Broaden Your Horizons at ITEX 20067 Feb, 2006 By: Sand Sinclair imageSource
Broaden Your Horizons at ITEX 2006
Here’s a scenario you likely
had to tackle at least once in your business life:
One of your competitors has just unleashed an innovative product or service
which pushes your company up against the wall. You must respond—and fast—because
this new idea is shaking up the market.
This is known as “disruptive innovation” and it happens when something new
shakes up a market, forcing everyone else to either adapt or become doomed.
These unexpected hot trends are all around us. For example, the Blackberry
“wireless assistant” rocked the pocket PC distribution channels, and the
company’s direct-to-consumer ordering process still has its competitors
analyzing their supply chains. So, what has this to do with you?
Entrepreneurial document solution providers continue to be significant
innovators, but a need still remains for those in the business to become more
proactive instead of reactive when it relates to cutting edge technology. Most
trending has been left to the “big boy” OEMs.
Manufacturers can offer plenty of information that pertains to their products
and services, but the options are broader for the dealer who can acquire
additional know-how of other, valid technologies in order to stay highly
competitive and profitable. After all, if your competition brings out something
that completely invalidates your product offerings, you have a serious problem
Additionally, sometimes the sizeable OEMs can miss incoming trends because
they're so distracted by their own success, or may just be too short-sighted to
immediately recognize what is happening.
Sometimes it’s necessary to help those companies still on the outside looking
in. The 2006 ITEX convention is, more than ever, ready to provide assistance and
broaden the horizons of document solution providers in North America, and
The March 14-17 event at the Las Vegas Convention Center has increased its
educational classes to 100 hours and has expanded its Dealer Business Forums to
two days. The classes will feature the industry’s leading minds discussing
service, sales, solutions, marketing, print management, operations, and, of
The forums, lead by top industry analysts, will dissect the current market,
where it is heading, and what areas of the industry will provide the greatest
You can't afford to ignore the rumblings. A niche player isn’t always
profitable, and altering your business model means following an industry trend,
and sometimes being the first-to-market with them, which makes you competitive
for your clients’ total document and workflow solutions.
You must know the trends that will eventually affect you. Remember Whirlpool? It
foresaw today's popular polyesters entering the market and invented a washing
machine with a cool-down cycle. It forecasted early and caught the consumers’
interest first, driving the market.
Document solution providers should take heed because entrepreneurs who rest on
their laurels will get laid to rest in an increasingly disrupted marketplace.
Don’t let that happen to you.