2009 Hot Markets -- Thawing In a Frigid Economy
EC2 will also create demand for virtual server platforms to enable even Windows users to cloud up. In the future, Amazon may not be remembered as an online retailer, but for its transformational technology back in ’09.
At No. 6 is real estate ($2.11T, +4%; with $11.0B to print, 0%). Rental housing ($2.8B to print +25%) will be where foreclosed “sub-primees” return to live, and where a new class of multi-unit buyers will take out the banks and then “lease,” rather than rent, formerly distressed properties. (Perhaps, they’ll package these leases and sell them to foreigners.)
Open-web, sheetfed, digital and direct mail printing should go through the roof where salespeople are smart enough to discover this unprecedented ground swell. Dead on arrival will be home-loan modifiers invented by politicians who personally don’t experience foreclosures, but will be touted by ex-sub-prime mortgage brokers in scam mails and deceptive advertising. The markets for residential/new single housing and residential resale ($Telecommunications ($1.11T, +8%; with $9.9B to print, +14%). The global demand for innovative connectivity in the 3G wireless, including equipment and space ($4.0B to print; +33%), will ring-tone outdoor, POP/POS, FSI, packaging, and even handouts downtown that offer upgrades to the Blackberry and Blue tooth-clad commuters.
Fibre-to-the-premises (FTTP), a local wire replacement of legacy copper, will likely prevail after a direct mail and outdoor-intensive ad war with cable/satellite/pay-per-view ($2.2B to print, +20%). The rest of this sector, led or bled by directories ($2.5B to print, -9%), will decline by more than one-half in print demand in the new year.
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at email@example.com