William L. Davis - Donnelley's Number-one Son
"We have a different deployment strategy towards digital printing than what you might see from other printing companies," he offers.
While turning back to core competencies, R.R. Donnelley intends to complement traditional printing with additional services, such as content management. Davis wants to show customers that R.R. Donnelley doesn't sell a commodity.
When customers think of printing as a commodity, they expect lower prices. To charge a premium, printers must demonstrate what they truly provide. Subtract the quality and timeliness that good printers add to the equation, and customers aren't left with much of a product.
"It's important that we find and emphasize the appropriate way to stress the value we bring to our marketplace and our customers," Davis maintains.
New Services, Old Niches
Just as R.R. Donnelley has committed to traditional printing and complementary services, so has the company committed to its core markets. Donnelley has no intention of exiting one niche to concentrate on another. In fact, by expanding the successful strategies of individual business units, R.R. Donnelley hopes to uncover new opportunities within mature segments.
For example, Donnelley's financial printing business has done very well in the mutual funds area. Its secret? Capabilities that allow quick responses, sending highly personalized mailings to mutual fund customers within 24 hours. R.R. Donnelley is now applying the same capabilities to the healthcare field.
Not that R.R. Donnelley generates all business ideas from within. The company also develops services by talking to those who matter most: print buyers.
On occasion, customers may request non-print services. As a result, R.R. Donnelley may explore these opportunities—although ink on paper will still receive the most attention. Davis is vehement that R.R. Donnelley & Sons will not introduce non-print services unless they directly satisfy stated customer needs or complement ink-on-paper products.
"Understand that [non-print services] are going to be in conjunction with the customers and the work we do in printing," he says.