Becoming a "Business Communications Service Provider"
http://www.digitaloutput.net/back%20edit/dec03/bestpractices.html

Pellow, Barbara A.
Digital Output
2004

Abstract:

Print service providers have historically been defined by output technology such as commercial color, sheet-fed, web offset and large-format. These print technologies by themselves can be easily commoditized. As the market begins to migrate to a digital infrastructure, Print on Demand – or POD – represents something far more interesting and important than technology for technology’s sake. POD hardware and software offer the potential for new ways to communicate business information. The primary focus of successful users of POD technology is building a services portfolio and positioning their companies to provide 'business communications solutions and services.' These users are looking at digital printing and the associated services as a way to decommoditize printing and increase both profitability and customer loyalty.