To MSP or Not to MSP
CANVAS has been a proud supporter of the printing industry for the past 4 years. We have endeavored to make people think differently and, hopefully, we have provided insight that will help our industry thrive. Specifically, we have talked about a transformation that is taking place and the remarkable opportunity that exists.
While every industry is going through some level of transformation, printers are now revising their offering, strategy, business models, and culture. The suppliers to our industry, which totals anywhere from $100 to $160 billion in sales, have continually preached change and the possibilities within that change.
Print Service Providers (PSPs) have been a cornerstone to communication for hundreds of years. However, the vehicles of communication have grown in number and marketers from all over the world are embracing them all. As they sift through the maze of tools, it seems natural that the PSP that has called on them for years might be a conduit of information. The printer has a chance to remain a pillar of communication. He will need to adapt by adding a product portfolio to his arsenal that is second to none. He will have to engage clients on a conceptual level rather than a vendor level. He will need to let go of the past. He will need to become a Marketing Service Provider (MSP).
Now, there has been some serious debate about printers repositioning themselves as MSPs. Some people point out that print will never die and that being a printer is something to very proud of. On this, you will get no argument from me. Print is very much alive and, in some cases, is the most relevant tool for building community.
Regardless of the debate, the industry has already branded the term MSP. The largest suppliers and the most thoughtful minds have been soap-boxing about this change for years. In addition, the most obvious example that a new breed will emerge, is an economy in disarray. The recession is a rather obvious reminder that all bets are off and what worked yesterday, probably will not work in the new economy.
So, yes, it is time for redefinition and it is time for printers to embrace change. We are not interested in discouraging print or throwing the baby out with the bath water. We are, however, eager to provide a tool that will help make the transformation easier. We are proud to introduce MSP – A Resource Guide from CANVAS.
MSP is the first and only resource dedicated to the MSP professional. With CANVAS providing the stories and insights that make us think, MSP puts the answers at your fingertips. This resource guide will connect you directly to the suppliers and products that will be part of an MSP’s offering. In turn, we will provide these answers in 3 forms: the printed version you have in your hands, a dedicated website (www.thecanvasmag.com/MSP), and coming in January, our new mobile App!
As an MSP, you will need to sell everything from print to ad specialty items to software as a service. Ironically, the definition of your business will no longer be based on products. It will be based on the markets you serve and who you stand for. Once you have that following, you will need to sell them everything under the sun. The only missing piece is where to find the answers. CANVAS is happy to complete the puzzle for you.
We are so proud to serve you and we hope you keep reading CANVAS and enjoy the first edition of MSP.
Warmest regards,
Mark Potter
Publisher