A study on the application of digital printing technology and its influence on business opportunities

The global market for printing has been shrinking even though the demand for printed goods continues to evolve. The print industry is undergoing significant changes due to shifting consumer preferences. This includes a transition to shorter print runs, variable data printing, and on-demand printing. This study aims to explore how digital printing technology can contribute to the sustainability of commercial printing companies. It seeks to understand the extent to which digital printing complements the offset printing process and how the opportunities provided by digital printing technology can enable commercial printing companies to survive and thrive amidst current challenges. Recognizing the long-term effects of this situation, therefore this study is conducted to determine the impact of the development of digital printing technology on the printing industry and to explore the business opportunities provided by digital printing technology to commercial printing companies. A qualitative method was used to collect data for the study. Interviews were conducted with representatives from four digital printing and commercial companies located in the Klang Valley area. The findings of the study show that the development of digital printing technology has had a significant impact on the printing industry in Malaysia and abroad. The invention and application of digital printing technology can help commercial printing companies remain competitive and grow alongside advancements in the field. While both offset and digital printing techniques have their advantages, combining them can yield the best results. Emerging digital printing technologies present opportunities for print enterprises to expand and adapt in the future. For future research, it is recommended to investigate the impact of digital printing technology on the packaging sector, a market that is well-developed and holds significant potential for growth.