The opportunity space for industrial print is expanding quickly. Original ideas for adding proprietary value are being tested and implemented in diverse Just in Time (JIT) manufacturing environments. Innovative bespoke solutions have emerged in multiple industries around the globe. To be successful, a modern industrial print application must leverage the full capabilities of the inkjet system, adapting them to the particular requirements of the product in question, while operating within the production framework. One of the key deciding factors for incorporating inkjet technology into manufacturing production is the ability to seamlessly print variable, versioned and lot-specific content, as well as on-demand, short-run designs. But to capitalise on the new opportunities, several challenges must be addressed.