The print businesses that succeed over the next decade will not simply react to change — they will position themselves ahead of where customer demand is going. That is one of the central ideas John Koller explores during this Edge Rockies keynote and panel discussion focused on “The Future Print Customer in a Changing World.”
Throughout the session, John explains that customer expectations are no longer shaped only by print competitors. Companies like Amazon, Uber and Shopify now influence how people think about speed, convenience, personalization and digital experiences across every industry. That shift, he says, is forcing print businesses to rethink not only production and fulfillment, but also their role within the broader customer journey and value chain.
Joining the discussion are Francis McMahon, President and CMO of Tecnau; Buddy Kramber, VP of Operations at The Bernhard Group; and Franz Gerhardter, Founder and CEO of ArdorU.
Together, they explore how faster turnaround expectations, increasing personalization, AI-driven buying behavior and changing regional market dynamics continue reshaping how print businesses operate. The conversation focuses on the idea that PSPs increasingly need to think beyond transactional production and position themselves as strategic, connected partners capable of helping customers navigate complexity.
Another theme throughout the keynote is anticipation. John references the importance of recognizing signals early and building for where the market is heading rather than remaining anchored to current demand. The panelists discuss how AI, automation and digital commerce are accelerating change across workflows, customer interaction and operational strategy — and why adaptability, integration and customer-centric thinking will become even more important moving forward.
This important conversation acknowledges that customer behavior and expectations are evolving quickly, but it also frames this moment as a major opening for PSPs willing to innovate, rethink their positioning and stay closely connected to where the industry is heading next.
