Drupa ramp up #3 – Océ to miss out on separate drupa branding

Integration with Canon comes at the cost of a separate visible profile at the trade show. While Océ branded equipment will be showcased on the stand it takes its place as part of the larger portfolio as Canon aims to become the leading digital production equipment supplier.

A joint presentation from Canon and Océ European management was upbeat and confident about the state of the industry. Detailing 69% growth in imagePRESS sales along with significant increases in page volumes – average B&W pages per site up 12% – David Preskett, European Professional Print Director, made the point that success is not all about new technology.

Short on information about any new equipment to be shown at drupa, the only exception being the new Océ Colorstream 3700, he nonetheless presented a picture of how the new industry giant will shape the industry. Canon’s Big Picture strategy means it will have its largest stand and the biggest display of combined Canon and Océ equipment at the show.

Its soft power exercise, based around a new Essential Business Builder Mentoring Program, is integral to how Preskett sees Canon developing the business. A new Insight Report, the fourth since last drupa, will be published at the show.

Commissioned by Canon it consists of extensive interviews with print buyers across Europe to discover how they regard print. It’s the type of industry survey that allows print service providers to get a handle on how customers perceive the medium. Surprisingly over 30% were unaware of the on-demand and short run capabilities of digital print.
You got to wonder how we are failing to get the message across.