How Modern Technology Changes the Means of Communication
By Anna Berg
“Production processes in the printing industry will undergo comprehensive changes”, asserts Stefan Reichhart, CEO of Hiflex. Accordingly, the extent of the role a mobile device such as the iPhone will play in the process is hard to quantify at this time. Assuredly, the technology behind the iPhone allows for a variety of applications currently being put into practice in the print and media space.
To wit, the user may send print orders from an iPhone directly to a printer for processing, in addition to using his mobile device for preparing instant estimates at a client’s location, to obtain readouts of one’s own presses’ production parameters, to assemble colour swatches and to obtain instant access to client databases from anywhere, anytime.
Opportunities for Printing Businesses
The iPhone opens unique horizons for production efficiencies in the print and media industries, making possible the emergence of brand-new business models and a corresponding expansion of the client pool. How so? Is it realistic to expect a small, mobile gadget to meaningfully influence workflow and operations in print production? For some, it may be unthinkable, yet those who were witness to the desktop revolution, kick-started by Apple some 20 years ago, may have a good idea of the power the technology can exert.
At this writing, there hardly can be found an industry as reliant on the Mac OS as are printing companies. Commercial artists, media service providers and printing businesses are closely tied to the Apple Macintosh. Even more so, Apple users represent a sworn fraternity dedicated to being at the cutting edge of artistry and modernism. “An Apple does what it is supposed to do, and is a cool machine to boot”, one software engineer working on 3D video applications, avers. Little wonder then, that people involved in the printing industry have shown an open mind and nothing but positive attitude toward the iPhone.
Remote Control for a Printing Press?
One example of how the iPhone might be utilised as a remote control is shown on YouTube:
It pictures an individual remote-controlling his car, somewhat reminiscent of James Bond movies. However, instead of manipulating the car with a special wristwatch prepared by “Q”, he avails himself of an iPhone to perform the task. A light touch of the fingertip on the screen will unlock the car’s doors, while the finger’s swipe across will raise or lower the windows. Starting the engine is done by the iPhone, too, and when sliding the device back and forth, the car indeed moves both forward and in reverse. Quite impressive! Alas, it’s no more than a put-on. The application (app*) icarRemote, touted by the presenter, doesn’t exist. Not yet, anyway.
Still, might it be conceivable to remote-control large presses? To send long-distance instructions to a printing press? Manufacturers’ developments confirm the trend. The goal of most vendors: just press a button. Fully automated plate making, followed by transport and plate mounting are already available, together with settings for register and ink flow. What could be less farfetched than to start up a press via the iPhone.
„The heightened interest—and commensurate availability of ever more applications from third party developers in the App Store—shows the iPhone to also gain in significance as regards workflow management in the printing industry“. Apple Pressesprecher Georg Albrecht
*Apps (short for application) are software programs especially developed for the iPhone and iPod Touch. Users will upload them either through the Apple application iTunes onto a PC or Mac or directly from an iPhone or iPod Touch inside the App Store, over a wireless network, onto an iPhone or iPod Touch.
