Apparently, the Print Industry Overinvests in Machines and Underinvests in Software.

[toner]

Apparently, the global print industry has a spending problem. According to Gelato CEO Henrik Müller-Hansen, printers continue pouring millions into new presses, production equipment, and finishing systems while failing to invest enough in the software that could significantly improve productivity and profits. He argues that workflow automation, AI, web-to-print platforms, MIS software, and digital production tools often deliver a greater return on investment than another expensive machine. As print jobs become smaller, faster, and increasingly customized, efficient software—not just faster hardware—is becoming the real competitive advantage. Whether the industry agrees or not, the debate raises an important question: are print companies buying more equipment because they need it, or because they’re overlooking the technology that could help them get more out of the machines they already own?

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June 30, 2026 at 9:09 AM