60 seconds with Jan Wölfle of HP on brand owner adoption, industry challenges and more

Ahead of his presentation at Digital Print for Packaging Europe this December in Berlin, we spoke to Jan Wölfle, EMEA Strategic Accounts Packaging at HP to get his opinion on the latest digital print technology developments, industry challenges, brand owner adoption, where he sees the industry in 5 years and more.

Why are you interested in Digital Print for Packaging?

Large growth and transformational opportunity (analogue –> digital transformation)

What are some of the most innovative things happening in the industry?

Packaging used as advertisement space and revenue upside opportuntiy for retailer, brands, etc. including demographic and seasonal customer segmentations for higher sell-through success.

What are the latest technology developments in digital printing?

Digital high-volume printing becoming mainstream. Away from only digital „value add“ printing to much more economical, sustainable printing below 50.000 m2 run-length. Thanks to unique e.g. HP Thermal Inkjet Technology.

How do you think brand owner adoption will change in the next 5 years?

There will be rapid adoption via innovative, marketing-lead brands. Digital printing on packaging will become a much more effective communication tool than classical print, TV and e-commerce communication tools.

Why do you think it is important to attend the Digital Print in Packaging conference?

Important for Brands to attend and to strategize if they want to be Innovator, Early Adopters or Late Followers of the Digital Print Packaging oppportunity.

What are you most looking forward to about attending and speaking at this year’s Digital Print for Packaging event in Berlin?

To connect with Brands and Print-Service-Providers

How will Digital Print in Packaging Europe benefit attendees?

They will see what is possible TODAY. The future is here i.e. it is not a vision, it is reality today – digital packaging high volume printing

How do you foresee the future of Digital Print in Packaging over the next 5 years?

Great growth and transformation, similar like the other analogue printing segments transformed over time, so will Digital Print in Packaging.

Why should delegates attend Digital Print in Packaging conference and what are the top 3 over riding takeaways they will receive?

1.) The Future is Now
2.) Digital Print in Packaging < 50.000 m2 run-length significantly more economical than Analogue Print
3.) Digital Print Quality & Application ready for mainstream packaging, Today.

What are the main challenges the industry is facing and how do you think this conference can overcome them?

1.) Protective Legacy (resistance to Change)
2.) Lack of Pain Points – most Print Service Providers and Brands happy with Analogue Status Quo
3.) Digital Transformation needs top-down Leadership and alignment across Company.

The conference will show best – practices, examples of successes of analogue to digital print transformations. Other Print Segments, had/have similar challenges from which can be learned.

Can you provide a brief summary of what your presentation will cover and why it’s important for delegates interested in Digital Print for Packaging to attend?

20 years experiend & Blue-Print of how we analyze & deploy Analogue -> Digital Print Transformation opportunities, incl. Win-Win for Print-Service-Provider and Brands. Why HP is unique in Transformational Digital Printing space? Because HP has no Analogue Printing legacy to worry about (cannabalization) & because of unique vertically integrated Print & IT technology.

Jan will be presenting alongside Henrik Jensen and Rainer Wilker at Christiansen Print on 'Update on analogue - digital print transformation in corrugated (pre- and post-print)' as part of the 'Corrugated Printing' session on Tuesday 6 December 2016. Other presentations in this session include:

  • Corrugated packaging goes digital - Liz Logue, Senior Director Corporate Business Development at EFI
  • Times are changing! Discover the new way to do business in corrugated by the hand of Barberán high speed digital printers - Eladio Lerga, Digital Project Manager Engineer at Barberán and Eric Bacourt, CEO at Rafael Hinojosa