Impact of internet on the printing industry in Saudi Arabia

Printing and Publishing Industry are faced with a decline in the developed markets of thewestern world. This decline has been attributed to the rise of internet enabled technologywhich has shifted the landscape in the favour of Digital Print in Comparison to TraditionalPrint. Similar trends have been witnessed in the developing markets of the Saudi Arabia wheremajority of the industry is comprised of small-to-medium sized printing firms. This studyexplores the challenges faced by these firms due to technological disruption in a bid to helpthese business transform. The study also will provide recommendation to the current productmix strategy and substitution by the internet there by creating a sustainable product mix. Thestudy follows a mixed research design approach with 250 participants who are active users ofthe printing products and services in Saudi Arabia. Qualitative data is collected from 5 semistructured interviews with industry experts from a local printing house in Saudi Arabia – AlFakhoor. The key findings of this research point out to the need for product diversification bySaudi printing firms; need to develop skills and capacity to transition into the digital printmedia; shifting customer needs with customer now expecting add on services such as digitaladvertising/marketing or lead generations; In adept marketing capabilities; and so forth. Themost impact of this study is linked with guiding SMEs printing firms towards diversification oftheir existing product mix to make it make it more aligned with future needs of the client. Thethesis argues in favour of market building for new services and products as printing firms areurged to rethink what it means to be a printer in the digital age?