A Case for Revamping Printing in Nigeria
Economies are moving at a very fast pace in recent times and globalization is firmly becoming a perfect reference in the way things are being done around the globe. No wonder we see a rising trend in the way startups emerge with a rationale of digitizing what was formerly traditional. This case very well extends to the printing industry — one I choose to refer to as the Perfect Monopolistic Competition.
The Case
As a Nigerian, I am well aware of the growth tendencies of the businesses in the printing industry as well as the frequent disappointments that this same industry accounts for. For instance, this is a typical scenario:
An individual interested in getting some prints materialized asks a friend who knows a friend that is a (human) printer and activates the process either by depositing or by word of mouth stating the timeline and expected delivery date. What happens next? The process seems seamless until the day of submission wherein the printer’s number becomes switched off and the individual starts the process all over again — this time, with another friend. Then someday, the lost sheep will appear again with apologies and a pack full of what you can never use.
I have experienced this situation over and over again to the extent that even myself and the situation have become allies. Yet, whenever its time to get something printed, I always surely succumb to the same steps. This menace has long disrupted the service delivery of the printing industry in Nigeria.
The Point
The truth is that innovative systems have long been needed to replace the progression mentioned above. In line with this, we have seen recent developments in the industry that have looked to improve these processes and they have been impressive. Really! Nonetheless, the models that have been applied by modern printing firms still have some loopholes and can very well be improved upon. Most importantly, there has been no record tracking system or platform showing the value of the activities in the printing industry such as the industry’s contribution to Gross Domestic Product (GDP) or, say, its Capacity Utilization Rate. Still, the faults sometimes have to do with the quality of output, limited options and lack of enforced customization. The solution can evolve from the well-thought entry of competition in the industry which will drive prices low and increase the tendency of top quality delivery in the long run. Recall that I refered to the industry as a Monopolistic Competition, yes, this gives credence to the ability of firms to exist alongside one another and enjoy market share by mainly differentiating their products either by branding or quality.
Way Forward
What I envisage is an industry devoted to printing in Nigeria that is mostly digitized whilst ensuring top quality, affordability, dependability and customer satisfaction guarantee. Additionally, I picture a future where individuals are able to get a variety of options to choose from and where uniqueness and genuineness become ultimate. Nevertheless, the industry will continue to grow as always and it will be important for someone, somewhere to provide a means of tracking the development of the sector and how it affects the economy as a whole.
But then, I’ve taken note of @PrintForest — a startup that is looking to help individuals, firms and governments achieve their dreams with regards printing. Accordingly, the startup is dedicated to giving its customers the best possible custom printing experience and a whole lot more by printing anything ranging from Business Cards to Letterhead to Envelopes, Flyers, Retractable Banners, Stickers, Mugs, Paper Bags and much more. They print everything with great quality plus they’re fast-paced and affordable too. The meager draw back that is also momentary is that they are still engineering their state-of-the-art website and orders can only be placed via email and by phone for now.
Summary
According to Emma Linley, ‘without print, the world will be a pretty dull place.’ I find this very true because even Digital cannot replace Print, on the contrary, we find that Print, as a technology and means in itself, fosters improvements in the marketing and communication capabilities of businesses when combined with digital strategies. Nevertheless, the printing industry in Nigeria still presents opportunities that new entrants can benefit immensely from and this will continue because digital cannot replicate the look and feel characteristics of printed materials.
