Years ago the term "cloud nine" referred simply to a state of blissful happiness, or one might be "walking on clouds." Cloud Nine later came to be associated with the 1969 title song from the Temptations' ninth album (or the the eleventh album from George Harrison released in 1987). Today however—since the maturing of the Internet—the word "cloud" has taken on entirely new connotations.
What is the Cloud?
The terms “The Cloud” and “Cloud Computing” seem to be everywhere these days. But what is "The Cloud” and where does it exist?
Cloud computing basically means storing, printing and working with data and programs that live on a remote location that is accessible via the Internet, rather than of storing that data on your own computer's hard drive. That remote location, often called a "server farm," is a collection of computer servers—usually maintained by a business or organization—supplies computing functionality far beyond the capability of a single machine.
The one big change brought about by cloud computing systems is that there has been a major shift in the workflow for many businesses. Basically, the shop computer is no longer stuck doing all the heavy lifting when it comes to running the applications and meeting data storage needs of the business. Today, it’s all about the network.
A network of computers that make up the cloud now handles that job instead. Hardware and software demands on the end user’s side also become less significant. Essentially, the only thing the user’s computer needs to be able to run is the cloud computing system’s interface software, which in many cases can be as simple as a Web browser and a good internet connection—the cloud’s heavy duty computer network takes care of the rest.
Business Software
Over the years, cloud computing technology has found a home in the business software market offering such features as data storage and back up and resource sharing as well as a host of mobile data options. Some of these programs been tailored for and have made their way into the sign and commercial graphics industry and are now giving shops and their customers new ways to exploit this technology by opening up alternate markets and new business models.
Some suppliers are now offering cloud-based software packages for printing services, RIP software, business software and digital signage. Lets take a look at how some of these offerings are helping shape the future of the sign industry.
Retail-based Digital Signage Solutions
Kevin Schroll, senior product marketing manager—Large Format Displays, Samsung Electronics America, Ridgefield Park, New Jersey, says that one the biggest areas where cloud-based software is having a major impact on this market is in the digital signage arena. “The cloud is being used in signage and commercial graphics to provide anytime, anywhere access to the web server, enabling customers with large-format displays to be controlled remotely. Customers can check the operation of the system and display operation. It also allows easy scheduling and hardware control. Customers can make software upgrades from the server and manage the network. Users can select the resolution, arrange content and customize displays.”
Schroll points out that a great example of this is with Samsung’s MagicInfo software, a web-based network solution that allows customers to manage multiple Samsung large format screen displays from anywhere where content can be monitored and created easily. “Cloud-based software as a service modules allow network owners and operators to avoid the costs of in-house equipment for the creation and storage of digital signage content.”
He says that retailers have the capability to now offer more creative in-store interactive content using authoring tools that are also personalized and can connect across Web, social, print and in-store channels. “A retailer can use this also in corporate offices to create branded content or seamlessly make updates to content and push to multiple store locations. For example, Samsung worked with Adobe recently for the National Retail Federation show to demonstrate the Adobe Experience Manager Screens to provide collaborative content authoring and management for in-store interactive content.”
Printing Options
Mike Wozny, senior product manager for large-format printer manufacturer EFI Inkjet Solutions, Meredith, New Hampshire, says they too are finding a more urgent need for cloud-based management among the many printing companies who are migrating from analog to digital technologies. “They need systems that help them streamline management on high-volume digital inkjet equipment to ensure they are maximizing throughput,” he explains.
He says that wide- and superwide-format inkjet is a market that has not seen the type of commoditization that has taken place in other parts of the printing industry, so there is a large migration of businesses that have not traditionally competed in the signage entering this space. “In many cases, commercial printing companies are coming in, and some of those businesses are already fairly sophisticated in terms of IT capabilities and leveraging the cloud,” Wozney adds.
RIP Software Helps Move the Cloud
Dean Derhak, product director at RIP and workflow software developer SA International (SAi), Salt Lake City, Utah, reports that another area where the industry is seeing major uptick is in more subscription-based software options that are now available. “Many sign and commercial graphics businesses have embraced subscription-based software, which is enabled by cloud licensing.” He points out that Adobe’s Creative Cloud and their SAi Flexi software are good examples of this, where businesses benefit from full-featured software without high up-front costs.
“Cloud-enabled software also allows for collaboration, like the customer artwork approval tool in the latest version of Flexi. Designers share artwork with customers through the cloud and it tracks the revisions, which, ultimately reduces approval process times.”
Derhak says they are witnessing a growing demand from sign and print providers that want to have business and production analytics, which require a cloud capability. “For example, our RIP software includes a mobile app for business owners, which uses the cloud to show them production trends across their devices and locations. Thanks to the cloud, they can even see recent production on their smart watches. As a result of the plummeting cost of cloud storage, we see a big shift of sign and print businesses moving to cloud-based backups and receiving files from customers through cloud systems like Google Drive and Dropbox.”
Online Options
Derhak says that the Flexi RIP software bundle includes a web window with cloud-based tools for job quoting on-the-go, access to training videos and secure cloud storage for collaboration.
Flexi RIP software also lets sign and print businesses receive new business through the cloud from SIGN.COM, which is a website for the sign-buying public to design and order signs. Directly in the RIP software’s cloud window shops can see new orders from SIGN.COM, accept them and receive the job file from the cloud automatically.
“Another example is our SAi Cloud Shop View mobile app, which lets sign and print owners see the most recent production from all of their Flexi RIP software as well as a production trends dashboard,” he adds.
Ultimately, Derhak feels that cloud computing will eventually make its way to the graphic design interface, where designers will use browser-based design applications, with files stored in the cloud. This will allow for quicker design as well as closer collaboration with customers. “Cloud-based systems will soon facilitate media profile color management and as JDF becomes more standardized, even production workflow will be managed through the cloud and across print, cut and finishing devices,” he predicts.
More Integrated Solutions
Claudia Abarquez, operations manager at sign shop business management software developer SignVox, Freemont, California, believes that integration of different types of software applications will be a key trend moving forward. “We are seeing companies looking to bring the team together under one roof. The challenge with that is truly leaving your system now and committing 100 percent to another. Cloud apps like shopVOX are increasingly taking advantage of integrations with other applications that allow a more seamless transition. Zapier, for instance, allows us to offer customers estimating, workflow and invoicing features, which they need but not leave their existing sales lead tool such as Salesforce. The ‘zap’ can start the process in shopVOX as they enter sales leads in Salesforce. That way transition is much simpler and not so intimidating,” she points out.
Abarquez adds that they are also starting to see more requests for RIP integrations. “Because we are able to estimate with machine time, customers are looking for more support with RIPs to relate actual data to improve estimating.”
Accessible and Affordable for Smaller Shops
Abarquez says that the cloud is making it more accessible and affordable for any shop to have tools that only large companies could afford in the past. “Smaller shops now have the tools to gain an edge as the cloud is introducing big features with low point of entry. This makes the very fact of doing business in the print industry different. Mobile shops, more data to crunch and much more accessible to reach and get new customer.”
She predicts that the best way for sign shops to exploit this technology in the future is through more integrated solutions. “Obviously the cloud makes things more mobile so things can happen on site at the customer location, but the real key is how easy key applications can talk to one another now on the web. The sharing of data between applications so that shops can communicate easier is better. I think applications will start to get more powerful as they do more complex situations strictly within the browser not relying on computer hardware power. I also think the applications will become more mobile based,” she concludes.
Digital Printing on the Cloud
EFI’s Wozny says the cloud is becoming a growing trend in digital printing because many already associate digital technology as something that gives users the ability to have real-time or near real-time information capabilities available remotely via a mobile device.
He points out that last year, they worked to address that need for their high-volume VUTEk HS100 Pro, HSr Pro and HS125 Pro series press customers with VUTEk Go, an Android – and soon, iOS – remote monitoring application that streamlines high-volume inkjet production management with real-time mobile print queue and press status monitoring and automatic push notifications for printer alerts or errors. “It is the type of application that helps businesses perform better and have more flexibility in their decision making for sales, scheduling or overall production management.”
Wozney says that customer demand reflects how EFI pursues its R&D and product development strategy and, when it comes to the cloud. A need arises related to customers’ need to replace analog work with digital print. “Managing higher-volume digital production requires a higher level of management to keep jobs on schedule and prevent waste and catch mistakes before they print.”
He adds that high-volume, superwide-format imaging continues to be a fast-growing part of the overall inkjet graphics space and as that type of production capability becomes more common at larger, multi-plant businesses, the type of remote, cloud-based technology available with applications such as VUTEk Go becoming more common.
Growing Need for More Mobile Solutions
Schroll reports that in light of the rapid proliferation of smartphones and tablets, solutions are being designed to meet a growing need for mobile printing solutions that allow users to print from any mobile device they choose using the cloud. “For example, Samsung launched its Mobile Print App for secure, fast and easy printing and scanning direct from mobile devices, including the ability to send faxes directly from the app and print directly from the cloud with Google Drive.”
Expanding the Customer Experience
He adds that Samsung also recently showcased its solution at the National Retail Federation show working with eyeQ Digital Analytics. “This example showed how retailers can improve shopper engagement and personalize in-store content. Using a 22-inch touch display, Samsung and eyeQ showed how retailers can use sentiment analysis to create a customized customer experience. The solution is also able to provide analytics on customers entering the store and gain insights.”
Going forward Schroll says that cloud computing will be increasingly used as a way for retailers and other venues to interact and provide a better experience for customers, especially when trying to combat online sales. “Stores are looking to use the cloud to create an engaging and informative way to deliver real-time content. Products such as Samsung’s Transparent OLED displays are equipped with the company’s MagicInfo content management platform, enabling shops to quickly create and deploy custom content across single or multiple displays. Transparent displays are gaining more attention among a number of retailers and we’ve seen traction starting with flagship stores such as those in fashion and retail. It delivers dynamic content and messaging to their audiences while creating new opportunities and customer experiences. Use of cloud-based systems allow for a consistent marketing message to be deployed across a brand,” he concludes.