Download the full study reports:
Qualitative report: Key issues, case studies, conclusions
(July 2005, pdf, 3.4 MB)
(Sept 2005, pdf, 2.3 MB)
Business activities covered by the publishing and printing industry are defined under groups 22.1 ("publishing") and 22.2 ("printing and service activities related to printing") in the NACE classification of economic activities (NACE revised version 1.1 – final draft 2002).
Three areas can be identified as important drivers for the development of ICT and e-business in the P&P sector: dynamic ICT infrastructure adoption, the need for enhanced process efficiency, and trends in user demand to remain a crucial issue for overall industry prosperity. As a result of these drivers in industry change, companies have to cope with increased technical complexity, ongoing changes in their value chain, stiffer competition in the advertising market, the erosion of traditional business models, and a continuous need for organisational change.
Survey results show the P&P sector is very advanced in adopting
broadband connections to the internet. 13% of all EU-7 firms
surveyed in the P&P industry (representing almost 31% of all sector
employees) use broadband connections. While
these figures for broadband adoption are well above an all-industry
standard, the potential of broadband for e-business is far from being
Further, the e-Business Survey 2005 brought mixed results for the use of ICT and e-business solutions for the optimisation of internal business processes.
Intranet adoption is above the average of the 10 sectors studied. In contrast, Electronic Data Management (EDM) and Enterprise Resource Planning (ERP) systems are only slowly diffusing amongst organisations in the P&P sector. Applications in knowledge management are predominantly used by large companies and by a few medium-sized ones. The survey shows that almost half of all firms active in the P&P industry are purchasing online. There is also a high degree of e-procurement activity among SMEs.
The use of the internet for marketing and sales is a key industry practice for many P&P companies. A website is practically a must, and about 17% of firms (representing 35% of employment) reported using a Content Management System (CMS). Firms from this sector also have a clearly higher propensity towards selling products online (37%, by employment) than on average in the 10 sectors (17%). However, only 17% of the P&P companies said that online sales accounted for more than 5% of their total sales.
The P&P industry is in a state of ongoing change. The industry has been significantly affected by new technologies, changes in media behaviour due to the internet, and increased customer expectations. The e-Business Survey 2005 shows that the P&P sector has properly responded to these challenges by swiftly adopting and upgrading basic ICT infrastructure technologies and turning to the needs of customers with high-end e-business solutions. Its diversity and complexity, its low level of market regulation and its large number of micro- and small enterprises (97% of firms in the industry employ fewer than 50 people) have largely contributed to this situation.
Some important trends in ICT and e-business deployment in the P&P industry can be discerned:
Developments relating to ICT and e-business have some implications for policy, which in this sector inevitably includes 'media policy' in the broad sense. e-Business [email protected] regards the following areas as important:
Further, the importance of Digital Rights Management (DRM) and taxation for policy which was already mentioned in the previous sector report has been re-affirmed.