Signage Industry is fast shifting from product to service unveils Sign & Graphics 2007
Sign and Graphics 2007 has not only been a trend setter show in terms of the debuting technology, and the number of deals closed on the floor but also in terms of the discussions generated on the future of the outdoor media and signage industry.
The focus of the out-door media and signage industry is fast shifting from the product to service became evident as exhibitors, trade visitors, media and advertising professionals from all over the world gathered in Dubai World Trade Centre as part of Sign & Graphics 2007. In a sweeping statement Mr Eutace Mendonsa , Director Kemsol a major player in the market said " sales are dead, the future lies in service". Most of the exhibitors were of the opinion that service would drive the sales in the future.
A majority of the exhibitors displaying at Sign & Graphics have pointed towards the segregation of the market into promotional products, and high end machinery commonly in use for corporate branding. The availability of affordable technology from countries like China, Korea and Taiwan has ushered the segregation in the market. While buyers are shifting more towards the lower price range when it comes to choosing promotional technology, quality remains a prime consideration while buying the high end stuff.
The focus on service and after-sales value additions is becoming increasingly important as buyers and the end users of machines look beyond the product deal. Big names in technology exhibiting at Sign & Graphics Middle East 2007 like HP, Vutek, Canon, Sony, Signtrade unanimously agreed to this new trend and attributed it to the increasingly intelligent buyer. This change is more pounced in the large format printing sector as the machines are becoming increasingly sophisticated and advanced and due to high prices are often considered long term investments.
The high end bracket of products is ruled by few companies known for pioneering technology. The price ranges are almost similar, so the customer looks for more value in terms of service back-ups and technology up gradations. Surely, the future of the sales industry would be driven by the service industry, said Kartik, Sales Manager Roland
In addition to the service back up, training has emerged as an equally important focus area. In addition to Research & Development, now more and more companies are investing in training their staff to train the end users as customers are increasingly seeking such services.
Stephane Lacoste, Export Manager, Hexis - the leading French company which distributes vinyl films and digital media to over 40 countries world wide and has made a foray into the Middle East market by collaborating with Kemsol stressed the importance of training. " We give a comprehensive training to our end users. All of them are taken to France for a rigorous training on the application of technology. Training of end users is fast becoming a bottom-line as companies want their customers to differentiate the quality. Only well acquainted and trained staff can maximize the benefit from sophistication in technology and hence ensure a greater return on investment.
As visitors from all parts of the world visited Sign & Graphics, the factor that emerged in common was the stress on the after-sales process, service, technology upgrades and training. Business solutions are also emerging as an important factor effecting the sales. The focus on creative business solutions is surely catching up. Costumers are more interested in value additions to their business rather than mere technology.
"Creative Business Solutions are a big time focus at Roland. As companies compete to differentiate the availability of a better and wide range of business solutions is going to make a great difference in tapping the larger market share," said Kartik
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Editor's Note & Media Contacts
International Expo-Consults L.L.C. is an internationally recognised and professionally headed trade show management company with an impressive track record of over a decade in the Asia -Pacific region.
IEC is the specialist exhibition arm of the Dubai based Falak Holding - leading Middle East corporate group with international aspirations. Worth over US $5 billion, Falak Holding is a major stakeholder and investor in the gargantuan Sports City - the most ambitious sports project till date in the entire world. Converging diverse business interests across a spectrum of industries, Falak Holding has been instrumental in infusing new business synergies in the entire Middle East region, particularly, Dubai.
IEC excels at creating high profile, highly focused business exhibitions and expositions, which serve as highly effective business interfaces for buyers and suppliers from around the world. With a highly impressive track record in exhibition management, spanning well over a decade, IEC has emerged as a specialist in trade show management in the entire Middle East and the North Africa.
IEC's growing tradeshow portfolio serves a diverse range of industries spanning the Amusement, Automotive Aftermarket, Chemicals & Petrochemicals, Leisure, Sports, Signage & Graphic Imaging, and Franchising. Many of these trade shows have evolved into powerful brands that consistently attract the biggest and the best names in their respective industry.
For Further Information Contact
Shazia T. Kamili
Ikon Advertising & Marketing - FZ LLC
Dubai Media City
Mobile: 7264392
Tel( 0):00971 50 3913351
Email:shazia@ikonme.com
© Press Release 2007
