VDP: Value vs. Price

How should in-plants charge for variable data printing? That topic on a listserv prompted the following response from Tom Tozier, director of Imaging Services, University of Colorado at Boulder (reposted here with his permission).

Many of our customers today equate everything to “click charges.” It’s a result of living in a digital age. As VDP evolves and becomes more accessible and understandable to a larger market, VDP providers such as ourselves are going to find that a “price matrix” (one size fits all) pricing method just isn’t going to work (or pay the bills).