How Conventional Printers Lead into Customized Web-to-Print

“Web-to-Print (W2P)” has become a new trend of printing industry. A widely definition of W2P is commercial activities for trading of printing services through the internet. Most of Asian printers still use traditional processes to print orders. Comparing to the printers in the U.S. or European countries, Asian printers seem not so active in the development. Under the influence of digitalization, it will be very important to consider how to provide W2P services. The development of W2P in Asia is on the stage of cloud printing for paper-related product. In the meantime, printers in North America and Europe have elevated their services from W2P to customized W2P due to the great need of personalization. The study carried out in-depth interviews of experienced printers, educators and content analyses of many W2P platforms not only to explore how Taiwanese printers view the requirements and obstacles but also to comprehend the web structure of a customized W2P platform. This study disclosed the essential functionalities and obstacles of a successful customized W2P platform. We hope that this study will elevate competitiveness of conventional printing enterprise.