Recently separated from EFI, Fiery is now to be operated independently.
What does this mean for dealers, resellers and end users?
Andy Slawetsky spoke with Fiery CEO Toby Weiss to find out What’s Happenin’ with Fiery.
SOURCE Industry Analysts Inc.
Full Transcript
Toby Weiss Toby is the fiery CEO how are
you today Toby I’m great Andy thanks so
much what’s happening what’s happening
thank you so much what a what a great
start to uh to an interview uh an
exciting day exciting time for you guys
I couldn’t wait to talk to you uh last
time I spoke to you you had a very
different role you were working at this
company called EFI who you are still
kind of working for but over the last
couple of weeks EFI has
um sort of split off by array from what
I can understand and I’d love to talk to
you today about that
um tell us what’s what’s happening at
EFI and at fiery and tell us about your
new role
that’s right thanks so much for asking
Annie it’s great to be with you and your
audience today so um if you look at uh
EFI we really had two businesses the
last year we had a business focused on
Industrial inkjet printing and we had a
business focused on fiery which is
digital front ends uh you know for
industrial for commercial for graphics
um and and they’re really what we
noticed is they’re two different
businesses uh one of the businesses you
know focused on on Industrial print the
other one’s focused on dfes and every
time you have a business and you’re
making a decision you know you’re making
that decision and maximize the value of
your business and I think what we
realized is we really have two very
strong businesses both uh you know
financially very strong both very strong
Market positions uh and so it made sense
really just given the amount that we
have to do the messages that we want to
deliver to maximize the value to create
two companies out of it and so we spun
off and created uh fiery uh which I am
really delighted I got the privilege to
lead an amazing team and so fiery has
become its own company and that’s that’s
really the message there and it’s for us
it’s all about focus and delivering
value to our customers our partners our
dealers and and you know EFI is the same
way
it’s it’s amazing to me we kind of
talked about it earlier before we
started uh started recording so I’ll
share those thoughts again but you know
we remember fiery from its early days
and and you know they
um funded the expansion and the in the
growth of what has become uh you know
had become almost a billion dollar I
don’t like I think you were dancing
around you might have crossed it at one
point but about a billion dollar
industry right a billion dollar company
I should say and and so to see it kind
of come back to its roots and spin off
on its own um very exciting because that
did start you know I’d say in our
Channel and in the channel That that my
um my readers and followers uh are are
you know part of right so fiery um
it has been an intricate part of the
dealer community and and honestly um I’d
love to hear what your thoughts are on
on going forward what does this mean for
uh for the Dior Community for big deal
or small dealers and for their customers
who are going to be you know continuing
to use your products going forward
uh thank you Andy I think first you’re
right I mean that their fiery does have
a special place in the industry going
back to the origins where it really
turned copy machines into Network
digital printers and you know not just
EFI the company was born but I think a
huge part of digital imaging
um you mentioned kind of the size of BFI
but if you look at the fiery business
for example you know it’s included
inside of digital printers bundled with
digital printers selected by end
customers and then those printers have a
big value the obviously consumables the
service and everything so at one point I
had measured kind of like what really is
the value of the entire industry that
that fiery serves and it’s
multi-billions and it’s a very very very
large part of the industry and and you
know we’ve always been very very proud
of that and take that responsibility
very seriously I think that ties into
kind of what’s in front of us now
because we look at fiery and you know
the growth potential that it has and and
think that it can be uh enormous uh we
you know we love our partners we love
our dealers uh and there’s really no
shortage of opportunity I think when
people think about fiery they think
about the digital front end that might
come with a 70 to 150 you know page per
minute printer but if you’re a dealer uh
you know you might not know that we’re
also a leader in direct to film and
direct to Garmin in apparel Printing and
why format uh and all of these different
areas and if you look at the end
customers you know every time I go into
a print shop or a print room you know
there’s more than just a cut sheet
production printer there there’s a lot
of opportunity and this goes back to you
know some of the reasons why to be a
separate company and to be a stand-alone
company uh which is you know we have a
lot to talk about uh and we have a lot
to focus on and we really really want to
bring a lot of value to the dealer so
you know if I’m a dealer uh you know
what what message does Toby want to give
uh to you uh well I think first off
there you know there’s a great great
opportunity in front of us
um certainly you know there’s some
headwinds uh going on we all know about
inflation we all know about the cost of
paper uh we all know about maybe
customers worried about interest rates
or Capital Equipment purchasing
um but with that said you know those
create a lot of opportunities customers
are looking to consolidate their
equipment in some cases a lot of them
are going to e-commerce right we’ve all
gotten used to that and so they want you
know equipment that can be automated
they want to know that the job can be
done right customers don’t necessarily
have the same skills about available to
them the labor Market’s tight and so
having technology that is going to work
out of the box is going to give a great
result is very automated and the support
that we provide you know you have a new
person in your shop I think fire is
always you know treated we love
operators too and the amount of training
that we have the certifications and the
fiery field support team that’s always
there for the dealers uh you know we
pride ourselves on on being able to take
a call uh and and help someone out and
so you know this for us is about going
back to Our Roots uh and and now there’s
just an enormous opportunity out there
for us and we want to help the dealers
and our partners capture it
so moving forward you’re going to have
um I would say Obviously much more
focused on the dealer Channel and it’s
not like you you really didn’t before
um but you know with all the different
areas of firing I did sometimes uh vfi
you know you could say you could make an
argument that fiery kind of uh would get
swallowed up in it a little bit and and
so now to be able to sort of break it
away and have it all focused on firing
um I just think is really uh you know
like you said getting back to Roots
getting back to where where it all
started where it all came from and you
know the dealers uh they’ve been using
you guys for 20 plus years at this point
and and you know you were the original
one of the original connectors to make
everything digital when we had analog
equipment right and I think a lot of
people
um and a lot of your competitors went
away uh when when the manufacturers the
printer manufacturers got good at making
their own controllers but you guys had
always been able to sort of stay above
that and say yeah your controller is
really good for a lot of Office printing
but and how did you um part of that out
going you know in in the past you broke
it down in the graphics and you broke it
down into commercial print
um where did where did um fiery sort of
I think or any EFI where where where did
you guys take that product
um and how did you sort of avoid that
collapse that you know the rest of the
industry uh your competitors really
experienced back in the in the 90s and
2000s you know when when it was booming
and then all of a sudden you know once
those manufacturers made their own you
guys a lot of your competitors didn’t
make it how did you guys get beyond that
I think the team did a great job in in
really being focused on you know the End
customer and what do they want and
um you know when you we ask customers
you know what they want we’re just
thinking about digital front end uh
that’s all we are we’re not talking to
them about fusers we’re not talking to
them about their click charge you know
we’re really talking to them about you
know what is their workflow what do they
need to get out of it and they’re always
telling us they want exceptional color
they want high performance they want it
integrated in with the rest of their
shop uh and they want great support and
and so you know I think for us it’s it’s
just being maniacal uh about that
um you know you’re right A lot of people
have tried to build a digital front-end
it’s really hard it’s frankly really
really difficult to build a good one I
think we have the scale because we work
on so many printers and so many devices
that you know we just get a little bit
more experience we have more resource
we’re a little bit more more focused on
it as you pointed out you know the the a
lot of the controllers really just
focused on Office printing and when you
get into wanting to do something in
production neither doesn’t work as well
or you know in order to get it to work
it’s like 65 steps and and not intuitive
and we’ve just always wanted to give
customers something that that works well
I think a lot of times about the
thermostat on my heater in my house even
though I live in California it gets a
little chilly sometimes here in the
mornings uh and uh you know you look at
something like nest and you say you know
it just works well it’s easy to use it’s
intuitive right anyone can probably make
a thermostat
um but you know people are willing to
pay just a little bit more to get one
that great and for their needs and you
know we look at fiery is that way we we
know that when you’re printing for a
living how how effectively you do that
and the tools that you have and how easy
and when you have a question when you go
online and ask the question and you can
see the answer all those things really
really matter uh and they pay for
themselves you know at the end of the
day so we’ve we’ve focused on that and
our partners have embraced it too you
know they’re they’re they’re in the
business of of you know selling printers
and and getting consumables and clicks
and service and their customers ask for
fiery uh and you know we value that
partnership along with them too
now you’re obviously legendary in
commercial print production print in
that area are your do you see
opportunities in the general office
still is that a place where where you
guys are still able to play and and
offer some opportunity for the dealers I
think at the high end of the office we
are you know I mean if you’re a um you
know big office uh you know big
corporate client and you’re probably
sending out some part of your print and
it’s costing you money and the idea that
you could buy
um you know printer from one of our
partners and by the way the new printers
at the high end of the office are
amazing the capabilities they have and
you really can do exceptional quality
work and you can bring it in-house and
so you know there’s deals that come all
the time thousands and thousands of
units frankly uh you know where a
customer might say you know instead of
sending out my my work for you know
whatever real estate brochures business
cards or flyers or you know posters or
banners or anything
um you know I can just get a printer
in my office with just the slightest bit
of training and I can save myself a ton
of money that’s a common theme I mean
this sometimes the work is outsourced
because people want to focus sometimes
it comes back in because they want to
save money and you know dealers sort of
asking that question investing a little
bit of time on the larger companies I
think can can really make a difference I
know I’ve given that message to the
dealers before and you know some of them
ping me and say we had a nice win uh you
know we just added uh you know fifty
thousand hundred thousand dollars more
than we thought we were gonna get uh you
know from a deal by doing something like
that so that’s uh absolutely uh a case
also I think if I look at offices
um they have other needs too you know
you see a lot of uh apparel you know
offices by t-shirts offices by uh mugs
uh you know one of the one of the really
neat things that might not be selling
directly to the office
um you know but there’s a lot of
services available now where you could
sell person things
from you know schwag almost from your
own company and you don’t need to do
anything you know you you just sort of
connect to some of these companies and
you can sell t-shirts with your logo you
can sell hats you can sell mugs uh you
know so on and so forth and that is a
big opportunity so we have a lot of
companies that we deal with uh to be
able to
um you know provide that that print on
demand for that so
um apparel’s blowing up direct to
garment direct to film uh all this
personalization even engraving actually
uh you know as a business we have we
don’t talk about it very much but you
know someone’s buying a watch they go
online they want it engraved guess what
that’s you know our technology behind
the scenes so I think office has pull a
lot of those products uh from from print
for pay but within the office there’s
still a good opportunity too
well you know it’s funny you mentioned
garment printing I’m not going to spend
too much time on it but it’s you’re not
the only company these guys are hearing
it from right they’re um they’re hearing
it from several of their other vendors
that are kind of getting into that some
at very different levels right and and
the reggiani stuff I’ve seen
um from you guys at previous connect
conferences that I’ve been at monstrous
machines I mean so the the span of
what’s available out there is really
um just start it’s it’s you know you’ve
got everything from the very very low
end
um transfer technology just to and I’ve
seen some of it um I think I had a tour
of your New Hampshire up in New
Hampshire you have a facility uh that’s
right EFI is an office so it was there
um I mean just big big big machines and
and it’s really pretty amazing to see
these things running uh Before I Let You
Go I do want to talk about DX you know
everybody’s digital transformation
what’s everybody doing with it and
um kind of getting the message uh from
across the industry it’s on everyone’s
website I’m sure it’s uh front and
center on yours at some point and you’ve
been talking about a long time but you
know what are the opportunities for you
guys going forward with the whole
movement and and you know classifying
digital transformation is DX and
um what’s the strategy like for you guys
and how do the dealers fit in there
we’ve always been about digital I mean
for us it’s been a hundred percent
digital all the time you know and so uh
we go in and look and say you know what
are the opportunities for for
digitalization and uh you know for us
that that’s been our sweet spot forever
um there’s still a tremendous amount
Believe It or Not of you know offset
work and it’s coming crashing down uh
right because people can’t find uh the
people to run the equipment
um you know people don’t want to have
inventory inventory you know that is is
cash that’s tied up people want to do on
demand they want to do personalized and
so that’s that’s just been all we’ve
done forever since day one
um and we really view ourselves as the
enabler right that the technology and
the staff and the know-how to help our
customers our partners you know our oems
uh you know and their customers uh you
know through that through that
transition it it means different things
to different you know companies uh for
sure and there’s some super neat
technology out there from devices that
are you know translating and marking
test scores and you know all that kind
of stuff like Roasters right I’ve seen
it at your back to connect I’ve seen I
remember one year you had giant size you
know wall sized posters that had some
sort of embedded technology in them that
was able to see who was walking by am I
crazy am I remembering this you had like
no we had yeah that was a neat thing and
like hybrid digital met hard copy right
it was
that’s right we have some other
technology as well where
um you know for signage for example
inside of stores and you tie it to
mobile apps uh so that you know
customers it’s not a QR code but
literally the whole image uh you know
that it can recognize these days because
you know the AI technology is so amazing
um and uh you know you can do a lot like
that and tie things into to retail but I
mean we’re working on some really big
projects where we’re you know it’s not
about print it’s about a customized good
coming off of a manufacturing line uh
and you know I know when people think
about fiery they think about that cut
sheet controller but it’s really it’s a
lot about personalization it’s about
about that digital uh Journey you know
um and and literally people have as I
was saying before that you have websites
selling products now that the product
doesn’t exist uh until the person hits
click
um and I think what we’ll see in the
future you get a lot of excitement
around chat GPT and all of that you’ll
see marketing content be created on the
Fly not just the actual ordering and the
creating of the product uh but you know
everything even the content within there
I think is going to start to be created
on the Fly and it’s going to be a super
exciting time for for our industry for
those that embrace it uh you know
they’ll always be those that talk about
print is dying or this or that but uh
you know the future looks bright from
where we stand yeah I would say um the
print is dying message uh maybe it’s a
little premature there’s there’s and
especially when you come to some of your
conferences that have been doing the
past where because I do you know I’m
very office focused and and a little
production but when I come to a show
like yours I see things that you know
and and shows from some of your partners
that I’ve been to
um you know when Canon used to have the
big cannon Expos and you’d see
everything in the world that they did
and you know Rico does a lot of big
shows and the dealer shows I’ve been to
in the past from you know HP and Xerox
all of them
um there is one common factor is you you
know when you do these big connect shows
every every and now it’s EPS owns
connect they keep talking about someone
else’s show but it was your show and and
and but one thing that always struck me
is pretty amazing was I mean I can’t
remember anyone who wasn’t at that show
right who didn’t have a booth and it was
literally all that Hardware
manufacturers that were playing in that
in that um in that space so you still
work with all of them if I’m correct yes
we we do absolutely and you know to your
point uh you know if you walk into and
office uh you know any dealer who walks
into an office and you just look around
the office and you see everything that’s
printed you know sometimes there’s glass
walls on the conference rooms and
they’ve got you know signage uh you know
people might not be handing out as many
business cards as they did before but
you know nobody wants to for example
order you know 20 000 training manuals
that you know people are working remote
and this and that but they’re ordering a
few for the you know and that means it’s
digital that means it’s on demand that
means they can do it in-house they can
do it cheap you know I see you’ve got a
cool what’s happening hat I think you’re
wearing right there right that was
probably uh digitally printed is going
to be my guess uh you know as well and
so there’s just
um you know all over the place I think
there’s opportunity Office printing got
hit hard there’s just no doubt about
that and I think everyone’s hungry and
looking for the new opportunities and
they are around they are around
absolutely yeah and you guys are a great
example that print is not always just
that document um you know that is coming
out of that a3a4 printer print is all
over the place and and I think I think
our followers are are you know our
um people watching this video there’s a
lot of opportunity out there right
outside of the traditional document and
you and just a quick visit to their
website I will have a link in in the uh
uh description of the video uh for to
get there but there’s you can see on
that website there is just so much out
there that is not in in that traditional
office so Toby this has been an absolute
pleasure thank you so much for taking
the time and chat with us and telling us
um you know everything going on and
what’s happening as you said with uh
with EFI with fire and congratulations
on your new role say hi to Jeff uh
Jacobs uh Jeff is now the um he’s the
board what is he uh chairman Jacobson
took the role of executive chairman and
so he’s the executive chairman of fire
he’s also the executive chairman of uh
EFI and and you know that’s great Jeff
is such great industry insights and you
know it’s such a great you know leader
and mentor and he’s looking forward to
this new role and I’m looking forward to
this new role and everyone on team fiery
is looking forward to uh to things as
well well this has been great thanks so
much for spending time with us and we
will catch up with you soon thank you
thanks so much