The printing industry market consists of printing services by organizations that print products such as newspapers, books, labels, business cards, stationery, business forms and other materials. Increasing population globally is the main driving force of this market. According to research by The Business Research Company, the global print market was projected to grow from $277.12 billion in 2020 to $305.34 billion in 2021, with a compound annual growth rate (CAGR) of 10.2% due to the negative impact of the pandemic, however, it is expected to reach $366.1 billion in 2022, an increase of 19.9% ​​as everything starts to return to normal. It has become inevitable for the printing industry, which has such a large volume, to keep up with the developing world and technologies and to start using digital technologies to meet customer needs in the best way. Digitization is literally the process of using digital technologies and information to transform business operations. Digitization is now causing major transformations in the business world. Acquiring digital skills has now become a prerequisite for individual, sectoral and regional success.

Being innovative is the most important rule of business, it is very important to find technological and innovative solutions that can face the needs of the market flexibly. The tools used in the digitization of manufacturing industries consist of digital technologies such as internet of things (IoT), artificial intelligence (AI) and advanced analytics, and advanced manufacturing technologies such as robotic systems and additive manufacturing [2] . Digitization is one of the key issues that all different companies in the printing industry need to improve their position. Digitization in printing processes has been a visible and clear trend for a long time. Perhaps finding a hybrid solution combining all the advantages of digital with traditional technology should be the first step for companies to take. Digitalization and innovation in the sector should be a tool, not a goal. As organizations apply digital technologies in the digitalization process, the way people do their jobs changes. For example, imagine that print workers stop individually quality control of printed products and instead use computer-controlled equipment. This kind of change is at the heart of digitization. Whether changing job roles or transforming business processes in general, automation is an essential part of the digitization process. With digitalization in the printing industry, it is possible to increase process efficiency, improve data transparency and, of course, increase profitability. In addition, since it allows many jobs that have been done by people with traditional methods to be done autonomously, it also makes it possible to do the same production by employing fewer people.

However, digitization is quite different from digital transformation. Digital transformation for an organization is not something businesses can implement as a project. A range of digitization projects need to be included, from automating business processes within the enterprise to retraining employees to use computers. In addition to the application of digital technologies, there is a need for a customer-oriented strategic business transformation that requires organizational change. When speaking of digital transformation, many companies will typically include several digitization projects, but make the big strategic mistake of believing that digital transformation is nothing more than digitisation. In reality, digital transformation requires the organization to better deal with change in general, making change a core competency as the organization becomes end-to-end customer focused. This kind of agility will facilitate ongoing digitalization initiatives. As a result, businesses are digitizing information, digitizing the processes and roles that make up their operations, and digitally transforming business and strategies. While each is necessary for the next, it is not sufficient. Most importantly, although digitalization is essentially about technology, digital transformation is about the customer. In fact, digital transformation means much more than a customer-oriented technology transformation. In reality, organizations can achieve end-to-end business transformation if they can identify change as a core competency. The roadmap of digital transformation consists of complex, intertwined steps that businesses must take to achieve the benefits of digital transformation.

The digital transformation in the printing industry is basically the improvement of the production processes and business models of the enterprises by taking advantage of the applications that provide speed, efficiency, flexibility and quality increase. In order for this transformation to be efficient, businesses must first develop the technologies they use in their production processes. Later on, they will need to improve their management understanding, reorganize their organizational structures and transform their business culture. In a business, first of all, the top management should embrace the transformation and improve the organizational structure in a way that allows the digital transformation to take place. In addition, there may be resistance to change among employees, and in order to prevent this, they should ensure that a culture of innovation develops among employees. Digitalization supports the creation of a culture where data and analysis are much more effective in the decision process [2].

When talking about digital transformation, the first thing that comes to mind is the production process. In fact, besides production, they should integrate all of their administrative processes such as product development, supply chain and logistics management, service delivery, corporate relations, quality management, and sales and marketing.

  1. Product Development

The most important point in product development is the timely and accurate understanding of customer needs. Another important point is the rapid development and market launch of products suitable for these. With the help of “big data and analytics”, one of the digital technologies, it is possible to understand customer needs earlier and more accurately. The competition for designing its own car organized by Peugeot [3] is the best example of this. Thanks to this competition, it both made its own promotion and learned the design expectations of its customers beforehand.

A large number of advanced software on product design facilitates the simultaneous implementation of the stages of the product development process. By using these software, production feasibility can be made at the beginning of the product development phase and a great deal of time can be saved. As seen in Figure 1, prototypes to be obtained with 3D printers can be visually tested using simulation software. Thus, topological optimization of 3D printing can be done to prepare, visualize and reproduce the parts to be printed in the 3D printer. It allows conventional geometry to converge with mesh models of the same model. Ford has accomplished this very well by establishing an additive manufacturing laboratory. It was able to make prototypes faster and more cost-effectively, reducing the development time of parts from a few days to a few hours. Thus, he had the opportunity to test and refine more ideas in less time [4].

  1. Planning

The most important part of the planning phase is the accurate forecasting of demand. However, in terms of the efficiency and profitability of the enterprise, it is of great importance to plan the production and raw material supply according to this estimate and to optimize it in order to minimize the costs. With each passing day, customers are demanding more variety and more personalized orders, making this very difficult. Big data and advanced analytical methods, with its planning software consisting of modules that can be diversified according to the needs of the business, provide convenience in planning and optimization of supply as well as production, saving time and reducing errors.

  1. Supply Chain and Logistics

With the use of digital technologies in enterprises, unnecessary costs are also reduced while preventing them from making more stock than necessary in supply chain and logistics management. When digital technologies are used effectively, orders can be placed and received at the right time, and in-warehouse stock tracking can be done in real time. Therefore, while recording in the warehouse reduces the use of labor in shipments inside and outside the warehouse, errors are also minimized. With solutions containing RFID tag technology, which has recently been widely used in warehouse and shipment automation, It is possible to track the number of products, to find and monitor their location in the warehouse, and to check that the shipment is complete and correct (Figure 3). In fact, when the vehicles used for transportation in the warehouse are equipped with RFID technology, convenience and efficiency can be achieved in placing and receiving products in the warehouse.

  1. Production

Thanks to automation in production, tracking and monitoring of production factors such as machinery and workforce prevents possible errors, while quality control and monitoring helps increase productivity. With digital transformation, supporting automation in production with smart systems (advanced robots, etc.), real-time monitoring of production factors and providing instant feedback, automatic real-time quality control, increasing the effectiveness of root cause analysis and preventive maintenance that can detect malfunctions before they occur. It is possible to shorten the downtime of the machines. Among the technologies used in production and quality control, RFID tags (Figure 4) and the use of artificial intelligence with image processing method are the most used ones. In order to prevent quality problems in production, Toyota collects large data and analyzes with the software it has started to use, and can solve the problems and faulty products instantly by following them. Thus, it can reduce machine downtime, increase production quantities and product quality, and reduce costs [5].

  1. Sales and Marketing

It is possible to benefit from big data and advanced analytical methods for the digitalization of sales and marketing processes in order to efficiently manage customer relations in businesses by using various online platforms (Figure 5). In this way, it will be possible for the customer to access the product catalog online, place an order, receive consultancy and solution regarding the product, make payment, change the order or date, follow the order, customize the product ordered, and report their opinions and complaints on the web page. In fact, businesses can instantly give personalized promotions or offers and use virtual assistants with artificial intelligence. In this way, the customer is reached at the right time at the right time and is made happy. While making customer relations sustainable, an increase in sales can be achieved as order processing times will be shortened. Besides, it may be possible to identify potential customers.

  1. After Sales Services

Performing the periodic, normal or preventive maintenance of the products sold remotely via online connection is a part of the digital transformation in after-sales services. In this way, it is possible to shorten the waiting times of the machines and to reduce the costs of maintenance labor and travels. Apart from this, tools such as receiving and tracking real-time after-sales service requests, providing customer training in digital environment, providing optimized scheduled maintenance service for products with advanced analytics, and providing virtual guided maintenance service for products can also be used.

Businesses need to develop new technologies to realize digital transformation, but they need technical and financial support for this. In this context, in order to receive financial support, they can cooperate with universities to get support in bringing newly developed technologies to enterprises, apply for incentives with state-supported R&D projects (TÜBİTAK, KOSGEB, etc.) or cooperate with other companies.

There are three different strategies for companies that want to transform their businesses digitally but do not know when and where to start;

  1. You can expect proof of digital success

This initial approach will help organizations focus on empirical results. The difficulty with this approach is the enormous risk of being idle until your digital transformation catches up. If your competitors go digital faster than your company, it gives you a distinct advantage. This first approach is often the first choice for most companies, as most organizations have a mix of digital and non-digital solutions.

  1. Develop an all-encompassing digital strategy

This approach focuses on completing the strategy as much as possible from the beginning. It requires a solid and long-term plan. The all-inclusive digital transformation strategy focuses on changing culture and implementing innovation quickly. It is often a rather expensive approach with many dangers. It is a method used by businesses that have great patience and love to take risks.

  1. You can perform the digitalization as conversations

In this city, a company moves forward with a destination as a destination after choosing its first and route. But as organization success, training and new inputs are taken into account, the digital goal and important path changes. It will be designed to be a strategic that can be designed to be reinforced, used throughout its lifecycle and developed.

Digital transformation in companies in the printing industry, depending on special screening and demands. But the only thing suitable is the more technology can be, the more satisfied he will be. Activities that will benefit from digital gains will enjoy more due to the successes achieved from the results. As a result, in order to gain a strategic advantage in a world as digitalization, they need to be the biggest organization by itself, to be the largest organization by itself, to be the largest organization by itself, to be able to do business quickly, to be planned, to be target-oriented, to benefit from smart and hardware. A turning point for the digital industry, like a new industrial revolution. In the coming days, thanks to digital transformation, industries and scales can also go to help accordingly. You are targeting your significant other.

 

*Our article in the Printing Sector, digital translation numbered 115, has been published in the Printing Magazine published by the Printing Industry Education Foundation (BASEV).

REFERENCES

[1]         The Business Research Company, “Global Printing Market Data And Industry Growth Analysis”, Print Global Market Report 2021, 2021. [Online]. Available: https://www.thebusinessresearchcompany.com/report/printing-global-market-report-2020-30-covid-19-impact-and-recovery. [Accessed on 25-December-2021].

[2]         T.R. MINISTRY OF SCIENCE, INDUSTRY AND TECHNOLOGY, “Digital Transformation Report and Roadmap of Manufacturing Industry,” 2016.

[3]         Peugeot, “The Flux Winner of the Peugeot Design Contest.” Peugeot, Paris: Peugeot, 2007.

[4]         FORD, “Ford Helps Lightweight and Customize Large-Scale 3D Printing in Mind,” News, 2017. [Online]. Available: https://media.ford.com/content/fordmedia/fna/us/en/news/2017/03/06/ford-tests-large-scale-3d-printing.html. [Accessed on 25-December-2021].

[5]         “Internet of Everything”, PLANTS, 2014.