Chris Schowalter · Global Sales Director...
At Printing United Expo in Orlando, Morten B. Reitoft from INKISH spoke with Chris Schowalter from Durst about his first year with the company and how the software division has evolved under his leadership. Chris joined Durst about a year ago, after working at Fiery. âAt last yearâs Printing United, I was only four days into the job,â he said with a laugh. âChange is difficult. Itâs not just about learning the productsâitâs about understanding the people and how things work. But the Durst team has been incredibly welcoming. I actually sent a note on my flight here to thank my colleagues for how open theyâve been. I never had to position myself internally; they were ready to collaborate from day one.â
He explained that this openness has been a key factor in the progress the software division has made. âOf course, itâs a team effort, but I can say thereâs a lot of me in what weâve built this past year,â he said. âWhen I look around this booth, itâs not just a small software corner like you see with most hardware companies. We have our own large stand, a full team, and even a dedicated website that went live yesterday. It shows that Durst is serious about software as a core part of the business.â
Chris described how Durstâs approach to software is based on openness and interoperability. âDurst started by investing in companies like Callas and by committing to openness,â he said. âWeâre working with other OEMs and even showing that on the floor here. People were surprised to see an HP printer at a Durst booth, but that was deliberate. Itâs our way of saying weâre open, weâre connected, and we mean it.â
When asked if it had been a challenge to convince the organization to support this approach, Chris said he had expected internal resistance but was surprised by the support. âI thought it would be a tough conversation,â he said. âBut there were open doors everywhere. The mindset was, âIf this is what we want to do, letâs do it and mean it.â Thatâs how Durst worksâthereâs no nonsense, just action.â
He went on to describe the Open Software Initiative and how it ties into the companyâs Smart Factory ecosystem. âWeâve built easy-to-understand packages that offer maximum functionality,â he said. âWe didnât want overly complex pricing or endless options. For example, Smart Shop and Liftâour web-to-print and ERP solutionsâare sold directly because they involve long integration projects. But our new products, Prepare and Produce, are channel-ready and easy to implement. Thatâs what weâre launching here at the show.â
Chris also spoke about the acquisition of Callas and how that strengthens Durstâs capabilities in PDF handling and automation. âWeâve brought in some fantastic people from Callas, and itâs expanding what we can offer,â he said. âWhen you look at the market, you see many third-party integration platforms like Cocco and Atomyx. Weâre not trying to replace them; weâre embracing them. We have extremely powerful APIs across our products, and if a customer wants to integrate with Cocco, for instance, we support that. In fact, Cocco is here at our booth because we see them as a partner, not a competitor.â
He emphasized that the goal is to make software integration easier, not more confusing. âWe lead with value, not limitation,â Chris said. âWe donât tell customers they have to buy everything from us. They can choose what fits their needs. But once they see how well the modules connect, it often makes sense to use more of them. The key is flexibility.â
Reflecting on the journey so far, Chris smiled. âThis is just the first step,â he said. âItâs been a year of preparation, and now the real work begins. Thatâs the fun part.â
Morten thanked him for the conversation, noting how the openness and innovation on display reflected Durstâs evolution from a printer manufacturer to a complete technology company. Chris nodded. âExactly,â he said. âThatâs what makes this so exciting.â