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TWGA Says Watch Out for Wireless

(March 2003) posted on Tue Mar 25, 2003

Business owners should start researching potential impacts now


Is wireless technology the next big thing? A lot of technology companies seem to be banking on it as market analysts forecast phenomenal growth in the use of WLANs and wireless Internet services.

A new TrendWatch Graphic Arts report entitled, "Wireless: Don't Overlook the Opportunity" urges owners of commercial printing and graphics-communications companies to start researching potential impacts of the technology now. TWGA analysts suggest that wireless technology could be used to boost productivity internally, communicate with customers, and further expand options for non-print-related advertising.

"Printers and graphic communication-service providers need to know how wireless technology will impact our industry and whether we are ahead of the curve or behind it," says Vince Naselli, director of TWGA. "The world is changing and most suppliers are not 'up' on wireless technology. As print and media buyers begin to seek wireless communications options, many service providers will be left behind."

What are graphic-arts professionals currently thinking? According to the TWGA report:

12% of survey respondents from design and production firms recognize wireless as a top business challenge. The stats rise to 35% for e-commerce consultants.

14% of publishers see e-mail campaigns as a business opportunity, rising to 25% within catalog publishers.

Only 2% of creative professionals plan to invest in wireless telecommunications, but 15% of creative professionals and 23% of advertising agencies see e-mail campaign design and development as an opportunity.

4% of survey respondents from design and production firms view designing for wireless PDAs as an opportunity, but 12% of e-commerce consultants recognized the possibilities.

"As was the case with the Internet, wireless competency can't be achieved overnight. If the commercial printing industry wants to be relevant to the customer base in the wireless arena in one or two years, it has to start developing that competency today," says Naselli.

The 140-page report can be purchased online for $1595. (TrendWatch Graphic Arts: 866-873-6310; www.trendwatchgraphicarts.com)


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