Understanding the New Value Chain

Meanwhile, don't forget about those groups in your organization that are not your customers—like marketing, which accounts for 72 percent of the $1 trillion content market. Why aren't they using your services? How can you turn that around?

In research conducted this year by Gartner and the University of Connecticut under the auspices of Electronic Document Systems Foundation (EDSF, www.edsf.org), researchers examined the attitudes of business managers and how they viewed printing as part of their business processes.