

We also saw a 41% increase in annuity revenues in the third quarter, versus the same period a year earlier.”

Kodak is currently evaluating

ways to streamline the Prosper press business to maximize performance and address market opportunities in publishing, high volume direct mail and packaging. In addition, the company is planning to refocus the business to emphasize printhead components and the development of Ultrastream technology.

Kodak has made great progress during 2016 in the development of Ultrastream – the next generation of Kodak inkjet technology. “Sixteen leading printing equipment manufacturers and integrators have signed Letters of Intent to OEM products based on Ultrastream technology,” said Cullimore.

Louis Vuitton opens 3D printed pop-up store in Australia

ME‌Printer January 2017

The structure was created using a Massivit 1800 3D Printer

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Omus, a specialist 3D print provider in Australia and a Massivit 3D Printing Technologies customer has constructed what is believed to be the world’s first 3D printed pop-up retail store on behalf of luxury fashion brand, Louis Vuitton.

The 9m-wide, 10m-long and 2.7m-high (29.5ft x 32.8ft x 8.85ft) structure was created using Omus’ recently-installed Massivit 1800 3D Printer in just 18 days and is currently capturing the gaze of shoppers at Sydney’s Westfield

shopping centre.

According to Robert Grosso, coowner of Melbourne-based Omus, working with Louis Vuitton’s design agency, Gold Coast Displays, the company was tasked to produce a statement megastructure that would serve as an attentiongrabbing platform for the premiere of the brand’s latest menswear collection. Just three weeks remained from the point at which Omus received the confirmation to goahead until the date of the pop-up store’s grand opening. “Having received the design brief, we essentially needed to produce a visuallystunning, structurally-sound outlet that could endure sustained use in a busy public environment – and in record time,” he said. “Given the complexity of the design and the short turnaround time, 3D printing was really the only viable production method available to us.”

To assist with the magnitude of the print job, Omus enlisted the help of another Massivit 3D customer, Sydney-based Composite Images.

Utilising the Massivit 1800’s unrivalled print speed of up to 35 cm / 14’’ per hour, two printers were deployed around the clock, each using dual print heads to produce two hollow panels simultaneously.

A total of 30 panels were 3D printed and would serve as the walls of the pop-up outlet.

Once created, Omus placed solid support ‘ribs’ in each panel to ensure the weight of the huge 243m3 (797ft3) structure could be tolerated. The entire display was then finished in chrome mirror self-adhesive vinyl, adorned with distinctive Louis Vuitton-designed animal prints matching the theme of the menswear collection on display.

“Louis Vuitton, and its design agency, were delighted with the finished result; it surpassed their expectations in terms of its striking visual appeal and realised their original vision to radiate the opulence of the company’s safariinspired men’s line,” said Grosso.

Discover a New Dimension in Colour Printing Visit the OKI Middle East stand at SGI Dubai 2017 15 th Jan to 17 th Jan Hall 7 Stand 7-E114

The prestigious surroundings of the largest B2B Specialized trade event, OKI Europe to showcase its portfolio of revolutionary printers and printing Graphic Arts market.

From business cards to billboards, don’t miss this opportunity to explore how OKI’s pioneering technology offers practical yet lucrative new revenue streams by delivering quick and only achievable with expensive production equipment.

• Dazzling designs printed on OKI's new neon printer • Printing in pure white using OKI's ground breaking white toner devices • Make big ideas stand out with OKI's renowned ColorPainter large format printers • Take colour beyond CMYK with OKI's portfolio of 5 colour printers offering CMYK+1 Meet our expert team and experience high-performance solutions for graphic arts and creative businesses.

To find out more visit: www.okime.ae

Print Smart, Print OKI

News

HP named to inaugural CDP ‘Forest A List’

ME‌Printer January 2017

The company has set a goal in which all its paper-based product packaging will be derived from certified and recycled sources by 2020

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HP has been identified as a global leader for the actions and strategies it is taking to manage its use of timber products more sustainably by CDP, which named HP one of only eight companies to earn a position on the inaugural CDP “Forest A List” for its deforestation management efforts. HP is the only information technology (IT) company to make this year’s Forest A List.

The CDP ranking recognizes HP’s leadership efforts to reduce the devastating effects of deforestation and help customers make responsible printing and purchasing decisions. These efforts include a goal HP set in 2016 to achieve zero deforestation in which all HP brand paper and paper-based product packaging will be derived from certified and recycled sources by 2020, with a preference for virgin fiber from certified sources of the Forest Stewardship Council. HP is also working with the World Wildlife Fund’s Global Forest & Trade Network-North America to reduce fiber sourcing risks for products and packaging, source more environmentally responsible paper and packaging products, and engage suppliers as partners.

“We are proud to be recognized

by CDP for our ongoing efforts to responsibly and sustainably manage our paper-based products and packaging,” said Nate Hurst, Chief Sustainability & Social Impact Of-

ficer. “This recognition reflects our commitment to combatting climate change and deforestation by operating a more sustainable business throughout our value chain.”

CDP is an international, not-forprofit organization that provides the global system for companies, cities, states, and regions to measure, disclose, manage, and share vital information on their environmental performance. Its Forest A List features companies that are on the path to sustainably sourcing or producing timber commodities, which are among the four key commodities linked to global deforestation.

“The business case for breaking the link between deforestation and the production of forest-risk commodities has never been stronger,” said Katie McCoy, head of forests at CDP. “We congratulate those businesses that have achieved a position on CDP’s Forest A List for timber. These companies are responding to market demand for environmental accountability and at the same time are making progress towards achieving deforestation-free supply chains. This will not only protect forests, but will help influence market behavior towards a more sustainable economy.”

The rankings were developed from information provided by 175 large companies that was independently assessed against CDP’s scoring

methodology, developed in collaboration with leading peers and experts in corporate deforestation risk management. These companies were then ranked accordingly

by CDP’s lead scoring partner, the South Pole Group, a leading provider of global sustainability solutions that cover the areas of corporate sustainability, investment climate risks, sustainable supply chains, green finance, and renewable energy and energy efficiency.

HP’s leadership is featured in CDP’s new report, called ‘Revenue at risk: Why addressing deforestation is critical to business success.

CDP’s forests program acts on behalf of institutional investors, who use CDP data to engage with portfolio companies, inform investment decisions and catalyze change.

In 2016, 365 investors with US$22 trillion in assets were signatories to the program.

Companies were selected based on economic and environmental criteria. CDP’s forests program has used the MSCI ACWI All Cap Index, together with CDP research and GCP’s Forest500 list to identify and prioritize the largest and most impactful companies in relation to deforestation risk.

The report summarizes and analyzes the disclosures made through the 2016 information request of 187 companies that responded before August 2, 2016. It is aimed at companies facing commoditydriven deforestation risks, and the opportunities that sustainable sourcing of these commodities bring. The report will also be a good resource for investors seeking to better understand how the issue of deforestation might impact their portfolios..

Reducing deforestation and restoring the world’s degraded forests is critical to meeting the targets under the Paris Agreement and the Sustainable Development Goals. By acting on deforestation, companies will not only increase the resilience of their supply chains but also play a key part in the solution.

News

Xerox appoints new Middle East regional manager Simon Howells will focus on maximizing coverage and the return of partner operations

Xerox announced the appointment of Simon Howells as the regional manager for the Middle East region. Howells will oversee all Xerox partner operations and work with the account management team, sales and technical specialists to support a partner network of over 300 across the region.

“I am excited to be leading a talented and dedicated team to drive

our Go To Market (GTM) strategy for the Middle East. This coupled with the expertise and focus of our Partner network will deliver a winning partnership, leveraging a best in class value proposition,” Howells said.

Simon Howells joined Xerox in 2003 at its UK operations as a strategic account manager in the division responsible for Xerox’s

publishing and Graphic Arts business. In 2008, Howells moved to Dubai, UAE to build and drive the managed print services business for Xerox Middle East and enable organisations to transition from paper-based tasks to streamlined digital workflows. Most recently, Simon Howells was head of alliances and managed print Services for Xerox ME, expanding the company’s managed print services division to address the needs of all businesses in the Middle East, including partners across the region selling Xerox partner print services.

In his new role, Howells will focus on maximizing coverage and the return of the partner operations in the Middle East, and grow the team to ensure that Xerox Partners are leveraging significant expertise and support to drive their business forward.

Xerox completes separation of Conduent

ME‌Printer January 2017

Revitalized business strategy will enable strong free cash flow generation

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“The successful completion of the separation sharpens our market focus and commitment to our customers,” said Xerox CEO Jeff Jacobson. “I am confident the transformational actions we are implementing position Xerox for long-term success and unlocks shareholder value.”

Members of the company’s execu-

tive leadership team, employees and customers celebrated the milestone by ringing the opening bell at the New York Stock Exchange (NYSE) on Jan. 4, 2017.

Xerox’s focus on growing its global leadership in digital print technology and services will help customers innovate how they communicate, connect and work

more productively. The company’s financial model and revitalized business strategy will enable strong free cash flow generation and margin expansion, as well as targeted investments in attractive growth areas, such as document outsourcing and solutions for small- and medium-sized businesses.

Under the terms of the separation, on the distribution date of Dec. 31, 2016, Xerox shareholders received one share of Conduent common stock for every five shares of Xerox common stock they held as of the close of business on Dec. 15, 2016, the record date for the distribution.

In connection with the spin-off, Xerox received a cash transfer from Conduent of $1.8 billion, which it intends to use, along with cash on hand, to retire approximately $2.0 billion in debt.

News

OKI expands smart printer portfolio

ME‌Printer January 2017

The C542dn and MC573dn offer a customisable user interface with a 7” colour LCDtouch-screen

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OKI has expanded its smart printerrange, by bringing smart functionality to the desktop. OKI’s open platform sXP (smart Extendable Platform) integrates with thirdparty software enabling new print/ copy/scan workflows to increase efficiency and productivityby reducing time-consuming and costly paper processes.

The new C542dn and the multifunction printer (MFP) MC573dn are the latest additions to OKI’s smart printer range which includes the MB492, MB562, MC800 Series, MC700/MB700 Series and ES9000 series. The C542dn is a small workgroup colour printer offering solutions capability and connectivity for example into an existing pull printing fleet or enabling on-demand printing via its touch panel linking to cloud and mobilesolutions.

The C542dn and MC573dn offer a customisable user interface with a 7” colour LCD touch-screenfor easy integration into document workflows and connecting to thirdparty software solutions. Access

to documents is protected by new features such as Private Print and optional Card Release.

“The new portfolio is designed to change perceptions of what a printer can do for businesses and organizations. They can help develop a streamlined and secure document workflow and management, enabling customers to enjoy the benefits of a digital organisation,” said Mathias Militzer, vice president (META), OKI Europe.

OKI’s open platform, sXP, allows for connectivity to other devices, for example to an existing pull printing fleet or to third-party software applications for example PaperCut, Drivve Image, Ringdale FollowMe or YSOFT SafeQ. A software development kit is also available for software developers allowing a rapid development of tailor-made solutions.

OKI also provides document management software Sendys Explorer LITE, which enables businesses and organisations to capture, convert to searchable formats, distribute, upload to cloud solutions and print documents across a whole range of departments and industries for example in healthcare, retail and in office printing. Sendys Explorer allows for quick and easy scanning and indexing of different types of

documents, at the point of creation, for example in a clinical setting or distributing promotional collateral to retail branches helping companiesworkmore efficiently and to cut costs. In addition, its optional Output Manager connector allowsadministrators to manage all users’ print, copy and scan jobs, as well as protecting document confidentiality.

“These printers have been designed to help retailers meet all the fast-evolving challenges they face.

A retailer can design promotional materials at the headquarters and share materials with local branches through Sendys Explorer. The store manager only has to walk up to the MFP in store, authenticate and print promotional materials on demand,” said Militzer.

TheC542dn and MC573dn provide 1200 x 1200 dpi print quality and highly flexible media handling to enable all forms of business printing to be carried out on-demand and in-house. Wireless Direct offers concurrent connection of wired and wireless networking, Gigabit Ethernet ensures easy transfer of large files. Additionally both devices are compatible with Airprint

by Apple inc and Google Cloud Print 2.0 ready enabling mobile printingfrom remote locations.

SwissQprint launches new wide-format printers The Nyala 2 and Impala 2 flatbed printers are now available as 4×4 models, with four CMYK print heads SwissQprint has launched two new wide-format printers. Both the Nyala 2 (3.2×2 m flatbed) and the Impala 2 (2.5×2 m flatbed) are available as 4×4 models, meaning that each comes configured with four CMYK print heads.The 4×4 flatbed printers are aimed at a customer segment demanding high output with uncompromising quality and vivid colors. This includes screen printers, booth builders and largescale digital print operations. Highquality POS items, displays, posters, banners, backlit and other similarly demanding media are just some of the applications.

For the 4×4 model in the SwissQprint Nyala 2 series, printing in quality mode (100 sqm/h) delivers the optimum speed-density ratio, achieving brilliant colors as well as

rendering of fine detail. SwissQprint claims the largest color gamut in fine art mode. Within an hour, this produces 57 sqm of high-quality printing — for backlit applications, as one example. The color configuration can be supplemented with an optional white or varnish channel to offer numerous possibilities: printing of background or multilayer white, or varnish for creating visual and tactile effects.

SwissQprint’s modular design enables users to specify a wideformat printer that exactly matches their needs. Both UV printers can be equipped with a roll-to-roll option, or a board option capable of handling media up to four meters long, i.e. twice the print bed depth.

Productivity-boosting tandem functionality comes as standard.

SwissQprint recommends the Rob robot for handling regular longer print runs. The robot loads and unloads rigid media onto the printer.

It increases utilisation and smooths peak workloads by performing unmanned shifts. Rob is also compatible with the 4×4 models.

PRINTERS, PREPARE FOR THE DIGITAL-DOUBLE-TAKE. You’ve seen it … the look of surprise your smaller-run customers get when they realize how far they can push their designs with the on-demand, variable data support while producing photographic image quality. Stunning specialty inks and finishes like gold, opaque white, high gloss, dimensional and matte enhance printed collateral—making your customers’ work, and you, stand out.

Learn more at kodak.com/go/NexPress. © Kodak, 2016. Kodak and NexPress are trademarks of Kodak.

10 SINGLE PASS, SPECIALTY INKS, INCLUDING THE NEW OPAQUE WHITE DRY INK NEW V16 SYSTEM SOFTWARE IMPROVES IMAGE QUALITY & INCREASES PRODUCTIVITY PRODUCE 6 & 8 PAGE APPLICATIONS WITH 1 METER LONG SHEET CAPABILITY

PRESS ON with

KODAK NEXPRESS ZX Digital Production Color Press

ME‌Printer January 2017

NexPress Digital Platform. A powerful front end provides fast,

NEW EXPANSION KIT SUPPORTS THICKER PAPER & THICKER SYNTHETIC SUBSTRATES

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News

Konica Minolta expands YSoft SafeQ office software A new set of features combine efficient printing and workflow management Konica Minolta is expanding its YSoft SafeQ office software platform. The latest version of YSoft SafeQ is a platform for print accounting, cost reporting and print policy, as well as for advanced and accurate data capture. With its modular approach, the product can be scaled to fit each customer’s needs.

“In its new version, the YSoft SafeQ application is even more competitive than it has been so far. The benefits, such as reducing costs, improving productivity and increasing the security of document handling, have been extended be-

yond printed paper copies to digital, scanned content. This makes YSoft SafeQ a powerful response to our customers’ demands for both print management and document workflow management,” said Florian Loske, product manager at Konica Minolta Business Solutions Europe.

Customers can expect to manage their entire print and document capturing systems efficiently with the use of a single software solution. In addition, users also benefit from harmonized interfaces and a centralized installation.

One major enhancement of the

platform is Client Based Print Roaming. Here, print jobs are spooled on the client’s PC instead of the business’ server, essentially reducing the need for costly servers. Another new feature is the multitenancy capability, which has been specifically designed for IT service providers or large enterprises that want to share existing IT infrastructures across multiple companies or branches under a single YSoft SafeQ system. Costs can be reduced without having to compromise on data security, as the data is independent, isolated and secure.

Sawgrass releases online designer, print and colour manager software update

ME‌Printer January 2017

CreativeStudio offers enhancements to streamline workflow and productivity

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Sawgrass’ CreativeStudio online designer and print and color manager software has been newly updated to provide sublimation decorators with better functionality, increased efficiency and new tools.

CreativeStudio now offers several enhancements to streamline workflow and productivity. These include options to conserve media with manual or automatic grouping of multiple jobs, an on-screen image scale indicator, easier file-

to-print workflow and improved functionality with My Templates and My Images options.

The new version of CreativeStudio is now available in English, German, French, Italian, Japanese and Spanish, for easier access by customers worldwide. And coming in January 2017, CreativeStudio will expand to support VJ 628 printers using Dual CMYK, Pro Photo and Pro Photo XF inks. Templates and images for products up to 24” / 610 mm will

also be included in the CreativeStudio library.

“We worked closely with CreativeStudio users to determine what features and functions would be most helpful for their businesses,” said Mike McEvoy, Sawgrass’ director of marketing communications.“It is important to us that we continue to develop what is fast-becoming an essential tool for many sublimators. We want CreativeStudio to provide as much value as possible to our customers, so that they can grow their businesses and find success on every avenue they explore with sublimation.”

CreativeStudio launched in 2015 as an integrated part of the Virtuoso HD Product Decorating System and the only online design software created for sublimation production. Since launching in 2015, CreativeStudio’s graphic offerings have grown to include over 9,500 templates, photos and graphics, 900 templates and 250 fonts. These offerings continue to grow with monthly updates.

Onyx Graphics releases Onyx version 12.1 software New features include accelerated speed and performance, simplified user interface, enhanced automation and advanced finishing tools Onyx Graphics, Inc.,has announced the availability of Onyx 12.1 software, the latest version of the company’s wide format print workflow and RIP products. Onyx 12.1 software features accelerated speed and performance, a simplified user interface, enhanced automation and advanced finishing tools to do more in less time.

Onyx12.1software is available for the full Onyx software product line including Onyx Thrive workflow software; and OnyxProductionHouse, OnyxPosterShop and OnyxRIPCenter RIP software.

Highlights of Onyx 12.1 software include:process more files in less

time with a full 64-bit platform for RIP and applications, with speeds that can improve a service provider’s profit margin by as much as 30%. On average, processing times in Onyx 12.1 software are three times faster than in Onyx 12 for halftone processing. Data transfer

speeds to many grand format printers are also up to three times faster; achieve a higher level of color consistency across multiple devices with integrated G7 correction, verification and iterations, making it easier to match color and build output consistency; eliminate bottlenecks and save time with more automation tools.

Enhanced tiling, combined with other job preparation tools, enables a wide variety of print applications; improved device support including QR codes in Zünd Cut Center and support for additional color devices from Konica Minolta and X-Rite.

26 – 29 March Come and visit us at Gulf Print & Pack

stand N3

pack.aging

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News

Siegwerk introduces latest generation of offset inks for flexible packaging The new EB curingink technology is suitable for a variety of plastic substrates

Siegwerk, a global provider of printing inks for packaging applications and labels, is now offering a new ink range for offset printing, which is particularly suitable for flexible packaging. With energy curing offset ink solutions (e.g. EB 705) Siegwerk gives flexible packaging printers access to the benefits of offset printing for short print job lengths: low cost of print form and short set-up times allowing for quicker changeovers between the print jobs.

Short time-to-market, outstanding print quality and high fastness properties – offset printing inks already do a great job in a wide range of print applications like shrink-film, wrap-around and inmould labels. UV curing inks are successfully used in many cases.

Converters who want to avoid the use of photo initiators in energy curing inks can alternatively use electron beam (EB) curing systems to reduce the risk of potential migration problems.

Several industrial print trials on Comexi’s central impression EB offset press, called CI8, have shown, Siegwerk’s new EB technology offers an excellent print performance, low dot gain, low water dosing with less emulsification and scumming as well as fast intensity recovery after stops. The new ink technology is suitable for a variety of plastic substrates of the flexible packaging market like coex. OPP, acrylic coated PET, etc. Recently, first positive results were obtained

in lamination studies with different packaging structures too.

In many market segments there is a trend towards shorter print job lengths driven by brand owners desiring packaging diversification and also an optimization of working capital along the value chain. Due to this, printers have to deal with frequent changes in the printed design and a varying average job lengths. “In the past, typical print run lengths for example in beverage wrap-around labels were several tens of thousands of squaremeters,” explained Dr. Stefan Busse, regional directorapplication technology, flexible packaging EMEA, Siegwerk. “Today, more and more jobs are printed on wide web machines with only a few thousand squaremeters. In order to stay cost-competitive in these markets all cost drivers have to be minimized. That’s why some of our customers are attracted by the low cost of print forms for offset printing plates.”

Epson announces two new innovation hubs in Italy The Innovation Research Lab, focusing on ink technology R&D, has been created

by Epson together with For.Tex

Seiko Epson Corporation has announced two new hub sites dedi16

cated to the development of new industrial digital textile products.

The Innovation Research Lab, focusing on ink technology R&D, has been created by Epson together with For.Tex. The Printing Research Center, in collaboration with F.lli Robustelli, a major player in production engineering for textile printers and recently acquired by Epson, will aid future development of Epson inkjet core technology dedicated to textile printing.

The two new sites join Epson's established Textile Solution Center in Como, Italy. With the opening of these facilities, Epson, For.Tex and

F.lli Robustelli have realised their vision to create a worldwide hub for the digital textile printing industry based in Italy.

"We are delighted to announce the establishment of the Innovation Research Lab and The Printing Research Center in Como," said Sunao Murata, chief operating officer, of Epson's Professional Printing Operations Division. "These stateof-the-art R&D facilities symbolise Epson's strong commitment to accelerating the development of digital textile inkjet printing both in the Como region and the rest of the world."

Sato acquires DataLase The two companies first teamed in October 2015 to introduce the DataLase IDP technology in Japan and the Asia-Pacific region Sato, a global provider of Auto-ID solutions that empowers workforces and streamlines operations has acquired a 100% share of UK-based inline digital printing (IDP) companyr, DataLase.The two companies first teamed in October 2015 to form the strategic partnership SpeciaLase to introduce the DataLase IDP technology in Japan and the Asia-Pacific region. SATO held a 33.3% share of DataLase prior to this acquisition.

The DataLase IDP solution enables high-speed, fast turnaround printing for packaging and product customization and personalization. IDP technology allows printing of variable information to enable real-time marketing to maximize brand owner and consumer value. The system is

inkless at the point of printing, thus removing the need for consumables in the production environment at the point of fulfilment.

The acquisition optimizes synergies from the DataLase IDP solution and Sato’s on-site commitment and global network to deliver financial savings, environmental benefits and enhanced marketing capabilities for end users. Application in total track and trace solutions is expected to provide benefits for customers in numerous highvolume, fast-moving industries including manufacturing, logistics, pharmaceuticals and food and beverage.

DataLase CEO Chris Wyres commented, “We are pleased to announce this evolution of our

strategic partnership with Sato and firmly believe this will enable our revolutionary inline digital printing solutions to be delivered to a global customer base.”

“DataLase is a transformative addition to the Sato Group and we will grow its game-changing technology into one of our core businesses to add holistic value for our customers,” said Satopresident and CEO Kaz Matsuyama. “Embracing new technologies to tag, track and link data to everything is key to developing innovative on-site solutions that enable the streamlined work sites of the future. This acquisition expands the Auto-ID options for our customers and we consider it absolutely essential to achieving our long-term business objectives.”

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ME‌Printer January 2017

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Trends

7 Predictions for theConnected Enterprise in 2017 Global IT transformation will trigger significant changes for several industries in the coming year, according to interconnection and data centre company Equinix

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The year of multi-cloud convergence Cloud adoption has matured to an advanced stage where enterprises are increasingly relying more on cloud infrastructure.

Enterprises are already using multiple clouds today, and the need to connect more diverse and traditionally divided ecosystems with demanding expectations around performance, user experience and seamless integration will push this trend more aggressively

in the coming year. 2017 will be the tipping point, when the convergence of multiple clouds across the enterprise – data, applications, infrastructure and personal clouds – will fundamentally change the way people and businesses operate.

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The rise of the digital edge Business models are being disrupted, forcing changes in how enterprises operate in the digital economy. The convergence

of multiple clouds will call for a natural extension of the corporate boundaries for today’s digital business to the edge – where users and data reside. This will be important for businesses to better engage with customers in real-time, leveraging social, mobile, analytics and cloud technologies.

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The rise of the interconnected fabric Companies will move to connect their digital and physical

worlds – to support business around the globe. As enterprises leverage multiple clouds, it can be challenging to manage solutions across different cloud environments from different vendors. If the right cloud management structure is not in place early, these operational issues could start stacking up at a rapid speed leading to severe issues impacting service delivery at the digital edge.

2017 will see the acceptance of an interconnected fabric among enterprises – residing in carrier neutral facilities – to create a central nervous system that connects all aspects of the digital business.

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The age of interconnected commerce The payments world is undergoing more change, more rapidly than it has encountered since the dawn of currency. Growing smartphone penetration and web access are enabling widespread popularity of global, mobile and online commerce.

The proprietary siloed approach that has been the standard for payments services delivery is beginning to fade away and opening doors for new technologies and business models at the intersection of commerce and payments. At the same time, the decentralization of payments services technology is expanding value for merchants, as they are now able to select platforms that work better for their businesses. This shift will require businesses to become interdependent and cloudenabled, with reliable, secure and instantaneous connectivity to compete. A universe of interconnected commerce and payments providers will create new opportunities for the integration of payments, commerce, data, and marketing, enabling new solutions and partnerships around the globe.

Software-definedinfrastructureandadvanced networking The ongoing and massive surge

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in data traffic worldwide has pushed the way for the new age of global network backbone consisting of intercontinental submarine cables, 5G wireless networks and satellites that beam data down to earth using lasers. Networking that previously depended on physical wiring can now be dynamically controlled via software. Going forward, the next generation infrastructure - compute, storage, network and data centers - will be open source based.

Software Defined Networking (SDN) and Network Functions Virtualization (NFV) centralize and automate the management of large, distributed multi-data center networks using simple application level policies.

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Internet ofThings (IoT) becomes a reality IoT will truly evolve from single vendor independent solutions to those that talk to each other leveraging the same data. As the number of players in the value chain increases, the endto-end service concept will take precedence and interconnection will become more important for access to networks and multiple clouds. Going forward, the objective will be to relieve pressure on corporate-centric networks by distributing the traffic more broadly as well as to better control the performance of the streaming IoT information for more real-time business and operational insight.

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Security becomes paramount For the digital business to be successful and address demands placed by regulatory compliance, companies need to solve for security in a distributed environment across people, things, processes and information. As hybrid cloud becomes more popular, Enterprises will realize that cloud providers do not provide all-encompassing security solutions. Enterprises will have to own the security of their applications and data within the multi-cloud environment.

Interconnections will provide customers the choice to move from point security solutions to the flexibility of buying Securityas-a-Service with benefits such as speed of implementation,

ease of set-up and maintenance, real-time protection, etc.

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Trends

Digital textile printing to grow 17.5% annually

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Double digit growth across 2016-2021, is making digital textile printing one of the most exciting market opportunity in the print and textile supply sectors, according to SmithersPira

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The Future of Digital Textile Printing to 2021 values this global market at €1.17 billion in 2016 with growth forecast at an annual average of 12.3% for 2016-2021. This will see the market more than double in value over five years, reaching €2.42 billion in 2021.

Smithers’ exclusive analysis tracks how this will drive an even more rapid increase in the volume of fabric printed with inkjet equipment – from 870 million m² in 2016 to 1.95 billion m² in 2021 – a 17.5% CAGR. This is buttressed by data on and analysis of rising global ink consumption and pricings, and a comprehensive survey of the state-of-the-art in textile printing equipment.

Dr Justin Hayward, author of the report, said: “Growth is continuing at an attractive pace for investors and large

corporations. This is witnessed by very important merger and acquisition activity in the past two years, with conglomerates from Japan and the US creating groups of companies. Old family textile printing businesses have been purchased and are being incorporated into these larger businesses combining expertise inks and machines. Global nearexponential growth rates cannot be sustained in the long-run as a market matures; but several very high growth regions remain. The revolution digital printing has created in graphics, and more recently in ceramics, shows a market penetration of over 70% can occur within a few years, if there is extensive cost parity or better, and if barriers to change are removed.”

In 2016 for textiles the market share for digital processes is 2.8% of overall volume. But digital’s share is set to boom in a segment where the mean growth is just 3%. As this develops, major print companies are increasingly taking an interest in the textile segment, fostering the development of new business models, printheads, inks, media, and high throughput machinery.

The greatest acceleration across the study period will be in clothing, which has the key subsegments of fashion, haute couture and sportswear. Household textiles are predicted to grow

at the next fastest rate. Displays and signage are growing somewhat more slowly –from a larger base – but will maintain double digit annual growth across the Smithers study period, which will convert into the largest absolute increase in value for 2016-2021. Technical textiles will lose ground slightly, which is indicative of a lack of visibility of, or focus on, these smaller niche markets.

Quick turnaround is an increasing priority as the fashion segment embraces multiple miniseasons and print-on-demand delivery models. This suits inkjet production with its reduced set up times. Furthermore it is supported by, and is supporting, the growing availability of web-to-print platforms. These portals are also enabling “value web” approaches – generating direct online sales of digitally printed clothing, and increasingly household décor too.

Global textile industry dynamics are changing and the importance of Asian economies continues to increase, though there is also some backshoring/reshoring of production to North America and Europe to ensure quality in high-value applications. The parallel trend of near-shoring – shortening global supply chains – was poised to benefit Turkey, though this is likely to be cancelled or postponed in the short term.

Bleak outlook for GCC projects market Activity levels have been maintained or even increased only in Dubai and Bahrain, according to MEED Insight able to prosper this year because they are not as dependent on the oil price,” said Ed James, MEED Projects director of content & analysis and author of the report. “In Dubai, key project clients such as Emaar and Nakheel have developed their own income streams independent of government expenditure and have therefore not been as impacted by reductions in state spending, while Bahrain has been boosted by financial assistance from its neighbours.”

The report, which draws on key macroeconomic data, and the latest updates from 8,000 live projects on the region’s leading projects tracking service, MEED Projects, also highlights that those looking for a pick-up in activity in 2017 may well be disappointed.

“Based on the current project pipeline, at best we see up to $152bn worth of contract awards in the GCC next year or at worst just $112bn,” said James. “How the market performs will ultimately depend not just on the oil price but also governments’ desire to improve activity levels and streamline procurement processes. If they do not, 2017 will be continue to be a struggle for many project firms.”

MEED Insight's GCC Projects Forecast 2017 report is aimed at providing clarity to firms preparing for the year ahead.

Whether it is guidance on setting their budgets or strategies, or information on the value of projects to be awarded, the report provides the necessary data to enable companies to be better informed and prepared during these challenging times.

Using data from more than 8,000 live projects on the MEED Projects database, the report assesses the current and future outlook of the region by country and sector.

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The GCC projects market is expected to record at best $120bn worth of contract awards in 2016, down at least a third on 2015 levels and well below what was initially forecast, as low oil prices severely impact government expenditure. The six GCC states have recorded just $96bn worth of awarded contracts compared with $177bn worth of deals let in 2015, according to ‘The 2017 GCC Projects Forecast and Review’ research report, published by MEED Insight.

The sharp slowdown, which is set to make 2016 the worst year for project activity since 2004, has come as governments have reacted to lower revenues by severely reducing project expenditure. Qatar and Saudi Arabia have been worse hit, posting less than half the contract awards they awarded last year as project activity levels in the two countries have slowed to a crawl.

In fact, it is only in Dubai and Bahrain, the two markets with the lowest oil reserves, where activity levels have been maintained or even increased. Both markets have enjoyed record years buoyed by new projects and robust income streams that have enabled them to continue project spending despite regional economic conditions.

“With more than $18bn and $6bn worth of contract awards in 2016 to date respectively, Dubai and Bahrain have been

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Trends

Top mobile technology trends in 2017 This yearwill see significant developments in mobility, driven by continuous industry innovation and a growing tech-savvy millennial community, according to Axiom telecom.

Fahad Al Bannai, CEO, Axiom Telecom

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Location-Based Services will break the marketing mold

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Perhaps one of the most interesting emerging developments is that which will blur the line between being online and offline, beacon technology. Apple’s iBeacon technology has been a pioneer on this front, allowing mobile apps to understand their position on a micro-local scale, and deliver hyper-contextual content to users based on location. The result? Businesses can offer real-time deals based on where they are at any given point in time.

“Imagine you’re walking down a boulevard, hungry, and you receive a notification that your favorite burger spot is offering a great deal – that is what location-based services, such as beacon technology, is allowing businesses to do,” said Fahad Al Bannai, CEO, Axiom Telecom. “It gives them the ability to reach the right customer, at the right time, and the right location. This is definitely a great tool for businesses, but will also be beneficial to the end-user, as it helps them find what they need, when they need it.”

Small businesses will want a piece of the “app pie” Such remarkable developments in technology and the continuous success being realized by major

international brands is inspiring small businesses to follow suit and develop apps of their own.

According to figures reported by the mobile app publishing platform, Bizness Apps, more than 50% of small business will be looking to create a mobile app next year. Furthermore, by 2017, it’s expected that more than 268 billion downloads will generate $77 billion worth of revenue for the app industry.

In a market like the UAE, where SMEs represent more than 94% of businesses in the country, this offers the app industry enormous potential.

“If you think of the one device that we rely on all day to keep us connected, it is our smartphone.

Consider the possibilities, then, of being able to reach a relevant audience using this valuable instrument,” said Al Bannai. “Small businesses are witnessing the tremendous success of their counterparts and now want a piece of the app pie.

And with app creation becoming more affordable every day, the technology is now within reach of most businesses, regardless of size.”

Augmented and Virtual Reality will witness tremendous growth Mobile manufacturers such as Samsung and HTC have already starting exploring this space with the Gear VR and VIVE, respectively, but that is only the start to a whirlwind of cutting-edge virtual and augmented reality technologies that will soon hit the market.

According to market advisor Digi-Capital, augmented/virtual reality revenue is expected to reach USD $120 billion by 2020, with augmented reality accounting for USD $90 billion and virtual reality accounting for USD $30 billion, and driven largely by the consumer and mobile AR/VR markets.

“There is great interest in this field because of the many different useful applications that augmented and virtual reality could potentially assume – be it entertainment, training, or education,” said Al Bannai. “This takes the mobile experience to another level, enabling people to use their handheld device to completely immerse themselves in another world, not only as passive observers, but as protagonists of their own digital universe.”

From ‘ROI’ to ‘PHI’ The investment industry and its professionals need to move from a performance-driven culture to one that is purpose-driven to better ensure clients’ long-term goals are met of excellent client satisfaction and 57% greater odds of excellent employee engagement.

Survey respondents were asked to evaluate their organization on a scale of 1-5 on 10-year organizational performance, client satisfaction, and employee engagement.

Performance was broadly defined, not limited solely to investment performance, which allowed for a relative assessment of firms across firm types and investment strategies, though given the industry we expect investment performance to be a primary driver of the responses.

“Building a culture and environment with aligned purpose, habits and incentives can give organizations a competitive advantage that is sustainable and will benefit clients, the providers themselves and ultimately society as a whole,” said Suzanne Duncan, global head of the Center for Applied Research, State Street. “When investment professionals are asked to deliver against inappropriate metrics on an inappropriate time horizon, their passion for markets eventually becomes divorced from their true purpose – achieving the long-term goals of the investors they serve.

Investment performance today isn’t only about alpha; it must focus on phi: a purpose-driven motivation that represents the greatest potential for performance, across market cycles.”

The results of the research clearly pointed to the existence of phi as a previously

uncovered variable that, in addition to motivation, might have an outsized impact on investment performance, as in quantum mechanics, where a “hidden variable” is an element missing from a model that leaves the system incomplete.

The research argues that the same is true for the investment management industry: without the alignment of purpose and passion, the industry model is flawed.

“Phi is the variable that’s been missing for too long from the investment management ecosystem,” said Rebecca Fender, CFA, head of the Future of Finance initiative at CFA Institute, a long-term global effort to shape a trustworthy, forwardthinking financial industry that better serves society. “Like any ecosystem, the investment management industry is predicated on a series of intertwined relationships. The research shows that when there’s a lack of purpose to temper passion, the balance and alignment of interests and motivations becomes distorted and ultimately

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New research published by the Center for Applied Research, the independent think-tank of State Street, and CFA Institute, argues that to succeed, the investment industry and its professionals need to move from a performance-driven culture to one that is purpose-driven to better ensure clients’ long-term goals are met. The research, titled ‘Discovering Phi: Motivation as the Hidden Variable of Performance,’ has identified ‘phi’, a factor that has a positive impact on organizational performance, client satisfaction, and employee engagement.

Phi is the alignment of purpose, habit and incentives at the intersection of the goals and values of the individual, the organization, and the client. The research asked three questions based on motivation theory (self-determination theory) to diagnose phi: what motivates you to perform generally and in your current role? What is the reason that you are still working in the investment management industry? Would you describe your work as a job, a career, or a calling?

The research has found that phi has a statistically significant and positive link to broad performance measures, including client satisfaction and employee engagement, that can sustain the industry and drive client satisfaction for decades to come.

A one point increase in phi is associated with 28% greater odds of excellent organizational performance, 55% greater odds

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Trends the most fragile things in the environment bear the brunt of the harm. By focusing on phi, investment professionals won’t merely restore balance to our industry, they will make it easier for everything within our ecosystem to find new ways of flourishing, new ways of capturing alpha.”

Purpose drives outcomes According to the research findings, maximizing phi among investment management professionals, investment management firms and their clients may be one of the most promising ways of creating value and trust in the industry. The good news for the investment industry is that 53% of the investment professional respondents said they

pursued a career in investment management because they are passionate about financial markets, and 40% report that it is an important reason they stay in the industry.

Despite this passion, there is a disconnect from purpose. Just 28% of our respondents said they remain in the investment management industry for the purpose of helping clients achieving financial goals, and only 5% to contribute to economic growth.

The industry has a significant opportunity to improve phi and it starts with leadership.

• Only 44% of professional investorsbelievetheirleadersarticulate a compellingvision.

• 41% agreethatleaderstalktoemployeesabouttheirmostimportantvaluesandbeliefs.

• 33% believethatleaders are spending time teachingandcoachingemployees.

• 40% of professional investorsthinktheirleadersre-examinecriticalassumptionsandbeliefs “The research clearly shows that phi is an important variable that can be used to recalibrate the behaviors of investment professionals and leadership plays a pivotal role,” continued Duncan.

“By instilling phi, they can move beyond improving their own financial returns and put their clients’ interests first. When they do so, they can increase organizational performance as well as gain the trust and loyalty of their clients and employees.

For an industry obsessed with results, we believe this is an extremely compelling discovery.”

Succession planning is the biggest challenge for Middle East family businesses in the next five years

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Innovation, digitisation and cyber security preparedness are major areas of development for family businesses, according to PwC

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Despite economic uncertainty, almost two thirds (64%) of family businesses have grown over the past year, according to a new global survey conducted

by PwC, one of the world’s leading professional services firms, of over 2,800 family businesses in 50 countries.

While the region’s family businesses continue to be active and successful, the changing political and economic environment is affecting both their current performance and their growth expectations, according to PwC Middle East’s latest

Family Business Survey for 2016 titled: ‘Keeping it in the family: Family firms in the Middle East.’

Respondents to the PwC Middle East Survey said that the three most significant challenges faced by their family firms are: government policy, legislation and regulation (42%), skills shortages (35%), and market conditions (31%).

Despite the relatively steady outlook, the report warns that family businesses’ growth outlook could be curtailed by the organisation’s own lack of strategic planning rather

than economic factors or other external concerns. In fact, many issues now facing family businesses in the region come back to a lack of strategic planning – the ‘missing middle’ – namely having a strategic plan that links where the business is now to the long-term and where it could be. This results in many families not being able to turn early promise into sustainable success.

While some family firms are managing strategic planning well, many are caught between the deluge of everyday issues

tions in Government spending, changes in fiscal policy and more fragile business and consumer confidence, are all contributing to rapid change in the region. In 2014, 79% of Middle East respondents had seen an increase in revenues over the previous year, but that number is now slightly down to 74%, though it’s still ahead of the global average of 64%. The effect is more marked when you look at respondents’ expectations over the next five years: in 2014, 40% expected to grow quickly and aggressively over that period, but this year the comparable number has fallen to 27%. Likewise, 10% now expect their business to shrink in that time-frame, compared to just 2% in 2014.

A number of the key challenges Middle East respondents from 32 family businesses across the Middle East is identified related to their strategic planning: Succession: only 14% of Middle East family firms have a plan for their succession process for all senior executives: 38% have none at all.

Innovation: 48% identify innovation as a key challenge to keep ahead in the next five years Digital: 48% say keeping pace with digital and new technologies is one of their key challenges, yet only a quarter think their business is vulnerable to digital disruption Professionalisation: 50% say professionalising the business is a key challenge of the next five years (i.e. bringing in non-family professionals to help run the business) Skills: 65% say they need to work harder than non-family businesses to recruit/retain top talent Finance: 42% say that they find it harder to access capital than their non – family business counterparts.

Cyber security: only 35% believe their business is prepared for dealing with a data breach or cyber-attack Geopolitical concerns: the majority of family businesses identify political and economic stability as a major source of concern over the short-term Regulations: 43% cited changing regulatory landscape as a source of concern over the next five years Internationalisation: 93% of Middle Eastern respondents are already making some international sales, compared to a global average of 70% On digitisation, the survey finds that the new generations in the region will have to play an important role in creating their family business’ future.

The great majority of family businesses both in the Middle East and around the world do not believe they are vulnerable to digital disruption, with many claiming to have a strategy fit for a digital world. By PwC’s estimates, these firms heavily underestimate the impact of digitisation.

“Both the survey results and our own experience lead us to conclude that greater emphasis on strategic and medium-term planning would allow family businesses to achieve greater success, and fulfil their true potential. A recurring theme is the fault-line in the family business model. There’s no point having detailed plans for business continuity, if the single most significant risk to this is not addressed.

A managed succession process can be a rallying point for the family, allowing it to reinvent itself in response to changing circumstances, but without a plan it is the most obvious ‘failure factor’ for the family business,” said Firas Haddad, PwC Middle East Partner and Family Business Advisory Services Leader in the Middle East.

ME‌Printer January 2017

and the weight of inter-generational expectations. PwC found that in the survey, areas such as succession, diversification, digital, cyber security, and innovation, are not being tackled by family firms in the Middle East but also globally.

While respondents in the Middle East agree with their global peers about the qualities that characterise a family firm, there are several other factors that have an added importance. For example, more respondents in the region believe that family businesses take a longer term approach to their decisionmaking (61% compared to 55% globally), and are prepared to take more risks (58% versus 40%). However, they also recognise the challenges family businesses face: respondents in the region feel they struggle more to attract and keep talent (65% versus 48% globally) and find it harder to access capital (42% versus 32%).

Half the respondents in the Middle East, compared to 28% globally, attach a high value to leaving a positive legacy. Charitable contributions are a big part of this, and many family businesses have their own foundations. Likewise, 16% believe that creating employment for local communities is ‘very important’ compared to a global average of only 6%. This has historically been a high priority for family businesses in the region.

An overwhelming 91% (compared with 86% globally) of Middle Eastern family businesses have no formally documented succession plans in place, the survey found. More worryingly, the Middle East figure is higher than the 86% recorded in 2014, indicating little to no progress on this issue across family firms in the region.

The ‘lower for longer’ oil price and resulting economic slowdown, combined with reduc-

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ME‌Printer January 2017

Insight

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Signage

is integral to brand storytelling

Why it’s important to have a 'content' plan in line with business objectives and how businesses can deliver targeted content to a specific audience through signage

By Alex Andarakis, founder and managing director, Andarakis Advisory Services Advertisers, traditionally, have dictated the marketing narrative. However, with consumers increasingly taking charge of what they want to see and hear, traditional marketing is becoming less effective by the day.

Marketers who understand their consumers agree that content is key to attracting and retaining them. Advertisements, therefore, need to be about creativity and storytelling and how they can be conveyed to a target audience on their medium of their choice.

Brands are belief systems

The creative cannot lead the media

The choice of medium must drive the creative and not the other way around. If the creative drives

Define how you craft your narrative and content

Once you've chosen the medium or platform, then you can start working on the narrative – what do you want to say, how do you want to say it, and what's the vocabulary you need to use. If you've chosen a social media platform, you can't be too formal while communicating to your followers.

The language and tone should be conversational.

A business-to-business communication cannot be casual; it must be formal and informative.

Therefore, in signage, language is important depending on your target audience.

The impact of signage on branding and rebranding

In 2002, when I was the global director of Lipton, I was asked to help rebrand Lipton to its yellow label package in the Middle East region. At the time, the packaging of Lipton around the world was yellow except in the Middle East, which was

ME‌Printer January 2017

Storytelling is very much about brands. It's important to remember that brands are belief systems.

Belief systems need followers, and followers need stimulus. So the entire process of how we get to advertising and signage requires us to understand our belief systems and what our brand can deliver, along with who our followers are, where we find them, and what they like to see.

Then, we figure out how to build a set of stimulus that can enable us to interact with them in a proper way. But that stimulus needs to have a narrative. When you combine the narrative with the story, that's when you get a content strategy.

Whenever you formulate a marketing objective, it should be about how you recruit your followers and then how you retain them.

Take the example of banks. They tend to spend more money recruiting followers than retaining followers when the majority of their profits come from retention. Therefore, their marketing objectives should be geared towards retention instead of recruitment. If you understand that brands needs followers and define who the followers are, whether they are people you need to acquire or retain, it's a good start to your storytelling.

the medium, it results in a poor usage of the medium. When advertisers display a lot of copy on a billboard installed on a busy highway, it's obvious that the creative brief was presented first and the medium was adapted to it later, which results in a poor usage of the sign, wastage of money, and poor adaptation of the creative.

The best creative is visually appealing and can grab your attention, easily. Every creative brief must start with the communication channel brief.

If the marketing objective is recruitment and you understand your target audience, what media do you use to reach them? Only then should you write the creative brief for a particular media.

A marketer should be able to justify the choice of every medium for a campaign. While choosing media, I follow a simple philosophy called ABC' which stands for Attention, Branding, and Communication.

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Insight

the only market that had Lipton packaged in yellow and red. It was seen as a huge risk to change the packaging, because our research indicated that a lot of people chose Lipton because of its distinctive color and packaging.

We could've changed the packaging and color directly. However, we decided to use signage a year in advance of the physical change in packaging to engrain the concept of yellow in the minds of our customers. We did this through a campaign called 'paint the world yellow.'

All our outdoor signs were a 100% yellow without a trace of red. This was extended to over 5000 teashops, where their yellow and red signage was replaced with just yellow. We told this story and did this exercise across all our marketing and advertising channels, print, outdoor, TV, etc., for a

year. Over 2.5 million sqm of space in the Middle East was painted yellow through that campaign.

Finally on the day of the relaunch, we put the old Lipton pack into a yellow storage container and conveyed the message that from then on, Lipton was a 100% yellow. We conducted a research a day after the re-launch and found that 98% of our customers got that message and understood that Lipton had changed to a 100% yellow.

Referring to my previous mention of why followers need stimulus, in this case, the key elementsfor stimulus were the icons, colors, and symbols.

One of the icons was yellow and another one was people drinking Lipton in a social gathering. Symbols are highly effective in providing stimulus.

Great brands can be identified solely by their symbols or logos without the need to mention their names.

Signage was at the core of the product re-launch.

We didn't change the product, packaging size,pricing, or distribution. Signage allowed us to tell the story way in advance of the re-launch and avoid the potential risk of customers misinterpreting the brand.

Later, when I was director at Emaar Properties, we wanted to convey that the company was big and it had global ambitions. We didn't use TV advertising between 2005 and 2008; instead, we opted for print and outdoor advertising because we wanted to tell a story about real estate development, property prices, registration processes, and payment plans. At the same time, Emaar was expanding from a Dubai-based real estate brand to a global lifestyle brand. Therefore,it was important to communicate the company's scale and vision. We chose outdoor signage across the world to convey the message that Emaar was a huge, visionary company with a global presence.

We were able to achieve that with just the logo and the right placement of signage across the world, which generated interest among customers to find out more about the company.

Signage should be centered on customer experience

The purpose of employing signage is not just commercial. In my opinion, the most exciting opportunity for signage is building and enhancing customer experience. The power now lies in the hands of the customer, and the customer wants

a great and memorable experience, whether it's in a bank, retail store, restaurant, or government office.

Signage plays a huge role in enhancing customer experience. Consider the application of way finding in malls, museums, etc., which provide new opportunities to engage with customers in addition to useful information they need in those particular locations. When a visitor searches for a shoe store on a way finding kiosk at the entrance of a mall, it's a great opportunity to present an offer on shoes to that visitor, because he or she is looking for shoes. Imagine if we could walk into a bankand be taken through an interactive experience of finding outmore abouta product or service.

There's a fantastic opportunity for banks to engage with customers waiting in a queue through interactive, point of wait signage.

Business owners and marketing managers should never plan to communicate anything in isolation. A company's communication strategy should not be formulated for a particular day or week. It should be in line with its business strategy, which is a long-term strategy created

ME‌Printer January 2017

Keep the content and narrative fresh

for at least a year or few years. The return on investment for marketing will depend largely on the communication strategy and how well the objectives are defined.

A well-developed communication plan and its narrative are ‘staged and phased.' The storytelling is done in multiple phases, starting with brand awareness and moving on to customer recruitment and retention.

Storytelling in marketing is analogous to storytelling in a novel. Each marketing message is a chapter in the book. So, chapter 1 could be about making people aware of the brand; chapter 2 could inform the customer about what's unique about the brand; and the chapters that follow should explain why they should choose or become followers of the brand. Similar to reading novels, unless the first two pages or the first chapter of a book grips a customer, he or she is not going to continue reading the story.

In many cases, the major objective of signage is to create awareness and branding. In the brand storytelling process, signage is the frontcover of a book. It is integral to storytelling because the front cover captures people's imagination.

The better the signage creative and placement, the greater is the impact on the storytelling over time.

29

Opinion

What’s the sign really worth?

Quoting signs is an art form and a balancing act between fixed and tangible considerations

ME‌Printer January 2017

By John Hadfield, managing consultant, Control Zone Consulting

30

To quote the great Warren Buffett "price is what youpay, value is what you get!" Few people in the world have had as much impact as Warren Buffett, and I suggest his quote is worthy of interpretation.

His ownership and management style and impact on international companies I suggest is second to none. In our bid to debunk pricing mysteries or myths about quoting strategies is possibly one of the most talked about topics in my forty plus years of experience in the sign and print industry.

From recollection, this is the fifth or sixth time I have written articles on pricing and variations to quoting. The one resounding observationwe can make is there is no real price!

For the last several years, we have conducted an extensive cross check of pricing in regional and city areas, whereby we asked very specific questions on quoting products and qualities and its highly unlikely from asking between 3 — 5 companies in the same area, that we obtain pricing as close as a 50% variation. It's certainly not unheard of to have spectacular variations of 300 — 400%.

Therefore aiming to offer solutions to address the mystery or myth we have offered a few key observations, and let you make your own deliberation as to your judgment of whether it is a mystery or myth! The one clear rule is "there are no rules" when it comes to pricing!

View pricing from a customer's perspective

Understand your customer's requirements because if you ignore them it will be at your peril! Learn to ask the right questions! Likely scenarios may include a client with exact and specific needs; where you're throwing your price in with everyone else. It's my view that quoting signs is an art form and a balancing act between fixed and tangible considerations. Sure, you may have a machine that produces 30sqm of digital media per hour whereas your competitor has one that prints 100 sqm per hour. Thereforeto create a playing field that perhaps tips in your way you may offer a choice of 3 options; basic, average and premium. This opens the door to address features and benefits and hopefully tip the scale where your strengths are to the forefront.

The commercial reality of developing the right strategy for your clients would be somewhat impossible to address in a paragraph. To offer a concept which may assist in developing strategies

Marketing, marketing and more marketing

From my observations if there was ever one stand out difference it is the primary reason why a "(A) sign shop succeeds beyond your wildest expectations versus (B) sign shop — it is marketing" For those readers who don't recognise that investing around 1–5% of your overall turnover in marketing I suggest you're turning up at a golf club with a tennis racquet. You're just not playing in the same game.

In short, marketing builds relationships with your clients or potential clients. Relationships in turn connect people with people, and build trust. Trust is the fundamental cornerstone when it comes to choosing value in the quoted price versus just comparing several prices in an excel sheet where your price is no longer differentiated amongst the others.

John Hadfield John Hadfield is a managing consultant at Australia-based consulting, mentoring, software development, and website design business – Control Zone Consulting. He works across the main areas of business development and innovation for creative professionals. John is also the director of KiM Software, which aims to set the standard for the management of people, information, files, resources and data management of sign and graphics projects.

What's the sign really worth?

To define "value based pricing" let me offer you a little story. Many years ago we produced a banner for a client, it was around $300 worth and that single banner was for a waterproofing company.

It was hung out the front of an old terrace house in Paddington Sydney. For the next two years and several hundred thousand dollars later thatbanner worked for the client returning on its investment many times over. If the client understands the value of that banner with the next order you have the opportunity to offer a better quality product, a

ME‌Printer January 2017

Competitive pricing strategies

let's look at the top and bottom of the markets.

At the top there is value based pricing whereby a consideration in the pricing of the goods is built in as a representative element in the sign manufacture. You may consider many intangible factors like clientdevelopment, the prestige of the clients branding and imaging, and other somewhat innate factors that if your primary business was just belting out $100 cheap and cheerful real estate boards, (which potentially could be ordered online withoutany human connection or relationship) would never come into that equation. I'm not saying for a second that either market place is good or bad; I'm highlighting that they are very very different and it would be unlikely in most shops that they would achieve great results if they were in both market places.

The aim of this heading is to provoke your thoughts into recognising and establishing the market places that best suit your people, sign equipment and premises.

31

ME‌Printer January 2017

Opinion

32

better design, a more premium solution which can of course add to the value of the sale and proportionality increase the net profit you retain.

The same could be said for a humble real estate sign, should it be the same low cost real estate sign selling a five hundred thousand property as the same price as one selling a five million dollar property, it's my belief that with the right pricing strategy it's not a difficult step up to teach your customers what the real worth of the sign is.

Adding some tips to my passionate belief that it's about value not price, think about these concepts when selling at a higher price.

Reputation— it's well documented the right customers will pay more to deal with the best.

Take away the pain – you know it yourself, that you are often prepared to pay a premium when you're working with a business that makes it easy.

Respect – if your culture oozes innovation or authority you can demand a premium.

You may include other features like — durability of goods, quality of goods, ability to address and fix problems rapidly, environmentally friendly products, advanced technologies, guaranteed delivery times, and the best one of all make your company more fun to deal with.

Qualification of the project

Don't ever put your business in a position whereby you risk all that you stand for as your vision has been clouded by lack of work, your ego, rushed

delivery date, the prestige of winning the job or the myriad of intangibles. If these are likely to impact on your good judgment I would suggest a review of your qualification method is warranted.

Working as a sign business consultant offers me a unique insight across the board to any one of these potential pitfalls. My observations offer "it's really all about finding the right fit of your customers with your business" and inparallel the balance of their style of work to the goods you produce. By way of clarification for those companies who have good quality strategic partners or sub-contractors they can rely on, they can offer a wider scope of sign supply.

Whereas if your core business is print and cut digital stickers and you are offered a highly complex stainless steel fabricated letters with LED inserts I'm not suggesting don't take the job on, but I am highly recommending qualify and evaluate that project.

Understand your yield

Another great quote is "if you can't measure you can't manage!" Prepare a simple weekly quote collection chart that takes no more than a minute per quote; it should compare client and job number, if you followed it up, the value of the job, and whether you won or lost. Looking at I or 2 minutes invested on each quote you do and then understanding howmany jobs of what type you win versus how many of what type you lose will give you clear guidance to your overall pricing strategy. It's a must do.

Solving the productivity puzzle in a digital industry

By Hendrik Verbrugghe, Marketing Director, Canon Middle East and Canon Central and North Africa factors such as reliability, media flexibility, sheet-to-sheet colour consistency and finishing options. How fast the press prints is a factor, of course, but what matters more is whether the press can maintainits headline printing speed across the full range of substrates, and that the colour on the last sheet matches that on the first.

This means that to get a true measure of a press’s productivity, PSPs need to take time to understand the engineering that goes into today’s digital engines. Toner and developer technology, for example, is a huge contributor to high-quality, consistent output and overall press reliability. Our latest colour production press features major enhancements in this area. For example, replenishing the developer from the toner cassette maintains its condition and strength and so delivers stable image quality.

In addition, the dual-sleeve design gives excellent image quality on longer runs, particularly on solids, because the toner is applied to the drums twice, not once.

Maintenance visits also have a significant influence on productivity, whether planned and preventive or in response to sudden breakdowns.

Every bit as important as squeezing a fewextra sheets per hour out of a press isdesigning an engineto keep such visits to a minimum.To that end, we redesigned the engine of our latest toner production press so that, among other improvements,the operator can replace the fuser web in under one minute, minimising the

impact on productivity.

More and more PSPs understand that productivity is affected by not just one, butmany factors. And this better understanding is a good example of a larger change in the PSP community — a broader perspective in the way they decide their investments, which has changed the nature of the conversations press manufacturers have with their customers.

As a simple example of this, it’s much rarer now for a PSP to base their investment plans on whata close competitor has just bought or, when it comes to productivity, to believe that faster is better. Today more PSPs look for the answers in their own businesses. They also know a lot more about their customers’ businesses, because they recognise that the final piece in the strategic puzzle is being able to deliver on their promises to clients.

These changes in PSP attitudes also have important consequences for press manufacturers, in several areas.

For one thing, sales is now a more complex process in which the manufacturer acts more like a consultant, guiding the customer towards an investment decision based on both current and future business strategies.

For another, the process has to work both ways: manufacturers must take the time to know more about their customers’ businesses and likewise deliver on their promises by developing products that enable them to meet those business objectives.

ME‌Printer January 2017

For print service providers (PSPs) investing in a new digital press, productivity is naturally high on the list of “must have” features. But what exactly do we mean by productivity? And how do we decide whether one press is more productive than another?

In pre-digital days, when offset was the only technology in town, it was relatively straightforward: a combination of sheets-per-hour speed and time spent on makeready and changing over between jobs. But with the advent of digital printing, calculating productivity has become more complicated, largely because ofhow digital has changed the role of the PSP. The term “print service provider” has itself only come into usage in the digital printing era to describe the changes in the professional print sector, both in what printers do and in print’s role as a complement to new electronic media. A typical “day in the life” of a PSP is more unpredictable and more varied than that of an offset-equipped commercial printer in the 1990s. Runs are shorter, deadlines are tighter, many jobs probably involve personalisation or specialised finishing for added impact and may arrive via a web-to-print portal.

What’s more, in the print-on-demand world the balance of power between printer and customer has shifted in favour of the latter.

For these reasons, and more besides, when it comes to calculating productivity, the headline print speed of a digital press is less important than

33

Events

China Print 2017 The exhibition, 9–13 of May, 2017, will feature ‘green, efficient, digitalized and intelligent’ themes

China Print 2017, also known as the 9th Beijing International Printing Technology Exhibition, will be held on 9–13 of May, 2017, at the New China International Exhibition Centre. The exhibition will feature ‘green, efficient, digitalized and intelligent’ themes and advocate the development philosophies of innovation, coordination, green, open and sharing across eight themed halls named Comprehensive Printing Hall, Printing Equipment Hall, Digital Printing Hall, Label Printing Hall, Post-press Hall, Packaging Hall, Equipment/Consumables Hall, Frontier Technology Hall. China

Print is estimated to attract over 1,300 exhibitors covering a total exhibition area of 160,000 square metres and more than 200,000 visitors from all over the world.

Jian’guo Xu, president, Printing and Printing Equipment Industries Association of China (PEIAC), one of the hosts of the exhibition, pointed out despite the global economic challenges, the support provided by global printing companies has exceeded their expectations.

“This illustrates the potential of China’s print industry and the importance of China’s print market. China Print has always been supported

and paid close attention by the government, printing and printingrelated industries associations. In recent years, proactive financial strategies and prudent monetary policies have been adopted by Chinese government, aimed at maintaining stability when confronted with the complex and rapidly changing global economy. Thus, China has managed to achieve an increase of 6.7% in 2016’s GDP, which demonstrates the solidity of its domestic economic status and the successful implementation of the schemes,” he said.

According to The Statistics of Annual Examination of Printing Enterprises released by the State Administration of Press, Publication, Radio, Film and Television of the People’s Republic of China, in 2015, the total output value of China’s printing industry reached 1,124.62 billion Chinese Yuan. The gross value of assets of China’s printing industries is 1,235.73 billion Chinese Yuan, including 69.86 billion in gross profit and 86.52 billion in the foreign processing trade.

The total value of China’s printing industry in 2015 increased of 3.6% compared to 2014.

ME‌Printer January 2017

SinoCorrugated 2017

34

SinoCorrugated 2017 will be held concurrently with SinoFoldingCarton 2017 and China Packaging Container Expo 2017, featuring production and manufacturing equipment covering the entire chain of the packaging industry, as well as raw materials, consumables, and packaging containers of paper, plastic, metal and glass materials. The 3-in-1 mega expo will showcase the entire packaging industry chain: SinoCorrugated and SinoFoldingCarton will help to solve production and manufacturing problems for packaging enterprises, while the China Packaging

Container Expo will solve market and sales problems for packaging enterprises.

According to the organizers Reed Exhibitions, the show will feature over 1,000 exhibitors, 1,800 high cost-effective equipment, 1,000 kinds of consumables, and attract over 65,000 visitors.Six international exhibition groups from Germany, US, Italy, Spain, Japan and India have confirmed their participation.

SinoCorrugated 2017 will highlight the future trends of packaging, green environmental protection packaging, customized packaging

and smart packaging, in three areas:corrugated box pre-printing area, digital printing area and intelligent plant area.

Around 30 on-site activities will be organized for learning, networking, and product promotion. They include the Global Corrugated Industry Conference; TAPPI (Technical Association of the Pulp and Paper Industry) Forum; Carton Transport and Packaging Forum; Flexo Printing Industry Development Forum; Reeds Exhibition China Carton Industry Training Week; and factory visits around Shanghai.

Visit Hall 5 to experience firsthand the technology that is set to revolutionise healthcare.

Hosting leading global research groups and pioneering technology companies showcasing their cutting-edge products, this feature area is bringing innovation to a brand new audience at Arab Health.

CONFERENCE 30 Jan - 2 Feb 2017

Featuring: Opportunities to get hands-on with ground-breaking 3D printing technologies

Featuring leading international experts giving insight into how 3D printing is being used to create revolutionary advances in healthcare across the world.

Live demonstrations of 3D printing 3D printed medical devices on display Case studies of how 3D medical printing has changed lives

www.3dmedprinting.com

Visit www.ahcongress.com to find out more about attending the conference.

Events

RT Imaging Summit and Expo–EMEA 2017

The second largest print consumables market in the world, behind the Americas, will host its very own expo for the first time in 2017.

The RT Imaging Summit and Expo (RTISE), which is being relocated from Barcelona in Spain, continues to be the only dedicated print consumables event in the EMEA. This will be first time a dedicated print consumables event will be hosted in Africa at its gateway destination Egypt.

The expo and conference, to be held on April 23–24 at the InterCon-

tinental Hotel Cairo Citystars, Cairo, Egypt, will host 50 exhibitors and more than 1,000 visitors.Products featured will include ribbons, inkjet and toner cartridges, inks, magnetic rollers, production and testing equipment, inkjet papers, copier papers, thermal transfer papers, specialty papers, printer and copier parts, software, training and media related to printer consumables.

The summit topics include market opportunities in EMEA markets; changes, trends and external factors affecting business growth in EMEA

markets; and patent and legal issues affecting EMEA markets.

Recycling Times Media Corporation (RT Media), the organizer of RTISE, estimates that the EMEA region which includes Western Europe, the Middle East and Africa, will become the world’s largest print consumables market in the future.

Research group IDC says the mature market of Western Europe has declined 2.6% in the last 12 months; other countries including the UAE, Egypt, Algeria, Kenya, South Africa and Tanzania are growing rapidly as their markets prosper.

RT Media is the organizer of RemaxWorld Expo, the world's largest print consumables trade show event held each year in Zhuhai, China. RT Media also organizes the RT Imaging Summit & Expo— Americas, RT Imaging Summit & Expo—Europe and World Toner Conference.

In 2016, RT Media relocated its Americas event from Las Vegas to Cancun, Mexico, another gateway destination for the Americas. The show trebled in size as a result of the strategic relocation.

ME‌Printer January 2017

Plastivision Arabia 2017

36

The 4th edition of Plastivision Arabia will have special focus areas on plastic raw materials, chemicals, flexible and rigid packaging, in addition to raw materials and machinery for plastic processing, injection molding, thermoforming, packaging, industrial users, construction, infrastructure, automobile and telecommunication.

Plastivision Arabia 2017, which will be held along with 4th Arabia Mold & and 3rd Print Pack Arabia at Expo Centre Sharjah on December 11–14, 2017, is organized by Expo Centre in association with All India Plastics Manufacturers Association and the support of the Sharjah Chamber of Commerce and Industry.

“The exhibition is going break new ground this time. We have the confirmation of several leading players in the industry for the show,

thus making it one of the biggest gatherings of industry executives and professionals at a single place.

The launch of special focus areas will be an another advantage that will be adding immense value to Plastivision Arabia 2017, which is part of an exclusive multi-industry trade event for the regional plastics, mold-making, printing and packaging industries,” said H.E. Abdalla Sultan Mohamed Al Owais, chairman, Sharjah Chamber of Commerce and Industry & Expo Centre Sharjah.

Plastivision Arabia 2017will feature a hosted buyers lounge,which will be open to plastic industry buyers who are first-time attendees. The programme will provides assistance from arranging their itinerary, flights and accommodation before they arrive to onsite support with

business appointments. The show will also feature a technical seminar programme featuring topics such as innovations in plastic processing, raw materials and chemicals in plastic industry, technological advancement in flexible & rigid packaging, and plastics packaging in the food industry.

“Plastivision Arabia has the strong backing of the Sharjah Chamber of Commerce and Industry, which is playing a vital role in supporting the plastics and packaging industry in the country. The continuous support of All India Plastic Manufacturers Association also ensures that machinery makers and suppliers get a reliable platform for showcasing their excellence to the vibrant Middle East and North African market,” said H.E. Saif Mohammed Al Midfa, CEO, Expo Centre Sharjah.

26 - 29 MARCH 2017 | DUBAI WORLD TRADE CENTRE There are more ways to grow your print business than ever before, you just need to know where to find them. Gulf Print & Pack 2017, the only dedicated commercial and package printing event in the Middle East and North Africa returns to Dubai this spring.

Come and see hundreds of live demonstrations of print machinery in action. Discover amazing opportunities made possible by recent technology advances. Learn why digital is a new beginning for print.

Gain the power to grow your business.

F O R

M O R E

I N F O R M A T I O N

V I S I T

W W W . G U L F P R I N T P A C K . C O M

Calendar

Trade shows

conferences & events January 2017 Sign & Graphic Imaging Dubai, UAE 15 – 17 January, 2017 Saudi Paper & Converting Show Riyadh, KSA 22 – 24 January, 2017 Arab Health Dubai, UAE 30 January – 2 February, 2017

February 2017 PrintPack India Delhi, India 4 – 8 February, 2017 Saudi Print & Pack Jeddah, KSA 27 February – 2 March, 2017

March 2017 Printing South China Guangzhou, China 1 – 3 March, 2017 Sino Label Guangzhou, China 1 – 3 March, 2017

APPPExpo Shanghai, China 8 – 11 March, 2017 WAN-IFRA Middle East Dubai, UAE 13 – 14 March, 2017 Paperworld Middle East Dubai, UAE 14 – 16 March, 2017 Gulf Print & Pack Dubai, UAE 26 – 29 March, 2017

April 2017 SinoCorrugated Shanghai, China 11 – 14 April, 2017 RT Imaging Summit & Expo - EMEA Cairo, Egypt 23 – 24 April, 2017 Hong Kong International Printing & Packaging Fair Hong Kong 27 – 30 April, 2017

mark your calendar book your tickets May 2017 Interpack Dusseldorf, Germany 4 – 10 May, 2017 FESPA Hamburg, Germany 8 – 12 May, 2017 China Print Beijing, China 9 – 13 May, 2017 3D Printing Europe Berlin, Germany 10 – 11 May, 2017 Pacprint Melbourne, Australia 23 – 26 May, 2017

June 2017 PPPExpo Africa Nairobi, Kenya 2 – 4 June, 2017

September 2017 FESPA Africa Johannesburg, South Africa 13 – 15 September, 2017

Sign China Shanghai, China 20 – 22 September, 2017 Labelexpo Europe Brussels, Belgium 25 – 28 September, 2017

October 2017 Sign Istanbul Istanbul, Turkey 4 – 8 October, 2017 Eurasia Packaging Istanbul, Turkey 25 – 28 October, 2017 IPEX Birmingham, UK 31 October – 3 November, 2017

November 2017 Inprint Munich, Germany 14 – 16 November, 2017

December 2017 Print Pack Arabia Sharjah, UAE 11 – 14 December, 2017 Plastivision Arabia Sharjah, UAE 11 – 14 December, 2017

meprinter@meprinter.com

Tel: +971 4 391 1210, Fax: +971 4 390 9561 Jobs Job Vacancy Sales executives Sales executives with knowledge in offset printing and having valid UAE Driving license for an established offset printing press in Sharjah.

Apply those having 3-5 years relevant experience in printing and advertisement field.

Email:lal@unitedppsharjah.com Printing estimator A reputed printing press in Dubai requires a printing estimator.

Min 2 yrs experience in GCC, in a similar position.Attractive salary + Benefits.

Email: alamanijobs@gmail.com Senior sales executive A leading wholesaler and stockist of digital printing & signage materials, flag poles and advertising display products is looking for an experienced senior sales executive with experience in digital print production & signage advertising material sales; 4-5 years work experience in the UAE; key Account Management experience; valid UAE driving license.

Email: hr@kwikgraphics.com

Sales manager – signage and advertising Sales manager - signage & advertising required for a company client in Dubai UAE. Candidates should have 6-7 years of sales experience in which 3-4 years of experience in the same industry in the UAE, with a driver's license and good command over English.

Email:arsdxb@outlook.com

Metal coating and printing supervisor Metal coating and printing supervisor required with 6-8 years experience in a metal coating & printing company working as a supervisor or in a middle management position.

Emai: info@capex.ae

Sales representative A leading signage company in Abu Dhabi is looking for an experienced Sales Representative, with UAE D/L. Email CV to: jobs@accessads.com Machine printing operator Machine Printing Operator, with 2 years UAE experience, can speak English, required for a company.

Email: toyskids@toyskids.ae Acrylic signage production workers Acrylic fabricating workers required for a company in Dubai. Candidates with experience in the UAE, GCC, or India may apply.

Email: arsdxb@outlook.com

Sales people A 24-year-old printing press looking for a senior and junior level candidates for their sales team for the digital printing division.

Candidates should be graduates, well spoken in English, with/without UAE driving license, with 1 – 2 years previous experience in offset and digital printing.

Salary will be at par with the industry and based on the experience.

Email: u.shaikh@atlasgroupme.com

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‫اتجاهات‬

‫اكسيوم تليكوم تتنبأ بأبرز التوجهات الخاصة‬ ‫بتقنيات األجهزة المحمولة خالل العام ‪2017‬‬ ‫الش���ركات الصغيرة س���ترغب بحصة من "كعكة‬ ‫التطبيقات"‬

‫فهد البناي‬ ‫الرئيس التنفيذي لشركة اكسيوم تليكوم‬

‫سيش���هد الع���ام المقبل تطورات كبيرة على مس���توى التقني���ات والحلول‬ ‫ً‬ ‫المتنقلة‪ ،‬مدفوعة بالنمو المتواص���ل لصناعة االبتكارات‪ ،‬وارتفاع أعداد‬ ‫ً‬ ‫ش���باب جيل األلفية الجديدة من عشاق التكنولوجيا‪ ،‬وفقا لما أفادت به‬ ‫اكس���يوم تليكوم‪ ،‬الش���ركة الرائدة على مس���توى المنطقة في مجال بيع‬ ‫وتوزيع األجهزة والهواتف المحمولة‪.‬‬ ‫وتوق���ع الس���يد فهد البن���اي‪ ،‬الرئيس التنفيذي لش���ركة اكس���يوم تليكوم‬ ‫العمالقة في مجال بيع وتوزيع تقنيات الهواتف المحمولة‪ ،‬أن يكون العام‬ ‫ً‬ ‫ً‬ ‫‪ 2017‬عام���ا مزده���را على صعي���د العالم الرقمي‪ ،‬حيث ت���م تخطي جميع‬ ‫الحدود الموضوعة لقدرات األجهزة المحمولة مرة أخرى‪.‬‬

‫‪ME‌Printer January 2017‬‬

‫الخدمات التي تستند إلى المواقع ستكسر نماذج‬ ‫التسويق المعهودة‬

‫‪43‬‬

‫ً‬ ‫تتمثل أب����رز التطورات الصاعدة‪ ،‬وأكثرها إثارة لالهتمام‪ ،‬في تالش����ي الخط‬ ‫الفاص����ل بي����ن االتصال وع����دم االتصال بش����بكة االنترن����ت‪ ،‬أي باختصار‬ ‫تقني����ة البيكون‪ .‬وتتص����در تقنية "األي بيك����ون" الرائدة من ش����ركة آبل هذا‬ ‫المج����ال‪ ،‬ما يتي����ح لتطبيقات الهوات����ف المحمولة تحدي����د موقعها بدقة على‬ ‫ً‬ ‫النطاق المحلي‪ ،‬وتقديم محتوى األكثر مالئمة للمس����تخدمين اس����تنادا إلى‬ ‫موقعهم الجغرافي‪ .‬والنتيجة‪ ،‬أصبح بإمكان الش����ركات تقديم صفقات في‬ ‫ً‬ ‫الزمن الحقيقي استنادا على موقع العمالء في أي لحظة محددة من الزمن‪.‬‬ ‫ف���ي هذا الس���ياق ق���ال البن���اي‪" :‬تخيل نفس���ك تس���ير في أحد الش���وارع‬ ‫ً‬ ‫ً‬ ‫جائع���ا‪ ،‬وإذ بك تس���تلم إخطارا ب���أن مطعم البرغر المفض���ل لديك يقدم‬ ‫ً‬ ‫ً‬ ‫ً‬ ‫عرض���ا كبيرا ومغريا‪ ،‬هذه ه���ي طبيعة الخدمات التي تس���تند إلى الموقع‬ ‫الجغرافي‪ ،‬عل���ى غرار تقنية البيكون‪ ،‬وهذا ما تتيح للش���ركات القيام به‪،‬‬ ‫فه���ي تمنحهم الق���درة على الوص���ول إلى العميل المناس���ب‪ ،‬ف���ي الوقت‬ ‫ً‬ ‫ً‬ ‫والمكان المناس���بين‪ .‬وهي وبكل تأكيد أداة رائعة بالنس���بة للش���ركات‪،‬‬ ‫ً‬ ‫لكنها بالمقابل مفيدة جدا بالنس���بة للمس���تخدم النهائي‪ ،‬في تساعدهم‬ ‫على إيجاد ما يحتاجون إليه‪ ،‬عندما يحتاجون إليه"‬

‫تش���كل ه���ذه التط���ورات الملحوظة ف���ي مج���ال التقني���ات‪ ،‬والنجاحات‬ ‫المس���تمرة التي تحققها كبرى العالمات التجاري���ة العالمية‪ ،‬مصدر إلهام‬ ‫للش���ركات الصغيرة يدفعها إل���ى أن تحذو حذوها في تطوي���ر التطبيقات‬ ‫ً‬ ‫الخاص���ة بها‪ .‬واس���تنادا على االحصائي���ات الصادرة عن منصة نش���ر‬ ‫تطبيق���ات الهوات���ف المحمول���ة ‪ ،BiznessApps‬فإن أكثر م���ن ‪ 50‬بالمائة‬ ‫من الش���ركات الصغيرة ستس���عى إلى إنش���اء تطبيقات خاصة بها على‬ ‫ً‬ ‫الهواتف المحمولة العام الق���ادم‪ .‬عالوة على ذلك‪ ،‬وبحلول العام ‪،2017‬‬ ‫م���ن المتوقع أن تولد أكثر من ‪ 268‬مليار عملية تحميل إيرادات بقيمة ‪77‬‬ ‫مليار دوالر لصالح صناعة التطبيقات‪.‬‬ ‫وفي س���وق مثل اإلمارات‪ ،‬حيث تمثل الش���ركات الصغيرة والمتوس���طة‬ ‫أكث���ر م���ن ‪ 94‬بالمائ���ة من الش���ركات ف���ي البالد‪ ،‬ف���إن هذا األمر س���يوفر‬ ‫إمكانات هائلة لصناعة التطبيقات‪.‬‬ ‫ً‬ ‫قائ��ل�ا‪" :‬إذا كنت تفكر بجه����از واحد جميعنا‬ ‫وه����و ما تطرق إلي����ه البناي‬ ‫يعتم����د عليه ط����وال الي����وم لنبقى على اتصال بالش����بكة‪ ،‬فه����و الهاتف‬ ‫الذك����ي‪ .‬وعند األخذ بعين االعتب����ار اإلمكانات المتاحة‪ ،‬س����نجد على‬ ‫رأس����ها الق����درة على الوص����ول إل����ى الجمه����ور ذي الصلة باس����تخدام‬ ‫هذه األداة القيمة‪ .‬وتش����هد الش����ركات الصغيرة نجاح ً����ا ً‬ ‫هائال في هذا‬ ‫ً‬ ‫المجال‪ ،‬ولذلك فإنها ترغب حاليا بحصة في "كعكة التطبيقات"‪ .‬ومع‬ ‫ً‬ ‫تطور آلية إنش����اء التطبيقات وتوفرها بأسعار معقولة أمام الجميع يوما‬ ‫ً‬ ‫بعد آخر‪ ،‬أصبحت التقنيات حاليا في متناول معظم الشركات‪ ،‬بغض‬ ‫النظر عن حجمها"‪.‬‬

‫ً‬ ‫ً‬ ‫ستشهد تقنيات الواقع المعزز واالفتراضي نموا هائال‬

‫بدأت ش���ركات تصني���ع الهواتف المحمولة‪ ،‬مثل سامس���ونج‪ ،‬وإتش تي‬ ‫س���ي‪ ،‬بالفعل رحلة استكش���اف ه���ذا الفضاء من خ�ل�ال طرحها ألجهزة‬ ‫‪ Gear VR‬و‪ ،VIVE‬عل���ى التوالي‪ ،‬لكن هذه ليس���ت س���وى نقطة البداية‬ ‫لدوام���ة من تقني���ات الواقع االفتراض���ي المعزز المتطورة‪ ،‬والتي س���تصل‬ ‫ً‬ ‫ً‬ ‫قريبا إلى األسواق‪ ،‬وفقا لتصريحات السيد فيصل البناي‪.‬‬ ‫ً‬ ‫واستنادا على تصريحات الش���ركة االستشارية ديجي‪-‬كابيتال لدراسة‬ ‫السوق‪ ،‬من المتوقع أن تصل إيرادات تقنيات الواقع المعزز‪/‬االفتراضي‬ ‫إل���ى ‪ 120‬ملي���ار دوالر أمريك���ي بحل���ول الع���ام ‪ ،2020‬منها ‪ 90‬ملي���ار دوالر‬ ‫لصال���ح تقني���ات الواق���ع المع���زز‪ ،‬و‪ 30‬ملي���ار دوالر لصالح تقني���ات الواقع‬ ‫ً‬ ‫االفتراضي‪ ،‬مدفوعة بدرجة كبيرة من قبل المستهلكين‪ ،‬وأسواق الواقع‬ ‫المعزز‪/‬االفتراضي‪.‬‬ ‫ً‬ ‫واختت���م فه���د البناي حديث���ه قائال‪" :‬هن���اك اهتمام كبير في ه���ذا المجال‬ ‫بس���بب االس���تعماالت الكثيرة المفي���دة والمختلفة التي بإم���كان تقنيات‬ ‫الواق���ع المع���زز واالفتراض���ي تقديمه���ا‪ ،‬س���واء كان ذل���ك عل���ى مس���توى‬ ‫الترفي���ه‪ ،‬أو التدريب‪ ،‬أو التعليم‪ .‬وهو ما يرتقي بتجربة الهواتف المحمولة‬ ‫إلى مس���توى متق���دم وجديد‪ ،‬وذلك م���ن خالل تمكين األش���خاص من‬ ‫اس���تخدام جه���از محم���ول باليد للخ���وض بتجرب���ة غام���رة ومطلقة إلى‬ ‫عالم آخر‪ ،‬وعدم االكتفاء بدور المراقب الس���لبي فحس���ب‪ ،‬بل المشاركة‬ ‫كأبطال خارقين ضمن عالم رقمي خاص بهم"‪.‬‬

‫المستخدم والخدمات السحابية‪.‬‬ ‫ً‬ ‫أش���ارت ش���ركة جارتنر للبحوث مؤخرا إلى "نس���يج الربط البيني" كأحد‬ ‫االتجاهات العش���رة األبرز في مج���ال التكنولوجيا الت���ي تؤثر في عمليات‬ ‫تكنولوجيا المعلومات في فئة االس���تراتيجية‪ .‬وم���ع تزايد عدد الخدمات‬ ‫والتطبيقات المرتبطة بخدمات س���حابية مختلفة من موردين مختلفين‬ ‫ً‬ ‫وباألنظم���ة الداخلي���ة‪ ،‬بات مج���ال تكنولوجي���ا المعلومات مضط���را إلى‬ ‫تنظي���م س���بل ربطه���ا البيني بطريق���ة هادفة‪ .‬فتريد الش���ركات ف���ي نهاية‬ ‫المط���اف "تقديم الخدمات من المكان الصحيح‪ ،‬وبالس���عر المناس���ب‪،‬‬ ‫ومن المنصة الصحيحة‪".‬‬ ‫تقري���ر ش���ركة جارتن���ر ‪Gartner Colocation-Based Interconnection‬‬ ‫‪ Report‬ح���ول الرب���ط البين���ي القائم على مراك���ز العمل المش���تركة‪" :‬يتم‬ ‫تمكي���ن األعمال الرقمي���ة وتعزيزها عبر االتصاالت الس���ريعة واآلمنة التي‬ ‫تتمتع بدرجة كمون منخفضة بين أصول المؤسسة والموارد السحابية‪،‬‬ ‫ومنظومة من مقدمي الخدمات واألقران‪ .‬لذلك‪ ،‬على المهندس���ين وقادة‬ ‫مجال تكنولوجيا المعلومات النظر في فكرة الربط البيني في مركز بيانات‬ ‫محايد لدمجه كمحفز لألعمال الرقمية "‪.‬‬

‫‪4‬‬

‫األمن عنصر أساسي ‬

‫تحتاج الشركات إلى حل لألمن في بيئة موزعة تجمع الناس‪ ،‬واألشياء‪،‬‬ ‫والعملي���ات والمعلوم���ات وإال لن تحق���ق النجاح‪ .‬لذلك‪ ،‬ه���ي بحاجة إلى‬ ‫ضمانات أمنية في شبكتها الخاصة وأقسامها الداخلية‪.‬‬ ‫ُ‬ ‫تغي���ر الحاج���ة المتزاي���دة إل���ى التحك���م‪ ،‬وال س���يما عندم���ا تصب���ح‬ ‫ً‬ ‫الخدم���ات ّ‬ ‫موزعة ومنتش���رة‪ ،‬مفه���وم األمن ف���ي عالم متراب���ط رقميا‪.‬‬ ‫ً‬ ‫ً‬ ‫وس���تبرز إذا حلول ومقاربات جديدة لألمن‪ ،‬فيصبح موزعا مما يؤدي‬ ‫إل���ى حلول على غ���رار قاع���دة البيان���ات ‪( blockchain‬قاع���دة بيانات‬ ‫بأقس���ام بيان���ات متزاي���دة) للمعام�ل�ات‪ .‬أما الحاج���ة إلى إبق���اء رموز‬ ‫التش���فير منفصل���ة عن البيانات في عصر العمليات الموزعة فس���تحفز‬ ‫االبتكار في مجال األمن‪.‬‬ ‫في عالم يهدده الميل إلى الزيادة المفاجئة في اس���تخدام الشبكة بفعل‬ ‫س���رقة األشياء المتصلة باإلنترنت‪ ،‬يجب على الخطط األمنية أن تتبلور‬ ‫ً‬ ‫أيضا "داخل الدار‪".‬‬ ‫يتي���ح الرب���ط البين���ي للعم�ل�اء حري���ة اختي���ار االنتق���ال من حل���ول األمن‬ ‫الموضعي���ة إلى المرونة في ش���راء األمان كخدمة مع مزاي���ا مختلفة على‬ ‫غرار س���رعة التنفيذ وس���هولة اإلنش���اء والصيان���ة وضم���ان الحماية في‬ ‫الوقت الحقيقي‪ ،‬إلخ‬ ‫وم���ع ازدي���اد ش���عبية الس���حابة الهجين���ة‪ ،‬س���يدرك العم�ل�اء أن مقدمي‬ ‫الخدم���ات الس���حابية ال يؤمن���ون حل���ول أم���ن ش���املة‪ ،‬ب���ل يتحمل���ون‬ ‫مس���ؤولية تأمين البنية التحتية السحابية فحس���ب‪ .‬لذلك‪ ،‬على العمالء‬ ‫امتالك خدمات أمن لتطبيقاتهم وبياناتهم ضمن بيئة خدمات سحابية‬ ‫متعددة‪.‬‬

‫‪5‬‬

‫عصر التجارة بالربط البيني‬

‫‪6‬‬

‫البني���ة التحتي���ة المعرفة بالبرمجيات والتش���بيك‬ ‫المتقدم‬

‫ّمه���دت الزيادة المس���تمرة والهائلة في حرك���ة البيان���ات العالمية الطريق‬ ‫أمام أس���س ش���بكة عالمية جديدة تضم كابالت بحرية عابرة للقارات‪،‬‬ ‫ً‬ ‫وش���بكات السلكية من الجيل الخامس وأقمارا صناعية ترسل البيانات‬ ‫إلى األرض باستخدام أشعة الليزر‪.‬‬ ‫أم���ا التش���بيك ال���ذي اعتم���د في الس���ابق على األس�ل�اك فب���ات اآلن من‬ ‫ً‬ ‫ديناميا عب���ر البرمجي���ات‪ .‬فق���د ّ‬ ‫تحول التش���بيك‬ ‫الممك���ن التحك���م ب���ه‬ ‫الضوئ���ي من "النهج الجديد" إلى "النهج المعتمد‪ ".‬في الواقع‪ ،‬يؤمن ذلك‬ ‫عرض النطاق الترددي الهائل الالزم لدفع كميات أكبر من البيانات التي‬ ‫تولدها األعمال الرقمية داخل مراكز البيانات وبينها وفي مناطق واسعة‪.‬‬ ‫في المس���تقبل‪ ،‬س���تصبح البنية التحتية المقبلة‪ ،‬من حوس���بة وتخزين‬ ‫وشبكات ومراكز البيانات‪ ،‬مفتوحة المصدر‪.‬‬ ‫تضم���ن الش���بكات المعرف���ة بالبرمجي���ات (‪ ،)SDN‬ووظائ���ف الش���بكة‬ ‫االفتراضي���ة (‪ )NFV‬مركزي���ة وأتمتة إدارة ش���بكات مراك���ز بيانات كبيرة‬ ‫موزعة باستخدام سياسات بسيطة التطبيق‪.‬‬

‫‪7‬‬

‫إنترنت األشياء ‪IoT‬‬

‫ّ‬ ‫س���تتطور إنترن���ت األش���ياء من حل���ول مس���تقلة ترتكز على م���ورد وحيد‬ ‫إل���ى موردين يتعاون���ون مع بعضه���م ويس���تفيدون من البيان���ات عينها‪.‬‬ ‫وعندم���ا ي���زداد ع���دد المعنيي���ن ف���ي سلس���لة القيم���ة‪ ،‬س���يأخذ مفه���وم‬ ‫الخدم���ة المتكاملة األس���بقية فيصبح الربط البيني أكث���ر أهمية من أجل‬ ‫الوصول إلى الشبكات‪ ،‬والخدمات السحابية والعمل في بيئة الخدمات‬ ‫السحابية المتعددة‪.‬‬ ‫تحت���اج الش���ركات اليوم إلى تقصير المس���افة بي���ن موظفيه���ا‪ ،‬ومواقعها‬ ‫والخدم���ات الس���حابية والبيانات الت���ي تقدمها من جه���ة والبنية التحتية‬ ‫لتكنولوجي���ا المعلوم���ات من جهة أخ���رى لتحقيق النج���اح في االقتصاد‬ ‫الرقمي العالمي‪.‬‬ ‫في ش���بكات الشركات القديمة‪ ،‬يتسبب كمون الشبكة بازدحام الحركة‬ ‫وبخس���ائر وتأخي���ر وال س���يما عندم���ا َ‬ ‫ترس���ل البيان���ات إلى حافة ش���بكة‬ ‫الشركة حيث يكمن معظم المستخدمين‪.‬‬ ‫تس���تدعي إنترنت األش���ياء اتصاالت مباش���رة وقريبة مع س���رعة كمون‬ ‫منخفضة للغاية تبلغ أقل من ‪ 20‬ميلليثانية‪.‬‬ ‫تعتم���د االتص���االت بي���ن األجه���زة وبالموج���ات الدقيق���ة والالس���لكية‬ ‫المتحرك���ة ف���ي تطبيق���ات إنترنت األش���ياء على س���رعة كم���ون أقل من‬ ‫ميلليثانية واحدة‪.‬‬ ‫بعض األمثل���ة‪ :‬المدن الذكية‪ ،‬والرعاية الصحي���ة‪ ،‬والتصنيع‪ ،‬والحاجة‬ ‫إلى الربط البيني بدرجة كمون منخفضة للغاية‬ ‫تقرير لش���ركة جارتنر للبحوث‪" ،‬س���يمثل الربط البين���ي القائم على مراكز‬ ‫تنظيم ’الغراء‘ لتطبيقات متقدمة في األعمال الرقمية‪".‬‬

‫‪ME‌Printer December‬‬ ‫‪January 2017‬‬ ‫‪2016‬‬

‫يش���هد عال���م الدف���ع التغيي���ر األكب���ر واألس���رع له من���ذ ظهور العم�ل�ات في‬ ‫الماضي القديم‪ .‬وقد عزز انتش���ار الهواتف الذكية والوصول إلى اإلنترنت‬ ‫شعبية التجارة اإللكترونية وعبر األجهزة المتحركة في العالم‪.‬‬ ‫ب���دأت المقارب���ة المتمح���ورة حول المركزي���ة في المعامالت التي ش���كلت‬ ‫ً‬ ‫س���ابقا المعي���ار لتقديم خدمات الدفع بالتالش���ي‪ ،‬فاس���حة ف���ي المجال‬ ‫أم���ام التكنولوجي���ات ونم���اذج األعم���ال الجدي���دة التي تش���مل التجارة‬ ‫والمدفوعات‪.‬‬ ‫تضي���ف المركزي���ة تكنولوجي���ا خدم���ات الدف���ع قيم���ة للتج���ار‪ ،‬فب���ات‬ ‫باستطاعتهم اختيار البرامج التي تناسب أعمالهم التجارية‪.‬‬ ‫ً‬ ‫س���يتيح عالم من مقدمي خدم���ات التجارة والدفع بالرب���ط البيني فرصا‬

‫جديدة لدمج المدفوعات‪ ،‬والتجارة‪ ،‬والبيانات‪ ،‬والتس���ويق‪ ،‬مما يسمح‬ ‫ببروز حلول وشراكات جديدة من حول العالم‪.‬‬ ‫س���تضطر الش���ركات إل���ى أن تصبح مترابط���ة ومعتمدة عل���ى الخدمات‬ ‫السحابية‪ ،‬مع اتصالية متينة وآمنة وفورية لتتحلى بميزة تنافسية‪.‬‬ ‫مقالة ‪Interconnected Commerce: A Revolution in Value Creation‬‬ ‫(التجارة بالربط البيني‪ :‬ثورة في توليد القيمة)‪ :‬على الرغم من إمكانيات‬ ‫التج���ارة بالربط البيني الكبي���رة‪ ،‬إذا غاب محور مركزي إلدارة الش���بكة‪،‬‬ ‫فالنتيج���ة فوض���ى عارم���ة‪ .‬ويش���كل المرك���ز الصحي���ح والبروتوك���والت‬ ‫المناسبة أسس شبكة رائدة لتعزيز التجارة‪ .‬وإن اقترنت بالبنية التحتية‬ ‫لخدمات الدفع‪ ،‬قد تحدث ثورة ف���ي التجارة العالمية في القرن الحادي‬ ‫والعشرين‪.‬‬

‫‪44‬‬

‫اتجاهات‬

‫تطلعات شركة أكوينيكس لعام ‪2017‬‬ ‫‪2‬‬

‫‪ME‌Printer January 2017‬‬

‫‪1‬‬

‫‪45‬‬

‫عام اجتماع الخدمات السحابية المتعددة‬

‫ً‬ ‫لقد اكتس���ب اعتماد الخدمات الس���حابية مس���توى متقدما من النضج‪،‬‬ ‫فبات���ت الش���ركات تس���تخدم بنية تحتية س���حابية بش���كل متزايد‪ .‬وقد‬ ‫أصبح اللج���وء إلى عدة خدمات س���حابية االتجاه ال���ذي تعتمدا الكثير‬ ‫م���ن المؤسس���ات‪ ،‬من خ�ل�ال الجمع بي���ن الحلول والخدم���ات األفضل‬ ‫م���ن مزودي خدمات س���حابية مختلفي���ن‪ ،‬فيعالج هذا الح���ل في الوقت‬ ‫عينه مس���ائل حصرية تعامل الش���ركة مع جهات موردة معينة ومسائل‬ ‫ً‬ ‫ّ‬ ‫التح���ول غالبا عن اعتم���اد مجموع���ات متعددة في‬ ‫المرون���ة‪ .‬ويبرز ه���ذا‬ ‫شركة واحدة الخدمات السحابية المتنوعة‪.‬‬ ‫تحول عندما ّ‬ ‫يشكل عام ‪ 2017‬نقطة ّ‬ ‫يؤدي اجتماع الخدمات السحابية‬ ‫المتع���ددة ف���ي المؤسس���ات‪ ،‬على غ���رار الخدم���ات الس���حابية المتعلقة‬ ‫بالبيانات والتطبيقات والبنية التحتية السحابية والخدمات الشخصية‪،‬‬ ‫إلى تغيير جذري في طريقة عمل الناس والشركات‪.‬‬ ‫ً‬ ‫ً‬ ‫ً‬ ‫شموليا وليس شكالً‬ ‫يجب أن تتبع االستراتيجيات السحابية أيضا نهجا‬ ‫ً‬ ‫مركزي���ا‪ ،‬ك���ي لتحضير البني���ة التحتي���ة التجارية لدعم التح���ول الرقمي‪.‬‬ ‫وس���تؤمن البنية التحتية السحابية عند انتش���ارها حجر األساس للعمل‬ ‫الرقمي‪.‬‬ ‫توقعات شركة فورستر للبحوث لعام ‪:Forrester 2017 Predictions 2017‬‬ ‫ستنمو س���وق الخدمات السحابية بوتيرة أس���رع عام ‪ .2017‬فتستخدم‬ ‫اليوم الش���ركات خدمات سحابية متعددة وستستخدم المزيد منها عام‬ ‫‪ ،2017‬مع اللجوء إلى يتقدم كبار موظفي اإلعالم إلدارة النظم الس���حابية‬ ‫الت���ي تربط الموظفين والعمالء والش���ركاء والموردي���ن واألجهزة من أجل‬ ‫مواكبة توقعات العمالء المتزايدة‪.‬‬ ‫دراسة أكوينيكس وشركة ‪ Dimensional Research‬للبحوث لعام ‪2015‬‬ ‫ح���ول اتجاه���ات الخدمات الس���حابية‪ :‬أب���رز التطبيق���ات المق���رر انتقالها‬ ‫إل���ى الخدمات الس���حابية هي التخزين والنس���خ االحتياط���ي‪ ،‬ومعلومات‬ ‫األعمال‪ ،‬والتعافي من الكوارث‪ ،‬وإدارة المشاريع‪ ،‬وإدارة المحتوى‪.‬‬

‫بروز الحافة الرقمية‬

‫تواج���ه نم���اذج األعم���ال بع���ض العراقي���ل‪ ،‬مما يس���تدعي تغيي���رات في‬ ‫طريقة عمل الش���ركات في األعمال الرقمية‪ .‬ويتطل���ب اجتماع الخدمات‬ ‫ً‬ ‫ً‬ ‫الس���حابية المتعددة توس���يعا طبيعيا لحدود الش���ركات لألعمال الرقمية‬ ‫ً‬ ‫حاليا إلى حافة الشبكة‪ ،‬أي إلى المستخدمين والبيانات‪.‬‬ ‫ً‬ ‫س���يكون ذلك مهم���ا للش���ركات إلدارة موق���ع تعاملها مع العم�ل�اء وكيفية‬ ‫تعامله���ا ف���ي الوقت الحقيق���ي الغتنام الف���رص وحيث تتفاع���ل التقنيات‬ ‫االجتماعية والمتحركة والتحليلية والسحابية‪.‬‬ ‫س���تتميز هذه الحافة الرقمي���ة‪ ،‬حيث يلتقي العالم الم���ادي باالفتراضي‪،‬‬ ‫بالحاج���ة إلى تمكي���ن المعلومات في الوق���ت الحقيقي وعن���د الطلب من‬ ‫ج���راء االزدياد الهائل ف���ي البيانات والنماذج ذات المحت���وى الغني وتغير‬ ‫توقعات المستخدمين‪.‬‬ ‫ً‬ ‫س���يصبح التوس���ع الموزع جغرافي���ا لمراك���ز البيانات على امت���داد بيئات‬ ‫الخدم���ات الس���حابية وخدم���ات تنظي���م البيان���ات ُ‬ ‫الم���دارة ف���ي المواقع‬ ‫ً‬ ‫ً‬ ‫المش���تركة عند حافة ش���بكة المؤسسات عنصرا أساس���يا لدعم قاعدة‬ ‫عمالء عالمية‪.‬‬ ‫س���يواجه مفهوم الخدمات الس���حابية الموزعة على الحافة الرقمية ثالثة‬ ‫ً‬ ‫تحدي���ات من حي���ث المواقع‪ :‬أوال‪ ،‬كثافة المس���تخدمين الت���ي تؤثر على‬ ‫ً‬ ‫الضغط على الشبكة؛ وثانيا‪ ،‬كثافة المنظومات المرغوب فيها من مزودي‬ ‫نم���اذج البنية التحتي���ة كخدمة ‪ ،IaaS‬ومنصة التش���غيل كخدمة ‪،PaaS‬‬ ‫والبرمجيات كخدمة ‪ ،SaaS‬والخدمات الس���حابية‪ ،‬أو الش���ركاء األقران‬ ‫ً‬ ‫في الش���بكة؛ وثالثا‪ ،‬المرحلة األخيرة من االتصالية بين المس���تخدمين‬ ‫النهائيين أو مراكز البيانات أو المستشعرات‪.‬‬ ‫المرجع‪:‬‬ ‫بي���ان ‪ Gartner Edge Manifesto‬م���ن ش���ركة جارتنر للبحوث‪ ،‬س���تتغير‬ ‫طوبولوجيا مراكز البيانات الش���بكية على مدى السنوات الخمس المقبلة‬ ‫من مراكز بيانات كبيرة ومركزية إلى مراكز تضاف إليه مصادر المحتوى‬ ‫والمعلوم���ات الصغيرة المتع���ددة والمتوزعة‪ ،‬س���واء أكانت ضمن مراكز‬ ‫بيانات موزعة تمتلكها الشركات‪ ،‬أم ضمن مقدمي الخدمات المضيفة‪،‬‬ ‫ومراكز العمل المشتركة‪ ،‬والخدمات السحابية‪.‬‬

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‫بروز نسيج الربط البيني‬

‫ستتوجه الش���ركات نحو ربط عالميها الرقمي والمادي لدعم األعمال في‬ ‫جميع أنحاء العالم‪.‬‬ ‫ً‬ ‫وفيما تس���تفيد الشركات من خدمات س���حابية متعددة‪ ،‬تصبح صعبة‬ ‫ُ‬ ‫إدارة الحل���ول في بيئات س���حابية مختلفة من مزودي���ن مختلفين‪ .‬فإذا‬ ‫لم تتوافر بنية إدارية في وقت مبكر‪ ،‬قد تتراكم هذه المش���اكل التشغيلية‬ ‫بس���رعة كبيرة‪ ،‬مما يؤدي إلى مش���اكل كبيرة تؤثر ف���ي تقديم الخدمات‬ ‫على الحافة الرقمية‪.‬‬ ‫ستعتمد الشركات نسيج الربط البيني (المطروح في مرافق بيع محايدة)‬ ‫إلنش���اء نظ���ام عصب���ي مرك���زي يربط جمي���ع جوان���ب األعم���ال الرقمية‬ ‫ويضمن تناغم األنشطة كلها‪ .‬وسيسهل ذلك التحول من مقاربة مركزية‬ ‫النظام إلى مقاربة تتمحور حول المستخدم‪.‬‬ ‫وق���د تضي���ف ش���بكة اإلنترن���ت العام���ة إل���ى المش���اكل األمني���ة وكمون‬ ‫االتصالية نتيج���ة التحديات التي يفرضها رب���ط العناصر المختلفة بين‬

‫حل لغز االنتاجية في‬ ‫الصناعة رقمية‬ ‫بقلم هندريك فيربروغ‪ ،‬مدير تسويق‪ ،‬شركة كانون في الشرق األوسط وأفريقيا الوسطى والشمالية‬

‫‪ME‌Printer January 2017‬‬

‫عند البدء باالستثمار في طابعة رقمية جديدة‪،‬‬ ‫يحت���ل ّ‬ ‫مع���دل اإلنتاجي���ة بالنس���بة لم���زودي‬ ‫خدم���ات الطباع���ة األولوي���ة بي���ن الممي���زات‬ ‫الضرورية‪.‬ولكن الس���ؤال األهم ه���و‪ :‬ماذا تعني‬ ‫"االنتاجية" على وج���ه التحديد؟ وكيف يمكن‬ ‫أن نح���دد م���ا إذا كانت إح���دى الطابعات ذات‬ ‫إنتاجية أعلى من الطابعاتاألخرى؟‬ ‫ف���ي ما مضى‪ ،‬قبل دخ���ول الرقمنة‪ ،‬وعندما لم‬ ‫يك���ن هناك س���وى تقنية األوفس���ت‪ ،‬كان األمر‬ ‫ً‬ ‫ً‬ ‫بسيطا نس���بيا ‪ -‬بضع س���رعات بحسب عدد‬ ‫األوراق ف���ي الس���اعة والوق���ت ال���ذي تس���تهلكه‬ ‫عملي���ات التحضي���ر والتبدي���ل بي���ن األعمال‪.‬‬ ‫ولك���ن م���ع دخ���ول الطباع���ة الرقمية‪ ،‬حس���اب‬ ‫ً‬ ‫ً‬ ‫االنتاجي���ة أصب���ح أمرا أكث���ر تعقيدا‪ ،‬والس���بب‬ ‫يكمن في الطريقة التي غي���رت فيها الرقمنة دور‬ ‫مزودي خدمات الطباعة‪.‬‬ ‫وحتى مصطلح "مزودي خدمات الطباعة" ظهر‬ ‫ف���ي قطاع الطباع���ة الرقمية لوص���ف التغييرات‬ ‫الت���ي ط���رأت عل���ى قط���اع الطباع���ة االحترافية‪،‬‬ ‫ويش���مل هذا المصطلح األعم���ال التي تنجزها‬ ‫الطابع���ات‪ ،‬ودور الم���واد المطبوع���ة كمتم���م‬ ‫لوسائل اإلعالم االلكترونية الحديثة‪.‬‬ ‫كم���ا أن األعم���ال التي ق���د تواجه م���زود خدمة‬ ‫طباعة بصورة اعتيادية اليوم‪ ،‬ال يمكن توقعها‬ ‫ٌ‬ ‫و ومتنوع���ة بعك���س تل���ك الت���ي كان���ت تواج���ه‬ ‫مطبعة تجارية مزودة باألوفس���ت في تسعينات‬ ‫القرن الماضي‪ ،‬حيث كانت أعداد النس���خ أقل‬ ‫ً‬ ‫واآلجال أكثر إحكاما‪ ،‬ومعظم األعمال تتضمن‬ ‫التخصي���ص أو اللمس���ات الخاص���ة إلضاف���ة‬ ‫التأثي���رات‪ ،‬و قد تصل عبر بوابات الطباعة عبر‬ ‫اإلنترنت‪.‬وباإلضافة‪ ،‬في عالم الطباعة حسب‬ ‫الطل���ب‪ ،‬ترج���ح كف���ة المي���زان لصال���ح الزبون‬ ‫ً‬ ‫عوضا عن أخصائي الطباعة‪.‬‬ ‫ً‬ ‫ولهذه األس���باب‪ ،‬والمزيد من األس���باب جانبا‪،‬‬ ‫عندما يتمح���ور األمر حول حس���اب االنتاجية‪،‬‬

‫تكون س���رعة الطباعة لطابع���ة رقمية في الخط‬ ‫الرئيس���ي أق���ل أهمي���ة م���ن العوام���ل األخ���رى‬ ‫ّ‬ ‫كالدقة؛ والمرونة في اس���تخدام أنواع وس���ائل‬ ‫اإلعالم؛ وتناس���ق األلوان م���ن ورقة إلى أخرى؛‬ ‫وخيارات اللمس���ات النهائية‪ .‬وبالرغم من كون‬ ‫ً‬ ‫عامال م���ن تلك العوام���ل ولكن ما يهم‬ ‫الس���رعة‬ ‫أكثر هو ما إذا كانت الطابعة تس���تطيع الحفاظ‬ ‫على س���رعة الطباعة ف���ي الخط الرئيس���ي عبر‬ ‫جمي���ع الركائ���ز‪ ،‬وأن أل���وان النس���خة األخي���رة‬ ‫المطبوعة تماثل تلك التي في النسخة األولى‪.‬‬ ‫وه���ذا يعني‪ ،‬من أج���ل الحصول عل���ى نتيجة‬ ‫دقيقة ف���ي حس���اب انتاجية الطابع���ة‪ ،‬يحتاج‬ ‫م���زودي خدم���ات الطباع���ة ألخ���ذ الوق���ت‬ ‫لفه���م قواع���د الهندس���ة الت���ي يت���م تطبيقها في‬ ‫المح���ركات الرقمي���ة الحديث���ة‪ ،‬عل���ى س���بيل‬ ‫ّ‬ ‫المط���ور‬ ‫المث���ال‪ :‬مس���حوق الحب���ر وتقني���ة‬ ‫يس���اهمان بش���كل كبي���ر ف���ي الج���ودة العالية‬ ‫ّ‬ ‫والدق���ة ّ‬ ‫العام���ة للطابعة‪.‬‬ ‫واالنت���اج المتناس���ق‬ ‫ً‬ ‫علم���ا أن طابع���ات األل���وان األح���دث تض���م‬ ‫كل ه���ذه التحس���ينات المهم���ة‪ ،‬عل���ى س���بيل‬ ‫الم ّ‬ ‫المث���ال‪ :‬إع���ادة م�ل�أ ُ‬ ‫ظه���ر م���ن علب���ة الحبر‬ ‫س���يحافظ على حالت���ه الجي���دة ومتانته وعلى‬ ‫تناس���ق جودة الصورة‪ .‬باإلضافة‪ ،‬التصميم‬ ‫ثنائ���ي األكم���ام يوفر جودة عالي���ة للصورة في‬ ‫أعداد نس���خ أكثر‪ ،‬وبشكل خاص على المواد‬ ‫الصلب���ة‪ ،‬وذل���ك ألن الحب���ر ُيس���تخدم عل���ى‬ ‫ً‬ ‫ًّ‬ ‫األسطوانة ّ‬ ‫مرة واحدة فقط‪.‬‬ ‫مرتان‪ ،‬وليس‬ ‫كم���ا أن عملي���ات الصيانة لها تأثي���ر مهم على‬ ‫ً‬ ‫سواء كانت مخطط لها أو احترازية‬ ‫االنتاجية‪،‬‬ ‫ً‬ ‫أو كان���ت نتيج���ة لعط���ل مفاج���أ‪ .‬وكل ه���ذا‪،‬‬ ‫مثل إخ���راج بضع المطبوع���ات اإلضافية في‬ ‫الس���اعة الواحدةم���ن الطابع���ة‪ ،‬ال يضاه���ي‬ ‫أهمية تصمي���م ّ‬ ‫محرك ال يحت���اج إلى عمليات‬ ‫صيان���ة كثي���رة‪ .‬لهذا الس���بب‪ ،‬قمن���ا بتصميم‬ ‫ً‬ ‫ّ ً‬ ‫مح���ركا مخصص���ا لطابعتن���ا األح���دث الت���ي‬

‫تس���تخدم مس���حوق الحبر بحي���ث يمكن أن‬ ‫ّ‬ ‫ّ‬ ‫ّ‬ ‫المصهر بس���رعة‬ ‫يحل المش���غل محل وحدة‬ ‫دون التأثي���ر عل���ى االنتاجي���ة‪ ،‬باإلضاف���ة إل���ى‬ ‫تحسينات أخرى‪.‬‬ ‫ي���زداد عدد م���زودي خدم���ات الطباع���ة الذين‬ ‫يعلمون بأن االنتاجية يمك���ن أن تتأثر بعوامل‬ ‫عدي���دة‪ ،‬وه���ذه المعرف���ة ه���ي مث���ال جيد عن‬ ‫التغيير األكب���ر الذي يطرأ عل���ى مجتمع مزودي‬ ‫ً‬ ‫خدم���ات الطباع���ة (ويمث���ل منظ���ورا أوس���ع‬ ‫ع���ن الطريق���ة الت���ي يقوم���ون ه���م بها بحس���م‬ ‫اس���تثماراتهم) والذي ّ‬ ‫غير طبيعة النقاش الدائر‬ ‫بين صانعي الطابعات مع زبائنهم‪.‬‬ ‫وكمثال بس���يط عن ذلك‪ :‬م���ن النادر أن يعتمد‬ ‫مزود خدم���ات طباعة ما في خطة اس���تثماراته‬ ‫على أحدث اختيارات أقرب منافسيه‪ ،‬أو عندما‬ ‫يتعل���ق األم���ر باإلنتاجية أن يظن بأن الس���رعة‬ ‫ش���يء جي���د‪ .‬إذ يبحث اليوم م���زودي خدمات‬ ‫الطباع���ة ع���ن الحلول ف���ي أعماله���م الخاصة‪،‬‬ ‫ً‬ ‫ويعرف���ون أيض���ا الكثي���ر ع���ن أعم���ال زبائنهم‪،‬‬ ‫ألنهم يستطيعون أن يدركوا بأن آخر قطعة في‬ ‫اللغز االس���تراتيجي ترقى للوع���ود التي قطعوها‬ ‫لزبائنهم‪.‬‬ ‫هذه التغييرات التي طرأت على س���لوك مزودي‬ ‫ً‬ ‫ّ ٌ‬ ‫مهم���ة أيض���ا على‬ ‫خدم���ات الطباع���ة له���ا آث���ار‬ ‫ّ‬ ‫مصنعي الطابعات على ّ‬ ‫ع���دة أصعدة‪ .‬وذلك‪،‬‬ ‫ً‬ ‫ً‬ ‫أوال‪ ،‬ألن عملي���ة البي���ع أصبح���ت الي���وم عملية‬ ‫ّ ً‬ ‫الم ّ‬ ‫���دة أكثر يعم���ل فيه���ا ُ‬ ‫صنع كمستش���ار‬ ‫معق‬ ‫يق���وم بتقدي���م المش���ورة للزب���ون ح���ول ق���رار‬ ‫االس���تثمار ال���ذي يعتم���د عل���ى اس���تراتيجيات‬ ‫حد س���واء‪.‬‬ ‫األعمال الحالية والمس���تقبلية على ٍّ‬ ‫ً‬ ‫ً‬ ‫وثاني���ا‪ ،‬ألن العملية تدور بطريقتين‪ :‬أوال‪ ،‬يجب‬ ‫أن يأخذ المصنع الوق���ت لمعرفة أعمال زبونه‪،‬‬ ‫ً‬ ‫وثاني���ا‪ ،‬العم���ل عل���ى هذا األس���اس م���ن خالل‬ ‫تطوير المنتج���ات التي تس���اعدهم في تحقيق‬ ‫أهدافهم التجارية‪.‬‬

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‫‪ME‌Printer January 2017‬‬

‫آراء‬

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‫البس���يطة‪ ،‬هل ينبغ���ي أن تك���ون الئحة العق���ارات مختلف���ة التكلفة بين‬ ‫من تكون مخصصاتها خمس���مائة ألف و الئحة الش���ركة ذات الخمسة‬ ‫ماليي���ن دوالر م���ن المخصص���ات؟‪ ،‬وأعتق���د أن���ه باتب���اع اس���تراتيجية‬ ‫التس���عير هذه يس���هل اتخاذ أي اجراء لتوضح لزبائن���ك القيمة الجديرة‬ ‫باللوحات اإلعالنية‪.‬‬ ‫إضاف���ة إل���ى بعض النصائ���ح العتقادي أن األم���ر يتعل���ق بالقيمة وليس‬ ‫بالسعر‪ ،‬آخذين بعين االعتبار هذه المفاهيم عند البيع بسعر أعلى‪.‬‬ ‫فالسمعة تضمن أن العمالء المناسبين سيدفعون أكثر لضمان التعامل‬ ‫مع الشركات األفضل‪.‬‬ ‫ً‬ ‫يج���ب أن تبتعد ع���ن كل ما تعلم أنه يعي���ق عملك واتبع دائم���ا ما يقدم‬ ‫لك جميع التسهيالت‪،‬فإذا كنت تخوض في مجال األعمال التجارية فقد‬ ‫تضطر لدفع الفوائد‪.‬‬ ‫ً‬ ‫كم���ا أنه يجب احترام مطالبتك بالفائ���دة إذا ابتدعت أفكارا جديدة فيما‬ ‫يخص ثقافتك أو تخصصك‪.‬‬ ‫وقد تشمل الميزات األخرى مثل متانة السلع‪ ،‬نوعية السلع‪ ،‬والقدرة على‬ ‫معالجة وإصالح المش���اكل بسرعة‪ ،‬المنتجات الصديقة للبيئة‪ ،‬ووسائل‬ ‫التكنولوجياالمتقدمة ومواعيد التس���ليم المح���ددة وأفضل ما في ذلك أنه‬ ‫ينبغي عليك أن تجعل الشركة أكثرمرونة كي يسهل التعامل معها‪.‬‬

‫تأهيل المشروع‬

‫ال ّ‬ ‫تك���رس عمل���ك و جميع جهودك في مواقع محفوف���ة بندرة في العمل‬ ‫ّ‬ ‫وانعدام الثقة وتتطلب س���رعة في وقت التس���ليم‪ ،‬والمنافسة في الربح‬ ‫وع���دد من األمور غي���ر المجدية‪ .‬ف���إذا كانت مثل هذه األم���ور تؤثر في‬

‫ً‬ ‫ق���رارك الصائ���ب فأقت���رح أن يك���ون هن���اك ضمان���ا إلع���ادة النظر في‬ ‫تأهيل مشروعك‪.‬‬ ‫ً‬ ‫ً‬ ‫إن العم���ل مستش���ارا لتحديد أس���عار اللوحات اإلعالنية يوض���ح أيا من‬ ‫تلك الخس���ارات الوشيكة‪ .‬فمن خالل الدراسات التي قمت بها أنصحك‬ ‫بالبح���ث عن ما يتناس���ب م���ع زبائن���ك وتخصصاته���م وم���ا يتوافق مع‬ ‫أسلوب عملهم والمنتجات التي تقوم بتصنيعها‪ .‬وعلى سبيل اإليضاح‪،‬‬ ‫كل تلك الش���ركات تعتمد على ش���ركاء اس���تراتيجيين بارعين أو بعض‬ ‫ً‬ ‫الراعين الداعمين‪ ،‬حيث يقدمون لهم نطاقا أوسع من إيرادات اللوحات‬ ‫اإلعالنية‪.‬‬ ‫في حين إذا كان عملك األساسي هو طباعة الملصقات الرقمية وقطعها‪،‬‬ ‫ولدي���ك اللوحات معدني���ة مقاومة للصدأ‪ ،‬فال أس���دي لك نصيحة بعدم‬ ‫استمرار العمل‪ ،‬بل أقترح إعادة تقييم وتأهيل المشروع‪.‬‬

‫إدراك العائد الخاص بك‬

‫هن���اك مقولة أخرى ش���هيرة تق���ول ‪" :‬إذا لم تتمكن م���ن التقييم ال يمكنك‬ ‫ً‬ ‫اإلدارة"‪ ،‬إذ يمكن���ك وض���ع ج���دوال لتس���جيل التقييمات حي���ث ال تتجاوز‬ ‫ً‬ ‫ّ‬ ‫يتضمن الج���دول أرقاما تظهر‬ ‫الدقيق���ة لتس���جيل التقييم الواحد‪ ،‬حي���ث‬ ‫ً‬ ‫اسم العميل وتخصصه ‪ ،‬فإذا ّ‬ ‫تتبعت هذا األسلوب‪ ،‬فذلك يبقيك متطلعا‬ ‫عل���ى قيمة عملك وما تحققه من ربح أو خس���ارة‪ .‬كذلك يمكنك من خالل‬ ‫اس���تثمار دقيق���ة أو دقيقتين من وقتك لكل عميل لالط�ل�اع على الجدول‬ ‫المحدد لتقييم العمل معرفة تخصصات العمالء المكتس���بين وتصنيفها‬ ‫ً‬ ‫مقابل التخصصات التي خس���رتها ما يعطيك ً‬ ‫دليال واضحا الستراتيجية‬ ‫تقييم األسعار التي تتبعها‪ .‬وال بد لهذه الوسيلة أن تفي بالغرض‪.‬‬

‫"إن الثم���ن ه���و ما تدفعه‪ ،‬والقيمة هي ما تكتس���بها " عل���ى حد تعبير وارن‬ ‫بافي���ت‪ ،‬حي���ث يؤمن بوجه���ة نظره ّقل���ة من الناس‪ ،‬وبالنس���بة ل���ي ّ‬ ‫فإن‬ ‫مقولت���ه هذه تحتاج إلى تفسير‪.‬فاألس���لوب واألثر الذين ّ‬ ‫يجس���دهما من‬ ‫خالل ملكيته وإدارته في الشركات الدولية ال يفوقها شيء‪ .‬وفي محاولتنا‬ ‫لكش���ف النقاب عن أسرار استراتيجيات تقييم األسعار والتي ربما تكون‬ ‫واح���دة من أه���م الموضوع���ات الت���ي ّ‬ ‫تحدثت عنه���ا خالل خبرت���ي التي‬ ‫تفوق ‪ 40‬س���نة في مجال الطباعة واإلع�ل�ان‪ .‬وكما أذكر أن هذه هي المرة‬ ‫الخامس���ة أو السادس���ة التي أكتب فيها مقاالت حول الفروقات الوضحة‬ ‫بين تقييم وتحديد األس���عار‪ .‬وحقيقة ما توصلن���ا إليه هو أنه ليس هناك‬ ‫ً‬ ‫ً‬ ‫سعرا واضحا‪.‬‬ ‫لقد أجرينا دراس���ة واس���عة عن األس���عار ف���ي المناط���ق اإلقليمية وكافة‬ ‫مناط���ق المدين���ة على م���دى الس���نوات الماضية‪ ،‬حيث طرحنا أس���ئلة‬ ‫ً‬ ‫مح���ددة ودقيق���ة خاصة بتس���عير المنتج���ات ومواصفاتها‪ ،‬مس���تهدفة‬ ‫ش���ركات م���ن اختصاص���ات مختلف���ة م���ا يق���ارب ‪ 3‬ل ‪ 5‬ش���ركات في‬ ‫المنطقة ذاتها‪ ،‬فالفوارق المذهلة التي حصلنا عليها في تقييم األس���عار‬ ‫تق���ارب ‪،%50‬بعد أن كان من المتوقع أن نش���هد فوارق واضحة بنس���بة‬ ‫‪ 300‬ل ‪.%400‬‬ ‫ً‬ ‫ّ‬ ‫وس���عيا لط���رح حل���ول لمعالج���ة الغم���وض الذي يل���ف موض���وع تحديد‬ ‫األس���عار‪ ،‬فق���د قدمن���ا بع���ض النق���اط األساس���ية‪ ،‬م���ا يمكن���ك منإجراء‬ ‫ّ‬ ‫الم���داوالت الخاص���ة بك لتق���رر م���ا إذا كان الغموض يلف ط���رق تحديد‬ ‫األسعار وتقييمها أم ال‪.‬فالقاعدة الوحيدة التي يتم اعتمادها هي "ال توجد‬ ‫قواعد واضحة " فيما يخص تحديد وتقييم األسعار‪.‬‬

‫تقييم األسعار من وجهة نظر الزبون‬

‫ينبغ���ي أن ت���درك متطلب���ات عمالئك‪ ،‬حيث تق���ع على عاتقك مس���ؤولية‬ ‫تجاهلها‪ .‬إذ يجب أن تكون على دراية بكيفية طرح األس���ئلة المناس���بة‪،‬‬ ‫فمث���ل ه���ذه اإلجاب���ات ق���د تعك���س االحتياج���ات الخاص���ة والمحددة‬ ‫ّ‬ ‫للزب���ون ما يمكن���ك من تحديد األس���عارللجميع‪ .‬ومن وجه���ة نظري فإن‬ ‫قوائمتحديد األس���عار ش���كل من أش���كال الفن والتوازن بين االعتبارات‬ ‫الثابتة والملموسة‪.‬‬ ‫ً‬ ‫وبالطبع‪ ،‬ربما يكون لديك آلة تطبع‪30‬سم من الالفتة اإلعالنية الرقميةفي‬ ‫الس���اعة الواحدة‪ ،‬بينما يمتلك منافس���ك آلة تطبع ‪100‬س���م بالس���اعة ما‬ ‫ً‬ ‫يخل���ق جوا من المنافس���ة ُبغية االس���تفادة من بع���ض النصائح‪ ،‬حيث‬ ‫يمكنك اختيار أحد الخيارات الثالثة ضمن معايير أساسية‪ ،‬أو متوسطة‪،‬‬ ‫أو متمي���زة ما ّ‬ ‫يمهد لك الطريق لمعالجة المزاي���ا والفوائد التي ّيتصف بها‬ ‫عملك‪ ،‬وبالتالي ترجح كفة الميزان لصالحك‪.‬‬

‫ان الواق���ع التج���اري لتطوي���ر االس���تراتيجية المناس���بة لعمالئ���ك ربم���ا‬ ‫ال يمك���ن تلخيص���ه ضمن فق���رة واح���دة‪ ،‬ولتقديم المفه���وم الذي قد‬ ‫يس���اعد ف���ي وضع ه���ذه االس���تراتيجيات دعون���ا ننظ���ر للقيم���ة العليا‬ ‫ً‬ ‫والدني���ا لتحدي���د األس���عار وفقا ل قي���م معين���ة‪ ،‬فمن جهة هن���اك قيمة‬

‫التسويق‪ ،‬فالتسويق والمزيد من التسويق‬

‫من خالل الدراس���ات التي أجريتها‪ ،‬فقد ّ‬ ‫تبين لي أن هناك س���بب رئيسي‬ ‫يوض���ح الف���رق بين النج���اح الكبي���ر الذي يف���وق التوقعات الت���ي تحققها‬ ‫اللوح���ات اإلعالنية لمحل تجاري مقابل النج���اح الذي تحققه اللوحات‬ ‫اإلعالني���ة لمتج���ر آخر‪ ،‬إنه "التس���ويق "‪ ،‬وبالنس���بة ألولئك الق���راء الذين‬ ‫ال يدرك���ون أهمي���ة اس���تثمار حوال���ي ‪ 1‬ل ‪ %5‬م���ن رأس الم���ال للتس���ويق‬ ‫لتجارتهم‪ ،‬فإني أقترح أنتس���تثمروها في ملع���ب للغولف ومضرب تنس‪،‬‬ ‫فأنتم ال تخوضون التجربة ذاتها‪.‬‬ ‫باختصار‪ ،‬إن التس���ويق يبني عالقات مع العمالء أو العمالء المحتملين‪،‬‬ ‫فالعالق���ات بدورها ترب���ط الناس مع بعضها البعض وتبن���ي ثقة بينهم‪،‬إذ‬ ‫إن الثق���ة هي حج���ر الزاوية األساس���ي فيما يتعل���ق باختيار قيمة الس���عر‬ ‫المع���روض مقارنة بعرض األس���عار على لوحات إعالني���ة فاخرة‪ ،‬حيث ال‬ ‫يعد هناك اختالف بين األسعار التي تعرضها وما يعرضه اآلخرون‪.‬‬

‫جون هارفيلد‬ ‫جون هارفيلد المستش���ار اإلداري لعمل‬ ‫االستش���ارة واإلرش���اد وتطوي���ر البرام���ج‬ ‫وتصمي���م المواق���ع اإللكتروني���ة ف���ي‬ ‫"كونت���رول زون كونس���لتينغ" اس���تراليا‬ ‫ويعم���ل ضم���ن المناط���ق األساس���ية‬ ‫لتطوي���ر العمل واإلبداع للمه���ن المبدعة‬ ‫ً‬ ‫كم���ا يعمل ج���ون أيضا كمدي���ر ل "كيم‬ ‫ً‬ ‫سوفت وير" والتي تهدف لوضع مقياسا‬ ‫ألدارة الن���اس و المعلوم���ات والملف���ات‬ ‫والم���وارد وإدارة البيان���ات لمش���اريع‬ ‫الغرافيكس والالفتات‪.‬‬

‫ما هي القيمة الجديرة باللوحات اإلعالنية؟‬

‫ً‬ ‫لتحدي���د ما نعنيه بمقولة "تحديد قوائم األس���عار تبعا لقيمتها"‪ ،‬س���أروي‬ ‫لك���م قص���ة صغي���رة‪ .‬لقد قمن���ا بإنتاج الفتة مح���ددة للعم�ل�اء منذ عدة‬ ‫س���نوات‪ ،‬حيث كانت قيمتها ‪ 30‬دوالر وكانت تابعة لش���ركة متخصصة‬ ‫ّ‬ ‫بتصنيع منتجات منع تس���رب المياه‪ .‬لقد كانت معلقة على جهة ش���رفة‬ ‫المن���زل القدي���م في بادينغتون – س���يدني‪ .‬وف���ي العامي���ن التاليين وبعد‬ ‫إنف���اق مئ���ات اآلالف م���ن ال���دوالرات على الالئح���ة الذي ب���دوره تراجع‬ ‫العميل عن اس���تثمارهاعدة مرات‪ .‬ف���إن أدرك العميل قيمة تلك الالئحة‬ ‫ّ‬ ‫تسنى لك في المرة القادمة فرصة تقديم منتجبنوعية أفضل‪ ،‬وتصميم‬ ‫أفضل‪ ،‬إضافة إلى طرح حلول ناجعة إلى جانب قيمة َ‬ ‫المنتج والتي تزيد‬ ‫نصيبك من عائد األرباح‪.‬‬ ‫كم���ا يمكن أن تتب���ع المبدأ ذاته فيما يخص اللوح���ات اإلعالنية العقارية‬

‫‪ME‌Printer January 2017‬‬

‫استراتيجيات التسعير التنافسي‬

‫محددة يس���تند إليها مبدأ تحديد األسعار‪ ،‬في حين أن القية التي يتم‬ ‫ً‬ ‫االس���تناد عليها في تحديد أس���عار البضائع ُت َح ّدد وفقا الس���م العالمة‬ ‫الم ّ‬ ‫التجاري���ة ُ‬ ‫صنعة‪ .‬وقد يؤخ���ذ بعين االعتبار عدد م���ن العناصر غير‬ ‫الملموس���ة كتطوي���ر العم�ل�اء وتقدي���ر العالم���ات التجارية الت���ي يتطلبها‬ ‫العم�ل�اء‪ ،‬إضافة ال���ى عوامل طبيعية أخرى والت���ي تكون خير دليل لك‬ ‫إذا كن���ت في المراحل األولى لس���ير عملك‪ ،‬فقد تحص���ل على لوحات‬ ‫إعالني���ة جميل���ة ورخيصة بس���عة ‪ 1000‬دوالر‪ ،‬حيث يمكن���ك الحصول‬ ‫عليهاعب���ر اإلنترن���ت دون أي صل���ة او عالق���ات مع أحد مم���ا ال يحقق‬ ‫ً‬ ‫مب���دأ التوازن‪ .‬كما أنني ال أذكر أن ذلك يتم اس���تنادا إلى موقع المحل‬ ‫ً‬ ‫ً‬ ‫التجاري س���واء كان جيدا ام ال‪ ،‬بل أؤكد أن هناك اختالف كبير جدا‬ ‫بينهم���ا‪ ،‬حيث يكون من المس���تبعد أن تحقق معظم المحال التجارية‬ ‫نتائج ّ‬ ‫متميزة عند اختالف مواقعهم‪.‬‬ ‫فاله���دف م���ن عنوان ه���ذه الفقرة ه���و إدراكك���م لتحديد مواقع مناس���بة‬ ‫ً‬ ‫ّ‬ ‫للمحال التجارية وفقا لما يتناس���ب مع س���كان تلك المناطق‪ ،‬والعالمات‬ ‫التجارية المرغوبة‪ ،‬والمناطق المناسبة لها‪.‬‬

‫‪48‬‬

‫آراء‬

‫ما هي القيمة الجديرة‬ ‫باللوحات اإلعالنية؟‬ ‫إن تحديد األسعار هو شكل من الفن ونوع من التوازن‬ ‫بين االعتبارات الثابتة والملموسة‬

‫‪ME‌Printer January 2017‬‬

‫جون هارفيلد المستشار اإلداري في "كونترول زون كونسلتينغ"‬

‫‪49‬‬

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ME‌Printer January 2017

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‫مقالة‬

‫الالفتات‬

‫األصفر بالكامل‪.‬‬ ‫ً‬ ‫وبالعودة إلى ما ذكرت سابقا حول سبب حاجة األتباع إلى الحافز‪ .‬أثناء‬ ‫الحملة كانت العناصر الرئيسية للحافز هي األيقونات‪ ،‬واأللوان‪ ،‬والرموز‪.‬‬ ‫ً‬ ‫إذ كان���ت إحدى األيقونات صف���راء‪ ،‬واألخرى كانت صورة ألش���خاص‬ ‫مجتمعين يش���ربون ش���اي "ليبتون"‪ .‬فإن الرموز لها تأثي���ر كبير في توفير‬ ‫الحاف���ز‪ .‬والعالمات الكبيرة يمك���ن تمييزها من خالل رموزها وش���عاراتها‬ ‫فقط‪ ،‬دون الحاجة لذكر أسمائهم‪.‬‬ ‫ً‬ ‫ً‬ ‫لعب���ت الالفت���ات دورا أساس���يا ف���ي عملية إع���ادة إطالق المنت���ج‪ .‬فنحن‬ ‫ل���م نق���م بتغيير المنت���ج‪ ،‬وال حجم العلب���ة‪ ،‬وال الس���عر‪ ،‬وال التوزيع‪ .‬ولكن‬ ‫الالفت���ات س���محت لنا رواي���ة القصة قبل إع���ادة اإلطالق بكثي���ر وجنبتنا‬ ‫المخاطر المحتملة المترتبة على إساءة المستهلك فهم العالمة‪.‬‬ ‫وبع���د حين‪ ،‬عندم���ا أصبحت مدير ش���ركة "إعمار"‪ ،‬أردن���ا أن نعلن عن‬ ‫حجم الش���ركة الكبير وعن طموحاتنا العالمية‪ .‬فلم نس���تخدم التلفزيون‬ ‫بي���ن عام���ي ‪ 2005‬و ‪ ،2008‬ب���ل قمن���ا باختي���ار اإلعالن���ات المطبوع���ة‬ ‫ً‬ ‫والخارجي���ة‪ ،‬ألنن���ا أردنا أن نروي قص���ة عن التطوير العق���اري الحقيقي‪،‬‬ ‫وأسعار العقارات‪ ،‬وعمليات التسجيل‪ ،‬وخطط الدفع‪ .‬وفي الوقت نفسه‪،‬‬ ‫كانت ش���ركة "إعمار" تتوسع لتتحول من عالمة عقارات مركزها دبي إلى‬

‫ٌ‬ ‫عالم���ة مهتمة بأس���لوب الحي���اة العالمي‪ ،‬لذلك‪ ،‬كان م���ن المهم توضيح‬ ‫ٍ‬ ‫م���دى الش���ركة ورؤيتها‪ .‬وقد اخترن���ا الالفتات الخارجي���ة الموزعة في كل‬ ‫رس���الة توفي بأن ش���ركة "إعمار" هي ش���ركة‬ ‫أنحاء العالم بهدف إيصال‬ ‫ٍ‬ ‫ضخم���ة‪ ،‬وتملك الرؤي���ة وذات تواجد عالمي‪ .‬لقد اس���تطعنا تحقيق هذا‬ ‫باستخدام الشعار فقط ووضع الالفتات‬ ‫ف���ي المكان الصحيح ف���ي كل أنحاء العالم والتي أث���ارت فضول الزبائن‬ ‫لمعرفة المزيد عن الشركة‪.‬‬

‫يجب أن تعتمد الالفتات على تجربة المستهلك‬ ‫اله���دف م���ن توظيف الالفت���ات ليس فق���ط هدف تج���اري‪ ،‬ب���ل برأيي‪،‬‬ ‫ً‬ ‫الفرصة األكثر تشويقا لالفتات هي في بناء وتحسين تجربة المستهلك‪.‬‬ ‫تكم���ن الق���وة اليوم في يد المس���تهلك‪ ،‬والمس���تهلك ي���ود الحصول على‬ ‫تجربة عظيمة ومميزة‪ً ،‬‬ ‫سواء كانت في المصرف‪ ،‬أو المتجر‪ ،‬أو المطعم‪،‬‬ ‫أو في مكتب حكومي‪.‬‬ ‫ً‬ ‫ً‬ ‫ت���ؤدي الالفت���ات دورا كبيرا في تحس���ين تجرب���ة المس���تهلك‪ .‬تطبيقات‬ ‫العث���ور على الطريق في المراك���ز التجارية‪ ،‬أو المتاحف‪ ،‬وما ش���ابه ذلك‪،‬‬ ‫تق���دم ف���رص جديدة ف���ي ج���ذب المس���تهلك باإلضافة إل���ى المعلومات‬ ‫المفيدة الت���ي يحتاجونها في هذه األماكن بالتحدي���د‪ .‬فعندما يقوم ٌ‬ ‫زائر‬ ‫ما بالبحث عن متجر أحذية في كش���ك العثور عل���ى الطريق عند مدخل‬ ‫ً‬ ‫المرك���ز التج���اري‪ ،‬هذه فرصة رائع���ة لتقديم عروض عل���ى األحذية لهذا‬ ‫الزائ���ر‪ ،‬ألن���ه يبحث ع���ن األحذي���ة‪ .‬تخيل ل���و اس���تطعنا أن ندخ���ل إلى‬ ‫ُ‬ ‫جولة تفاعلي���ة لنعرف المزيد ح���ول منتج ما أو‬ ‫المص���رف وأن نأخ���ذ في ٍ‬ ‫ٌ‬ ‫ٌ‬ ‫خدم���ة ما‪ .‬هن���ا تكمن فرص���ة عظيمة للمص���ارف لالندماج م���ع الزبائن‬ ‫المنتظرين في الطوابير من خالل الفتات تفاعلية في مناطق االنتظار‪.‬‬

‫أبق المحتوى والنبذة القصصية متجددة‬ ‫أصح���اب األعم���ال ومدراء التس���ويق ال يجب أن يخطط���وا لتوضيح أي‬ ‫ٌ‬ ‫ش���يء كل على حدى‪ .‬فإن اس���تراتيجية التواصل للش���ركة ال يجب أن‬ ‫توض���ع ألس���بوع أو يوم مح���دد‪ ،‬بل يجب أن تتماش���ى مع اس���تراتيجية‬ ‫أعمالها‪ ،‬وهي اس���تراتيجية طويلة األمد توضع لس���نة أو بضعة س���نوات‬ ‫على األقل‪ .‬كما أن عائدات االستثمار في التسويق ستعتمد بشكل كبير‬ ‫على استراتيجية التواصل ومدى جودة تحديد األهداف‪.‬‬ ‫وخطة التواصل الجيدة والنبذة القصصية هما "منظمتان ومرحليتان"‪،‬‬ ‫ً‬ ‫حيث ُتنجز رواية القصة على عدة مراحل‪ ،‬بداية من الوعي حول العالمة‬ ‫ومن ثم التوجه نحو جذب الزبائن واالحتفاظ بهم‪.‬‬ ‫ورواية القصص في التس���ويق تشابه رواية القصص في الروايات‪ .‬حيث‬ ‫ً‬ ‫فصال في الكتاب‪ ،‬ولهذا‪ ،‬الفصل األول يمكن‬ ‫تمثل كل رس���الة تسويقية‬ ‫أن يزي���د وعي الناس حول العالم���ة‪ ،‬والفصل الثاني يمكن أن يعمل على‬ ‫إع�ل�ام الزبائ���ن حول ما ه���و مميز في العالم���ة‪ ،‬والفص���ول األخرى يجب‬ ‫أن تش���رح ل���م عليهم اختيار العالمة أو أن يصبحوا م���ن أتباعها‪ .‬وكما هو‬ ‫الح���ال عند قراءة الرواي���ات‪ ،‬إن لم تكن الصفحت���ان األوائل أو الفصل‬ ‫ً‬ ‫األول من الكتاب يجذبان الزبون‪ ،‬لن يكمل الزبون قراءة القصة كاملة‪.‬‬ ‫وف���ي ح���االت كثيرة‪ ،‬الهدف األكب���ر من الالفتات هو خل���ق الوعي و تمييز‬ ‫الس���لع‪ .‬وف���ي عملية رواي���ة قصة العالم���ة‪ ،‬تك���ون الالفت���ة بمثابة غالف‬ ‫الكت���اب األمامي‪ .‬فهي جزء ال يتجزأ من عملي���ة رواية القصة ألن الغالف‬ ‫األمام���ي يج���ذب االنتباه‪ ،‬وكلم���ا كان الموج���ز اإلبداعي لالفت���ة ومكانها‬ ‫أفضل‪ ،‬كلما كان التأثير على رواية القصة أعظم مع مرور الوقت‪.‬‬

‫ماهي أهمية وجود خطة للمحتوى تتماشى مع األهداف التجارية؟ وكيف‬ ‫ّ‬ ‫الموجه لجمهور معين من خالل الالفتات؟‬ ‫يمكن أن تقدم األعمال المحتوى‬ ‫مقالة لـ أليكس أنداراكيس‪ ،‬المؤسس والمدير العام لشركة أنداراكيسأدفايز وريسيرفيسيز‬ ‫عب���ر الزم���ن‪ّ ،‬‬ ‫خ���ط خبراء اإلع�ل�ان قصص التس���ويق‪ ،‬ولكن م���ع ازدياد‬ ‫ّ‬ ‫تحك���م المس���تهلكين بم���ا ي���ودون رؤيت���ه وس���ماعه‪ ،‬أصبحت أس���اليب‬ ‫ً‬ ‫التس���ويق التقليدية اليوم أق���ل تأثيرا‪ .‬ويتفق المس���وقين الذين يفهمون‬ ‫طريقة تفكير مس���تهلكيهم ب���أن المحتوى هو المفت���اح لجذب واالحتفاظ‬ ‫به���ؤالء المس���تهلكين‪ .‬ولهذا‪ ،‬اإلعالن���ات يجب أن تتمح���ور حول اإلبداع‬ ‫والقصص والطريقة التي يمكن اس���تخدامهم به���ا للوصول إلى الجمهور‬ ‫المستهدف عبر الوسيلة التي يختارونها‪.‬‬ ‫ ‬

‫العالمات هي أنظمة عقائدية‬

‫رواي���ة القصص تتمحور بش���كل كبير ح���ول العالمات‪ ،‬ولعل���ه من المهم‬ ‫ع���دم نس���يان حقيق���ة أن العالمات هي أنظم���ة عقائدية‪ ،‬وه���ذه األنظمة‬ ‫البد أن يكون لها أتباع‪ ،‬واالتباع يحتاجون إلى الحافز‪ .‬لهذا‪ ،‬العملية التي‬ ‫نصل بها إلى اإلعالن و الالفت���ات بأكملها تحتاج لفهم نظامنا العقائدي‪،‬‬ ‫وما تس���تطيع العالمة توفيره‪ ،‬إلى جانب معرفة من هم أتباعنا؛ وأين نعثر‬ ‫عليهم؛ وماذا يحبون أن يرووا‪.‬‬ ‫بع���د ذل���ك‪ ،‬نبدأ بمعرف���ة الطريقة التي ننش���أ به���ا مجموع���ة الحوافز التي‬ ‫ستمكننا من التواصل مع األتباع بالطريقة األمثل‪ .‬ولكن‪ ،‬يحتاج الحافز‬ ‫إلى قص���ة‪ ،‬وعند دمج تلك النب���ذة القصصية مع القص���ة تحصل على‬ ‫اس���تراتيجية المحت���وى‪ .‬وعندما تقوم بصياغة أهداف تس���ويقية يجب‬ ‫أن تتمح���ور هذه حول الطريقة الت���ي تقوم بها بتجنيد أتباعك‪ ،‬وبعد ذلك‬ ‫كيف تحتفظ بهم‪.‬‬ ‫ً‬ ‫فلنأخ���ذ المص���ارف على س���بيل المثال‪ ،‬إذ تمي���ل المص���ارف دوما إلى‬ ‫ً‬ ‫ً‬ ‫صرف األم���وال على جذب األتب���اع عوضا عن االحتفاظ به���م‪ ،‬علما أن‬ ‫معظم أرباحهم تأتي من خالل عملية االحتفاظ باألتباع‪ .‬لذلك‪ ،‬يجب أن‬ ‫ً‬ ‫تتوجه أهدافهم التس���ويقية نحو االحتفاظ عوضا عن الجذب والتطويع‪.‬‬ ‫فق���ط عندم���ا تعي ب���أن العالمات تحت���اج لالتباع وتق���وم بتحديد من هم‬ ‫ً‬ ‫هؤالء األتباع‪ً ،‬‬ ‫سواء كانوا أشخاصا تحتاج الكتسابهم أو االحتفاظ بهم‪،‬‬ ‫سيكون لديك البداية الجيدة للبدء برواية قصتك‪.‬‬

‫الموجز اإلبداعي ال يمكن أن يتحكم بوسيلة اإلعالن‬

‫حدد الطريقة التي تصوغ بها قصتك ومحتواك‬ ‫بع���د أن اخت���رت الوس���يلة أو المنص���ة‪ ،‬يمكنك بع���د ذلك الب���دء بالعمل‬ ‫عل���ى النبذة القصصية‪ ،‬وتش���مل‪ :‬ما تود قوله‪ ،‬وكي���ف تود قوله‪ ،‬وماهي‬ ‫تواصل‬ ‫المف���ردات الت���ي تحت���اج الس���تخدامها‪ .‬أي إن اخت���رت منص���ة‬ ‫ٍ‬ ‫ً‬ ‫اجتماعية‪ ،‬لن تس���تطيع أن تس���تخدم لغة رس���مية عندم���ا تتواصل مع‬ ‫أتباع���ك‪ ،‬إذ يجب أن تكون اللغة واللهجة تحاورية‪ ،‬أما عند التواصل مع‬ ‫الش���ركات األخرى‪ ،‬ال يمك���ن أن تكون اللغة ّ‬ ‫عامية‪ ،‬ب���ل يجب أن تكون‬ ‫رسمية و واضحة‪.‬‬ ‫ً ًّ‬ ‫لهذا الس���بب‪ ،‬في الالفت���ات‪ ،‬تحتل اللغ���ة مكانة مهمة بحس���ب الجمهور‬ ‫المستهدف‪.‬‬

‫تأثير الالفتات على التمييز وإعادة تمييز السلع‬

‫ف���ي ع���ام ‪ ،2002‬عندما كنت المدير العالمي لش���ركة "ليبتون"‪ُ ،‬طلب مني‬ ‫إعادة تمييز "ليبتون" بعبوته الصفراء في منطقة الش���رق األوسط‪ ،‬إذ في‬ ‫ذل���ك الحي���ن كانت عبوات ش���اي "ليبتون" صفراء اللون ف���ي كل أنحاء‬ ‫العالم عدا الشرق األوسط‪ ،‬حيث كانت العبوة باللونين األصفر واألحمر‪.‬‬ ‫بدت هذه الخطوة ش���ديدة الخطورة ألن أبحاثنا أش���ارت إلى عدد كبير‬ ‫من الن���اس الذين يختارون عالمة "ليبتون" بس���بب ألوان العبوة المميزة‬ ‫وشكلها‪.‬‬ ‫وكان بإمكانن���ا تغيير العلبة واللون بش���كل فوري‪ ،‬ولكنا قررنا اس���تخدام‬ ‫الفتة قبل س���نة من التغيير الفعلي في العبوات‪ ،‬بهدف تثبيت فكرة اللون‬ ‫ٍ‬ ‫األصف���ر في عق���ول زبائننا‪.‬وقد أنجزنا هذا من خ�ل�ال حملة أطلقنا عليها‬ ‫اسم "اصبغ العالم باألصفر"‪.‬‬ ‫وكان���ت جمي���ع الفتاتن���ا الخارجي���ة صف���راء الل���ون‪ ،‬دون وج���ود أقل أثر‬ ‫لألحم���ر‪ ،‬وم���ن ثم تم توس���يع ه���ذا ليش���مل ‪ 5000‬متجر للش���اي‪ ،‬حيث‬ ‫اس���تبدلت الفتاتهم الحمراء والصفراء بأخرى صفراء فقط‪ .‬وقمنا برواية‬ ‫هذه القصة واستكملنا هذاالنشاط في جميع قنوات التسويق واإلعالن‪،‬‬ ‫والوس���ائل المطبوعة‪ ،‬والخارجية‪ ،‬وعلى التلفزيون‪ ،‬وما إلى ذلك‪ ،‬ولمدة‬ ‫س���نة كامل���ة‪ .‬كم���ا‪ ،‬أثناء الحمل���ة‪ ،‬تم دهن مس���احة تبلغ أكث���ر من ‪2.5‬‬ ‫مليون متر مربع باللون األصفر في منطقة الشرق األوسط‪.‬‬ ‫وفي النهاية‪ ،‬في يوم اإلطالق‪ ،‬وضعنا عبوات "ليبتون" القديمة في حاوية‬ ‫ً‬ ‫تخزين صفراء ّ‬ ‫وأعلنا بذلك بأن "ليبتون" من اآلن فصاعدا أصفر اللون‬ ‫ً‬ ‫بالكامل‪ .‬وفي اليوم التال���ي‪ ،‬أجرينا بحثا بعد إعادة اإلطالق ووجدنا بأن‬ ‫‪ 98%‬من زبائننا وصلتهم هذه الرس���الة وفهموا أن "ليبتون" تغير إلى اللون‬

‫‪ME‌Printer January 2017‬‬

‫إن اختيار الوس���يلة يج���ب أن ّ‬ ‫يوج���ه الموجز اإلبداعي ولي���س العكس‪ .‬و‬ ‫إن حصل العكس‪ ،‬النتيجة س���تكون االستخدام السيء لهذه الوسيلة‪.‬‬ ‫عندم���ا يق���وم المعلنون بعرض الكثير من النس���خ على لوح���ة إعالنية في‬ ‫ً‬ ‫طري���ق مزدحمة‪ ،‬م���ن البديهي بأن ُي ّ‬ ‫ق���دم الموجز اإلبداع���ي أوال ومن ثم‬ ‫ً‬ ‫ّت ّ‬ ‫عدل الوس���يلة وفقا له‪ ،‬ولكن ينتج عن هذا س���وء في اس���تخدام الالفتة‬ ‫وهدر في األموال وتعديل رديء للموجز اإلبداعي‪.‬‬ ‫والموجز اإلبداعي األفضل يكون ذو مظهر جميل وقادر على لفت االنتباه‬ ‫بس���هولة‪ ،‬إذ يج���ب أن يب���دأ كل موج���ز إبداع���ي بموجز قن���اة التواصل‪.‬‬ ‫وهو في حالة كانت أهدافك التس���ويقية تس���عى إلى ج���ذب األتباع وكنت‬ ‫تعرف جمهورك المس���تهدف حق المعرفة‪ ،‬فما هي وس���ائل اإلعالم التي‬

‫ستستخدمها للوصول إليهم؟ فقط اآلن يمكنك كتابة موجزك اإلبداعي‬ ‫المخصص لوسيلة إعالن محددة‪.‬‬ ‫ً‬ ‫ّ‬ ‫المس���وق قادرا على تحديد الهدف من اختيار كل وسيلة‬ ‫ويجب أن يكون‬ ‫ّ‬ ‫م���ن أجل الحمل���ة‪ .‬وع���ادة‪ ،‬أثناء اختيار وس���ائل اإلعالن‪ ،‬أقوم ببس���اطة‬ ‫بانتهاج فلسفة تدعى بـ ‪ ،ABC‬وتعني‪ :‬االنتباه؛ وتمييز السلع؛ والتواصل‪.‬‬

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‫‪ME‌Printer January 2017‬‬

‫مقالة‬

‫‪53‬‬

‫الالفتات‬

‫أهمية الالفتات كجزء من‬ ‫رواية قصص العالمات التجارية‬

‫زيروكس ّ‬ ‫تعين مدير إقليمي جديد لمنطقة الشرق األوسط‬ ‫سيعمل المدير الجديد على ضمان استمرار زيروكس الشرق األوسط وإفريقيا في قيادة‬ ‫سوق خدمات وحلول الطباعة المدارة‬ ‫ّ‬ ‫عين���ت زيروك���س‪ ،‬س���يمون هاول���ز ليك���ون المدي���ر‬ ‫اإلقليمي لمنطقة الش���رق األوس���ط وإفريقيا‪ .‬وسوف‬ ‫يش���رف هاولز على جميع عمليات شركاء زيروكس‪،‬‬ ‫ويتع���اون مع فريق إدارة الحس���ابات‪ ،‬ومتخصصي‬ ‫المبيعات والتقنية‪ ،‬لدعم ش���بكة ش���ركاء تضم أكثر‬ ‫ً‬ ‫من ‪ 300‬شريكا في جميع أنحاء المنطقة‪.‬‬ ‫وع���ن ه���ذه المهم���ة الجدي���دة‪ ،‬يق���ول هاول���ز‪" :‬أن���ا‬ ‫متحم���س لقي���ادة فري���ق موه���وب ومخل���ص لدف���ع‬ ‫اس���تراتيجيتنا في الشرق األوس���ط لألمام‪ .‬وهذا إلى‬ ‫جان���ب الخب���رة والتركي���ز على ش���بكة ش���ركائنا وهو‬ ‫ما س���يكفل لن���ا ش���راكات ناجحة‪ ،‬واالس���تفادة من‬ ‫أفضل عروض القيمة المتاحة"‪.‬‬ ‫يذكر أن س���ايمون هاولز التح���ق بزيروكس في العام‬ ‫‪ 2003‬ف���ي المملك���ة المتح���دة‪ ،‬كمدي���ر حس���ابات‬ ‫اس���تراتيجية في القسم المس���ؤول عن أعمال النشر‬ ‫وفن���ون الغرافي���ك ف���ي زيروك���س‪ .‬وفي الع���ام ‪،2008‬‬ ‫انتقل هاولز إلى دبي‪ ،‬لتعزيز أعمال خدمات الطباعة‬ ‫المدارة لش���ركة زيروكس الش���رق األوسط‪ ،‬وتمكين‬ ‫الش���ركات م���ن االنتق���ال م���ن المه���ام الورقي���ة إل���ى‬

‫ً‬ ‫تبس���يط س���ير األعمال رقمي���ا‪ .‬وفي اآلون���ة األخيرة‪،‬‬ ‫كان سيمون هاولز رئيس قطاع التحالفات وخدمات‬ ‫الطباعة المدارة لش���ركة زيروكس الش���رق األوس���ط‬ ‫وإفريقيا‪ ،‬وأس���هم في توس���ع قس���م خدمات الطباعة‬ ‫المدارة بالش���ركة لتلبية احتياجات جميع الشركات‬ ‫ف���ي منطقة الش���رق األوس���ط‪ ،‬بما في ذلك الش���ركاء‬ ‫في المنطقة والذين يبيعون خدمات طباعة ش���ركاء‬ ‫زيروكس‪.‬‬ ‫وف���ي منصب���ه الجديد‪ ،‬س���يركز هاولز عل���ى تحقيق‬ ‫أقصى قدر من التغطية والعائدات لعمليات الشركاء‬ ‫في الشرق األوس���ط‪ ،‬وتنمية فريق لضمان استفادة‬ ‫ش���ركاء زيروك���س م���ن الخب���رات الكبي���رة ودع���م‬ ‫األعم���ال‪ .‬وس���يعمل س���ايمون هاول���ز عل���ى ضمان‬ ‫اس���تمرار زيروكس الشرق األوسط وإفريقيا في قيادة‬ ‫س���وق خدمات وحلول الطباعة المدارة‪ ،‬مع تحقيق‬ ‫أقصى استفادة ممكنة من فرص طابعات الحبر في‬ ‫المنطقة‪.‬‬ ‫وزيروكس من الش���ركات العالمي���ة الرائدة في مجال‬ ‫خدم���ات األعم���ال وإدارة المس���تندات والتكنولوجيا‬

‫وم���ا يتص���ل بها م���ن أعم���ال‪ ،‬وتس���اعد الش���ركات‬ ‫على تغيي���ر الطريقة التي يعملون به���ا في العالم‪ ،‬من‬ ‫خالل تطبيق خبراتها في مجال تصوير المستندات‬ ‫والعملي���ات التجاري���ة والتحلي�ل�ات والتش���غيل اآللي‬ ‫ً‬ ‫واألف���كار أي���ا كان حجمه���ا عل���ى االرتق���اء بالكف���اءة‬ ‫ف���ي ه���ذا الص���دد حت���ى يتس���نى له���ا التركي���ز عل���ى‬ ‫أعماله���ا األساس���ية‪ .‬يعم���ل موظف���و زيروك���س على‬ ‫إنش���اء ابتكارات هادف���ة لتقديم خدم���ات األعمال‪،‬‬ ‫وتجهي���زات النس���خ والطباع���ة‪ ،‬وأجه���زة وبرمجيات‬ ‫إدارة المعلومات – من البيانات وحتى المس���تندات‬ ‫ً‬ ‫الت���ي تحدث فرق���ا لعمالئن���ا ولعمالئهم ف���ي أكثر من‬ ‫‪ 180‬دول���ة‪ .‬وأعلن���ت زيروك���س ف���ي ‪ 29‬يناي���ر ‪2016‬‬ ‫ع���ن خط���ط انفصاله���ا إل���ى ش���ركتين مس���اهمتين‬ ‫تجاريتين مس���تقلتين؛ ش���ركة زيروكس التي سوف‬ ‫تتألف م���ن ش���ركة تكنولوجيا المس���تندات وأعمال‬ ‫تعهيد المس���تندات‪ ،‬وش���ركة كونديويت وهي شركة‬ ‫لخدم���ات العملي���ات التجارية‪ .‬والش���ركة في طريقها‬ ‫المرس���وم نحو استكمال االنفصال القانوني بحلول‬ ‫نهاية العام ‪.2016‬‬

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‫اﻹﺳﺗﻔﺎدة ﻣن أﺷﮭر اﻟﻣﺎرﻛﺎت اﻟﻌﺎﻟﻣﯾﺔ اﻟﻣوﺟودة ﻓﻲ اﻟﻧﺳﺧﺔ اﻟﻌﺷرﯾن‪.‬‬ ‫ﻟﻘﺎء ﺻﻧﺎع اﻟﻘرار وﻗﺎدة اﻟﺻﻧﺎع اﻻﻗﻠﯾﻣﯾﯾن واﻟﻌﺎﻟﻣﯾﯾن‪.‬‬ ‫ﯾﺷﮭد اطﻼق ﻋدد ﻣن اﻟﺣﻠول ﻷﻋﻣﺎل اﻟﺗﻘﻧﯾﺔ اﻟﻣﺑﺗﻛرة ﻣن ﻣﺧﺗﻠف أﻧﺣﺎء اﻟﻌﺎﻟم‪.‬‬

‫اﻟﺗواﺻل ﻣﻊ أﺻﺣﺎب اﻟﺧﺑرة ﻓﻲ ﻣﺟﺎل اﻟﺷﺎﺷﺎت اﻟرﻗﻣﯾﺔ و طﺑﺎﻋﺔ اﻟﻧﺳﯾﺞ‬ ‫واﻟﻠوﺣﺎت اﻟرﻗﻣﯾﺔ واﻟﺗﺷطﯾب وﻗﺎدة ﺣﻠول ﺗﺟﺎرة اﻟﺗﺟزﺋﺔ ﺗﺣت ﻣﻧﺻﺔ واﺣدة‪.‬‬ ‫اﻹﺳﺗﻔﺎدة اﻟﻘﺻوي ﻣن ﻓرص اﻟﺗواﺻل ﻣﻊ اﻟرواد واﻟﻣﺧﺗﺻﯾن ﻓﻲ اﻟﻣﻌرض‪.‬‬

‫ﻃﺒﺎﻋﺔ‬ ‫ﻃﺒﺎﻋﺔ اﳌﻨﺴﻮﺟﺎت‬

‫اﻟﺼامم‬

‫ﻻﻓﺘﺎت إﻋﻼﻧﻴﺔ‬ ‫طﺑﺎﻋﺔ رﻗﻣﯾﺔ‬

‫ﻗﻄﺎع اﻟﺘﺠﺰﺋﺔ‬

‫وﯾﻌﺗﺑر اﻟﻣﻧﺻﺔ اﻟﻣﺛﺎﻟﯾﺔ ﻟﻧﻣو وﺗطوﯾر ﻓرص ﻋﻣﻠك ﺑوﺗﯾرة ﺳرﯾﻌﺔ ﺟدا‬ ‫اﻟﺗﺻﻣﯾﻣﺎت اﻻﻋﻼﻧﯾﺔ‬ ‫واﻟﻘﺎﻋﺎت و و و و ﻣرﻛز دﺑﻲ اﻟﺗﺟﺎري اﻟﻌﺎﻟﻣﻲ‪ -‬اﻻﻣﺎرات اﻟﻌرﺑﯾﺔ اﻟﻣﺗﺣدة‬ ‫و و ﯾﻧﺎﯾر‬ ‫اﻧﱰﻧﺎﺷﻴﻮﻧﺎل اﻛﺴﺒﻮ ﻛﻨﺴﻠﺘﺲ )ش ذ م م (‬ ‫ﺗﻮاﺻﻞ اﻟﻔﺮص‬

‫ﻋﻀﻮ ﰲ "ﻓﻠﻚ اﻟﻘﺎﺑﻀﺔ"‬

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‫ً‬ ‫ً‬ ‫َّ‬ ‫للمجمعات الذكية من خالل‬ ‫"تيكوم" و"جي سي ديكو" تطوران نموذجا عالميا‬ ‫حلول اإلعالنات الرقمية‬

‫‪ME‌Printer January 2017‬‬

‫مالك آل مالك و جان شارل ديكو‬

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‫ف���ي إط���ار مس���اعيها والتزامه���ا المتواص���ل بتطوي���ر‬ ‫مجتمع���ات إبداعي���ة حيوي���ة ومس���تدامة‪ ،‬أعلن���ت‬ ‫مجموع���ة "تيك���وم"‪ ،‬العضو في دب���ي القابضة‪ ،‬عن‬ ‫دخوله���ا في ش���راكة مع "جي س���ي ديكو"‪ ،‬الش���ركة‬ ‫ً‬ ‫األولى عالميا في مجال اإلعالنات الخارجية‪ ،‬إلطالق‬ ‫مش���روع ثوري يتمثل في دمج حل���ول رقمية متطورة‬ ‫ومبتك���رة لإلعالنات في مدينة دب���ي لإلعالم ومدينة‬ ‫دبي لإلنترنت ومجمع دبي للمعرفة‪.‬‬ ‫وتأت���ي خط���وة دم���ج الحل���ول والتقني���ات الرقمي���ة‬ ‫المبتك���رة لإلعالن���ات على الطرق كجزء من مش���روع‬ ‫بناء وتطوير مجمعات إبداعية ذكية‪ .‬وخالل مراسم‬ ‫التوقي���ع في دبي بحضور جان ش���ارل ديكو‪ ،‬رئيس‬ ‫مجلس اإلدارة والرئيس التنفيذي المش���ارك لشركة‬ ‫"جي سي ديكو"‪ ،‬ومالك آل مالك‪ ،‬الرئيس التنفيذي‬ ‫لمجمعات تيكوم لألعمال‪ ،‬ذكرت مجموعة "تيكوم"‬ ‫أنها تعت���زم إعادة تصور مجمعات األعمال الخاصة‬ ‫ً‬ ‫فضال عن تحفيز اإلبداع من خالل إنش���اء بنية‬ ‫بها‪،‬‬ ‫تحتية ذكية تعزيز هذه البيئات المبتكرة‪.‬‬ ‫ً‬ ‫وتعليقا على هذه الش���راكة‪ ،‬قال مالك آل مالك‪" :‬من‬ ‫خالل شراكتنا الجديدة مع جي سي ديكو سنتمكن‬ ‫م���ن الجم���ع بي���ن الخب���رات الت���ي تتمتع بها ش���ركة‬ ‫اإلعالن���ات الخارجي���ة الرائ���دة على مس���توى العالم‬ ‫مع س���جلنا الراسخ وخبرتنا الطويلة التي تناهز العقد‬ ‫م���ن الزمن ف���ي بن���اء مجمع���ات األعم���ال المبتكرة‪.‬‬ ‫ً‬ ‫وتماش���يا مع رؤية دبي الرامية إلى تعزيز مسيرة النمو‬ ‫والتق���دم باالعتماد على عنصري اإلب���داع واالبتكار‪،‬‬ ‫يمكننا تطوير واستحداث معايير جديدة لمجمعات‬ ‫األعم���ال ترس���خ المكان���ة الرائ���دة الت���ي تحظ���ى بها‬ ‫اإلمارة في ما يتعلق ببناء مجمعات إبداعية ذكية‪".‬‬ ‫وتأت���ي ه���ذه الش���راكة الجدي���دة ف���ي الوق���ت الذي‬ ‫تضاع���ف فيه المجموع���ة جهودها لدع���م رؤية دبي‬ ‫للتح���ول إل���ى واحدة من الم���دن الذكي���ة الرائدة في‬ ‫العالم‪ .‬ومن المتوقع أن يترك استخدام حلول "جي‬ ‫ً‬ ‫س���ي ديكو" الرقمي���ة المتطورة أثرا بال���غ األهمية على‬ ‫عملية إعادة تعريف مس���تقبل اإلع�ل�ان في اإلمارة‪،‬‬ ‫ً‬ ‫في حين تش���كل ه���ذه الخطوة أيض���ا نقطة انطالق‬

‫إقليمي���ة لتوس���يع نط���اق اس���تخدام ه���ذه التقنيات‬ ‫المتقدمة في مدن أخرى في المنطقة‪.‬‬ ‫وقد ابتكرت "جي سي ديكو" فكرة الدعاية واإلعالن‬ ‫عل���ى التجهي���زات العام���ة الموجودة ف���ي الطرق مثل‬ ‫المقاع���د‪ ،‬ومحط���ات الحاف�ل�ات وأكش���اك الهات���ف‬ ‫وغيره���ا‪ ،‬وذل���ك ع���ام ‪ ،1964‬وكان���ت تعتب���ر آن���ذاك‬ ‫وس���يلة لتموي���ل البني���ة التحتي���ة العام���ة م���ن خالل‬ ‫ّ‬ ‫عائ���دات اإلعالنات‪ .‬وف���ي ع���ام ‪ ،2015‬حققت "جي‬ ‫سي ديكو" إيرادات عالمية بقيمة ‪ 3.4‬مليار دوالر من‬ ‫اإلعالنات الخارجية‪.‬‬ ‫م����ن جهت����ه‪ ،‬قال جان ش����ارل ديكو ‪" :‬نح����ن نرى في‬ ‫ً‬ ‫ً‬ ‫مجموع����ة تيك����وم ش����ريكا ممي����زا يحتض����ن األف����كار‬ ‫المبدع����ة واالبت����كارات الجدي����دة الت����ي تعك����س قيمنا‬ ‫ً‬ ‫ً‬ ‫األساسية ونحن فخورون بأن نكون جزءا مشاركا في‬ ‫التنمية المستدامة لمجمعات المدينة المبتكرة حيث‬ ‫ً‬ ‫تمثل هذه الش����راكة ً‬ ‫دليال س����اطعا يعكس قدرتنا على‬ ‫تلبية احتياج����ات المدن والعالم����ات التجارية الذكية‬ ‫م����ن خ��ل�ال منتجات وخدم����ات فري����دة ومتخصصة‬ ‫ً‬ ‫وذات قيمة مضافة‪ .‬وتتماشى هذه الشركة أيضا مع‬ ‫توجهاتنا االستراتيجية العالمية لإلعالنات الخارجية‬ ‫الرقمي����ة‪ ،‬والت����ي تش����مل ثالث����ة عناصر أساس����ية هي‬ ‫الحلول الرقمية والبيانات والتوزيع‪ ،‬وهذا النهج يسهل‬ ‫علين����ا تقدي����م حل����ول إعالن����ات ذكية تحمل رس����ائل‬ ‫واضحة للشريحة المستهدفة من الجمهور في الوقت‬ ‫والمكان المناسبين"‪.‬‬ ‫وتتس���م حل���ول اإلعالن���ات الرقمية الجدي���دة بطابع‬ ‫ش���ديد البس���اطة واألناق���ة‪ ،‬حي���ث توف���ر خدم���ات‬ ‫الدعاي���ة ألكث���ر م���ن ‪ 3,100‬ش���ريك وش���ركة إقليمية‬ ‫ودولية‪ ،‬مما س���يفتح اآلفاق والف���رص أمام العالمات‬ ‫التجارية للوصول إلى جمهور يقارب ‪ 50‬ألف موظف‬ ‫ف���ي مدين���ة دب���ي لإلع�ل�ام ومدين���ة دب���ي لإلنترن���ت‬ ‫ومجمع دبي للمعرفة‪.‬‬ ‫وتشمل حلول الدعاية الرقمية الحيوية ذات الجودة‬ ‫الفائقة والمترابطة بش���كل متكامل شاش���ات ‪LED‬‬ ‫وشاش���ات رقمي���ة س���يتم دمجه���ا ضم���ن تركيبات‬ ‫جديدة مثل محط���ات الحافالت التي تعمل بالطاقة‬

‫ً‬ ‫الشمس���ية والت���ي س���توفر أيض���ا معلوم���ات ح���ول‬ ‫المواص�ل�ات وتجهي���زات مخصص���ة لألش���خاص‬ ‫ً‬ ‫فض�ل�ا عن إمكانية‬ ‫م���ن ذوي االحتياجات الخاصة‬ ‫شحن األجهزة عبر منافذ الـ ‪.USB‬‬ ‫مجموع���ة "تيك���وم" التابع���ة لـ���ـ "دب���ي القابضة" هي‬ ‫مط���ور ومش���غل اس���تراتيجي لع���دد م���ن ّ‬ ‫ّ‬ ‫مجمع���ات‬ ‫األعم���ال الرائ���دة وتتمث���ل مهمته���ا ف���ي احتض���ان‬ ‫وتمكين الشركات والمشاريع للمشاركة في تحقيق‬ ‫التطلع���ات االقتصادي���ة إلمارة دبي م���ن خالل بناء‬ ‫مجمع���ات متخصص���ة ف���ي مختل���ف القطاع���ات‬ ‫وتطوير حلول األعمال المبتكرة التي تس ّ���رع وتسهل‬ ‫نجاح ونمو الش���ركات وتوفر بيئة مش���جعة ومحفزة‬ ‫للمشاريع المبتكرة‪.‬‬ ‫ويبلغ عدد مجمعات األعمال التي تشغلها مجموعة‬ ‫ً‬ ‫"تيك���وم" ‪ 11‬مجمعا تس���اهم في ترس���يخ مكانة دبي‬ ‫كمرك���ز عالمي رائد لألعم���ال والتجارة‪ ،‬وتس���تقطب‬ ‫الشركات والمواهب من أهم الشركات العالمية مثل‬ ‫"جوجل" و"س���ي أن أن" و"ديل" و"يونيليفر"‪ .‬وتغطي‬ ‫مجمع���ات "تيكوم" س���بعة قطاعات حيوي���ة متنوعة‬ ‫تحتض���ن مقرات أكثر من ‪ 5,100‬ش���ركة في المنطقة‬ ‫ً‬ ‫من الشركات المبتدئة وصوال إلى الشركات متعددة‬ ‫الجنسيات ويعمل فيها نحو ‪ 76‬ألف موظف مبدع‪.‬‬ ‫وتضطلع مجموعة "تيكوم" بدور أساس���ي كش���ريك‬ ‫ملتزم للحكوم���ة يدعم جهوده���ا لتحقيق خطة دبي‬ ‫‪ 2021‬التي تهدف إلى تحويل المدينة إلى مركز عالمي‬ ‫لالبتكار وترسيخ مكانتها كأذكى مدينة في العالم‪.‬‬ ‫وش���كلت المجموعة م���ن خالل جهوده���ا وإنجازاتها‬ ‫ً‬ ‫ً‬ ‫الب���ارزة محف���زا رئيس���يا لتح���ول دب���ي إل���ى اقتصاد‬ ‫ً‬ ‫المعرف���ة وه���ي اآلن الالعب األب���رز واألكث���ر تأثيرا في‬ ‫تحقيق اس���تراتيجية االبتكار التي تنتهجها الحكومة‬ ‫ودع���م ورعاي���ة نم���و الش���ركات الناش���ئة والصغيرة‬ ‫باإلضاف���ة إل���ى رف���د قط���اع الخدم���ات ف���ي اإلم���ارة‬ ‫بمقومات النمو والتطوير‪.‬‬ ‫وتحتوي مجمعات تيكوم لألعمال والتابعة للمنطقة‬ ‫الحرة على مرافق وبنية تحتية متخصصة ّ‬ ‫صممت‬ ‫بما يتناس���ب مع احتياجات كل قطاع‪ .‬وتشمل هذه‬ ‫المجمعات مدينة دبي لإلنترنت ومدينة دبي للتعهيد‬ ‫ومدين���ة دبي لإلع�ل�ام ومدينة دبي لإلس���توديوهات‬ ‫ومدين���ة دبي لإلنت���اج ومجمع دبي للمعرف���ة ومدينة‬ ‫دبي األكاديمي���ة العالمية ومجمع دب���ي للعلوم ّ‬ ‫وحي‬ ‫دب���ي للتصمي���م‪ .‬وقد انضم���ت مدينة دب���ي لتجارة‬ ‫ً‬ ‫الجملة مؤخرا إل���ى مجمعات "تيكوم" وهي أول مركز‬ ‫عالم���ي متكامل متخص���ص في الصناع���ة وتجارة‬ ‫الجمل���ة على مس���توى المنطقة ويمتد على مس���احة‬ ‫تزي���د على ‪ 550‬ملي���ون قدم مربعة‪ .‬وقد تم تأس���يس‬ ‫هذا المجمع ليكون منصة عالمية موحدة لمجموعة‬ ‫واس���عة م���ن منتج���ات التج���ارة بالجمل���ة‪ .‬ويض���م‬ ‫المجم���ع أجنحة متخصص���ة لمختل���ف القطاعات‬ ‫بما في ذلك مجمع دبي الصناعي بهدف تلبية قطاع‬ ‫ً‬ ‫التصني���ع واألعم���ال اللوجس���تية الذي يش���هد نموا‬ ‫ً‬ ‫مطردا في المنطقة‪.‬‬

‫المحتـويــات‬

‫‪ISSN 2304-117X‬‬

‫آراء‬

‫األخب ــار‬ ‫ً‬ ‫"تيكوم" و"جي سي ديكو" تطوران نموذجا‬ ‫ً‬ ‫َّ‬ ‫للمجمعات الذكية من خالل حلول‬ ‫عالميا‬ ‫اإلعالنات الرقمية‬

‫زيروكس ّ‬ ‫تعين مدير إقليمي جديد لمنطقة‬ ‫الشرق األوسط‬ ‫سيعمل المدير الجديد على ضمان استمرار‬ ‫زيروكس الشرق األوسط وإفريقيا في قيادة سوق‬ ‫خدمات وحلول الطباعة المدارة‬

‫‪55‬‬

‫مجلة شهرية شاملة مختصة في‬ ‫عالم الطباعة في الشرق األوسط‬ ‫السنــة الرابعة عشرة ‪ /‬العدد ‪ / 143‬يناير ‪2017‬‬

‫‪49‬‬

‫ما هي القيمة الجديرة باللوحات‬ ‫اإلعالنية؟‬ ‫إن تحديد األسعار هو شكل من الفن‬ ‫ونوع من التوازن بين االعتبارات الثابتة‬ ‫والملموسة‬ ‫جون هارفيلد المستشار اإلداري في‬ ‫"كونترول زون كونسلتينغ"‬

‫‪46‬‬

‫حل لغز االنتاجية في الصناعة رقمية‬ ‫بقلم هندريك فيربروغ‪ ،‬مدير تسويق‪،‬‬ ‫شركة كانون في الشرق األوسط وأفريقيا‬ ‫الوسطى والشمالية‬

‫‪54‬‬

‫‪ME Printer FZ L.L.C‬‬

‫ص‪.‬ب‪ ،502183 .‬مدينة دبي لإلعالم‬ ‫دبي‪ ،‬اإلمارات العربية المتحدة‬ ‫هاتف‪+971 4 391 12 10 :‬‬ ‫فاكس‪+971 4 390 95 61 :‬‬ ‫البريد اإللكتروني‪info@meprinter.com :‬‬ ‫مدير النشر للمجموعة‬

‫مرتضى كريميان‬

‫‪karimian@meprinter.com‬‬

‫هيئــة التح ــرير‬ ‫المحرر ‪ -‬القسم اإلنجليزي‬ ‫دينيس ماثيو‬ ‫‪Dennis@meprinter.com‬‬ ‫المحرر التقني – القسم العربي‬ ‫د‪ .‬جورج نوبار سيمونيان‬ ‫‪goujy@dircon.co.uk‬‬ ‫المحرر التقني – القسم اإلنجليزي‬ ‫ر ود هايز‬ ‫‪rod.hayes@me.com‬‬

‫المختصون المشاركون في التحرير‬

‫اتجاهات‬

‫مقالة‬ ‫الالفتات‬ ‫أهمية الالفتات كجزء من رواية قصص‬ ‫العالمات التجارية‬ ‫ماهي أهمية وجود خطة للمحتوى تتماشى مع‬ ‫األهداف التجارية؟ وكيف يمكن أن تقدم األعمال‬ ‫المحتوى ّ‬ ‫الموجه لجمهور معين من خالل الالفتات؟‬ ‫مقالة لـ أليكس أنداراكيس‪ ،‬المؤسس والمدير‬ ‫العام لشركة أنداراكيسأدفايزوريسيرفيسيز‬

‫تقنية األحبار‬ ‫‪53‬‬

‫‪45‬‬

‫اكسيوم تليكوم تتنبأ بأبرز التوجهات‬ ‫الخاصة بتقنيات األجهزة المحمولة‬ ‫خالل العام ‪2017‬‬

‫‪43‬‬

‫تطلعات شركة أكوينيكس لعام ‪2017‬‬

‫فرانك ر ومانو (الواليات المتحدة)‬ ‫‪fxrppr@rit.edu‬‬ ‫لوريل بر ونر (المملكة المتحدة)‬ ‫‪lb@digitaldots.org‬‬ ‫د‪ .‬نيكوالس هيلموث‬ ‫‪nhellmuth@flaar.org‬‬

‫مدير اإلعالنات‬

‫انيل نات ك ر‬ ‫‪+971 4 391 12 06‬‬ ‫‪meprinter@meprinter.com‬‬

‫اإلعالنات المبوبة واإلشتراكات‬ ‫‪+971 4 391 12 10‬‬ ‫‪+971 50 528 9267‬‬ ‫‪info@meprinter.com‬‬

‫توجه المراسالت إلى العنوان التالي‪:‬‬ ‫مجلة ‪ME Printer‬‬ ‫ص‪.‬ب ‪ ،502183‬مدينة دبي لإلعالم‬ ‫بناية رقم ‪ ،9‬مكتب رقم ‪214‬‬ ‫دبي‪ ،‬اإلمارات العربية المتحدة‬

‫ُطبعت في مطبعة النسر للنشر‬ ‫وزعت من قبل شركة النسر للنشر‬ ‫جميع حقوق الطبع والنشر محفوظة‬

‫مجلة ‪ ME Printer‬الشريك اإلعالمي الرسمي‬ ‫‪7:17:09 PM‬‬

‫‪4/25/2011‬‬

‫‪1‬‬

‫‪Gulf Print 01 new.pdf‬‬

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‫‪M‬‬

‫‪Y‬‬

‫‪CM‬‬

‫‪MY‬‬

‫‪CY‬‬

‫‪CMY‬‬

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The 3-in-1 Mega Expo for the Whole Packaging Industry Chain

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Concurrent Exhibitions

Organizer

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Strategic Cooperative Partners

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Organizer

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