PRICING VARIABLE PRINTING — CASHING IN ON VDP
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Many people claim that pricing issues are because of predatory practices or competitive situations. This is not normally the case, yet with variable data printing (VDP), there just aren’t enough providers offering the same services to the extent that bidding is prevalent.
Then why is pricing for VDP being commoditized? Most providers do not start out with the idea of commoditizing their services. They can’t help it. They are using the methods that have been ingrained in their legacy businesses for years.
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Jim Liszewski
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