Big Picture - November/December 2018 - 6

on
the
road
RECAP

November/December 2018

SGIA Expo 2018:
Adapting for Success

The final iteration of the SGIA Expo drew 24,000 industry pros from around the
world to the Las Vegas Convention Center October 18-20. With 612 exhibitors
and more than 260,000 square feet of booth space, there was never a dull
moment on the show floor or in the myriad education sessions and networking
opportunities throughout the event, including Big Picture's Women in Print Panel
and Awards Ceremony.
Liz Logue, senior director of corporate business development at EFI, in a
conversation with Big Picture Editor-in-Chief Adrienne Palmer, summed up her
current views on the digital print industry: "You either adapt, change, or die."
While that may seem harsh, Logue makes a valid point. The wide-format
printing industry is evolving, and to stay ahead of the competition, PSPs must
meet that evolution head on - especially with customers continuing to demand
better, faster, and cheaper - and customized - products.
Echoing Logue's statement, "The signs and graphics market is strong and it's
evolving. It is defining and becoming disruptive. ... Print needs to evolve to
compete with digital media," said EFI's CRO Frank Mallozzi. "It's not just about
short runs; it's about keeping up with digital technology."
Adapting to a changing industry means keeping up with digital technology,
but also exploring what's new and next. What better place to look toward the
future than at a tradeshow? On the show floor, examples of what's to come were
everywhere, from augmented reality to the expanding popularity of printed
textiles to methods for automation.

BIG PICTURE

SHOW, DON'T TELL

6

Exhibitors focused on showcasing their products' capabilities in less traditional
ways, a trend we've seen at recent events. There's an emphasis on featuring
applications - more "here's what you can create with our printer" and less "here's
our printer's features." Creativity was on display in Mimaki's airline-themed
booth complete with a duty-free "shop" featuring their printers' output; HP's
print-heavy Yesville theme showcased its latex products; and LexJet's augmented
reality-enabled booth allowed visitors to have an interactive experience with
print. (Check out Big Picture's use of AR in our October issue.)



Table of Contents for the Digital Edition of Big Picture - November/December 2018

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https://www.nxtbook.com/nxtbooks/STMG/bp_201905
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