PRESS On Documentation of Proceedings

SYMPOSIUM-WORKSHOP
UP ISSI, UP Campus, Diliman, Quezon City

June 25, 2014 8:30 AM to 6:00PM
DOCUMENTATION OF PROCEEDINGS
Press On! 2
Bracing for the Challenges and Opportunities of the 2015 ASEAN Integrated Community to the Philippine
Printing and Allied Industries
PROGRAMME
A. REGISTRATION
7:30-8:30
B. OPENING CEREMONIES
Philippine National Anthem
Invocation by Ms. Arlene Besmonte (PPTF)
8:30-8:50
Recognition of Participants
By Emcess
C. WELCOME REMARKS
Prof. Nestor O. Raeses
Director, U.P. Institute for Small-Scale Industries
8:50-9:00
Dr. Paterno Viloria

President, Small Enterprises Research and Development Foundation (SERDEF)
9:00-9:10
Mr. Benito Brizuela

President Emeritus (PPTF)
9:10-9:20
D. PROGRAM ORIENTATION
Ms. Crispina Almonte
U.P. Institute for Small-Scale Industries (U.P. ISSI)
E. OVERVIEW OF THE PRESENT STATE OF THE PHILIPPINE PRINTING INDUSTRY
Atty. Dominador D. Buhain
Presidet, PPTF and PIBFI
9:20-9:30
9:30-10:00
F. CHALLENGES AND OPPORTUNITIES OF THE 2015 ASEAN INTEGRATED COMMUNITY

Prof. Nestor O. Raeses
Director, U.P. Institute for Small-Scale Industries
10:00-10:30
G. REFRESHMENTS
10:30-10:45
H. 2015 ASEAN INTEGRATION ACTION POINTS FOR BUSINESS

Mr. Senen M. Perlada
Director, Bureau of Export Trade Promotion (DTI-BETP)
10:45-11:15
Ms. Luz Victoria G. Amponin

OIC-Executive Director for Qualifications Standards Office (TESDA)
I. OPEN FORUM
J. LUNCH BREAK
11:15-11:45
11:45-12:15
12:15-1:00
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K. SPEAKERS FROM THE PRINTING AND ALLIED INDUSTRIES TO BRIEFLY HIGHLIGHT ISSUES AND
REQUIREMENTS APPERTAINING TO THEIR RESPECTIVE SECTORS IN ANTICIPATION OF THE EFFECTIVITY
OF THE ASEAN INTEGRATED COMMUNITY IN 2015
TOPIC
1. General Commercial Printing
2. Book Publishing
3. Packaging
4. Labels
5. Signs and Display
6. Security Printing
7. Quick print and POD
8. Paper Industry
9. Consumables
10. Printing Machineries
11. Color Management
SPEAKERS
(TBA)
MR. JOSE MA. T. POLICARPIO
MS. EDITA P. MOLATO
MS. ANNE MAGDALENE DIONISIO
MR. JOHN MADARANG
MR. GABRIEL DUKES
MS. MARIPIL ERGINO
MR. DENNIS N. TAN
MRS. LUNINGNING E. REGALA
MR. KENTARO HAYASHI
MS. IRENE BULORON
1:00-1:15
1:15-1:30
1:30-1:45
1:45-2:00
2:00-2:15
2:15-2:30
2:30-2:45
2:45-3:00
3:00-3:15
3:15-3:45
L. QUESTION AND ANSWER SESSION
3:45-4:00
M. REFRESHMENTS
4:00-4:15
N. WORKSHOP / BREAKOUT SESSION: DEFINITIONS AND ASCERTAINING PROBABLE

SOLUTIONS
4:15-5:00
O. PRESENTATION OF OUTPUTS (PLENARY)
5:00-5:30
P. INTEGRATION / SYNTHESIS
5:30-5:45
Q. DECLARATION OF NEXT STEPS TO BE UNDERTAKEN AND CLOSING REMARKS

Atty. Dominador D. Buhain (President, PPTF)
(Awarding of Plaques of Appreciation)
5:45-6:00
6:00
R. ADJOURNMENT
Mr. Maldwyn de Pano, Mr. George Lora, Ms. Marites Liwanag (PPTF)
MASTER OF CEREMONIES
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A. REGISTRATION
Organized by the Philippine Publishing and Technical Foundation, Inc. (PPTF) in partnership with the
University of the Philippines Institute for Small-Scale Industries (UP ISSI), the Small Enterprises Research
and Development Foundation (SERDEF), the Department of Trade and Industry (DTI), the Printing
Industry Board Foundation, and the Technical Education and Skills Development Authority (TESDA),
Press On! Symposium-Workshop gathered one hundred twenty (120) participants representing the
players in the printing and publishing industry.
B. OPENING CEREMONIES
The program started at 8:45 in the morning with Ms. Arlene Besmonte of the Philippine Printing and
Technical Foundation, Inc. (PPTF) leading the group in prayer and in the singing of the Philippine
National Anthem.
It was followed by the recognition of participants and guests by the Masters of Ceremonies: Mr.
Maldwyn de Pano, Mr. George Lora and Ms. Marites Liwanag.
C. WELCOME REMARKS
PROF. NESTOR O. RAESES
Professor Nestor O. Raeses, Director of the University of the Philippines Institute for Small-Scale
Industries (UP-ISSI) then followed with his Welcome Remarks. Prof. Raeses lauded the printing and
publishing industry in their initiatives to consolidate their ranks and know more about the plight of the
industry especially in light of the imminent ASEAN Integration. He expressed his unity with PPTF and
recognized the importance of the sector in the Philippine economy. He added that there are a lot of hot
issues to be discussed, not only for the industry but for the country. Foremost of which is the nagging
question of the Philippines readiness in the ASEAN Economic Community.
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Allaying fears brewing among the mSME printing and publishing firms, he discussed
the countrys rankings in various business competitiveness surveys vis--vis its
ASEAN neighbors. He said that although the Philippines usually places in the midrange, he emphasized that the countrys resilience and adaptive capacity should
give us confidence. He added that when these traits are coupled with F-O-C-U-S,
that is: flexibility, operational excellence, cost competitiveness, upscaling/upgrading, and sustainability, we should be able to outstand in the global
market.
He ended hoping that the Press On! discussions would be productive informative and meaningful and
that the industry could situate itself in the changing and more integrated international market.
MR. DANILO BRIZUELA

The President Emeritus of PPTF followed emphasizing the purpose of holding the symposium-workshop
for the printing and publishing industry. He said that PPTF gathered the printing industry and allied
partners to educate the PPTF members of the upcoming ASEAN Integration in 2015. Through the
presentations of the key speakers from the industry and the government, he expects that insights would
be drawn that would be used to collectively draft an industry action plan for the next decade which the
printing industry or the PPTF would present in the senate for possible legislation of laws to protect and
promote the interests of the industry.
Sharing his experience in the news paper press, he referred to their ceremonial Press On!
announcement whenever they start the day which signifies the operation of
the machine- implying that once the button is pressed, not even the editorin-chief could stop it. He said that there is no stopping the news nor the
operation once the machine starts rolling. Comparing the same to the
impending ASEAN Integration, he calls on the participants to set their
differences aside and bind together to be able to compete in the surging
globalization especially against China. Borrowing the words of Winston
Churchill, he said: When there is no enemy within the enemies, outside
cannot hurt you. He implored that every stakeholder, not only from the
government but from the opinion-holder of the industry take this first
Mr. Danilo Brizuela,
President Emeritus of PPTF
step and rally behind the initiative of the Philippine Printing and
Technical Foundation. We are strong as we are united, as weak as we are divided. Together as one, let
us press on! he ended.
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D. OVERVIEW OF THE PRESENT STATE OF THE

PHILIPPINE PRINTING INDUSTRY
An overview of the present state of the Philippine Printing
Industry was then presented by Atty. Dominador D. Buhain.
Former chairman of Rex Printing ompany, Inc., Atty. Buhain is
the President of PPTF and the Printing Industry Board
Foundation, Inc. He also authored several books including the
History of Publishing in the Philippines. Eminent in the
publishing industry in the Philippines and abroad, he assumed
top positions in various industry associations including the
Philippine Educational Publishers Association (PEPA) and the
National Book Development Board. He also served as President
of the Asia Pacific Publishers Association (PPPA) 2010-2012, and
the ASEAN Printers Association.
He started his talk by mentioning that PPTFs intention in
conducting the symposium-workshop was to collaborate with
other associations as the industry must be united especially to
meet the challenges of the ASEAN Integrated Community. They
also meant the event to be the start of subsequent sessions to
fine tune and crystallize the roadmap for a five (5) to ten (10)
year program as well as to respond to the challenges of the AEC.
To do that, he said that the first step was to solicit the concerns
of the industry and find solutions thereto.
He disclosed that in the past years, the industry had had talks with the government particularly with the
TESDA when the private sector was invited for a discussion on the Printing Curriculum. However, there
was no clear-cut response from the sector. The sector was also downbeat when the DTI solicited
whether or not the private sector had come up with a roadmap, he added. [Comments]
PPTF Past President and Trainor Boy Kitane, he said, conducted a study of the industry and proposed
Training Regulations in his study. Due to budgetary constraints, his proposal
did not materialize.
In view of his past position as Chairman of the National Development Board
(NBDB) which offered him the opportunity to effect the implementation of
the National Book Policy through EO 119 that initiated the formulation of
the National Book Development Plan, Ethical Guidelines, Incentives in the
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Solicitation of Raw Materials in Book Publishing, and the granting of tax exemptions under the Tax
Reform Act of 1977, Atty. Buhain divulged that he felt obliged to spearhead the campaign to develop a
roadmap for the printing industry.
He identified that the printing industry, particularly offset and other phases like large format printing,
labels, flexo and others have great potentials in light of ASEAN Integration and should be nurtured. The
lack of Code of Ethical Guidelines for the printing industry in general is another need that must be
addressed. While the book publishing industry would regulate during seasonal time frame the
acceptance for hiring by another entity engaged in the same printing business or trade secret acquired
by the entity where a certain associate was working before, no such regulation exists in the printing
industry, he said.
Below is the transcript of the rest of his speech:
Consistent with the National Book Policy, the book publishing could be way ahead while legislative
proposal has already been presented for the creation of Book City while printing does not have full time
schools delving on printing.
Although we have the TIP, Don Bosco and PPTF to provide printing instructions what we need is
modernistic schools to train our people to produce printing products that would not only have domestic
or mediocre quality but also of international or superior quality.
A well-known printing cooperative has in fact solicited the help of PPTF on the formation of a printing
training school to be funded by the cooperative itself to help out-of-school youth.
The printers cooperative is highly appreciative of PPTFs commitment to help.
Aside from RA 8047 or the Book Publishing Industry Development Act there are other laws and executive
enactments supportive of the book publishing industry to promote its growth and development namely:
1) Republic Act (RA) 8293 or the Intellectual Property Code;
2) RA 8424 or the Tax Reform Act of 1997;
3) Executive Order No. 226 or the Omnibus Investment Code which grants the following incentives:
a. Tax and duty-free importation of books;
b. Tax and duty-free importation of raw materials to be used in book publishing and
printing;
c. Participation of private publishers in the public school textbook program;
d. Exemption from the coverage of the value-added tax;
e. Reduced loyalty tax for authors;
f. Income tax holiday;
g. Additional deduction for labor expenses;
h. Unrestricted use of consigned equipment;
i. Tax and duty-exempt importation of spare parts and supplies; and
j. Employment of foreign nationals.
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Collaborations among industry

associations could play a crucial role in
enhancing the growth and
competitiveness of the printing industry.
In contrast, due to the absence of printing legislations, no

similar incentives to other phases of the printing industry in
general are provided.
Another problem of the industry from my superficial

perspective is the need for the associations to bond
themselves and to solidify their actions instead of
competing with one another to get the same set of suppliers to display with them in their printing shows
in order to help suppliers from responding to repetitive expensive printing expenditure.
PPTF has in fact endorsed the signature campaign to have one printing show. It has elicited numerous
signatures including large printers and suppliers.
Among the major industry associations are the Printing Industries Association of the Philippines (PIAP),
the Philippine Printing Technical Foundation (PPTF), the Philippine Center for Print Excellence (PCPE),
Packaging Institute of the Philippines (PIP), Printing Industries Board Foundation, Incorporated (PIBFI),
the Philippine Graphic Arts Dealers Association (PGADA), the Screen Printing and Imaging Graphics
Association of the Philippines (SIGAP), Greater Manila Printing Association (GMPA), and Paper Industries
Association, etc.
Collaborations among industry associations could play a crucial role in enhancing the growth and
competitiveness of the printing industry.
Another very important person whom I am indebted and thankful is Past PPTF President and Instructor
Boy Kitane, without whose exhaustive research and study on the historical perspective of local printing I
would not be able to say anything here of substance today.
Allow me therefore to quote him verbatim on his research about the local printing industry:
DESCRIPTION OF THE INDUSTRY:

The printing industry is a contributor in the economic development of our country. According to Business
Profiles 2005-2010, 83 printing and publishing firms were among the 5000 corporations in the country. It
listed a total of 62 printing and publishing firms among the top 5000 corporations in the country.
A total of thirty (30) among the top 1000 corporations in printing and paper-related industries posted
aggregate revenue of Php 21.8 billion.
Like other industries in the country, it stimulated the growth of allied industries. It had linkages with
other economic sectors, which are either suppliers of its raw materials as the pulp and paper industry or
end-users of its products, such as publishing and advertising, plastics and packaging, cement and
cigarette manufacturing industries.
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The printing industry in the Philippines comprise of about 3,000 printing establishments, varying from
one person businesses such as book binders or graphic designers, 70% of which are situated in Metro
Manila, while the rest are scattered in the provinces.
About sixty five percent (65%) of these firms are classified as small-scale; thirty two percent (32%)
medium scale and three percent (3%) large scale. The industry is labor intensive. There are about
160,000 workers who depend on it for their livelihood. Ninety percent (90%) of these employees are
production workers, while the rest are supervisors and managers.
The competitors of the firms in the printing industry include exporters from other countries, which satisfy
the demand for printed matter that local printing cannot completely fulfill in terms of quality and cost.
In fact, the Philippines is a net importer of printed matter. It recorded a negative trade balances that
peaked to $180.265 million in 2000. In 2010, imports exceeded exports by $253,704 million.
The major customers of the printing industry could be divided into consumers and institutional buyers.
The consumers include household, students, teachers, researchers, professionals and political candidates.
The major institutional buyers include educational institutions, libraries, manufacturers of consumer
products, banks, insurance firms and other financial institutions, hotels and restaurants, advertising
agencies and government.
Buyers compete with the industry by forcing down prices, bargaining for higher quality and playing
competitors against each other. Buyers of the printing industry have strong bargaining power over
commercial printers because the products and services are largely standardized and undifferentiated.
Buyers can, therefore, choose a printing press that offers the lower price. Moreover, the intense rivalry
among the players in the printing industry has worked for the benefit of customers.
Among the major suppliers of the printing industry across subsectors are the suppliers of paper, ink, fuel
and printing equipment. Also important suppliers are companies that provide transportation, electricity,
and postal and messenger services.
For the publishers of newspapers, journals and periodicals, the suppliers of paper accounted for 41.59%
of output; the commercial and job printing subsector of the industry accounted or 5.10%; wholesale and
retail trade, 5.05%; manufacturers of miscellaneous chemical products, 3.65%; and road freight
transport and supporting services to land transport, 2.13%.
For the books subsector, the leading suppliers include paper suppliers, which accounted for 21.12% of the
inputs; commercial and job printing, 12.7% wholesale and retail trade, 3.79%; manufacturers of
miscellaneous chemical products, 3.30%; and real estate developers, 2.57%.
For the commercial and job printing subsector, the leading suppliers include paper suppliers which
accounted for almost half of its inputs; manufacturers of miscellaneous chemical products, 6.63%;
wholesale and retail trade, 3.89%; and suppliers of electricity, 2.00%.
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Most printing companies use traditional printing machinery. There are print shops that use a
combination and modern printing machines, the choice of which depends on the type of printing
technology used by the company.
Among the printing machines and equipment used by print shops ar the following: printing and binding
machines, computer-aided machines, computers, computer printers, scanners, electronic pre-press
equipment, photocopying machines, communication equipment and gadgets, bookbinding and finishing
equipment and supplies, graphic art tools and supplies, laminating machines, silkscreen and signage
equipment, among others.
The Philippines is largely dependent on printing equipment. It imported as much as $96.437 million in
2000 but imported only about $143,368 million in 2010.
Local commercial printers also have weaker bargaining power compared to suppliers of printing
equipment. Except for bigger companies that can afford to directly import from abroad, most companies
in the industry depend on local distributors for the printing equipment, as well as for the spare parts and
the service attendance of the maintenance of and repair of these machines.
According to researches, only about 10% of printing companies in the Philippines can afford brand new
and state of the art equipment. Many of them use rebuilt or reconditioned equipment instead.
There are three major driving forces in the industry, namely economic growth, technological
development, and the rising production costs in western countries.
First, there is a strong correlation between the growth of local economies and the health of the printing
and publishing industry. This is particularly true for countries like the US, UK, France, Japan, South Korea,
Hong Kong, and Singapore, which have vibrant printing and publishing industries.
Being largely dependent on the domestic market, the printing and publishing industry in the Philippines
rises and falls with the general economy.
Second, the evolution of equipment and new printing technologies has led to better and more innovative
products and services that cater to the changing needs of customers. The utilization of new equipment
and various printing technology, particularly those with IT applications, has enabled companies to reduce
turnaround times, shorten press make ready and cut down on costly waste. This also opens opportunities
for small and medium scale enterprises that maintain a lean and highly computerized operation to serve
niche markets requiring low volume printed/published materials.
Third, the high cost of production in Western countries such as the United States and the United Kingdom
has prompted publishers in these countries to shift to Asia for their printing requirements, an opportunity
that has been aggressively exploited by countries such as China, Singapore, Taiwan, Indonesia and
Malaysia.
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The printing and publishing industry in the Philippines is constrained by lack of formal training of
managerial and technical personnel, and inadequate investment in new technology.
Low barriers to local entry have contributed to the proliferation of printing companies in the country. The
large number of players in this fragmented industry, coupled with high exit barriers, has resulted in stiff
competition among printers, many of which strive to lower their prices so as to get business or to simply
sustain their operations. Since the domestic market is extremely price sensitive, any firms have
compromised the quality of their products just to compete with smaller firms that offer lower prices.
Local printers are, therefore, discouraged from investing in technology and training for fear that
profitability would be influenced by low prices rather than the quality of their products.
The industrys reluctance to invest in new technology and in the training of its human resources is the
main reason the country has failed to exploit the opportunities currently enjoyed by countries like China,
Singapore, Taiwan, Indonesia, and even Malaysia, which have cornered a significant percentage of
business brought by US, UK and other Western publishers. Instead, most local printers settle for the
domestic market, and consequently limit their profitability.
Even in the Philippines, local printers are faced by high operating costs due to inefficient processes, and
due to the price of paper and other inputs, most of which are imported. And since they could not increase
their prices by so much, they suffer from ever thinning margins, preventing them from upgrading their
technological and human resource capabilities.
Fortunately, this is not the case among companies offering pre-press services. There has been a dramatic
increase in the number of design and graphic imaging service companies over the past few years, one
that can be attributed to the rapid development of pre-press technology and the dramatic reduction in
the cost of computer hardware.
To determine the supply capability of the firms and the overall competitiveness of the industry, it is
important to examine the quality of human resources, capital resources, and technology utilized in the
production of goods or in the delivery of services.
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In the newspaper subsector, there is a steady supply of writers and editors who are adept in both English
and Filipino. Together with the creativity of people involved in illustrations, photography, lay-out and
design, these editors and writers have contributed to the publication of several well-written newspapers
and magazines.
The job and commercial printing subsector suffers in terms of the lack of formal education and training
of their human resources on the managerial and technical aspects of printing. Majority of the press
operators have never attended technical school, and most of them are high school graduates only. This is
due to the absence of formal courses offered in local colleges and universities. Because of these, there is
limited supply of skilled technical personnel in the industry.
Firms are, therefore, faced with the option of training people on-the-job or pirating skilled individuals
from other printing companies. For pre-press operations, however, there are highly skilled personnel
involved in pre-press operations, such as editing, layout and graphic design.
In terms of technological capability, many newspapers and magazines have shifted to more modern
methods of coming up with final product, getting rid of more traditional (and tedious) processes of print
production. Some major newspapers and magazines are even able to sustain online (intent) editions,
resulting in expanded readership and more advertising revenue.
For the job and commercial printing subsector, a weakness of many companies is the lack of hi-tech
equipment that can produce low-cost, high quality printed materials comparable to that produced in
neighboring Asian countries.
Most small firms, for example, rarely invest in new equipment, and prefer to utilize reconditioned
machines usually discarded by other countries. Some of the bigger companies, however, have invested in
new printing and pre-press equipment, and have adopted the latest scanning technology, digital camera
technology, desktop publishing, color management, computer technologies, direct-to-press digital
printing, digital proofing, computer-to-plate systems. These companies have the capability to produce
printed matter comparable to those produced in Hong Kong and Singapore.
In conclusion, it can be said that there is a large demand for the products and services of printing
industry especially abroad. Filipino firms, however, have failed to tap this huge market because of
constraints in terms of investing in the state-of-the art technology and in terms of training and
development of human resources. The reluctance of the local firms to upgrade their equipment of to
invest in the training of the staff is largely because of low returns on investment caused by high
production costs and stiff pricing competition among players in the local industry.
Several suggestions have been forwarded to increase the competitiveness of the industry. According to
Torio (1999) Filipino printing firms need to increase production and can cut costs to be able to adjust to a
highly competitive environment. This can be done by investing in new technology and by training its
workers while providing attractive compensation packages. Other innovation solutions are:
standardization of each stage of the printing process, specialization in services and products, training of
clients and end-users on the technology, and values orientation of workers and management.
Press On! 13
Given all these negative inputs which could be summarized into the following:
Dearth of training institutions offering printing and related arts

Government apathy
Lack of commitment of the private sector in terms of human investments and participation in
technical-vocational programs
Inadequate manpower supply
Low performance level of workers
Mismatch graduates and industry needs, thus, many people remain unemployed even if there is
shortage of industry worker
Skill gaps due to inappropriate training, inefficient use of scarce training resources and
additional industry costs for retraining
Exodus of skilled workers
These concerns need immediate and preferential attention to that industry can realize its vision
and full mission.
The following action plans are presented. The suggestions are largely meant to enhance the
capability of the firms not only to respond to the needs of the domestic market but of the
international market as well.
Invest on new technology. This will significantly enhance the supply capability of firms as well as
enable them to respond to the changing needs and requirements of customers.
Invest on human resources. Investment in new technology necessitates the corresponding
training of human resources to handle new machines and equipment. Training is also needed on
different aspects of the business like productivity improvement, quality and customer service.
Focus on certain segments of the market. Newspapers and magazines should create a niche (e.g.
womens magazines, business newspapers, music magazines, fashion magazines). This could
attract advertisers that want to reach specific target market into their pages.
Offer specialized products and services. Firms could choose to specialize in the type of products
and services that they give. This will allow them to improve their technical skills in one area (such
as printing of business forms) or product (such as paper bags and greeting cards) and in the long
run increase efficiency in production. This will also avoid cutthroat competition in already
saturated markets.
Standardize work processes and product types. To increase professionalism in the industry, there
is a need to establish uniform work procedures and methodologies and define quality standards
for both products and raw materials used. Companies might want to seriously consider working
for ISO 9000 and ISO 12647 certifications. These could serve as impetus for workers and
management to break non-productive habits and practices.
Work closely with customers. Empowering the client with need-to-know basics regarding the
printing process speeds up work and eliminates re-prints. This translates to the efficient use of
resources and reduction in production costs.
Consolidate businesses. Consider the option of consolidating businesses through mergers and
acquisitions. This will increase the size of existing business and allow them to gain economies of
Press On! 14
scale, as well as synergies of closely-related businesses such as publishing, printing and retailing.
An alternative would be for smaller business to collaborate closely with each other so that they
could specialize on one particular activity (e.g. only color separation, or only businesses without
having to invest on multiple equipment.
Develop competencies in IT-related activities. Gaining competencies in activities such as desktop
publishing, electronic imaging, or online publishing will not only expand the capabilities or speed
up the production processes, but also serve to prepare the firm to shift to IT-based business in
the future, if needed.
Participate in initiatives of industry associations. This will expand the firms network of contacts,
enable them to exchange valuable industry information and best practices, and lobby for
legislation beneficial to the industry.
PPTF through your humble representation as Transitory President has envisioned to form the ASEAN
Print when it conducted the First ASEAN Printing Forum where participants from Singapore, Brunei
Darussalam, Myanmar, Indonesia, Vietnam and Malaysia attended with a commitment on their part
that they would seek their constituents to agree to the formation of the ASEAN Printing Association.
We are fortunate that Indonesia accepted the offer and that they are willing to sponsor the hosting of
the organizational meeting of the ASEAN Printing Association (which is being renamed ASEAN Print) and
the holding of the ASEAN Printing Forum in September 2014.
Selangor Printing Association, one of the major printing associations of Malaysia explicitly expressed its
conformance to be a member of the ASEAN Print. Myanmar Printing Association when we visited them in
Yangon on June 7, 2014 manifested their commitment to join.
We are optimistic that the ASEAN Print will become a reality through Divine Providence. The success of
the ASEAN Book Publishers Association (ABPA) which is going strong for nine (9) years now could be a
strong persuasive factor.
Though ABPA does not have a bombastic progress in profitability, one good benefit, however, that we
have somehow developed is harmony and camaraderie among some of the stakeholders of the ASEAN
member countries through the exchange of country reports, adoption of best practices and the like.
Considering the book publishing and printing is intertwined with one another, your humble
representation through PEPA and PPTF is optimistic that the envisioned ASEAN Print would soon be
formalized, too.
It is short of saying that if the stakeholders have been acquainted with one another for some time, it
could be far more easier to respond to the four (4) characteristics of the ASEAN Integrated Community,
namely:
a) a single market and a single production base
b) a highly competitive economic region
c) a region of equitable economic development, and
Press On! 15
d) a region fully integrated into the global economy.

As well as coming up with the roadmap we could call our own.
To complete the reportage on PPTF initiatives allow me to report on the following:
A. PPTF through PE Brizuela and the Trustees were able to transform FAPGA (which used to be
FAGAT which has to be changed as it closely resembles faggot which has a bad connotation)
from a passive and sedentary body into an active body by electing Australia as the President,
India as the Secretary General, Japan as Treasurer and invisibly Philippines as Vice-President;
a. China will be the host country for the FAPGA Assembly and the approval of the
Constitution and By-Laws come November 2014;
b. FAPGA embraces the ASIA PACIFIC Countries namely Australia, China, India, Japan,
Philippines, New Zealand, Singapore, Thailand, Malaysia, Sri Lanka and other countries;
B. PPTF has been selected by APO-NA to be the representative of the private sector printing
association in the evaluation of joint venture projects with APO NEDA and an accepted private
sector partner;
C. It is another way of saying that PPTF within its limitation is trying to unify locally, regionally and
internationally the printing industry.
We are therefore thankful that this assembly has taken place to respond to a two-fold objective:
A. To develop a Roadmap of the printing industry; and
B. To respond to the challenges of the ASEAN Integrated community 2015.
E. CHALLENGES AND OPPORTUNITIES

OF THE 2015 ASEAN INTEGRATED COMMUNITY
Tasked to talk about the Challenges and Opportunities of the 2015 ASEAN Integrated Community
2015, Professor Nestor Raeses intimated that The Philippines will be a great nation if we build a
society of entrepreneurs. He added that a global and competitive mindset situated in the context of
productivity is what we need in this time of integrated economic community.
He then followed discussing the Philippines competitiveness ranking as
determined by the various indexes. He labored on how the country
fared vis--vis its ASEAN neighbors.
He declared that as economies become more integrated, as is
happening in the South East Asian Region, knowledge may become
obsolete. In this situation, he emphasized the need to not only talk
about the issues but more importantly, the solutions. The challenge of
Press On! 16
ASEAN Integration, he said, is how to make the most of the opportunity of single market of 616 million
people. How do we respond to this to protect ourselves from unnecessary economic shocks and at the
same time, stepping up to the demands of an integrated regional economy. Resilience and sustainable
growth are the key factors that would get us through this natural progression of development. He
likewise advised that technology should be exploited to the businesses advantage and to collaborate
through clustering and coalescing.
ASEAN Integration will happen, whether we like it or not, he stated. The trategy of the Philippines have
been three-fold: compliance to commitments, enhancement of competitiveness through various tools
and intensive communication to stakeholders. He added that to complement these efforts, what we
should do is to have a competitive mindset by becoming more productive, adopt best practices and
conform to global standards. Finally, he said that to outstand in the global market we should F-O-C-U-S,
that is: have Flexibility, Operational excellence, Cost competitiveness, Up-scale/Upgrade, and ensure
that these actions are Sustained.
F. 2015 ASEAN INTEGRATION ACTION POINTS FOR BUSINESSES

Focusing on the Action Points for Philippine Businesses, in light of the ASEAN
Integration and the Philippine Free Trade Agreements, Mr Senen M. Perlada
summarized his talk to these major points:
There are seven (7) free trade agreements, including AFTA, which are
the precursors of the AEC 2015.
Globalization must be taken for granted as there is only one standard
Director Senen M. Perlada of the
for success that is, international market share. We must adapt and train
Department of Trade and
Industrys Bureau of Export Trade
ourselves to think internationally since there is no such a thing as a purely
Promotion
national economy.
Quoting Marshall McLuhan, in the 1967 book The medium is the message, he said that: The
new electronic interdependence recreates the world in the image of a global village and that a
company that masters only its domestic market will eventually lose it. Strong foreign
competitors will inevitably come in and challenge your company. It is now business without
borders.
We need to think regional: ASEAN Integration is a market of 600 million people.
A Free Trade Agreement (FTA), Director Perlada
clarifies is an agreement between two or more
countries to eliminate or reduce tariffs and
other requirements of commerce that restrict
trade between them.
The Philippines engages in FTA to maintain
competitiveness, promote cross border
complementation, and sustain inflow of
investments for the benefit of consumers. He
Press On! 17
furthered that maximizing benefits made available by FTAs to our exporters is the first core market
strategy of the Philippine Export Development Plan (PEDP). He shared that some Philippine products e.g.
frozen smoked salmon and C2 ready to drink tea are now being sold in countries where the Philippines
has FTA.
The figure on the left details the Core Export Strategies being adopted by the Philippines.
The Philippines boasts of nine (9) key export sectors which include IT-BPM & Other Services, Electronics,
Agribusiness (Food & Other Resource-based Products), Minerals, Transport (Shipbuilding), Motor
Vehicle Parts, Garments/Textile, Homestyle Products (Furniture/Decors/Giftware), and Wearables
(Fashion Accessories/ Bags/ Shoes/Jewelry.
He then delved on to the seven (7) existing free trade agreements of the country:
1.
2.
3.
4.
5.
6.
7.
ASEAN Free Trade Area ( AFTA)

ASEAN-China Free Trade Area (ACFTA)
ASEAN-Korea Free Trade Area (AKFTA)
ASEAN-Australia-New Zealand Free Trade Area (AANZFTA)
ASEAN-Japan Comprehensive Economic Partnership Agreement (AJCEPA)
Philippines-Japan Economic Partnership Agreement ( PJEPA)
ASEANIndia Free Trade Area (AIFTA)
Press On! 18
FTA
KEY FEATURES
ASEAN-China
Free Trade Area
(ACFTA)
0% tariffs for more than 90% of Chinas tariff lines

US$ 1.00 trillion - imports from the world:
Industrial raw materials
Electronic parts and components/IT related
goods
Food and consumer goods
ASEAN-Korea
Free Trade Area
(AKFTA)
0% tariffs for more than 90% of Koreas tariff lines

Increasing affluence of consumers GDP per capita from
$30,000 in 2010 to $31,700 in 2011
ASEAN-Japan (AJCEPA) and

Philippine-Japan Econ
Partnership Agreement (PJEPA)
ASEAN-AUSTRALIANEW ZEALAND FREE TRADE

AGREEMENT (AANZFTA)
ASEAN - INDIA
FREE TRADE
AGREEMENT
(AIFTA)
Two complementary avenues to penetrate the Japanese

market
ACJEPA conducive to cross-border industrial
complementation
Japan is the worlds 4th largest importer
Japan hosts many important international trade
exhibitions
Zero tariffs for all products exported to Australia and

New Zealand by 2020
US$ 1 trillion in combined GDP
High GDP per capita (US$ 41,000 in Australia
US$28,000 in NZ)
US$ 272 billion ANZ total imports from the world
The Philippines enjoys reduced tariffs for its top exports to India
94% market opening for the Philippines
Press On! 19
FTA Preferential Tariffs

FTA
PRODUCTS
MFN Rate
FTA Rate
ACFTA
Bananas
Crude Coconut (copra) oil
Blended tobacco
Desiccated coconuts
Sweet biscuits
Smoked fish
Builders woodwork
Canned pineapples
Basketwork
10
9
40
30
8
10
3.0
5
10
0
0
0
0
0
0
0
0
6
AKFTA
PJEPA
AANZFTA
AIFTA
After discussing the FTAs and the tariff rates that the country enjoy in through these agreements, Dir.
Perlada encouraged the participants to proceed studying what to export in these countries. As these are
rule-based trading regimes, the tariff lines and products defined in the agreements should be carefully
looked into as well as the timetables followed.
ASEAN at a Glance
According to Mc Kinsey & Company, if ASEAN
were a single economy, it would be the 7th
largest economy in the world with a combined
GDP OF US$2.4 trillion as of 2013, Dir. Perlada
said. The challenge, however is it is a very
diverse market, he added, as the member states
are at varying levels of economic development,
has different cultures and political systems.
Nonetheless, ASEANs macroeconomic stability
has provided it a platform for growth. He cited
the remarkable resiliency ASEAN member states
showed in the aftermath of the 2008 global
financial crisis and the under 50% government debt of AMS which is far lower than the UK, which stands
at 90% and that of the US which is at 105% of its GDP.
ASEAN is a growing hub of consumer demands, too. Since the 1970s, Dir. Perlada said that it has
outpaced the world in GDP per capita growth. Since the 2000s, it posed an average annual real gains of
more than 5%, and in just eleven (11) years (1995-2006), the region doubled its per capita GDP from
$1,300 to $2,600 and 67 million households in ASEAN are now of part the consuming class.
Also, the median age in these countries is low. In the Philippines, he specified, the median age is 23
years old. He explained that half of the population is below 23 years old and half are above it.
Therefore, he emphasized that the country has a few more years of enjoying the demographic dividend.
ASEAN is well positioned in global trade flows. It accounts for 7% of global exports, making it the 4th
largest exporting region in the world. ASEAN Member States have developed more sophisticated
Press On! 20
manufacturing capabilities. Vietnam, for instance, is known for its textiles and apparel; Singapore and
Malaysia, for electronic products; and Thailand for vehicles and automotive parts manufacturing.
Other countries in the region, meanwhile, have built export industries around natural resources.
Indonesia, he said is known and is the largest exporter of coal and palm oil. Indonesia is the second
largest producer of cocoa and tin products, too. Myanmar, on the other hand, is known for oil, gas and
precious minerals. The Philippines, has also established a thriving business processing industry.
He underscored that intraregional trade could significantly
deepen with implementation of the ASEAN Economic
Community. Twenty five percent (25%) of the regions
exports of goods go to other ASEAN partners. This share,
he continued, has remained roughly constant since 2003.
He beamed that intraregional trade in goods is likely to
increase with the AEC Integration 2015. With a combined
GDP of $21 trillion, and with six existing FTAs, ASEAN is
predicted to become a mega-trading block, contributing to
about thirty percent (30%) of world trade.
ASEAN is home to many globally competitive companies. Forty nine (49) of the companies in the Forbes
Global 2000 are in ASEAN. In 2013, the number rose to 79. ASEAN includes 227 of the worlds companies
with more than $1 billion in revenues or 3% of the worlds total. With these figures, it is safe to say that
the world is looking at ASEAN and particularly at the Philippines. This is because the Philippines is the
fastest growing country in the fastest growing region, he explained. The region, he detailed, now
accounts for 38% of Asias market for initial public offerings.
He carried on talking about the formation of the ASEAN Community in 2015, which he said is founded on
three pillars: (1) Political Security Community, (2) Economic Community, and (3) Socio-Cultural
Community. He emphasized that the ASEAN Economic Community is but one of the pillars. The two
other pillars should not be thrown on the sidelines as they are just as important. The ASEAN Community
Blueprints adopted by its leaders in 2007 laid down the roadmap towards an ASEAN Community in 2015
and each blueprint (available online), one for each community, identifies priority measures and actions
with clear targets and timelines.
Press On! 21
In the economic front, ASEAN geared its

integration efforts towards creating the
ASEAN Economic Community. Discussing
the various levels of economic integration,
Dir. Perlada accentuated that ASEAN
Economic Integration is different from the
European Union. He mentioned that AEC is
only in the free trade area zone plus other
agreements.
Going beyond the conventional areas of goods and services, AEC embraces other areas that have
become highly complementary with trade such as investments, government procurement, competition,
intellectual property, among others, thus making it a comprehensive economic partnership.
AEC is an FTA-plus integration with the following characteristics: single market and production base,
competitive economic region, equitable economic development, and integration into the global
economy.
Inward-looking companies, he
added are most afraid of
integration, he observed. For the
printing industry, integration
having a single market and
production base would translate
to printing for
not only a
population of 100 million, but
616 million, he pronounced. The
printing industry, he furthered,
have an ace in the increase in
volume production that AEC
brings.
Press On! 22
The ASEAN FTA Network
Expounding on single market and production base, he allayed the fears of businessmen saying that there
would not be a big bang in 2015 when ASEAN have become fully integrated economically. He stressed
Press On! 23
that ASEAN started its tariff liberalization program under the ASEAN Free Trade Area- Common Effective
Preferential Tariff (AFTA-CEPT) Scheme in 1993. He proceeded talking about the ASEAN Trade in Goods
Agreement (ATIGA) entered into force in 17 May 2010 which consolidated integration efforts on trade in
goods. The ATIGA, he said covered tariffs, non-trade barriers and non-trade measures, rules of origin,
trade facilitation, customs, standard and conformance and sanitary and phyto-sanitary measures.
Under the ATIGA, he continued, tariff lines are now at 99-100% duty-free in ASEAN 6 countries:
Singapore, Thailand, Malaysia, Brunei Darussalam, Philippines and Indonesia. While in the CLMV
Countries- Cambodia, Lao PDR, Myanmar and Vietnam, tariff lines are at 95-99%. Duties remain only for
products in the Sensitive List (SL) and the Highly-Sensitive List (HSL).
As of 2010, all duties have been eliminated on agricultural and industrial products except for: live swine,
live chicken, meat of swine, meat of chicken, manioc (cassava) and sweet potatoes, maize, rice and
sugar. Duties maintained at 5% beyond 2015 for (1) Live swine; (2) Live chicken; (3) Meat of swine; (4)
Meat of chicken, turkeys, ducks, geese and guinea fowls; (5) Manioc (cassava) and sweet potatoes; and
(6) Maize. Rice duty meanwhile is retained at 40% until 2014 and reduced to 35% by 2015; and Sugar
Duty at 18% in 2013; 10% in 2014; and 5% in 2015.
Under the AEC, the Philippines has become a hub of production for certain products already. What we
should think about, at this point, is how to capture the bigger ASEAN market.
PHILIPPINE ASEAN MERCHANDISE TOTAL TRADE 2013 (in US$)

Total Exports
% Share
Total Imports
% Share
Total Trade
% Share
Rank
ASEAN
TOTAL
8,614,870,247
100
13,451,034,28
6
100
22,065,904,53
3
100
SINGAPORE
4,014,262,791
46.60
4,227,401,802
31.43
8,241,664,593
37.35
THAILAND
1,935,565,554
22.47
3,381,034,595
25.14
5,316,600,149
24.09
MALAYSIA
1,296,673,697
15.05
2,288,296,177
17.01
3,584,969,874
16.25
INDONESIA
802,794,888
9.32
2,709,243,803
20.14
3,512,038,691
15.92
VIET NAM
523,932,589
6.08
809,571,732
6.02
1,333,504,321
6.04
MYANMAR
22,681,613
0.26
23,057,350
0.17
45,738,963
0.21
CAMBODIA
9,648,365
0.11
11,524,835
0.09
21,173,200
0.10
8,513,182
0.10
893,461
0.01
9,406,643
0.04
797,568
0.01
10,531
0.00
808,099
0.00
BRUNEI
DARUSSALAM
LAO PEOPLE'S
DEMOCRATIC
REPUBLIC
(LAOS)
Press On! 24
Further, if one would look at the top 10 imports and exports of the Philippines in ASEAN they are from
the same industry. One could therefore conclude that ASEAN countries are not competing against each
other but are complementing. We are part of the global supply chain.
The FTA partner economies of the Philippines, i.e.

ASEAN + 6, constitute more than 55% of our
countrys total merchandise export.
The shift in the Philippine import and export
markets is manifest in the tables on the right
which shows the increase in the share of the
countrys imports and exports to ASEAN and viceversa.
As regards printed matter, imports and exports are indicated in the table below, which include printed
pictures and photographs.
IMPORTS AND
EXPORTS OF PRINTED
MATTER
The figures show how
insignificant the printed
matter exports of the
country which constitute
only .12% of the world
total.
Press On! 25
Dir. Perlada encouraged the printing industry by saying that it has every room to grow. As regards
postcards, printed or illustrated; and printed greeting cards, the tables in the preceding page illustrate
the size of world import and exports and the Philippines share in it.
IMPORTS AND EXPORTS OF POSTCARDS, PRINTED OR ILLUTRATED AND GREETING CARDS

In the imports and
exports of postcards,
printed or illustrated and
greeting
cards,
meanwhile,
Indonesia
tops the list of exporters
among ASEAN Member
States,
contributing
1.39% of world share;
while the Philippines
stands at the bottom
with 0.03% share. See
table on the left:
Director Perlada also shared the figures on the Philippines share in the world import and export of print
products vis--vis the world, the ASEAN region and its neighbors:
STAMPS, CHEQUE FORMS, BANK NOTES, BOND CERTIFICATES:
1
2
3
4
5
Importers
2013
% Share
Exporters
2013
% Share
World
ASEAN
Viet Nam
Malaysia
Philippines
Singapore
Thailand
5,344,689
710,139
574,012
45,118
44,821
19,809
8,149
100
13.29
10.74
0.84
0.84
0.37
0.15
World
ASEAN
Singapore
Malaysia
Thailand
Indonesia
Viet Nam
5,089,336
3,437,260
3,407,133
17,336
8,020
4,318
157
100.00
67.54
66.95
0.34
0.16
0.08
0.00
CALENDARS OF ANY KIND, PRINTED, INCLUDING CALENDAR BLOCKS
1
2
3
4
5
Importers
2013
% Share
Exporters
2013
% Share
World
ASEAN
Singapore
Thailand
Malaysia
Viet Nam
Philippines
543,365
12,678
6,811
1,780
1,434
1,027
562
100.00
2.33
1.25
0.33
0.26
0.19
0.10
World
ASEAN
Malaysia
Singapore
Thailand
Viet Nam
Indonesia
Philippines
509,605
8,912
4,031
2,077
1,333
593
495
373
100.00
1.75
0.79
0.41
0.26
0.12
0.10
0.07
Press On! 26
PLANS OR DRAWINGS FOR ARCHITECTURAL, ENGINEERING, INDUSTRIAL, COMMERCIAL
1
2
3
4
5
Importers
2013
% Share
Exporters
2013
% Share
World
ASEAN
Singapore
Thailand
Indonesia
Myanmar
Viet Nam
162,902
12,177
5,926
2,561
1,323
1,031
914
100.00
7.48
3.64
1.57
0.81
0.63
0.56
World
ASEAN
Singapore
Thailand
Malaysia
Indonesia
Philippines
197649
30068
28133
1832
57
12
12
100.00
15.21
14.23
0.93
0.03
0.01
0.01
In addition, the top Philippine Merchandise Export markets for printed market based on the 2013 data
of the National Statistics Office are Iraq , 50%; Iran, 14%; Sudan, 9%; Hong Kong, 7%; USA, 5%; and the
rest of the world, 15%. The top Philippine merchandise export markets for publications in 2013 are Hong
Kong, 61%; Saudi Arabia, 11%; USA, 6%; UAE, 5%; Qatar, 5%; and the rest of the world, 12%.
The data show that the top markets of the Philippine printing industry are not FTA partner economies.
Dir. Perlada said that granted that the Philippines just maintains their existing markets, ASEAN proves a
big market opportunity for the industry.
So, how can exporters avail of preferential tariffs for their products in FTA markets? Dir. Perlada said
that the following diagram should be a useful guide:
Identify
the right
tariff code
and FTA
rate in
importing
country
Check the
applicable
Rules of
Origin (ROO)
Apply for a
Certificate
of Origin
(CO)
Send the
CO to the
Importer
He however did not delve into the details as doing so would take another session.
Advancing to the next pressing concern, that is, free flow of services, Director Perlada emphasized that
the Philippines would not be flooded with professionals from our neighbors. He accentuated that the
Free Flow of Services only means harmonizing standards for the qualification of professionals. It entails
the progressive reduction in barriers to services supply and trade through AFAS negotiation rounds.
The Free Flow of Services provides for greater mobility of ASEAN professionals to provide their
services in the region. It enables the qualifications of professional services suppliers to be mutually
recognized. There are seven (7) MRAs concluded:
1. MRA on Engineering Services (signed on 9 December 2005 in Kuala Lumpur)
2. MRA on Nursing Services (signed on 8 December 2006 in Cebu)
3. MRA on Architectural Services (signed on 19 November 2007 in Singapore)
4. Framework Arrangement for the Mutual Recognition of Surveying Qualifications (signed on 19
November 2007 in Singapore)
Press On! 27
5. MRA on Medical Practitioners (signed on 26 February 2009 in Hua Hin)

6. MRA on Dental Practitioners (signed on 26 February 2009 in Hua Hin)
7. MRA Framework on Accountancy Services (signed on 26 February 2009 in Hua Hin)
The Free Flow of Skilled Labor, meanwhile, facilitates the movement of persons engaged in regional
business. It allows for ASEAN companies to send skilled workers, professionals and executives to other
ASEAN countries to provide services. Its binding agreement is the ASEAN Agreement on the Movement
of Natural Persons which was signed on 19 November 2012, in Phnom Penh, Cambodia. He cautioned
though that practice of profession necessitates compliance to local regulations. A nurse from Singapore
therefore, while s/he could practice in the Philippines presupposes acquiring the required licenses and
other requirements in the Philippines.
The Free Flow of Investment creates a more conducive business environment and promotes greater
investor confidence. The ASEAN Comprehensive Investment Agreement (ACIA) entered into force on 29
March 2012. It has four pillars: (1) Liberalization, (2) Protection, (3) Promotion, and (4) Facilitation. ACIA
provides for fair and equitable treatment; non-discriminatory treatment for compensation for losses
arising from civil strife, riots etc.; free transfer of funds including capital, profits, dividends; and
protection of investments.
The Free Flow of Capital, on the other hand, promotes further regional trade integration by facilitating
payment for current transactions. As economic activities become increasingly regional, ease in the
transfer of funds from one country to another for a variety of purposes has become even more
necessary especially for the following purposes:
Financial Services Liberalization
Capital Account Liberalization
Capital Market Development
He added that Capital account liberalization accompany the concurrent efforts to allow free movement
of goods, services, investment, and skilled labor. The table below summarizes the compliance of the
ASEAN Member States to their deliverables under Phase I-III of the AEC Scorecard:
AEC Compliance
Implementation of AEC Scorecard Deliverables under Phase I III (2008 13)
ASEAN
Member
State
Brunei
Cambodia
Indonesia
Laos
Malaysia
Myanmar
Philippines
Singapore
Thailand
Vietnam
Implemented
Not
Implemented
Implemented
Ahead
Ongoing
Total*
Implementation
Rate**
297
290
289
287
307
294
302
304
307
307
48
56
58
57
44
51
47
38
43
41
18
17
18
16
20
17
19
19
20
16
71
72
72
74
69
72
71
69
69
73
434
435
437
434
440
434
439
430
439
437
86.8%
84.6%
84.1%
84.2%
88.1%
85.9%
87.2%
89.5%
88.4%
88.7%
Press On! 28
He went on discussing the Priority Integration Sectors

(PIS) which he said are catalysts for overall ASEAN
The industries listed in the PIS are the
economic integration. Each PIS has a roadmap, which
businesses that the printing industry
combines specific initiatives of the sector and the broad should monitor as these are the industries
initiatives that cut across all sectors. The following are its
that would be protected by ASEAN
elements:
1. Liberalization
2. Elimination of Barriers to Trade
3. Trade and Investment Facilitation
4. Movement of Business Persons, Experts, Professionals, Skilled Labor and Talents
5. Promotion and Monitoring
6. Other Areas for Integration
PIS Goods Sectors
1. Agro-based goods
2. Automotive products
3. Electronics and electrical
goods
4. Fisheries
5. Rubber-based goods
6. Textiles and clothing
7. Wood-based products
PIS Services Sectors

1.
2.
3.
4.
5.
Air transport
E-ASEAN
Health care services
Logistics services
Tourism
He added that the sectors covered also pose an opportunity to the printing industry. He specified that
agro-based products, for instance requires labels. He mentioned that lithographic printing is also one
market need that the industry might be interested to address as there is currently no lithographic
printing in the country. Making of manuals is also one opportunity: the Philippines could capitalize on its
good business English. The industries listed in the PIS, Dir. Perlada stressed, are the businesses that the
printing industry should monitor as these are the industries that would be protected by ASEAN to
compete against the rest of the world.
Integration into the Global Economy, he said, is a coherent approach towards external economic
relations in Free Trade Agreements and Closer Economic Partnerships. The Philippines, he continued has
intentions to enter into other free trade agreements with the following:
Regional Comprehensive Economic Partnership (RCEP) ASEAN plus 6
European Union
Trans-Pacific Partnership Agreement
Press On! 29
So, what does AEC translate to? He opined that it is an immense business opportunity that must be
exploited to full advantage. He maintained that there will not be a Big Bang come AEC 2015. He
clarified that AEC 2015 is a process, not an event. It is evolutionary rather than revolutionary, and it is
part of the journey towards achieving regional integration
as envisioned in the three pillars of the ASEAN Community.
[AEC] is an immense business
opportunity that must be exploited to full
advantage
He, however, admitted that we should be concerned about

it for certainly it would cause significant changes over time.
Individual companies and citizens of AMS have to adapt and
learn to make adjustments to the opportunities and
challenges of regional integration.
He detailed that the private sector is an important driving

force in the AEC-building process. The private sector is a
key player in the increasing number of supply chains &
production networks. The business sector should ensure
full realization of trade and investment opportunities being
opened up by ASEAN FTAs as well as improve the
coherence, practicality and transparency of economic
integration.
The business sector should ensure full

realization of trade and investment
opportunities being opened up by ASEAN
FTAs as well as improve the coherence,
practicality and transparency of economic
integration.
He explained that private sector inputs and partnership are

essential for the design of cost-effective regional strategies and initiatives. At the regional level, the
private sector is the main vehicle for public-private engagement as exemplified by its participation in the
ASEAN Business Advisory Council (ASEAN BAC) consultations and the ASEAN Chamber of Commerce and
Industry (ASEAN CCI), Annual Business and Investment Summits, and in Annual dialogues between
ASEAN Economic Ministers and ASEAN BAC and industry associations. (e.g. ASEAN Federation of Textile
Industries and the ASEAN Automotive Federation).
He underscored the new realities and
challenges facing Asian consumers in
general, and ASEAN consumers in
particular which include aspiration to be
modern & progressive, but not
necessarily Western. He likewise pointed
out the common set of values among
ASEAN peoples for harmony and order as
characterized by the following beliefs:
institution above individual,
respect for elders, strong family and
community ties
fear of losing face and honor
team above self, consensusbased approach
premium on relationships rather
than on objectivity
Press On! 30
Echoing the words of Professor Raneses, Dir. Perladas rrecommended Action Points for AEC 2015 are
Competitiveness, People Development, Innovation, Regulatory reforms and most especially, Regional
Strategic Partnerships and alliances. He inquired if the printing industry players knew their competitors
in the region. If not, he suggested that they start doing so.
We should have a change in mindset. Let us not be fearful of success. The time of the Philippines is here
and now. We have been branded as a break out nation and we are on our way to becoming the stand
out nation. If it doesnt happen now, let us see each other in the after-life. We should not waste the
opportunities before us, he mused.
While Philip Kotler said: Forget the world, think ASEAN, Act local, Dir. Perladas advice to the business
sector is to Think global, Think ASEAN, Act Local.
G. SITUATING TVET IN THE ASEAN ECONOMIC COMMUNITY 2015

Ms. Ma. Luz Amponin, OIC-Executive Director of the
Technical Education and Skills Development Authority
(TESDA) Qualifications Standards Office, discussed the
human resource development in the new world order
/ economic cooperation with her talk: Situating TVET
(technical and vocational education and training) in
the ASEAN Economic Community 2015.
She said that movement of people is one of the major
considerations when we talk about ASEAN
Integration. she continued.
Ms Luz Victoria G Amponin, OIC-Executive Director for
Qualifications Standard Office, TESDA
She disclosed that in this regard, TESDA has the National Technical Education and Skills Development
Plan (2011-2016) Investing In The 21st Century Skilled Filipino Workforce.
According to Ms. Amponin, the supply side of the labor equation is addressed through quality education,
training and effective assessment and certification
systems. However, she admitted that the labor supply still
remains incoherent with the demand. The result of the
Bridging labor demand and supply,
2010 Labor Force Survey shows the underemployment rate
determining the right quality and number
at 18.8% and unemployment rate at 7.4% which translates
of people in the industry is a concern and
to 2.9 million jobless Filipinos.
the business sector and the government
should be able to plan and project how
The balancing act, she continued, will require supply to be
many people would be needed.
market-driven in order to feed the specific market
requirements. At the same time, she said that supply must
Press On! 31
be capable of driving the market in

order to attract investors. Supply and
demand equilibrium for the labor
market may only be attained through
real time delivery of quality workforce at
the ideal quantity.
The NTESDP 2011 2016 envisions a 21st
century skilled Filipino workforce which
is
characterized
as
technically
competent, innovative and creative,
knowledge based and with higher order
thinking skills, with foundational skills,
pursuing lifelong learning opportunities,
and possessing desirable work attitudes
and values.
These characteristics, she added, are essential if a nations workforce is to be globally competitive and
flexible. These will facilitate greater mobility across occupations and locations.
It is recognized that basic education lays the foundation for developing the necessary skills and
competencies of the 21st century workforce. The reforms in basic education on K to 12 are envisioned to
provide and strengthen these foundational skills. For its part, TVET, thru the NTESDP 2011 2016, is an
investment leading towards the development of the 21st century Filipino skilled workforce, she
explained.
One of the major TVET reforms under
TESDA is the adoption of competency-based
TVET system. All technical vocational
education and training programs offered by
public and private technical institutions are
required to get prior authority from TESDA
through a mandatory process of program
registration.
In partnership with industry, TESDA draws up
competency standards which are officially
promulgated by the TESDA board as training
regulations. The training regulations include
the minimum training standards by which
programs are qualified and registered. The
process takes into consideration four essential components of training delivery: the curriculum, the
qualification of trainors, the tools and equipment available as well as training facilities. The same
competency standards become the basis for competency assessment which has been declared by the
TESDA board as mandatory, she elaborated.
Press On! 32
She then described the Philippine

Qualifications Framework. PQF is a national
policy which describes the levels of
educational qualifications and sets the
standards for qualifications outcomes. It is a
quality- assured national system for
development, recognition and award of
qualifications based on standards of
knowledge, skills and values acquired in
different ways and methods by learners and
workers of a certain country.
Talking about the printing industry, Ms
Amponin said that the industry should be
able to predict the labor demands of the
industry in relation to the projected
business growth owing to the increase in
market access because of ASEAN Integration.
When ASEAN would have achieved an integrated economic community in 2015, and there is already a
single market and production base, characterized by seven development areas, implications in the
development of professionals and skilled labor are huge. Skilled workers would be affected by the seven
areas, she maintained.
Specifying what AEC means by free flow of services, she said that there would be recognition of
professional qualifications by recognizing mutual recognition arrangements (MRAs). There would
likewise be negotiation of some specific services sectors, she added.
She expressed high hopes for the
Filipino workforce. She said that
there would be high demand for
Filipino workers because of their
known genuine warmth and
dedication to work. She finished
with the imperatives on TESDA in
the face integration which are:
Influence agenda setting regional
standards for skills; Partner with
industry to advocate for ASEAN
skills recognition; Demand for labor
from investments; andMobility of
semi-skilled workers.
Press On! 33
Press On! Speakers were given plaques of recognition
L-R: PPTF President, Atty. Dominador Buhain and Prof. Nestor Raneses, Director of UP ISSI receive
Plaques of Recognition; Ms. Crispina Almonte explains the program flow; Participants attentively
listens to the talks; Ms. Elisa Miranda of Miranda and Sons Bookstore throws a question in the
Open Forum; Masters of Ceremonies, Mr. George Lora and Ms. Marites Liwanag recognize the
participants. Bottom: Press On! participants are all ears to the presentations.
Press On! 34
SPEAKERS FROM THE PRINTING AND ALLIED INDUSTRIES TO BRIEFLY HIGHLIGHT

ISSUES AND REQUIREMENTS APPERTAINING TO THEIR RESPECTIVE SECTORS IN
ANTICIPATION OF THE EFFECTIVITY OF THE ASEAN INTEGRATED COMMUNITY IN
2015
1. BOOK PUBLISHING
ASEAN 2015: Challenges and Opportunities in the Philippine Book Publishing Industry
Jose Maria T. Policarpio
President of the Philippine Educational Publishers Association, Mr. Jose
Maria Policarpio discussed the challenges and opportunities that the book
publishers in the Philippines face in the advent of the ASEAN Economic
Integration in 2015.
He cited the increased competition among ASEAN foremost among the
challenges. He said that the publication of educational materials is a
protected industry only in the Philippines. As such, our schools are
prohibited from using imported or foreign textbooks. With ASEAN
Integration, such prohibition may be challenged and is a cause for
uncertainty in the book publishing industry.
Another issue he identified was the New K-12 curriculum which he
described as a whimsical change. He pointed out that when the government officials change, e.g. a
new Secretary of the Department of Education is appointed, the education curriculum also changes.
This, he said is a problem because the industry finds it difficult to adjust.
The rapid changes in technology also pose a challenge. He said that although there is not much decline
in demand for printed matter, it is something that has to be addressed. The shifting reader / user
preferences should be seriously considered. He mentioned one study that says children born in the
1990s onwards are reading less printed materials. These are the next generation of readers and their
reading preferences are changing.
The changing concept of copyright is also an issue. He particularly cited the existence of copyleft and
creative commons. Some authors, he said, are allowing people to use their work without
remuneration. There is also an increasing incidence of self-publishing, which is a major threat to the
publisher. Anybody can now write anything and post it online without anyone editing or correcting it.
These, he said are the real issues that publishers face.
Meanwhile, the opportunities he considered are the free flow of goods and services which could also
mean greater access to capital, raw materials, talent and skilled labor. In addition, he said that the
common education framework among ASEAN nations would result to greater demand for relevant
books and other learning resources across a bigger market.
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2. PACKAGING
AEC Implication on Packaging

Ms Edita P. Molato
Ms. Maloto shared her insights on the effect of AEC to the
Philippine Packaging Industry. She said that the
importation of packaging, though fluctuating is on an
upward trend and half of these are sourced from ASEAN
countries.
The effects of AEC have been felt by the

industry since the 1990s.
The lower tariffs, according to Ms. Maloto, have allowed

international suppliers, particularly from ASEAN nations, to
enter the Philippine market. Cheaper raw materials and labor
costs, and higher economies of scale, allowed these suppliers to
offer competitive prices, thus, making them a preferred
supplier by some of the companies in the Philippines.
However, the 0% tariff regulation imposed by the AEC poses a
big threat to local packaging producers, she expressed.
Ms. Maloto also identified the other concerns of the packaging industry
which include high energy cost, particularly fuel; cost and, sometimes,
availability of raw materials; ordinances imposed by the government like
the new truck ban rule; and the issue on sustainability. Over the years,
she narrated, the total importation of crude oil has basically remains
stable in terms of volume. But, in terms of value, she sees an upward
trend. This basically affirms, she observed, that fuel prices have been
rising for the past decade. This, she stressed, is one of the biggest threat
for the industry, particularly for glass bottle production, since this
process is fuel-intensive. The increasing energy cost, she continued, is
increasing operation expenses, making the industry less competitive compared to both local and
international competitors.
The effects of AEC have been felt by the industry
since the 1990s, she observed. Many of packagings
raw materials are in fact imported, like resins,
cullets, fuel, etc. The increasing fuel price is also
causing a hike in the price of raw materials like
resins, thus affecting the competitiveness of local
packaging manufacturers. This is causing some
companies, both packaging suppliers and users, to
just source packaging from other countries, she
clarified.
For packaging suppliers, it is more cost-efficient to just source packaging abroad, than to look for a local
packaging partner or a raw material supplier. This enables them to offer their products at lower prices,
she said. Meanwhile, for packaging users, it is cheaper to buy packaging from international suppliers
than to source locally, thus, allowing them to make their products affordable to more Filipino people.
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Ordinances like the truck ban really affect the cost and lead times, not just of packaging suppliers, but
importers in general. This truck ban law has recently been changed. Window time for trucks to deliver or
pick up goods at the port has been narrowed to 10pm-5am. This, of course, has negative impact on local
businesses, she vexed.
First, it now requires longer time to deliver
and pick up items in the port, thus, extending
lead times to produce and deliver products to
our customers.
Second, due to this longer time of delivering
or picking up, freight cost has increased by at
least 80%. Trucks remain idle, instead of being
used efficiently, waiting for the window time.
Third, also due to this longer time in the port,
shipping companies are now declining
deliveries to the Philippines, or are adding
charges to cover their loss due to long waiting
period. While this may seem good for local
manufacturers like us since it also takes longer for our international counterparts to deliver their
products to the customers, we are still affected as our raw materials are imported.
Further, she said that sustainability has become a worldwide trend. But in the Philippines, the
calamities we have experienced, like Ondoy and Yolanda, have really intensified the need for ecofriendly packaging. Efforts of packaging suppliers to support this include light-weighting, down-gauging,
and yes, the popular biodegradable plastics. However, Philippine companies are not as aggressive yet as
companies in 1st world countries when it comes to sustainability. Sustainability includes, not just your
final output, that is, the product, but even the process of producing, delivering and disposing the
product. Other countries, particularly US, Europe and Australia now include carbon emission count in
their supplier evaluation. Not only that, they are really aggressive in studying and producing
environment-friendly products. With AEC, standardization of ordinances when it comes to sustainability
might be a possible outcome.
Answering the question: How do we cope with
AEC? She said proper self-awareness is key. Selfawareness would be the basis of the business
plan. Market and product rationalization,
continuous improvement / innovation, looking
for alternatives that would have an impact in
lowering costs, and fostering partnerships, she
said are possible mechanisms.
She summed all these recommendations in
three words: adopt, adapt, and adept.
Press On! 37
3. LABELS
Ms Anne Magdalene Dionisio
Allied Pacific Packaging Solutions Company, Inc.
Based in General Santos City, Ms. Magdalene Dionisio, represents one of the
biggest packaging company in the south: Allied Pacific Packaging Solutions
Company, Inc. She highlighted that 2015 is just the culmination of the ASEAN
Economic Integration. AEC has already started way back in 2010. She shared
what her company did in preparation for 2015.
She said that their packaging business is in support of their major business
which is canning. They also produce cartons, labels and some commercial
printing. They operate in Cagayan de Oro and General Santos in the Philippines
as well as in Indonesia, and Papua New Guinea.
She said that they saw the opportunity to put up a facility in Indonesia. If one would look at the
technology in Indonesia and the skills of their people, the Philippines has a very huge advantage. Our
people, she said are very good in English, adaptable and are easy to train. These are very big advantages
as against our counterparts in the region. She called on her colleagues in the printing industry to be
confident and not be afraid especially in having strategic alliances with the locals in other ASEAN
countries. Collaboration and strategic alliances, she concluded, are the winning formula in the AEC.
4. SIGNS and DISPLAY

Mr. John Madarangs message was read by Mr. Francis Chow
11 FTC Enterprises, Inc.
Mr. Francis Chow started his presented with a brief introduction of their company, 11 FTC Enterprises,
Inc. 11 FTC Enterprise Inc. has been in the signs and display industry for 17 yrs. They started as a
silkscreen printer and have evolved as a retail marketing solutions provider. Now, they are the biggest
large format digital printer in the Philippines and one of the biggest in South East Asia. They have
nationwide capability with manufacturing facility also in Cebu. They have more than 300 employees and
their management team composed of people with experiences in marketing and advertising, franchising
and retail management.
INDUSTRY OVERVIEW
According to Mr. Chow, the signs and display industry is still a growing
industry. It covers billboards, banners, supermarket displays, hanging
dispensers, candy dispensers, murals, wallpaper designs, etc. It is
characterized by intense competition among players. This is due to lowering
cost of technology and decreasing and more varied demands of clients.
What used to be Php20M cost of machine is now Php 500,000, he said. Call
for design uniqueness at l is also more pressing. Printers and service
providers outdo each other, he added. Aesthetics, functional value and
materials specifications are the areas of competition. Some players also
stretch the terms of payment to be more favored by clients. An efficient
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An efficient supply chain is imperative to

survive. Everything is needed yesterday
in this industry.
supply chain is imperative to survive in the business.

Everything is needed yesterday in this industry, he carried
on.
STRENGTHS
The strengths of the industry, meanwhile, include the pool
of creative talent. Unfortunately, the talents are being enticed to go to other places like Singapore. The
more hands-on business owners is also an identified strength of the industry, according to Mr. Chow.
WEAKNESSES
The high employee turn-over and lack of continuing training are the weaknesses he identified. Inferior
quality and low cost strategy usually adopted as the only strategy are likewise considered limitations.
Mr. Chow presented the STEEP (Social, Technological, Economic, Environmental and Political) Analysis of
the Signs and Display Industry:
Social:
Access to internet may shift advertising spending on digital media
Print media will remain as internet access is still limited
Buying decision will be influenced even more by social media
Green advocacy is gaining popularity and support but not strong enough to provide consumer
power to influence manufacturers' behavior
Social media is the best media in promoting any advocacy or interest
Technological
Printing technology has not evolved to a level that will change the industry
Cheap technology to more entrepreneurs means more printers at cheaper price but not
necessarily superior quality
Increase in mobile advertising is steady but not seen to replace print media in the near future.
POS ad still rely on printed forms
Economic
Robust economy contribute to higher activity and trade
Printing industry may have increased ahead of or more than the economic growth as more
players undermine the pricing structure
Entry of third party substrates and inks will continue to rise legally and otherwise
Brands will continue to enjoy influence on players whose strategy is price undercuts
Players whose strategy is innovation and solutions will have influence over brands
Environmental
Solvent inks and PVC tarp post a threat to the environment
Green revolution has not taken off in the Philippines, laws are either lacking or not fully
enforced
Companies pay lip service to the cause but are not spending
Global offices of multi-nationals and FMCG's will eventually mandate reduction of car on foot
print to all markets
Political
Current government is enjoying high rating locally and internationally giving boost to economy
Election spending may start slowly by end of 2014
Anti-epal law prohibiting politicians faces printed on public projects reduce printing
opportunities for local printers
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Weak laws on regulation of printing materials

Election-related surge in printing demands will start early 2015; Eco-friendly materials will be
favorite or popular theme
OUTLOOK
The opportunities according to Mr. Chow are the widening market outside of the Philippine and the
regional procurement for FMCGs. He said there is also no reward for players in a market of depressed
pricing. Therefore, so long as prices are kept down, the industry should not worry. The threats that the
industry would have to face are the procurement from other countries other than Philippines; the
printing capacity of bigger players that will be a barrier to entry for new printers; and the Illegal entry of
printing materials and machines that will affect pricing of legitimate printers.
KEY SUCCESS FACTORS
To address these, he suggested the following:
Robust organization to accept high volume of business;
Stable supply chain to meet demands at short notice;
Sustainable Green Strategy;
Innovation at international standards; and
Operational efficiency to meet quality, cost, and delivery.
5. SECURITY PRINTING
Mr. Gabriel Dukes
SEKUWORKS
Mr. Gabriel Dukes of
Sekuworks who flew all
the way from Malaysia
presented on Security
Printing.
The global problem he
said is that counterfeiting has grown by 10,000%
globally over the past 20 years. He said that
according to the International Chamber of
Commerce, by 2015, the total value of
counterfeits in the world would exceed $1.7
trillion, which is more than 2% of the worlds
total current economic output.
He mentioned as well that the global brand protection market will reach $3.8 billion by 2018. More than
30% of growth he said, quoting the market report done by Smithers Pira, will take place in track-andtrace technologies for supply chain security.
In view of this, a three-year plan for counterfeit measures was
formulated. One of the advanced counter measures being
Press On! 40
planned to introduce is the track-able and trace-able tamper-evident seal called Takeda Security Label,
which cannot be counterfeited.
Stratomark, he said, also
creates, collects, stores and
manages
data
which
converts
labels
into
actionable information for
real-time decision-making.
Stratomark,
he
said,
creates value by customdesigning and developing
labels and software to
measure, manage and track
supply chain performance
at the unit level. It links
product,
asset
and
employee, producing both
brand
protection
and
operations improvements thus, ensuring that all supply chain elements are visible, accountable and
secure.
He also mentioned the $1.4 billion
consumer apparel and shoe industry
that distributes through retail chains.
The problem in the industry, he said, is
the multi-million dollar theft and
counterfeit of products. His proposed
solution is the utilization of a
counterfeit labels and Sekuworks full
software technology capable of tracking
products from point of manufacture to
consumer.
Sekuworks ensures increased subcontractor control and reduced scrap. It
would also eliminate unauthorized
manufacture of products and stops
diversion resulting to increased
visibility, accountability and security of the supply chain, saving the company millions of dollars.
Press On! 41
6. QUICKPRINT and Print-on-Demand

The Future of Digital Printing in 2018
Ms. Maripil Ergino
Following Mr. Dukes presentation is Ms. Maripil Ergino of Canon. She discussed
the Future of Digital Printing in 2018. She started by presenting a video that
captures the reason why there will always be a need for paper and paper has a
great future.
Citing the study
done by Smithers
Pira, Ms. Ergino
said
that
packaging is growing, followed by
commercial printing and books. The rest of the industry is declining except for packaging and labels
which is consistently on the rise.
The drivers for adoption of
digital printing, she mentioned,
are rising requirement for
short
runs,
recent
improvements
in
digital
technology, low initial set-up
costs for print jobs, rising
requirement
for
personalization,
rising
requirement for variable data
and environmental issues.
While the barriers to the
adoption of digital printingcost of print jobs, general
issues with print quality, and
cost of new machinery.
She also shared Canons Reams of Hope where they partnered supported the tuition fees and allowances of
fifteen scholars from the Don Bosco School of Printing through every ream of Canon paper sold.
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7. PAPER INDUSTRY
The Impact of the ASEAN Economic Community on the Paper Industry in the Philippines
Mr. Dennis Tan
Mr. Dennis Tan started his talk
sharing some important facts
about the global paper industry.
Foremost of which is as of 2012,
400 million tons of paper is
produced globally. That weight,
he said, is equivalent to 80 million
elephants.
The consumption of paper continues to grow. In fact,
he voiced, we use more paper now than 10 years ago.
By 2020, he mentioned, the forecasted increase in
paper consumption is 500 million tons.
Like rice, water, and electricity, paper is

a staple of modern daily life. Virtually
everyone is a paper consumer- from
education to media, from advertising to
publishing, from food packaging to
product packaging, and even hygiene
products, such as tissue and paper
towels.
Asia is the largest producer of paper, producing 45% or 179 million tons of paper a year, he stated.
Europe, he compared, produces 107 million tons, which is 27% of worldwide production, while North
America accounts 85 million tons or 21% of worldwide production.
Packaging Industry is the largest market for paper, using up to 50% of total paper production. The next
largest markets are the printing and writing industries. Due to lower production costs and proximity to
fast growing pulp wood plantations, many pulp and paper companies worldwide are moving production
to the South. China has recently overtaken the United States as the worlds biggest paper producer, he
said.
THE ROLE OF PAPER IN OUR SOCIETY
Mr. Tan proceeded highlighting the role of paper in our
society. He said that like rice, water, and electricity, paper
is a staple of modern daily life. Virtually everyone, he
said, is a paper consumer- from education to media, from
advertising to publishing, from food packaging to product packaging, and even hygiene products, such as
tissue and paper towels.
We are using paper more in spite of
digital media and technologies.
He furthered that the paper industry is not only growing at a steadfast rate, but it is also eclectic,
exciting and evolving. He said that we are using paper more in spite of digital media and technologies
that substitute e-books over books, computers over pen and paper, and tablets over printed
publications. The ban of plastic bags in some Metro Manila areas has increased the demand for paper
bags. Rise in food production leads to rise in packaging supplies. As schools take in more students each
year, the demand for notebooks and writing products increase as well, he elaborated.
Because of the growing demand for paper, Mr. Tan said that the need for strict and effective policies to
keep the industry competitive and sustainable becomes more pressing. He said that markets have to
remain competitive, production more sustainable, and the high standards of quality for different types
of paper maintained.
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PAPER INDUSTRY IN THE PHILIPPINES

As AEC becomes fully implemented in 2015, he expects the
The Philippines would benefit from AEC.
Philippines to benefit from the emerging global market.
The 600 million population in the region are all potential
The 600 million people in the region are
paper consumers, he relayed. Other industries would
all potential paper consumers.
benefit from this, as well, he continued. The Philippines is
not a paper producing country, he said. Eighty percent of
our paper is imported. The Philippines relies on imported paper from Indonesia, Taiwan and China and
in Western countries like New Zealand, Australia and Sweden. Thus, trade facilitation and custom
integration would be helpful to the industry. Other factors that determine the success of the paper
industry are the following:
1. Price competitiveness Tough price competition as China produces cheaper paper is losing
ASEAN export opportunities to other countries. Paper relies on the supply network beyond the
ASEAN community. Therefore, our concern is how AEC would enhance participation of paper
producing nations around the world.
2. Quality of paper goods the primary reason we import paper is the quality of paper. An
integrated community may enhance the quality of paper produced by ASEAN member countries.
3. Time to market paper is a prime commodity therefore minimizing the time for the product to
reach the market is a priority of every paper company. The truck ban in Manila has caused many
trailers to lie idle incurring major losses to truckers, shippers and port operators.
4. Congestion of the Port in Manila causing inefficiency and delay. Diverting some containers to
more spacious sea port in Laguna or Subic is not a welcome solution as it leads to higher freight
cost. The shipping delay and backlog are negatively impacting the shipping economy and is not
contributing to making the Philippines a truly competitive market in the ASEAN Region.
Improvements have to be done to facilitate receiving and shipment of goods to consumers.
HOW THE AEC WILL CHANGE THE WAY WE TREAT PAPER
The young population of ASEAN is an advantage to the industry. The Philippines might also want to
consider producing its own paper products, include Thailand, Viet Nam and Malaysia. We need to look
beyond our usual supplies and know more about the state of the paper industry in other ASEAN
Member States. We are already trading with other AMS and we are looking forward to the other
benefits of integration such as the implementation of the
single shipping market, freer flow of capital, e-commerce,
financing of infrastructure projects, among other policies.
The congestion of the Port of Manila is
Implementing these actions will benefit our industry in the
causing inefficiency and delay. Diverting
long run, he continued.
some containers to more spacious sea
CHALLENGES AND GOALS FOR THE FUTURE OF PAPER
port in Laguna or Subic is not a welcome
As the year 2015 draws nearer, we are ready to enter the
solution as it leads to higher freight cost.
ASEAN market with bigger and wider possibilities. We are
The shipping delay and backlog are
entering an era when paper and pulp industry need to be
negatively impacting the shipping
managed intelligently. Other industry concerns must also
economy and is not contributing to
be addressed like climate change, environmental foot print
making the Philippines a truly competitive and deforestation. With the AEC Blueprint, the paper
industry hopes to become more outward looking, globally
market in the ASEAN Region.
competitive and provide more quality paper in the coming
years.
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8. CONSUMABLES
The Value of Consumables
Mrs. Luningning Regala
Starting with definitions, Consumables, Mrs Regala said, are products that
are intended to be used up relatively quickly and has to be replaced
regularly. If one is to look at the distribution of expenses of businesses daily,
one would notice that the highest amount does not actually go to
investment on equipment but on consumables. That is why there are
suppliers who are willing to offer their equipment for free in exchange of
bundled consumables. For that reason, we need to focus on consumables,
she pointed out.
She then went on discussing the technicalities of consumables. The 3 factors
that affect the cost and efficiency of these goods are quality, supplier
support and price. Consumables that go into printing by way of volume of
usage are as follows:
Paper is the biggest bulk of cost in printing. It qualifies the kind and characteristics of paper on
the basis of the printing job to be done. Qualifications are coated and uncoated; Properties refer
to brightness, opacity, weight, caliper, grain direction.
Inks / coatings and varnishes The ink on the ink roller should not absorb water nor should the
ink breakdown and combine with the fountain solution. Ingredients of ink are pigment, vehicle,
and modifiers. Its properties are body, temperature stability, tack, drying)
Plates and Rollers
Let us not be afraid. Let us look at ASEAN as a
challenge and opportunity. It is an open door
for us to do the best that we can. This is the
right time for us to show who we are. We have
been fighting in the ASEAN Region for a long
time now. Be ready for the fight because the
fight is on!
She ended up with these words: Let us not be afraid.

Let us look at ASEAN as a challenge and opportunity. It
is an open door for us to do the best that we can. This
is the right time for us to show who we are. We have
been fighting in the ASEAN Region for a long time
now. Be ready for the fight because the fight is on!
9. PRINTING MACHINERIES
Ryobi MHI (Mitsubishi Heavy Industries) Graphic Technology Ltd.
Mr. Kentaro Hayashi
Mr. Kentaro Hayashi hailed from Japan and is in charge of marketing and sales in Oceania and Asia
Region of Ryobi MHI Graphic Technology, Ltd. He commenced with an introduction of his company.
Ryobi Ltd graphic Systems was founded in 1943 and entered the printing business in 1962. In January
2014, it merged with Mitsubishi Heavy Industries Printing and Packaging Machinery Ltd. Ryobi is a
Press On! 45
known manufacturer of aluminum digesting machinery for car engines. They supply all car
manufacturers in Japan as well as Volkswagen, Mercedes Benz, Jaguar, and other famous automobile
car products. It joined with Mitsubishi to:
1. Expand product line and strengthen product development it now offers A3 portrait up to
large-format 44 press;
2. Strengthen manufacturing operations by pioneering new technologies in offset printing; and
3. Enhance sales and service networks. It has 60 sales networks covering 170 countries in the
world. They have a sales office in Singapore and recently they opened a showroom in Malaysia.
The Top 3 factors for printing press manufacturer, according to Mr.
Hayashi are (1)Customer satisfaction, including after-sales support,
(2) research and development, and reasonable price and delivery
time. Printing machines are very expensive, according to Mr.
Hayashi so they deem it very important to avoid or minimize
downtime for the customer. They produce innovative products to
satisfy consumer demand.
He looks forward to showing their products in October 2014,
during the printing exhibition in the country. Then he ended by
mentioning their slogan: Advance with customers by delivering
valuable products and services.
10. COLOR MANAGEMENT

Delivering Consistent and Predictable Quality Prints
Ms. Irene Buloron
WHY COLOR IS IMPORTANT
Ms. Buloron started her presentation with the top answers on why color is
important:
Color helps identify the object. It is the first physical attribute of any
object that people recognize when describing an object.
Color inspires emotion.
Color can differentiate.
Color support rules
Color brings business more sales.
She also shared the following statistics which highlight THE POWER OF COLOR:
92% believe color presents an image of impressive quality
90% feel color can assist in attracting new customers
90% believe customers remember presentations and documents better when color is used
83% believe color makes them more successful
81% think color gives them a competitive edge
76% believe that the use of color makes their business appear larger to clients
Color increases brand recognition by 80%
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Color accounts for 90% of visual appearance.

Color distinction increases consumer buying by 70%
65% of purchase decisions are based on color.
CUSTOM COLOR
SOLUTIONS
Recognizing the
importance
of
color, she then
presented
the
color solutions
being done. She
specified CocaCola
Company
which now veers
from
physical
sample of color.
Brand
owners,
she said, like
Coke is now using digital standards which represent color by number.
Light becomes a very power tool in
helping sell the product, she said. It is
important to specify with your client
what should be the preferred light
source to use during color evaluation.
These are the spectral distribution of
the most important standard light
sources. The tomato appears more red
because the lamp has higher red
energy and it appears blue because
the fluorescent which is CWF has
highest pick on the blue region.
She further explained that when comparing colors,
sometimes we are not aware that color changes their
appearance if viewed under different background. The
two greens (on the right) are the same colors. The green
on the yellow background appears darker because the
background is lighter, while the green on blue
background appears lighter because the blue is dark.
Therefore, it is important that we are aware of our field
of view to avoid this problem. Visual can be dangerous
sometimes.
To understand color more, she mentioned the CIE chromaticity diagram which is a two-dimensional
model of color vision. The arc around the top of the horseshoe encompasses pure spectral colors from
blue-violet to red. By mixing any two spectral colors in different proportions, all the colors found on the
Press On! 47
straight line drawn

between them in
the diagram can
be created. It is
possible to create
the same grey by
mixing blue-green
and red light or by
mixing
yellowgreen and blueviolett light. This is
possible because
of a phenomenon
called
metamerism.
Purple colors are
found at the bottom of the diagram. Purples are mixtures of red and blue light, the opposite ends of the
spectrum.
Finally, she discussed what is
needed for successful color
management:
Consistency. Monitor is
your first window to digital
world.
Check if your
monitor
is
providing
consistent and uniform
color across the screen
Calibration.Achieving
something to a known
standard of performance. For
example, in monitors are the
contrast (gamma) and color
balance (white point)
Characterization. ICC means
International
Color
Consortium that established
the standard platform of
converting the RGB and CMYK color

space to CIELab color space.
Conversion - Converting profiles to a
standard working space such as Adobe
RGB or SRGB for monitor profile.
Know and understand your pre-press and press workflow.

Use accurate measuring devices to measure color accurately
and software to generate profiles.
Press On! 48
Guests listen attentively to the speakers.
Resource Persons receive Certificates of Appreciation.
Breakout Sessions: (Top) Workshop Facilitators explains the objectives of the session to the
participants. (Bottom) Workshop participants discuss the strengths, weaknesses, opportunities and
threats faced by the printing and publishing industry based on the following themes: (1) Business
Development; (2) Production and Technology; (3) Human Resource; and (4) Government Support.
Press On! 49
WORKSHOPS
A. BUSINESS DEVELOPMENT
The SWOT Analysis of the Business Development Workshop Group is as
follows:
STRENGTHS
Proficiency in English ("Neutral English)
Large pool of creative talents
High Educational attainment and literacy rate
Printing Association to hire Market researchers where we can focus on
Countries with High Income, Upper Mid Income, Upper Income - Singapore, Malaysia, Thailand, Brunei How do we expand?
According to the group, the above-listed are the strengths of the Philippines. The proficiency of the
Filipinos in English is one characteristic that it cuold apitalize on. This may be seen by the fact that the
Philppines is now next to India in the BPO sector/industry. The philippines is also home to a large pool of
creative talents and highly literate peple. We are strong in research as exemplified by the projects and
activities of our institutions. We are also known for our good customer service. We are conscious of the
way we conduct ourselves to the customers.
WEAKNESSES
Financial Capability
Color Management
Product Knowledge
Price Positioning/Standardization
Market/Trade Connections
Price Standardization per industry segment
As regards the weaknesses, they said that the above cited weaknesses are concerns if we can market
within the Philippines or we can go outside the country. Quality and Knowledge about the product are
major concerns. They take note of the industrys knowledge of the market / customers in other ASEAN
nations. They emphasize that the industry should know the right people to connect with.
OPPORTUNITIES
Market Expansion because of ASEAN
Integrated Community
Common educational framework among ASEAN countries would result to greater demand for
relevant books and other learning resources across a bigger market
Collaboration of various industry player
Free flow of goods and services could mean greater access to capital, raw materials, talent and
skilled labor
PPTF can buy fast moving inputs in bulk to help industry
In terms of the opportunities open to the industry, they specified the following. They added that
Philippine values and our inate ability to partner and collaborate are important factors that the industry
Press On! 50
could capitalize on to take advantage of the opportunities presented before it by ASEAN Integration.
Being more aggressive in pushing our services to other nations like the other ASEAN countries is also
significant.
THREATS
Pricing
Technology
Discrimination
Geographical Location
Invest / Upgrade in Technology
As for the threats, the group fear that other ASEAN countries have higher technology
equipment/materials even before AEC. This, they said make them more competitive in terms of price.
Being the only Christian county of the Philippines is also a threat in that other ASEAN countries might be
more linked in terms of beliefs and culture. Importing and exporting is also not easy in the Philippines
because it is surrounded by water unlike other ASEAN countries like Thailand, Cambodia, Laos and
Myanmar.
Other issues identified by the group include the list below:
ISSUES
Filipino has negative attitude

Attitude as to work ethics
Do a market research - to penetrate the market
Differenciate your market (local/domestic)
Against cut throat price competition
Standardization in term of price (per segment/categories)
PPTF as channel
To address the issues, they recommend investing and upgrading of technology and an indepth analysis
of the ASEAN market.
B. PRODUCTION AND TECHNOLOGY

The production and technology workshop group delved on two main
concerns which served as the starting point in their analysis:
1. Are we at par in technology compared to our asean neighbors?
2. How do we compete with asean states in terms of printing quality &
delivery schedules?
Press On! 51
From these two main points, they came up with their SWOT Analysis:
STRENGTHS
English language proficiency
Flexibility and resourcefulness of companies
Technical capability to match ASEAN countries given that we are in the top 10% of the industry
WEAKNESSES
Only big printing companies can acquire new machineries and technology
The industry lacks government support
o no tax subsidy like in other countries
o only 2 printing schools (Don Bosco and TUP)
Only big companies can compete in terms of printing and delivery
Lack of national laws and inconsistent ordinances which affect transport of goods e.g. Erap law,
truck ban, problems with bureau of customs
Reliance on importation due to lack of raw materials
No government loans available in acquiring new machineries
Unreliability of service providers
Politics within the industry
Red tape
Mismatch of technology in the academe and industry
OPPORTUNITIES
Lowered machine cost across regions because of freer flow of goods
Opportunity to align & standardize skill sets & processes (basic) as mentioned earlier by tesda
More spare parts & developed after-sales services
Theres no other way but to go up
establishment of academies or sponsorship of printing machine companies
THREATS
We have less experience with the current technology compared to other asean countries (e.g.
Web to print technology)
Price competitions (open market)
Merger and acquisition/ alliance of companies have disadvantages e.g purchasing will not
happen here but in the country who made the initiative
Threat coming from china and India because they may change their strategies to compete with
ASEAN countries
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C. HUMAN RESOURCE
Below is the SWOT Analysis done by the participants who joined the
Human Resource Workshop Group:
STRENGTHS
Proficiency in the English language
Competent workers with proper training
Flexible and can do multi-tasking
Trainable employees
Well-experienced employees
Relatively lower labor cost
WEAKNESSES
No formal training of employees, cannot maximize employee potential on a certain job
Expensive trainings
Most workers have limited educational attainment
Pro labor laws
Limiting investments
Disunity within the industry
Lack of government support
Lack of well-experienced instructors/trainers in the industry
OPPORTUNITIES
Attract trainers to train workers
Short TESDA short courses for skilled workers related to ASEAN integration
Offer certified training programs for skilled workers
THREATS
Higher wages in more developed countries will attract Filipino skilled workers to migrate
Skilled employees are being pirated by other companies
D. GOVERNMENT SUPPORT
The Government Support workshop group identified the following strengths,
weaknesses, opportunities and threats in the printing and publishing
industry:
STRENGTHS
Creatives and publishing
Very capable packaging design and book content
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WEAKNESSES
Absence of modern printing school
Difficulty in importation law is favorable but there is a problem in the facilitation of the release
(of the equipment)
In book publishing, the law is not fully implemented
Supply of Raw materials - Almost all consumables are imported
Truck ban in Manila- what used to take 7 days now takes a month, need to increase inventory;
Truckers increased fees, resulting to increased production cost
Overloaded piers. Some shipment are not unloaded here.
The Philippine government is killing the publishing industry by encouraging foreign publishers
which are tax exempt to bid out our intellectual properties.
The government puts too little value to intellectual property
The weight of penalty imposed to Local vis--vis foreign publishers are not the same
Discouraging intellectual dynamism. Rampant copying of textbooks.
Need to amend IRR of Govt Procurement Act Rule VIII23.11.1.1(e)
Government policies are unfavorable to the printing industry. Government bidding
requirements are too stiff to comply with. Small firms could not meet the terms demanded.
Government should consider allowing SMEs milestone payments
OPPORTUNITIES
Support from TESDA how they could help in the effort to train trainors, Training program for
supervisors and managers.
Training in Davao and other areas outside Metro Manila;
THREATS
Might lose our strength once China comes into play
SUMMARY OF WORKSOP RESULTS

Proficiency in English, creativity, and high educational attainment and literacy rate of the Filipino people
are the strengths identified common across all workshop groups. The Human resource group adds
flexibility to tasks assigned and ability to multi-task among the industrys strengths. These are backed up
by the Business Development Group which specified the thriving BPO Sector as proof of our English
language skills.
The weaknesses identified meantime, may be summed into the following: lack of financial capability
among of small printing firms, low technology, lack of modern printing schools, uncompetitive Philippine
printing and publishing industry, inadequate or restrictive government policies, and other issues within
the industry.
Financial Capability small printing and publishing businesses might be restrictied from taking full
advantage of ASEN Integration because of lack of their financial capability. The needed upgrade in
machineries, technology and skills of their human resource might not be achieve because of shortness in
capital. They worry that only big printing companies can acquire new machineries and technology, since
loans are not available for machinery acquisition, etc.
Press On! 54
Low Technology it was mentioned that many printing and publishing companies companies still use
outdated technologies. One cited using pre-war printing machines. The industry also has a lot of
catching up to do in terms of color management and on improvement on product knowledge.
Lack of modern printing schools- The absence of modern printing school in the country is among the
most mentioned weakness of the industry. It was cited that there are only two (2) printing schools in the
country: Don Bosco School of Printing and the Technological University of the Philippines which offers
the course. Due to the lack of training institutions, employees in the industry usually have no formal
training. This situation prevents the industry from maximizing the potential of their employees. Lack of
well-experienced instructors/trainers in the industry was also pointed out. This does not contribute to
the transfer of top-of-the industry knowhow and inhibits human resource development. Braving all
these, the firms who persist in providing skills development training to their employees incur expensive
training expense which is a big burden for them.
Restrained Access to Market - Price Positioning and product standardization are the hurdles to gaining
market access. The inability of some firms to establish trade connections are also major constraints.
Restrictive Government Policies- Another common complaint among industry players is the lack of
government support. This is manifested by the absence of tax subsidy, imposition of ordinances that
hinder transport of goods and acquisition of imports. The industry players strongly dissent the
overloaded piers, red tape at the Bureau of Customs (especially in the processing of the release of
imported materials), and the Truck Ban implemented in the City of Manila which they claim propelled
them to increase their inventories and cost them higher trucking fees. These were heavy burdens that
the industry had to carry especially since the printing and publishing industry is very reliant on imported
raw materials and consumables.
Another government policy disdained b the industry is the tax holiday to foreign publishers in bidding
out intellectual properties. This, they assert, kills the publishing industry. The low premium on
Philippine intellectual properties and the rampant copying of textbooks also discourage intellectual
dynamism.
Other regulations considered to be unfavourable to the industry include the stiff requirements in
bidding, and disallowance of milestone payments.
Issues within the industry The existence of too many industry associations which manifest the lack of
unity and cohesion in the industry, segregation due to politics were likewise detected among the
industry drawbacks.
Looking at the bright side, meanwhile, the industry recognizes that the ASEAN Integration opens
immense prospects for industry growth. They see the possible increase in demand for printed materials
because of AEC. They appreciate that the Philippine values and our inate ability to partner and
collaborate could be the industry players aces in building collaborations and partnerships with other
firms in the region. they likewise consider that the free flow of goods and services could mean greater
access to capital, raw materials, talent and skilled labor. These, they said, could mean lower machine
cost aross the region and poses big opportunity to align and standardize skill sets and processes. The
Press On! 55
possibility of the organization (e.g. PPTF) of buying fast moving inputs in bulk to help industry was also
named an opportunity.
Lastly, the group expressed concern that other ASEAN countries have higher technology equipment and
has available materials that would make them more competitive in terms of pricing. There might also be
discrimination against Philippine products, they said. Another threat to the industry is the
Philippinesdifficulty in importing/exporting because of its archipelagic setting unlike its ASEAN
neighbors which are connected to each other.
Higher wages being offered in other countries, specifically in Singapore, they said, could also drain the
countrys talent pool.
Other issues identified in the workshops include the negative attitude of some Filipinos, undesirable
work ethics and lack of market knowledge because of the dearth of research in the field.
They also mentioned the lack of experience of industry players with the current technology compared to
other ASEAN countries (e.g. Web to print technology), Price competitions because of the open market,
merger and acquisition or alliance of companies when this happens in the country who made the
initiative and the threat coming from China and India that may change their strategies to compete with
ASEAN countries.
QUESTION AND ANSWER SESSION

Alarmed that the Philippines is ranked 5th in competitiveness rating, question was raised whether
electricity cost have something to do with it. In this regard, proposal for congress to allow foreign
investors to engage in electricity business was put forward to lower production costs and increase
productivity.
Professor Nestor Raneses replied that electricity industry requires very high capital investments.
Growing economy, he said, necessitates higher electricity consumption. He mentioned two strategies:
supply-side and demand side. He encouraged going to renewable as a supply-side response. More
efficient use of electricity/ energy demand management and use of more modern, energy-efficient
equipment, use of new technologies, meanwhile are demand-side strategies.
Mr. Senen Perlada meanwhile said that other countries subsidize electricity cost. Since this is not being
done in the Philippines, he encouraged more use of electricity at off-peak hours when electricity costs
are low. He also encouraged exploration of every possibility where one could save consumption.
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DECLARATION OF NEXT STEPS TO BE UNDERTAKEN

AND CLOSING REMARKS
In his closing remarks, Atty. Dominador Buhain thanked the UP Institute for Small-Scale Industries for
giving direction to the conduct of the PPTF Symposium workshop. He likewise commented on the
workshop output, particularly on Government Support. He mentioned that some officials in the
government, particularly Senator Chiz Escudero expressed his desire to help the industry. The senator,
he said was in fact waiting for the industry to present a study and action points for legislation. With that,
he emphasized that action should come from the industry to express its needs. Even TESDA, he said is
awaiting proposal for training regulation. The event, he said, was thus a great initiative. He stated his
gratitude to the participants whom he said have all been cooperative and to Mr. Maldwyn De Pano. The
unity manifested in the event is a good sign for the industry especially as regards putting forward its
road map.
He then called on Atty. Roland Tan, Chief-of-Staff of Senator Chiz Escudero.
Atty. Roland Tan expressed solidarity to PPTF and the industrys cause. He looks forward to the drafting
of the final bill to help the industry. He ended with the statement: Nakakataba ng pusong marinig
mula sa industriya ng papel na may papel pa rin pala kami.
Atty. Roland Tan, Chief-of-Staff of Senator Francis Chiz Escudero receives the token output of the PPTF
Symposium Workshop. Atty. Tan promises to consider the study to be submitted by the printing and
publishing industry for possible legislation.
Press On! 57
LIST OF PARTICIPANTS
1. MS. ELLA TORRICO
MS. AGNES APOSTOL
Abiva Publishing House, Inc.
851 G. Araneta Avenue
Quezon City
Tels. 712-0245 loc. 282
E-mail: agnes_apostol@abiva.com.ph
2. MR. JAMES L. CHIU
Accurate Printing
#16 A. Juan Street
San Juan City
Tel. 727-2825
E-mail: agp_888@yahoo.com
3. ENGR. ANN MAGDALENE C. DIONISIO
President
Allied Pacific Packaging Solutions
National Highway
Purok Palen, Brgy. Labangal
General Santos city
Tels. (083) 552-3122/552-3037
Telefax (083) 552-3122
E-mail: AMCDionisio@rdcorp.com.ph
4. MS. MINA SERENA M. RUBIRIANO
Proprietress
Amar Graphic Center
#17 Sales Street
B.I.R. Village, West Fairview
Quezon City
Tels. 586-1971/930-9281
Telefax 930-9182
E-mail: amargraphic@yahoo.com
5. MR. BENEDICT S. SANTIAGO
Manager
BJ Santiago, Inc.
657 A.H. Lacson Street
Sampaloc, Manila
Tels. 743-6851/781-3457
Telefax 743-6851
E-mail: bjsantiago@gmail.com
6. MR. ERWIN ENRIQUEZ

Executive Vice President
Bookman, Inc.
373 Quezon Avenue
Quezon City
Tels. 861-4982/712-4868
Telefax 712-4783/712-4843
E-mail:
bookman.missionbook@gmail.com
7. MR. WILFREDO C. ILETO
General Manger
MS. BAMBI ILETO
B & W Commercial
265 T. Bernardo Street
Mandaluyong City
Telefax 532-0149
E-mail: philprinting@gmail.com
8. MS. SHEILA ZARSADIAS
PP Marketing Specialist
MR. WILLY ARCONES
MR. ANTHONY PADAYHAG
Canon Marketing (Phils.), Inc.
7th Floor, Commerce & Industry Plaza
Campus Avenue corner Park Avenue
Mckinley Hills, Fort Bonifacio, Taguig City
Tels. 884-9090 loc. 9326/9031
9. MS. CAMILA G. KITANE
President/CEO
MS. BARBARA BOERO
EVP
MS. ELVIE GAHOL
MS. RACQUEL DY
CGK Formaprint, Inc.
2275 P. Burgos Street
Pasay City
Tels. 831-3974/831-9668
Fax 831-2945
E-mail: camila.kitane@gmail.com
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10. MR. MANUEL R. BERSABE

President
Citibind Corporation
9011 Aranga Street
San Antonio Village
Makati City
Tels. 895-3687/895-0952
Telefax 895-3687
E-mail: citibind@info.com.ph
15. MR. SHERWIN SANTOS

Business Development Manager
MS. PEARL BEN
Digital Press
Unit 1712 Medical Plaza Ortigas Bldg.
#25 San Miguel Avenue
Ortigas Center, Pasig City
Telefax 584-1818
E-mail: info@icommerce.com.ph
11. MS. CITA FEBRE

Proprietress
Cyber Arts & Prints, Inc.
Unit 10B, Cyber One Tower
No. 11 Eastwest Avenue
Eastwood City, Bagumbayan
Libis, Quezon City
Tels. 687-5286/687-6142
Fax 439-1299
E-mail: citafebre@yahoo.com
16. MS. JONAH MARIE JOVEN

Marketing Manager
MR. IAN MARLOWE NOVIDO
Dolmar Press, Inc.
898 Champaca Road Extension
UPS-IV, Paranaque City
Tels. 776-5761 to 62
Fax 824-5093
E-mail: dolmarinc@pldtdsl.net
12. MR. DANTE E. LLARENA

Chief Executive Officer
MR. RONALD DANE LLARENA
Dane Publishing House
203 Mindanao Avenue Extension
Project 8, Quezon City
Tels. 454-6547 loc. 24/926-3469
Fax 926-3468
E-mail: danellarena@yahoo.com
13. MR. MALDWYN D. DE PANO
General Manager
MS. DENISE DE PANO
Design Plus Printing
#30 Narig Street, Veterans Village
Poject 7, Quezon City
Tels. 374-4175/374-4189
Telefax 374-4183
E-mail: mdp@designplusph.com
14. MR. MANUEL A. ILIGAN
President
Data Access Enterprises
Unit 17, Belicia Homes
No. 115, 14th Avenue
Cubao, Quezon City
Tels. 964-1871/440-1936
Telefax 440-3564
E-mail: dataaccessabby@gmail.com
17. MR. CLAUDIO MIAS, JR.

Dot and Pixel Printing
W2 Unit 3B, PDC Compound
Pilar Road
Pilar Village, Las Pinas City
Tel. 782-1349
E-mail: guiadotpixel@gmail.com
18. MR. JOSE M. SITJAR, JR.
President
Ephesians Publishing, Inc.
151 Road 20
Barangay Bahay Toro
Tels. 455-8695/927-2965
Telefax 455-8695
E-mail: joeys104@gmail.com
19. MS. DENISE LABORDO
Ever Printing Press
950 M. Dela Fuente Street
Sampaloc, Manila 1008
Tel. 724-6868
E-mail: denlabordo_20@yahoo.com
Press On! 59
20. MR. HENRY SANTOS

SVP Newsdiv. & Comdiv.
FEP Printing Corporation
Lot 2532 CIA, Printown Complex
Barangay Mamplasan
Binan, Laguna
Tels. 793-8888/897-4086
Fax 793-8820/793-8857
E-mail: hsantos@printtown.ph
21. MR. ROEL GAMO
FEP Printing Corporation
Lot 2532 CIA, Printown Complex
Barangay Mamplasan
Binan, Laguna
Tels. 793-8888/897-4086
Fax 793-8820/793-8857
E-mail: gamo@printtown.ph
22. MR. JASON CHOA
General Manager
Fine Horse Lamination Services, Inc.
#80 Atis Road
Potrero, Malabon City
Tels. (447-5297/361-1892
Fax 447-5297
E-mail: jasonchoa_218@hotmail.com
23. MR. CROMWELL ONG
Freedom Commercial Printers
Unit A, Bangayan Building
Veterans Avenue, Zamboanga City
Tels. (062) 992-5111/991-7740
Telefax (062) 992-5111
E-mail: freedom.printers@gmail.com
25. MR. MARIANO AN

MS. VALERIE GO ANG
MS. FAME UMALE
MR. GERSON CASTRO
MR. JHING MORANTE
MR. EDMARK SERRANO
MR. ARTURO MAG-IBA
Gakken Philippines, Inc.
130 Aurora Boulevard
Corner A. Lake Street
San Juan City
Tels. 725-9373/723-7154
Fax 722-8933/723-7154
E-mail: gakken@gakkenphil.com
26. MS. FLORENCIA DELA ROSA
Owner
Golden City Prints
#26 Madelaine Street
A. Samson, Parkway Village
Quezon City
Tels. 347-8311/330-7114
Telefax 410-5306
E-mail:
goldencityprints@yahoo.com.ph
27. MS. MARITES D. LIWANAG
CEO/Managing Director
Grapack Asia, Inc.
2170 Garrido Street
Sta. Ana, Manila
Tels. 564-6721/562-7854
Telefax 563-9479 loc. 16
E-mail: tes_liwanag@yahoo.com.ph
28.
24. MS. VANESSA PABUHAT

MR. JEFFREY YEE
FRVN Business Forms, Inc.
#35 Upper Plaza
West Rembo, Makati City
Tels. 728-0335/882-7789
Telefax 728-0335
E-mail: vanessapabuhat@yahoo.com
MR. NOEL SOQUERATA

MR. EUGENE MARQUEZ
Heidelberg Philippines, Inc.
2231 Don Chino Roces Avenue
Makati City
Tels. 857-5188/857-5152
Fax 843-5397
E-mail:
noel.soquerata@heidelberg.com
Press On! 60
29. MR. JESSIE KWAN

President
Hi-Gloss Lamination, Inc.
289 Dayao corner Buendia Streets
Balut, Tondo, Manila
Tels. 523-1915/523-1957
Telefax 523-1957
E-mail: hi.gloss@yahoo.com
30. MARIA HELEN B. LISING
Proprietress
Ideatechs Products Design Services
145-B Congressional Avenue
Tels. 861-6617/455-7456
Telefax 426-9379
E-mail: Helen.lising@outlook.ph
31. MR. ARIEL LLANES
Ideal Marketing & Mfg. Corp.
103 Tandang Sora Avenue
Quezon City
Tels 930-6273 to 74
Fax 930-6261
34.
MS. NORMA VALERIO

Manager
Joer Printing Press
#5 Zinnia Street
Roxas District, Quezon City
Tels. 371-4965/410-7300
Fax 410-7301
35.
MR. JOSE PAULO DE PANO

Kaizen Print Media Corporation
Tel. 453-7165
Caloocan City
E-mail: Paulo@kaizenprintmedia.com
36.
MS. ELEANOR L. DE GRACIA

General Manager
Kayumanggi Press, Inc.
940 Quezon Avenue
Quezon City
Tels. 372-5094 to 95
Telefax 412-0128
E-mail:
kayumanggi_press@yahoo.com
37.
MR. DANILO PASA

Vice President
KD Printing Corporation
#2 J.P. Rizal Street
Dona Faustina Subdivision
San Bartolome, Novaliches
Quezon City
Tels. 937-5935/585-3264
E-mail: kd_printing@yahoo.com
38.
MR. ALBERT CASTROVERDE

Kodak Philippines, Inc.
39.
MR. PAUL C. NG
Manager/Proprietor
KPJ Printing Services
Ground Floor, #13 Sunrise Drive
Santolan Road, Cubao
Quezon City
Tels. 412-9755/998-6949
Fax 726-3048
E-mail: kpjprintingservices@yahoo.ca
32. MR. GEORGE A. LORA

Chief Executive Officer
Infinite Labels Center
1257 Capt. Apolinario Street
Bangkal, Makati City
Tels. 751-0652/889-1310
Telefax 889-2427/888-2746
E-mail: George@infinitelables.com
33. MR. JESCIE JAMES L. PALABAY
President
JC Palabay Enterprises
#119 General Ordenez Street
Marikina Heights, Marikina City
Tels. 942-4512/942-4513
Telefax 942-4513
E-mail:
jcpalabayenterprises@yahoo.com.ph
Press On! 61
40.
MR. KIRBY SY
Lamco Paper Products, Inc.
1407 Quezon Avenue
Quezon City
Tel. 373-3311 to 18
Fax 373-3292 to 93
E-mail: kirbysy@gmail.com
41.
MR. JOSE E. SAN DIEGO, JR.

Vice President
Magnus Sales Corporation
#24 Roque Drive
Tandang Sora, Quezon City
Telefax 922-9512
E-mail: btc3sandiego@gmail.com
42.
43.
44.
MR. MICHAEL CHENG

MR. OLIVER CHENG
MS. SHARON YU
Majestic Press, Inc.
No. 122, 4th Street
Corner 10th Avenue
Grace Park, Caloocan City
Tels. 364-2091 to 95
E-mail: sales@majesticpress.com.ph
MR. DAVIS CHENG
Manager
Mansion Printing Corporation
1270 Jose Abad Santos Avenue
Tondo, Manila
Tels. 367-8722 to 23
Fax 330-5965
E-mail: daviskcheng@gmail.com
MR. LEONARDO G. MANALASTAS, JR.
Managing Director
Mercury International Security Printing
908 G. Araneta Avenue
Quezon City
Tels. 712-3177/712-2083
Fax 711-4429
E-mail: mispcint@gmail.com
45.
MS. ELOISA D. MIRANDA

President
Miranda BMM Publication
#24 Fabian Dela Rosa Street
Corner Katipunan Avenue
Loyola Heights, Quezon City
Tels. 426-1255/426-1288
Telefax 426-1255
E-mail: eloisadmiranda74@yahoo.com
46.
MR. MICHAEL YAO

General Manager
New Global Ink Trading
#33 San Gabriel Street
Barangay Kaunlaran
Quezon City
Tels. 448-7485 to 86
Telefax 448-7485
E-mail: globalink33@yahoo.com
47.
MR. ARMANDO F. BAYLON

General Manager
MS. NANCY VECINA
Newspaper Paraphernalia, Inc.
Lot 2532 CIA, Printtown Complex
Barangay Mamplasan
Binan, Laguna
Tels. 793-8888/793-8889 loc. 856
Fax 793-8857
E-mail: abaylon@npi.com.ph
48.
MR. RICHARD Y. CUAN

General Manager
New World Printing Corporation
Builing 3A, GIC Compound
999 Gov. Pascual Avenue
Potrero, Malabon City
Tels. 330-4322/330-4377
Fax 447-8669
E-mail: newworldprints@gmail.com
49.
MR. TOMAS G. CARUNUNGAN III

President/CEO
Nitto Printing, Inc.
219 Vergel Street
Barangay San Roque
Pasay City
Tels. 831-1688/832-8168
Fax 832-1688
E-mail: nittoprinting168@gmail.com
Press On! 62
50.
JR PADILLA
1Digitech Philippines
Cel. No. (0918) 962-7455
E-mail: jrdpadilla@gmail.com
51.
MR. PETER SY
President
Office Man, Inc.
429 Quintin Paredes Street
Binondo, Manila
Tels. 586-7950/244-6111
Telefax 244-6110
E-mail: omicos@yahoo.com
52.
53.
54.
55.
56.
MR. RALPH SERRANO

Manager
PBS Printing
Tel. 353-6432
Quezon City
E-mail: livedevotion@gmail.com
57.
MS. ALICE MONTEJO

Manager
MR. ALLEN LESTER MONTEJO
MS. SHEENA MOCTI
MS. KAREN MARQUEZ
MR. JOJIT BALOLONG
MS. MONICA MONTEJO
MS. CECILE MOLOLOS
Petal Printhub Solutions, Inc.
Int. Fernandez Street, Dacuan Road
Puerto Princesa City, Palawan
Tels. (048) 433-3176/433-2855
Telefax (048) 433-3177
E-mail: printhubsolutions@gmail.com
58.
MR. ELADIO E. AVIOLA

Chairman
Printing Industries Association
of Davao, Inc. (PIADI)
PIADI Building
Araullo Street, Davao City
Tels. (082) 300-8434/300-8433
Fax (082) 221-2803
E-mail: piadidavao@yahoo.com
59.
MR. LUCAS MUICO

Director
Printing Industries Association
of Davao, Inc. (PIADI)
PIADI Building
Araullo Street, Davao City
Tels. (082) 300-8434/300-8433
Fax (082) 221-2803
E-mail: piadidavao@yahoo.com
60.
MR. JOSE ANTONIO CRUZ

Manager
MR. ROMEO GONZALES
Precision Crestec, Inc.
1252 Amang Rodriguez Avenue
Barangay Dela Paz, Pasig City
Tels. 645-0815
Fax 645-0833
E-mail: ton.cruz@gmail.com
MR. EDWIN S. VILLAVER

General Manager
Optima Typographics
No. 9 C. Mina Street
Mabolo, Cebu City
Tels. (032) 495-8496/495-1481
Telefax (032) 340-7636
E-mail: edvillaver@gmail.com
MS. JANE FRANCES SANTIAGO
Orix Metro Leasing & Financing Corp.
Makati City
Tel. 858-8888 loc. 242
E-mail: jssantiago@orix.com.ph
MS. ARLENE T. BESMONTE
Admin & Personnel Manager
OVT-Graphic Line, Inc.
#23 A. Mabini Street, Upper Plaza
West Rembo, Makati City
Tels. 882-4119 to 20
Telefax 882-4120
E-mail: aronmactrading@yahoo.com
MS. NARLE JAYME
MR. FRITZ DESCUTIDO
Panorama Printing, Inc.
Simon Ledesma Street
Corner Lopez Jaena
Jaro, Iloilo City
Tels. (033) 329-3447/508-8663
Telefax (033) 320-7183
E-mail:
panoramaprintinginc@yahoo.com
Press On! 63
61.
62.
63.
64.
65.
MS. LEAH MARIE AYENG

Prestige Quality Paper Products
RGC Compound
540 Jennys Avenue
Maybunga, Pasig City
Tel. 641-8108/642-9921
Fax 641-8046
E-mail:
leah.ayeng@prestigepaperproducts.c
om
MR. ED PARAISO
Print Town, Inc.
Lot 2532 CIA, Printtown Complex
Barangay Mamplasan
Binan, Laguna
Tel. 793-888
E-mail: eparaiso@printtown.ph
MR. RONNIE Y. SY
General Manager
Psycubes Printer Corporation
Block 1, Lot 4
1st Valenzuela Industrial Compound
Malanday, Valenzuela City
Tels. 348-3443/293-6801
Telefax 445-1959
E-mail: ronnieysy@yahoo.com.ph
MS. MAYAN FLORES
Red Materials & amp; Promotions, Inc.
Ground Floor, EDSA Arcade Building
EDSA corner Libertad Street
Mandaluyong City
Tel. 587-4075
E-mail: mayan@redmaterials.net
ATTY. DOMINADOR D. BUHAIN
President
DON TIMOTHY BUHAIN
MS. FLORDELIZA D.V. CRUZ
General Manager
MS. NAYDA V. YAZON
MR. VIRGILIO U. RODRIGUEZ
MR. CHRISTIAN S. FUENTES
MS. RACHELLE A. JARAMIEL
MR. ROMMEL N. MADRID
MS. ASH BONGCO
MS. SONIA SANTIAGO
Rex Printing Company
#84-86 P. Florentino Street

Sta. Mesa Heights, Quezon City
Tels. 740-2698/857-7790
Telefax 857-7788
66.
MR. ALLEN DWYER LEONG

RL Graphic Arts, Inc.
#83 Atis Road
Northern Hills, Malabon City
Tel. 361-7901/362-0750
Telefax 362-0751
E-mail: rlga@rlgraphic.net
67.
MR. MANUEL L. DELA SERNA

President
MS. MA. CAROL TUPAL
Rounce Printing Corporation
3rd Floor, Unit 23, Agape Center
7033 Kabihasnan Road
San Dionisio, Paranaque City
Tels. 820-7950 to 51
Fax 829-0402
E-mail: rounceprinting@gmail.com
68. MS. MARIA CHRISTINA CORSAME

President
MR. CHRISTOPH ERNST
Stickerworld, Inc.
KB Industrial Compound
No. 18, NIOG 3, Bacoor, Cavite
Tels. 584-4075/(046) 417-8733
Telefax (046) 417-8733
E-mail: Christina@stickerworld.net
69. MS. GYNN FLORES
Marketing & Importation Manager
St. Jude Consulting & amp; System
APB Building
Dimasalang corner Don Quijote Streets
Sta. Cruz, Manila
Tels. 542-9353
Telefax 712-8327
E-mail: gynnflores@gmail.com
70. MR. RAYMUND CATABIJAN
President
St. Matthews Publishing Corp.
92 Anonas Street
East Kamias, Quezon City
Tel. 426-5611
E-mail: stmpcorp@yahoo.com
Press On! 64
71. MR. TEOFILO SUN

President
Sun Gleam Enterprises
No. 16 Col. Divino Street
Concepcion Uno, Marikina City
Tel. 933-5293
E-mail: sgleam@yahoo.com
72. MS. MA. FLORES BARQUEZ
Sweven Publishing
1952 Petunia Street
Area B, Barangay 174
Camarin, Caloocan City
Tels. 962-4221/387-1901
Telefax 962-4221
E-mail:
administrator@swevenpublishing.com
73. Mr. ALEXANDER TAN
President
Synerchem Corporation
Room 508, 5th Floor, MSA Prime Center
Prime Street
Madrigal Business Park II
Alabang, Muntinlupa City
Tel. 403-6057
Fax 403-6059
E-mail: alexander.tan@synerph.com
74. ATTY. JERRY S. UY
President
Tacloban Five Star Grafica Printing
Press
161 P. Burgos Street
Tacloban City
Tels. (053) 325-5113/523-6788
Telefax (053) 325-5113
E-mail: jerryuy888@yahoo.com.ph
75.
MR. TEODORO JOSE, JR.

General Manager
Topmaster Print Venue, Inc.
G16 Circle C Mall
Congressional Avenue
Quezon City
Tels. 546-2195/455-9364
Telefax 455-9364
E-mail: fotostuff2002@yahoo.com
76.
MR. NESTOR DE GUZMAN

University of the Philippines Press
U.P. Campus, Diliman
Quezon City
Tel. 928-4391 loc. 108
E-mail: nestdeguzman@yahoo.com
77.
MR. ROLANDO MAGTALAS, JR.

President
Vicarish Publications & Trading
Unit 2217 Embarcadero Street
Sta. Ana, Manila
Tels. 353-1843/516-4893
E-mail: j_magsharp@yahoo.com

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SYMPOSIUM-WORKSHOP

UP ISSI, UP Campus, Diliman, Quezon City

Dr. Paterno Viloria

Mr. Benito Brizuela

F. CHALLENGES AND OPPORTUNITIES OF THE 2015 ASEAN INTEGRATED COMMUNITY

H. 2015 ASEAN INTEGRATION ACTION POINTS FOR BUSINESS

Ms. Luz Victoria G. Amponin

L. QUESTION AND ANSWER SESSION

N. WORKSHOP / BREAKOUT SESSION: DEFINITIONS AND ASCERTAINING PROBABLE

O. PRESENTATION OF OUTPUTS (PLENARY)

Q. DECLARATION OF NEXT STEPS TO BE UNDERTAKEN AND CLOSING REMARKS

MR. DANILO BRIZUELA

D. OVERVIEW OF THE PRESENT STATE OF THE

Collaborations among industry

In contrast, due to the absence of printing legislations, no

Another problem of the industry from my superficial

DESCRIPTION OF THE INDUSTRY:

Dearth of training institutions offering printing and related arts

d) a region fully integrated into the global economy.

E. CHALLENGES AND OPPORTUNITIES

F. 2015 ASEAN INTEGRATION ACTION POINTS FOR BUSINESSES

ASEAN Free Trade Area ( AFTA)

0% tariffs for more than 90% of Chinas tariff lines

0% tariffs for more than 90% of Koreas tariff lines

ASEAN-Japan (AJCEPA) and

ASEAN-AUSTRALIANEW ZEALAND FREE TRADE

Two complementary avenues to penetrate the Japanese

Zero tariffs for all products exported to Australia and

FTA Preferential Tariffs

In the economic front, ASEAN geared its

The ASEAN FTA Network

PHILIPPINE ASEAN MERCHANDISE TOTAL TRADE 2013 (in US$)

The FTA partner economies of the Philippines, i.e.

IMPORTS AND EXPORTS OF POSTCARDS, PRINTED OR ILLUTRATED AND GREETING CARDS

STAMPS, CHEQUE FORMS, BANK NOTES, BOND CERTIFICATES:

CALENDARS OF ANY KIND, PRINTED, INCLUDING CALENDAR BLOCKS

PLANS OR DRAWINGS FOR ARCHITECTURAL, ENGINEERING, INDUSTRIAL, COMMERCIAL

5. MRA on Medical Practitioners (signed on 26 February 2009 in Hua Hin)

He went on discussing the Priority Integration Sectors

PIS Services Sectors

He, however, admitted that we should be concerned about

He detailed that the private sector is an important driving

The business sector should ensure full

He explained that private sector inputs and partnership are

G. SITUATING TVET IN THE ASEAN ECONOMIC COMMUNITY 2015

be capable of driving the market in

She then described the Philippine

Press On! Speakers were given plaques of recognition

SPEAKERS FROM THE PRINTING AND ALLIED INDUSTRIES TO BRIEFLY HIGHLIGHT

AEC Implication on Packaging

The effects of AEC have been felt by the

The lower tariffs, according to Ms. Maloto, have allowed

4. SIGNS and DISPLAY

An efficient supply chain is imperative to

supply chain is imperative to survive in the business.

Weak laws on regulation of printing materials

6. QUICKPRINT and Print-on-Demand

Like rice, water, and electricity, paper is

PAPER INDUSTRY IN THE PHILIPPINES

She ended up with these words: Let us not be afraid.

10. COLOR MANAGEMENT

Color accounts for 90% of visual appearance.

straight line drawn