Dscoop 2019: “Automation as the key to the printing industry”

Our review of HP’s print community event

Schätzl print emotion at the DSCOOP 2019
DSCOOP 2019 – Ulrich Schätzl in the panel Best in class on commercial printing

In summer of 2019, Schätzl print emotion again took part in a major Dscoop event. We have taken many impressions that will surely inspire us as the year progresses. And we were also able to provide impulses as panel participants. Why? Well. because the latest Dscoop event in PortAventura in Spain focused on “our” topic: automation in the printing industry.

We regard automation and personalization as nothing less than THE key to the printing industry and its further positive development and future! That’s why we were of course looking forward to seeing this HP event.

Panel discussions with Ulrich Schätzl (CEO) and Steven Asumang (MD)

Thanks to the combined use of HP printing machines and OneFlow automation software, Schätzl print emotion has long been one of the pioneers in digital printing automation. And not just in German-speaking countries. It is therefore no coincidence that our Managing Director Ulrich Schätzl took part in the panel “Best in Class for Commercial Printing” on the first day and was allowed to set the first substantive accents on this success-critical topic. The other two panelists in the panel were Bulg’s Yoan Georgiev (Digital Print Division Manager). He is one of the market leaders in Bulgaria, and Joris Bosch, director of the Dutch company Wihabo.

Ulrich Schätzl answered the exciting question about customer focus on the Dscoop as followed:

Is it better to be customer-oriented or innovation-oriented?or both?

Definitely customer-oriented! Because there are many ways to be misled by innovation. In an ongoing business, it is always important to close the gap between innovation and customer needs.Of course it is good to keep in mind new ways and new fancy products. However, one should not lose sight of the crucial questions: Is it really something my company needs? And is there actually a market for product innovation? We also had to go through a complex process of implementing digital printing – which initially bore no fruit. But we continued and ultimately succeeded! There was an opportunity that we used because we anticipated a change in the market in good time. So it’s better to start with customers and their needs – and start thinking about optimizing them with new and innovative products or solutions.

Very enlightening – and accordingly much discussed on the Dscoop – also was the following assessment of our managing director:

Should one try to make it right for all customers – or even tailor the offer?

As a digital printing specialist, who has been consistently focusing on individual print projects from run 1 on for a long time, the answer is easy:

of course tailor-made and individual! We try to fulfill all aspects of our specialty vertically – and not to meet all conceivable customer needs horizontally. Because with this “softening” we would not be among the best. 

In practice, this means strengthening our supply chain, lowering production costs, generating upstream or downstream profits, and opening up new distribution channels. The interaction of these measures leads to a clear demarcation from the competition and to a more individualized, tailor-made focus as a company, from which the customers also benefit to the maximum.

The 100 percent philosophy

Ulrich Schätzl, owner and managing director of Schätzl Druck & Medien GmbH & Co. KG, not only represents a clear 100 percent philosophy in terms of quality, satisfaction and deadlines.

Online digital printing and on-demand printing are also in this category for him. And he goes one step further: anyone who misses the two closely interwoven trends in automation and personalization in the printing industry will ultimately be consumed by the competition. Sounds harsh, but it is like that. That is why Schätzl Druck & Medien GmbH & Co. KG has been printing exclusively digitally since 2015 under the brand name “Schätzl print emotion”. All products without exception are online and can be ordered on-demand.

And Schätzl print emotion specializes in individualized print products; already today more than 75 percent of all products are produced in one edition of one copy

The pioneering focus on automation and personalization is made possible by the combination of high-end digital printing presses from HP and automation software from OneFlow Systems, which is very rare in Germany. While there are already several hundred print service providers around the world that automate using OneFlow, there are actually only two users in Germany. Of course, we are happy to pass on the positive effects of this technology advantage to our customers (eg agencies, publishers, corporate clients).

Schätzl print emotion at the DSCOOP 2019
The team from Schätzl print emotion: 
Ulrich Schätzl (CEO),
Steven Asumang (Marketing Director),
Manuel Stefan (Sales Director)
and Julia Schätzl (Sales & PR)

Fair Recap: Review of the Dscoop 2019 in Barcelona

At the start of the three-day conference, the team from Schätzl print emotion headed by Ulrich Schätzl (Managing Director) of the Hotel “Caribe” went straight for the opening session. Chris Barez-Brown, a british hit author and entrepreneur was the keynote speaker, who oversees numerous global players such as Nike, Unilever and Diageo with his consulting firm “Upping Your Elvis”. An unusual choice for the keynote at a printing trade fair – and that’s why it’s so inspiring. Chris Barez-Brown always manages to get a surprising look, even on complex contexts.

Interesting first-hand impressions from the latest Dscoop event on the Mediterranean can be found in this YouTube video, which of course also includes the keynote speaker:
https://www.youtube.com/watch?v=NPRXBnwut1Q

By the way, that was the course of the Dscoop 2019 in Barcelona:

Day 1, Wednesday, June 19th 2019

09:00 – 18:30 Registration

14:00 – 15:30 Opening-Session and Keynote

16:00 – 18:00 Educational sessions #1

18:00 – 20:00 Welcome reception

Day 2, Thursday, June 20th 2019

10:30 Solutions Showcase Open

14:00 – 15:00 Educational-Sessions#2

14:00 – 15:30 Opening-Session and Keynote #2

16:00 – 17:00 Educational-Sessions #3

17:00 – 18:30 End-Sessions and Keynote #3

19:00 –  01:00 Dscoop EDGE Party ☺

Day 3, Friday, June 21th 2019

09:30 – 12:00 Showcase Open with brunch and interactive workshops

12:00 – 16:00 Optional: Visit of the HP Experience Center on classic city tour

On Day 2, of course, the panel’s “Connect to Brands for an Automated Order Flow – Easier Than Ever” was the focus for the Schätzl team. For several reasons: Chris Knighton, CEO of OneFlow Systems, our important business partner, and our marketing director Steven Asumang were among the speakers. And maximum automation is our absolute hobby in digital printing! The other participants in the roundtable also brought with them a wealth of experience and expertise: Niels Berg (CEO, My Magic Story), Rene van Dijk (CPO Helloprint) and, of course, Keith Wilmont (CEO DSCOOP).

Between the various panels, sessions and training opportunities, there was the classic business at a trade fair: networking, exchange, technical discussions – and branch party!

The third day is rather quiet at many fairs, or just departure day. At Dscoop in PortAventura, there was a real highlight instead. There was a visit to one of only three showcase sites worldwide from HP. There then was a really interesting exhibition of current and innovative HP technologies to see. The variety of topics ranged from high-end digital printing on flexible packaging to also large format printing.

Summary for urgent readers, tl; dr / too long, did not read


When we saw the theme of the latest edition of the Dscoop event series, we thought, “Perfect!”. It was about automation in the printing industry. We are one of the pioneers in this field, at least in German-speaking countries. That’s why we were very pleased that our managing director Ulrich Schätzl and our marketing director Steven Asumang were invited to participate in important topic panels. Dscoop edge™ is a series of events from the printing industry for the printing industry initiated by US print manufacturer HP. The focus isn´t sales or acquisition, but exchange, networking, inspiration and discussions at eye level and in partnership.

That’s why every Dscoop event is a popular destination for print service providers, software houses and other trade visitors. The latest edition of dscoop edge™ took place in the spectacular PortAventura Conference Center. That is approximately one and a half hours away of the Catalan metropolis of Barcelona.

You can read a small recap of the three-day trade fair exclusively in the online customer magazine of Schätzl print emotion. Have fun!

Dscoop – „Print More. Print Smarter. Print Profitably.“


Dscoop (for short: Digital Solutions Cooperative) according to the initiator HP with more than 8,000 members, is the largest community for digital printing and printing – and rising. At the heart of the user-centric community are the sales, marketing and production teams of market-leading and innovative print providers using at least one of HP Graphic Arts flagship presses. Under the motto “Print More. Print Smarter. Print Profitably.” at the Dscoop events, print service providers, printer manufacturers, software companies and other trade visitors regularly and intensively exchange ideas. They network and support each other, they plan cooperations and, in direct exchange, learn a lot about the latest technologies, topics and trends in the printing industry. Everyone benefits from this: new ideas, surprising synergies and sustainable sales growth.

OneFlow Systems:


Under the slogan “Print production made simple”, the British company OneFlow Systems provides a truly groundbreaking workflow software for print service providers (PSP). OneFlow is ideally suited for Print Mass Customization, for the printing of personalized products (such as business cards, photo books) – from circulation 1. OneFlow therefore already is being used as automation software by several hundred companies worldwide. By contrast, there are only two users in German-speaking countries – and Schätzl print emotion is one of them! OneFlow automates the entire process of a print project, from online order receipt, preflighting and tracking to shipping – in a single integrated workflow, the OneFlow.

The use of OneFlow saves time and money. It does that with similar print jobs and projects are merged and then processed batchwise efficiently. The same thing happens when shipping: several orders are combined intelligently and cost-saving to a consignment. All of this happens automatically and can be monitored and controlled completely.

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