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InfoTrends’ Major Multi-Client Study Examines Changing Business Communications Needs of SMBs

(Weymouth, MA) January 05, 2010 . . . With over 6 million firms with fewer than 500 employees in the United States, the small and medium-sized business (SMB) segment represents a significant one for service providers. The rise of the Internet and electronic media has redefined the way that SMBs communicate with their customers and prospects, and the opportunity for service providers is shifting from traditional printed mass media advertising to multi-channel communications including print, e-mail, Web, and mobile. In fact, InfoTrends’ latest research indicates that the 2010 SMB community will be marked by an increased use of e-mail marketing, growing interest in mobile marketing, and an expanding online presence. While many of the basic print applications can be produced in-house, SMBs will call on the experts for assistance with multi-channel support.

The SMB segment, however, is a difficult one to reach.  It is geographically fragmented and spans multiple industries. To gain a better understanding of the needs of this diverse market, InfoTrends has conducted an in-depth study entitled Capturing the SMB Business Communications Services Opportunity. This study included surveys with over 2,000 firms with fewer than 500 employees across more than a dozen major industries in the United States. The study primarily examines SMBs’ marketing activities across various channels as well as printing and related services needs across document types. The study also explores successful go-to-market approaches service providers are using to reach and capitalize on the SMB opportunity.

Barb Pellow, Group Leader at InfoTrends, commented, “SMBs will require a broader range of external services as they expand their customer communications. Slightly over half of the respondents to our survey purchased services that extend beyond printing, the most common being Web site design/programming, creative/design, mailing, e-mail marketing, and digital photography. Service providers must learn what SMBs are looking for in terms of these less traditional areas to remain current and competitive.”

Indeed, the SMB printing market is highly competitive, as evidenced by the number of service providers used. Commercial printers, office superstores, graphic design firms, franchise/chain printers, and online printing services are the most common service provider types, with a significant percentage of SMBs also using print brokers or local distributors. While the market is certainly a competitive one, InfoTrends’ latest study offers valuable insight that will help service providers gain an edge by tapping into the needs of this unique market segment. Capturing the SMB Business Communications Services Opportunity investigates:

• SMB spend across document types
• The usage of the Web, e-mail, and mobile channels as means for customer acquisition/retention activities
• SMB preferences and relationships with external business communications service providers
• Pain points and future requirements for business communications across major SMB verticals
• Innovative approaches in serving the SMB market
• Prioritization of verticals within SMB segment

This study is available for purchase. For more information, please contact Jennifer Skerrett at +1 ext. 111 or e-mail .

InfoTrends, a Questex company, is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at www.infotrends.com.

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