Power your Marketing.

What You Missed at the 2014 PODi AppForum

Debora Haskel

As always, the PODi AppForum delivered on its promise. This year it was to “Sell More . . . Deliver Better” and the IWCO Direct team left Vegas with ideas about how to do both. My IWCO Direct colleagues Pat Deck, Dave Johannes, Aaron Rasset and I attended sessions in every track. In addition, Abhijit Bhattacharya from Canon was with us for the technical sessions. Abhi is a supplier-partner member of our digital workflow team.

We were all in attendance for “Rules Driven Automation for Complex Workflows,” co-presented by our friends at Xerox and Kodak. We were unanimous in our opinion that this was one of the most relevant sessions for our business as we enhance our digital workflow. In Dave’s words, “The new features in both Xerox’s FreeFlow Core and Kodak’s Prinergy are intriguing.”

Rab Govil’s keynote presentation is a highlight of the conference that keeps people like me coming back year after year. Ironically, the most energetic presentation came from someone who wasn’t able to be in Vegas due to a scheduling conflict. Andrew Davis, author of “Brandscaping,” sent a video for his topic, “The Future of Digital IS Print.” As he said in the video, the emphasis is on the word “Is.” According to Andrew, “the only thing that differentiates in a digital world is a print product.”

He included some very practical advice such as, “don’t just replicate print in a digital format, instead, enhance the product.” He used an example from DIY magazine Popular Mechanics, which provided a link to an online video with 3-D images for building the bookcase featured in the print article. He urged the virtual audience to “get over the gimmicks and find the utility” to integrate print and digital in meaningful ways. Finally, he suggested, “testing the junk” in the fleeting digital world to create the best stuff that consumers want to retain in the offline world.

The timing was perfect for my presentation, “Opportunities in Healthcare Enabled by the ACA,” since it came just an hour after President Obama’s press conference announcing 7.1 million Americans had successfully signed up for health insurance because of the ACA. I got a big, but unintended laugh, when I cited the statistic as “7.1 people signed up for health insurance.”

The perfect summary for this year’s AppForum came from Aaron who said, “New technology is constantly being developed and updates are getting made to existing technology. Unfortunately, due to the daily demands of our job, there is not enough time to read all the research and stay on top of all the new developments and changes.  The AppForum allows us to see several industry specific software products, technology and ideas in one location. It lets us gain a better understanding of what we may want to utilize to expand and enhance the solutions we provide for our customers.” I had to add, “to Power your Marketing.”

link https://www.iwco.com/blog/2014/04/04/2014-podi-appforum-recap/
Debora Haskel


Debora Haskel

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