In printing industry, investing computer-to-Plate equipments (CTP) has become the only way of raising enterprises’ competitiveness. In recent years, China market has been having more and more CTP equipments and some relatively larger printing enterprises have successively invested in it. It’s not doubtful that they expect to raise product quality and productivity, economize the production cost and pull away from other enterprises in the same industry. However, CTP equipments are of high cost and not easy to be used, so most small and medium printing enterprises can’t afford it and use it properly so that they already lose to some competitive large printing enterprises just at the starting line. We can’t help wondering if small and medium enterprises will let it go like this and allow the gap between them to be bigger and bigger. 
At China Print 2009 which have just ended, Li Ming zhi, General Manager of Guangzhou amsky Enterprise Group came up with the answers: Even though customers can’t afford to buy CTP equipments, they can operate them and make use of CTP technology to participate in the unlimited competition. This firm promise attracted a lot of people in printing industry and the small but crowded booth was filled with customers. From it, we also can see enterprises’ desire of CTP technology as well as great attraction and appeal of practically making enterprises possessing CTP technology.
What makes Manager Li so confident and courageous to make the promise to the printing industry?
amsky founded in 1990 has witnessed 20 years’ technical evolution of prepress field from desktop publishing, digital proofing, and color management to the current digital workflow. Years of hard work has made amsky enterprise headed by Manager Li well recognized and understood printing market, printing enterprises and printing future. This is one of the sources of his confidence.
Next, two or three years ago, amsky and several other printing enterprises sharply noticed the enormous developing space for CTP on China’s future market and pioneered R&D and manufacture of CTP technology. ALPHA9000 Thermal CTP was successfully researched, produced, experienced two years of market trial and received great praise. The equipments’ speed, quality, stability, workflow software and controllability have met the level of international-brand products of the same kind. Manufacture base was enlarged and the ability of mass production rose up, which made them more confident.
Unexpectedly, they hopped over the regular marketing promotion mode to sell equipments or finance leasing. They stroked out a new market mode, which is CTP equipment lease with whole process services. This mode aims to make enterprises realize upgrading digital plate-making technology at low risks. Manager Li emphasized that they hope to get rid of the vicious price war in the current CTP market by means of differentiated and harmonious competition. It is also expected that more small enterprises can use CTP at low cost to take part in the market completion in advance. As this absolutely new concept was put forward, some people advocated it and some doubted it, but it didn’t prevent amsky enterprise from promoting “Leasing CTP Instead of Selling”. Manager Li said only in two years, the contracts signed in style of lease had come to more than 100 and our equipments, our technology, and our whole process service solution had endured the test of market and won us good reputation in the market which is the most positive support for us.
Keywords: Leasing CTP
Manager Li introduced that the solution of leasing CTP is related to amsky’s service orientation. amsky targets small, medium and developing enterprises that have financial pressure and worries when using the equipments and can be damaged badly because of equipment breakdown and any other problems in the utility. As long as customers choose the way of leasing CTP, they just need to pay small part of deposit and fit the equipment in their enterprise. After this, they just pay us certain amount regularly according to the leasing contracts. Meanwhile, amsky offers comprehensive services to customers which help to effectively solve problems at every stage of workflow. The services contain workflow training, staff training, maintenance and operating training, applying training, choosing materials and consultancy and instruction during manufacture.
"Leasing instead of selling” makes small and medium enterprises have competitiveness beforehand. They don’t need to use large amount of cash flow and they can use the saved investment to reform business pattern and craft flow, which gives wings to enterprises to fly out of morass and create a new space.
Special Withdrawal Mechanism allows enterprises to make their own choices. Before purchased equipments couldn’t be returned, but amsky’s leasing method is very flexible. When customers change their orientation or plates output are not enough, they can choose to quit per Withdrawal Mechanism without too much cost pressure.
Keywords: low risks
It’s for sure that when making decisions every enterprise would make careful calculation if there is sufficient capital, adequate plates output and powerful technology, purchasing is definitely at lowest cost and most economic. Actually, many enterprises don’t have these conditions. Taking into consideration equipment maintenance fee, depreciation fee, and inadequate output fee, the cost for each plate is still very high, so they can purchase it but can’t afford to use it and one-time purchase brings awful risks to customers, which explains why the market held so few CTP these years when promotion of CTP technology knew no bounds but most enterprises would wait and see rather than take actions resolutely. In this situation, leasing is the most suitable way to decrease enterprises’ investing risks.
The biggest challenge in promoting CTP by means of leasing is consumption habit of most China enterprises. Many enterprises can’t accept that the equipments in their workshop don’t belong to them. In this respect, Manager Li stressed CTP in essence is a manufacturing tool, machine and a kind of technology which is a must in the process of enterprise’s development, so no matter which method enterprises use and if cash flow is not influenced,, it’s enough for enterprises to achieve their goals to raise competitive power by making use of most advanced technology.
Keywords: Whole process services.
Another obstacle in applying CTP technology is whether customers can well combine equipments with their business. Manager Li said, “When cooperating with customers we will offer them reasonable solutions considering if their business is suitable to use CTP, how about plate output, internal manufacture craft and their developing expectations and many other aspects. After negotiation both sides agree on the cooperation patterns which are flexible. If customers hope to make changes, they can make new choice. There are various ways of payment, for example, paying by plate or by month.
What’s more, amsky will pack up its years of experience accumulated in prepress field and some customers’ comments on using its equipments and services. This kind of whole process and one-stop service helps customers to make full use of CTP, which may be more valuable than anything else for small and medium enterprises. In June, 2008, amsky set up CTP Technology Training Center together with Guangzhou Package Printing Association. This center tries to prepare and retain CTP technical personnel. When enterprises meet personnel issues, experienced and talented technologists can be offered promptly.
Conclusion: About future
General Manager, Li Ming Zhi said the impact of ChinaPint2009 greatly exceeded what was expected. In the past two years, amsky has obtained a certain customers group in South China and East China, who have given us positive recognition after two years market attempt. They also bring us impetus and confidence to keep up with it. The purpose to go to the north this time is to exploit northern market and we will cooperate with more agents and supplier to reduce cost and increase immediate response ability. This partnership will enhance our strength and offer customers more local printing services so that multi-win can be realized.
Facing future, Manager Li is full of confidence. He said, “There are total more than 90,000 printing enterprises in China, but the market retention rate of CTP equipments is less than 2%, so market space is very large. We expect to win a place on the market in the way of leasing our CTP.” Manager Li’s mild words are filled with persistence power. We look forward to amsky’s magnificent prospects.
Next：CTP, A War Minus the Shooting Pre：Below did not link the