Since taking on the role of Sales Manager for the UK and Ireland here at
Alphasonics, I have noticed certain things about the label industry. Some
of these things I had a slight awareness of before becoming so involved, and
some elements have smacked me right between the eyes. Some things I have
found to be extremely positive and have actually made me feel encouraged and at
times privileged to be part of this recovering and dare I say it, thriving
offshoot of print that is powering into the future. While this
encouragement gives me great hope for where the industry is going and what it
may mean for me personally, I cannot help but be aware of murky undercurrents
that needlessly hang around the collective necks of the flexo printing
community - in all formats.
I'll start with the positives. After being present at the Ipex
exhibition this year (my first real taste of a printing show), I couldn't help
but buy into the buzz and excitement that envelops shows of this nature.
Obviously, Ipex is a different animal to Labelexpo and other shows relevant to
flexo, but I was bitten by the bug. I knew printing was something I
wanted to be part of and I knew it was something I could succeed in. Since
then, travelling to places such as Finland and South Korea, I have met some
interesting and thoroughly enthusiastic people who are striving to move not
only Labels, but Flexo and printing and packaging as a whole forward. On
this note, the product development I have seen in my short time has simply
astounded me. Being lucky enough to be representing Alphasonics at DScoop
Asia earlier this year was an absolute privilege and getting a taste of the
future though HP's trailblazing Indigo press and their unrivalled support to
their channel and media partners filled me with a great sense of happiness in
that I was now part of a progressive industry and while it is not necessarily great
news for flexo press manufacturers, you cannot deny the potential for progress
that these presses symbolise for even label printing. Again, that is my
opinion, do with it what you will.
What has probably struck me the most however is the varied support networks
that social media is now opening up. In
bringing Alphasonics into this new networking frontier is something I wanted to
focus on in my marketing role. This
blog, our twitter feed and LinkedIn profiles are opening doors to meet people
that share our thoughts, values and passion for what we do and why we do it. This ‘Why?’ element is what is leading to
this explosion of tweeters and bloggers that are becoming Gurus in their own
right through their willingness and ability to share their thoughts and ideas
using these online platforms. People
such as Danielle Jerschefske, Joann Hines and Mark Spaulding are the bench
setting trailblazers through their dedication in sharing their vast expertise
and in turn creating topics for discussion and debate within the online
arena. Even press manufacturers are
getting in on the act and our friends at Nilpeter and Edale are embracing
tweets as a great communications tool. Even
Label Experts from India are now flying the flag for their respective markets through
this medium which in itself is a great development.
Basically, what I am trying to say is that there is not only a great sense
of community within Flexo, but a great support network also. Friendships and associations are being forged
in new and exciting ways and as a young person who has been quite familiar with
social networking for quite some time, I can honestly say that I am immensely
impressed with how the flexo industry and printing at large has taken to this.
So let’s a get a bit more close to home now.
At Alphasonics, I must say that I could do a lot worse for my first
role. It's a great company with great staff, a great list of agents and
clients and is a company that is well liked because of the strength of their
product and brand. The latter two in this list are the secret to its
success. Without a great product, any brand is useless. I feel
Alphasonics stands for quality and dedication to solving the problems of Flexo
printers and has done for a long time. I have enjoyed contributing to
this strength and also enjoyed moving into the sales side of the business and what that entails for
me.
However, in moving into sales, I have noticed things that have actually made
me feel uncomfortable and in many ways, shocked me. It is something I am coming up against more and
more as I am meeting Label Printers both in the UK and elsewhere. What I am referring to is the flat out
dubious tactics employed by auxiliary equipment suppliers to the flexo industry,
especially by cleaning equipment manufacturers.
Now, I know what you are thinking dear reader: ‘But that’s the business you’re
in. Surely you know your business
environment? Shut up new guy and get on
with it.’ Well, yes I was aware of what
I would come up against when I took the role on and not for one second did I
think I was in for an easy ride. I was
even warned for what might come but I was really not prepared to meet customers
who have been told flat out lies about the product I am selling and as such
have made assumptions about Alphasonics and even myself.
The more experienced businessmen and women among you will now be thinking ‘What’s
his problem? That’s life. Get used to it.’ I’d even say it was fair to say that. What isn’t fair is that many of these other
manufacturers and suppliers are simply basing their pitches on lies and deceit. When Alphasonics, a company that has been
around for twenty years and has gained the recommend status of many of the major
press manufacturers as well as having customers that have a long and expansive
list of print awards and accolades to their name are coming up against criticisms
that are quite frankly untrue, we have to look at the problem in detail.
The main culprits? Smaller companies that
produce low specification ultrasonic cleaning systems, masquerading as experts. By basically deceiving customers into believing
their product can do more than it is capable of they are not only selling sub
standard equipment but they are also selling multiple hidden risks to flexo
printers. Throughout their periods of
insolvency and debt juggling over the years their product has simply remained
the same. so in order to compete with our advances and developments, they can
only invent fallacies to give their equipment any standing.
I will be blunt; what manufacturers such as this are making is low
specification, low frequency ultrasonic equipment that is at the same level as
the equipment that was hanging around in the 80s. Much like Jon Bon Jovi’s perm this equipment
was fine at the time but aged extremely quickly and should be regarded as a
mere embarrassing novelty. Like the
shoulder pad and the Reebok Classic, these systems are an unfortunate a hangover
of an era that saw equipment emerge and succeed but is now dwarfed by today’s technological advances. To summarise, the presses have progressed,
the substrates have progressed, the plate material and production of the plates
have progressed amongst other things yet manufacturers of this cleaning
equipment are selling machinery that should really be sent back in a Doc Emmett
style Delorean ride to the 80’s to fill a purpose there. So, what’s the deal?
For those of you, who are wondering why Alphasonics’ equipment is different,
please indulge me while I give you the facts.
Not the speel, the facts. People
started realising that ultrasonic equipment in its low frequency, Dynasty-esque
format was simply not up the task of cleaning high screen aniloxes and in fact
could cause damage over time and unfortunately we were caught up in this. It lead David (Jones) to develop dual
frequency technology which essentially works in two ways. Firstly, there is a low frequency setting
which is a more aggressive clean that is great for low screen counts and will
do the business on heavily contaminated aniloxes. However, what Alphasonics also has is a high
frequency setting which is designed for high screen counts due to its gentle
action. This is the feather duster to
the low frequency yard brush and, if I can continue this metaphorical train of
thought, is suitable to clean the high screen ‘Finest China’ anilox roll. Would you clean your finest china with a yard
brush? Go figure.
This was designed to solve the problems of the flexo printer. We all know the anilox is the cornerstone of
a flexo press and as such must be cared for and preserved. Dual frequency ‘Alphasound’ eradicates the
risk of roll damage through conventional ultrasound and can effectively clean
the highest screen aniloxes anywhere, anytime.
To achieve technological advances like this, the highest quality
components and highest level of electrical and electronic engineering are
required and we have always seen this not as a necessary, but an essential
requirement.
Take this and compare it with a company working out of a room no bigger than
your living room and who are simply sub contracting the work to whoever will
take it with simply the money in mind rather than the implications for the
printer when it comes to the crunch. I
have seen what these systems do to high screens over time and hopefully, you
have now too through the roll damage example below.
Surely you can understand my and Alphasonics’ frustration when printers
are told there is no difference between the two systems. It is simply lies and as far as I am
concerned is foul play to suggest that these low spec systems can hold a candle
to Alphasound.
What is true is that printers run the risk of roll damage when exposing
their aniloxes to this technology frequently.
Even single frequency systems made by Alphasonics is set to a higher
frequency meaning even then it is much more gentle on an anilox in
comparison.
As an employee of a responsible manufacturer of ultrasonic roll cleaning
equipment, I simply cannot stand by and allow printers to make the mistake of
trusting these cowboys. Their technology
simply does not compare. There is it is
in black and white dear readers.
As I remove myself from the saddle of my high horse, I take great pleasure
in reflecting on a great year for Flexo printers whether in labels, packaging
or whatever application. The future is
looking bright. We are ourselves embarking
on our fourth R & D project in as many years and we are looking to what the
next year brings with optimism and vigour.
I personally would like to see the continued use of social media to
cement the flexo printing community online and also to see another year of
bumper trade shows as we move into a new and exciting era for printing.
This hope for the future however does come with a warning in the form of a
well known saying: buy cheap... buy twice. As we move into a new phase of higher screen
counts, better pre and post press production and generally better quality of flexo
printing process I would encourage printers and experts alike to look to
advanced technologies to compliment this.
If you aren’t careful it could set you back 30 years rather than propel
you forward.
I wish to thank you for taking the time to read the green ramblings of a flexo
newbie and wish you all the best for the Christmas period and for the New Year.
Christopher Jones
Marketing Manager/UK and Ireland Sales