Out of tune

A discussion on the introduction of digital printing in the printing industry is presented. There are a wide variety of printing solutions capable of variable printing from well managed databases and once the portability of databases becomes widespread then printing using variable data services will be a commodity service like any other. It is suggested that the moment industry-wide standards are adopted that allow for the fluidity of movement of databases and the moment databases can be upgraded and checked for accuracy, then variable printing will take off.