Press-sense joins the backlash - Print Trends, sponsored by Epson

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Press-sense joins the backlash
February 25, 2008

The manufacturers are recognizing the fact that referring to internet based services as web to print is problematic too. Press-sense is a company that offers products that compete with companies such as Printable and Pageflex. I went through a Press-sense demo last week and heard their senior team refer to this functionality as "Business Flow Automation".

I asked them why they choose this word and not workflow and the VP sales, Shahar Bin Nun told me that this was tough decision which was actively debated. According to the new CEO Amir Shaked (1/17/08) after conversations with customers they concluded that workflow focuses on internal prepress functions such as trapping and imposition, and they hope that Business Flow Automation gains recognition as a internet based service that ties into the workflow.

Another interesting thing we discussed was their identity crisis. Few people recognize the company Press-sense, but many people recognize their product with is iWay which is sold through several partners such as Xerox, Oce, HP, and Konica-Minolta. As a result they are becoming more visible and actively working on re-branding.

Posted by Howie Fenton on February 25, 2008 | Comments (1)

February 25, 2008
In response to: Press-sense joins the backlash
Adam commented:

When I first read the press release containing "Business Flow Automation," I had to laugh. Business Process Management and Workflow are defined terms used outside of the printing industry to define many of the processes printers are adopting to automate their business. I find it odd that the marketing folks at Press-sense wouldn't want to take advantage of these standard business terms.