At Durst's Print Next event in Brixen, Wayne Beckett speaks with Matthias Miederer, Regional Sales Director DACH at Scodix, about the continued evolution of digital embellishment and why the technology is becoming increasingly relevant across commercial print, packaging, and wide-format applications. Having spent more than a decade working with digital embellishment technologies, Matthias reflects on his journey through the industry and explains why joining Scodix represented the next logical step. Today, he is responsible for the DACH region, one of Europe's most important markets for value-added print, where printers are increasingly looking beyond commodity production towards higher-margin applications. The conversation explores the launch of Scodix's newest platform, which significantly expands the range of printable substrates. From lightweight commercial papers to corrugated board, rigid materials, Dibond, and acrylic, the new press enables print service providers to address a far broader range of applications with a single investment. For many businesses, this opens opportunities to serve new markets while creating greater flexibility across existing production. Wayne also asks an important question that many print service providers may be considering themselves: if you don't already offer digital embellishment, where should you begin? Matthias believes the starting point is not the technology itself but the business case. Digital embellishment is fundamentally about creating additional value, allowing printers to differentiate their products, command higher margins, and generate new revenue streams rather than competing solely on price. The discussion also highlights the growing opportunities within packaging, where shorter production runs and increased demand for premium finishes continue to drive interest in digital embellishment technologies. As brands look for ways to create greater shelf impact without sacrificing flexibility, solutions such as those from Scodix are becoming increasingly relevant. A fascinating conversation about innovation, value creation, premium print, and why digital embellishment continues to open new opportunities across multiple print markets.