Epson canvas can basically be defined as Epson's top pick for an fine art inkjet canvas that best suits the mainstream Epson printer market. It is vitally important for every owner of an Epson printer, such as the Epson Stylus Pro 9800, Epson Stylus Pro 7800, Epson Stylus Pro 4800, especially those in wide format fine art printing, to comprehend why Epson canvas was chosen by Epson and which market segment of printmaker the Epson canvas will suit best.
We all know that Epson does not develop or produce any of the fine art papers or canvases (nor do any other large equipment manufacturers such as HP, Canon, Roland, etc. ), including of course the Epson canvas analyzed in this article. Fine art paper and inkjet canvas manufacturing is instead done by manufacturers who specialize in it. Epson therefore selects the most applicable and mainstream canvas from one of these manufacturers to ultimately deliver what they call the Epson canvas to the marketplace. “Versatility" is the key word here.
This means that the Epson canvas should produce solid performance when used on the Epson 11880, Epson 9800, Epson 7800, and Epson 4800, which use Ultrachome K3 inks through eight color ink technology. Generally, the widest range of Epson users should be pleased with the Epson Canvas, which includes individual amateur and professional photographers, fine artists, sign printing service companies, and giclee printers. It does a great job at doing this. It also does a great job of introducing Epson printer users to the process of printing onto inkjet canvas and the challenging world of retail-level fine art sales and marketing.
Nonetheless, there are small range of other fine art inkjet canvas manufacturers who's approach differs widely from Epson. Mainstream evidence suggests that they have chosen to target the different segments of fine art printmakers with exceptionally unique inkjet canvases that take advantage of the weaknesses of Epson canvas main features and its price point. Let us examine this in further detail.
Bureaucracy creates a issue for Epson because every product must undergo a long approval process before it is even considered, let alone released. A brand new canvas such as the Epson canvas might reach the market anywhere from twelve to twenty-four months from the time it was initially developed. This significant setbackresults in a disadvantage for Epson because competitors have an exorbitant amount of time to design and manufacture their own new inkjet canvas before Epson does and therefore gain the first mover advantage.
After the release of the Epson Canvas, one can expect Epson, or any other large OEM to, continue with the product for several years prior to any consideration of developing an an improvement to the fine art product. As illustrated above, innovating giclee canvas is a very intense and costly undertaking and therefore Original Equipment Manufacturers historically tend to let the product run its life cycle. Unfortunately such a strategy puts Epson at a disadvantage because rival manufacturers, who can respond quicker and are focused on the fine art inkjet canvas market, can easily release products that deliver objectively superior print quality.
In the previous five to ten year span, several competing manufacturers have designed products that go toe-to-toe with the Epson canvas and undoubtedly deliver superior performance. Not surprisingly, competing fine art canvas manufacturers have significantly and aggressively attracted the professional photography and fine art market who are unquestionably willing to pay for industry-leading quality.
Nick Friend, President of Breathing Color, Inc. , is a widely recognized entrepreneur has demonstrated his expertise with proprietary sales and marketing strategies as well as complete management of national and international sales forces. Over the years Mr. Friend has proved that he can see and exploit new opportunities, build successful business models, and lead companies has been documented with multiple business ventures including Schematics Productions, Inc. , a southern California fashion company that was subsequently purchased by a foreign distributor and is still in operation today. His extensive experience also extends to innovating within the digital fine art industry, namely with inkjet papers and studying Epson canvas and the Epson Stylus Pro 4800 Here, Mr. Friend regularly contributes articles to key industry publications.