7 markets of variable data potential

Print Action, Apr 2003

1. Promotional communications

This market stretches across just about any imaginable goods or services that can be sold. The potential is truly limitless as marketing departments and ad agencies try to distinguish their products from the clutter of the information age.

2. Financial

While most of these transactional pieces continue to be black-and-white, and very static, the banking and insurance industries contain the cleanest databases on Earth - plain and simple. Much of the information they have is very personal (and protected) and therefore emotional. It will not be long before they start using digital colour technologies to put variable pieces on your actual bill, instead of the colour piece tucked in behind that ends up in the garbage.

3. Education

This market will see a huge increase in the use of dynamic PDFs, as people search for information that pertains to their subjects. Many schools are turning more toward electronic publications and electronic classrooms, which forces students to input data. This group is also highly educated.

4. Pharmaceutical

Outside of banks, this is where the money is. Variable data will be adopted much quicker by those industries that can spend.

5. Government

The government is often one of the early adopters of technology. Depending on its economic state, a government has been known to adopt projects rather freely. And once you open the door to one government contract, others have a knack of following.

6. Publishing

A recent TrendWatch report suggests that 61 per cent of publishers are involved in cross-publishing projects. With cross publishing comes versioning. And again, there is a long historic relationship between printing and publishing because of Mr. Gutenberg.

7. Non-governmental organizations

This is an under-looked sector because it is associated with not-for-profit. But do not be fooled, NGOs are on an incredible growth path. Much of that is associated with the political power they are gaining in the world. With power, comes technology.