Wide-format challenges
It can also be challenging to translate WTP’s success in other types of commercial printing to the wide-format graphics sector.
For one thing, as software providers in this field have less experience with large-format scenarios like POP and event graphics than they do with small-format applications like business cards and direct mail, file size can be a real sticking point. To a SaaS vendor, for example, a ‘large’ file may be around 5 MB, whereas a large-format graphic could easily require 500 MB.
Many SaaS vendors offer only 2 GB of free data storage and keep files on their servers for a year. Others offer larger, cloud-based storage and keep all data indefinitely.
Further, some WTP software has heavily focused on the e-commerce aspects of a website, including ordering, checkout and payment processes, for a well-developed storefront experience. In wide-format printing, however, there needs to be more emphasis on the pre-press stage, including the uploading, manipulation and customization of graphic files with templates and design tools. With this in mind, the best WTP SaaS providers are those that have experience working with the wide-format printing sector.
Starting with strategy
When beginning to consider WTP software, a sign shop owner will need to ask a few key questions.
1. What is the strategy?
Is WTP a good fit for all or some of the current client base? Is the goal to reach larger brand marketers or smaller customers who could not otherwise afford to invest in such technology themselves? What level of customization will need to be offered? All of these strategic factors need to be considered in determining the cost of developing WTP portals. A clear strategy will help maintain focus on business objectives and assist in budgeting. It is also important to start forecasting how big the WTP service will be (e.g. customized for 20, 200 or 2,000 clients).
2. Should the software be developed in-house or purchased from outside?
Developing software in-house may seem less expensive at first, but with the way technology is constantly changing, including updates to web browsers, it can easily become prohibitively costly to keep up. Hosting software will require the ongoing support of an in-house information technology (IT) department to perform regular upgrades and, for that matter, a customer service group to manage the client experience and answer e-mails whenever customers encounter a problem. It can get to the point where a sign shop owner wonders, “Am I a graphics provider or a software developer?” It is therefore important to decide which elements to handle in-house and which to outsource.
3. Is there sufficient dedicated manpower?
Even though SaaS providers can address many IT concerns themselves, any sign shop offering WTP still needs a basic understanding of the software. As WTP has the potential to process the bulk of a shop’s sales, it is important to back the service up with enough employees who have time to study the software and devote themselves to the service.
4. Is WTP being considered for hype’s sake?
If WTP is to be deployed, it should be with a focus on providing the easiest, most convenient and most competitive order entry option for a PSP’s customers, not just because the software exists. Further, those customers need to learn how the service will make things easier for them, not for the PSP. It is essential to focus on the right priorities, not simply buy the hype.
5. Where will content come from?
Another area involving significant time, effort and cost is the creation of engaging content for the website. Without the right content, the site will be virtually invisible to the potential new clients who could otherwise stumble upon it and become regular customers.
Drop-down menus should be checked for their predefined values. Base photo ©BigStockPhoto.com, screen shot courtesy Presscentric
Once these strategic questions about WTP have been answered, the PSP can then consider and compare various SaaS providers:
- How do they manage content?
- What are their monthly traffic allowances and limits?
- Can they add new functionality in the future?
- What is the largest file size they can accept?
- How much free storage is allotted and at what cost can additional capacity be acquired?
- How long are files retained?
- How are their systems backed up with redundant data?
- Do they offer one unique website Uniform Resource Locator (URL) or multiple branded sites?
- Is there a cost for additional branded sites?
- How many users can be accommodated?
- How frequently do they update their software?
