{short description of image}
{short description of image}

MARCH 2013



{short description of image}
Digital Version
Now Available
HOME
MONTHLY COLUMNS
Personally Speaking
Dear Editor
Dealer Help Line
Bill Farquharson's
Audio Tip
Upcoming Events

{short description of image}

OUR PARTNERS
Advertising Partners
Yellow Pages

{short description of image}


{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}


{short description of image}


{short description of image}


{short description of image}

Tim Greene, Director of Wide Format Printing Consulting Services

Did you ever wonder why inkjet ink is so expensive? Is it because the manufacturers are gouging their customers? NO! First off, from a business standpoint, selling the ink is what allows printer and ink manufacturers to continue to develop new technology, enhance new printer engines with greater speed, provide better image quality, and higher reliability. But also, high-quality inks are more expensive because of the rigor with which they are developed.

Recently I went to visit an ink manufacturing facility in Europe and I got the chance to ask one of the world's leading ink manufacturers a lot of questions around the issue of products and prices. Of course the top question I had was the tile of this article - Why is inkjet ink so expensive? There are a lot of reasons but let's start with the simple ones.

In many cases inkjet ink is water-based. The water they use to make inkjet ink has to be extremely pure - much purer than drinking water. If it isn't there would be extensive inkjet head clogging. What that means is that really high-quality inkjet ink manufacturers have to have very high-level water purifying systems.

IT'S NOT LIKE KOOL-AID
Here's another thing - I always kind of thought of inkjet ink like Kool-Aid, it has a color and some other chemicals, and if you add water all of the flavors/colors act the same. However this is not the case with inkjet ink. Even if the different colors of inkjet ink are being used in the same printer, there can be a huge difference between the formulation of the Cyan versus the Magenta or Yellow. This is because the colorant (dye or pigment), of whichever color is often a natural compound, so it acts and reacts differently with other elements of the ink formulation.

I could go on, because there is a lot more, but while high-quality inkjet ink manufacturers have these issues worked out, there is no getting around the fact that precision, environmentally-sustainable, highly-regulated, high-quality ink manufacturing is an expensive process.

Why Does A Dealer Like Yourself Need To Know This?
As a practical matter, if you are a dealer of wide format printing equipment and supplies it is imperative to both understand and be able to communicate the qualifications of the high-quality inkjet ink suppliers that you represent. It can be very tempting to engage a supplier of low-priced inkjet inks who offers great margins. Dealers should understand that price can be indicative of performance because ink manufacturers will ask dealers to support their marketing efforts and the dealer is often "on the hook" to support equipment in the field.

. It may be easier to sell a low-priced ink, but that could be short-sighted, because your company may have to support users who may complain about the lack of consistency from batch-to-batch or printhead-clogging. High-quality inkjet inks have been fine-tuned over a number of years to work well with embedded printhead technology, assuring consistently good ink performance. Dealers serving the wide format market should ask the representatives of any ink manufacturers who approach them for their ink manufacturing qualifications and certifications, get references from other dealers, maybe even tour the factory if you can.

Strong ink manufacturing partners will be more than happy to provide whatever information dealers need, and your investigation will be well worth your time.

As a dealer in service to your customers, you no doubt want to know the best and to represent the best!

{short description of image}Author: Tim Greene, Director of Wide Format Printing Consulting Services, InfoTrends, will field your questions, comments or arguments by email: tim_greene@infotrends.

NEWS
Dealer News
News To Help Dealers
People in the News

{short description of image}

VISIT US
Graphics of the Americas
PRINT 13
SGIA

{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



{short description of image}



Fichera Publications · 1919 N. State Rd. 7, Suite 202· Margate, FL 33063 · 800-327-8999· 954-971-4360· Fax: 954-971-4362 · email us


Site designed and maintained by DBS Marketing Services