Inkjet & Digital Printing
HP Graphic Arts Portfolio Demonstrates Expansive Range of Transpromotional Solutions at drupa
Thursday 05. June 2008 - HP today announced that it is showing for the first time, in once place, a complete range of end-to-end transpromotional production solutions available through the HP Graphic Arts Organization and partner companies. In the direct marketing solutions area of the HP stand in hall 8a at drupa, visitors can see live printing demonstrations on the new HP Indigo presses, Inkjet Web Press, Specialty Printing Systems (SPS) solutions and workflow solutions from HP and partners.
These demonstrations highlight how the industry’s largest digital portfolio offers multiple, high-value color solutions for print service providers and enterprise data centers looking to achieve profitable growth with the burgeoning transpromotional printing market.
The HP stand features the world premiere of the HP Indigo W7200 Digital Press and the first-ever showing of the HP Inkjet Web Press and four-color process HP SPS inkjet mail printing solutions with Scalable Printing Technology (SPT). A complete set of workflow and finishing solutions is on display, including products from the HP SmartStream Digital Workflow Portfolio and from Exstream Software by HP, a leading variable-data publishing solutions company HP acquired earlier this year. The digital press solutions, end-to-end workflow, envelope printing, and partner inserting and finishing solutions all on display at drupa showcase the benefits of a more integrated and cohesive end-to-end production workflow that can yield higher response rates.
“Because statements and bills are almost always read by their recipients, the integration of timely, targeted and relevant full-color marketing information on these documents creates a tremendous opportunity for marketers and their print service providers,” said Stephen Nigro, senior vice president, Graphics and Imaging Business, HP. “Our growing portfolio is the only one to address the full scope of transpromo solutions, with everything from IT hardware, Exstream and HP SmartStream workflow solutions to HP Indigo, HP SPS and HP Inkjet Web Press production devices.”
Transpromotional printing leverages customer data, variable-data productivity and color print quality for the production of timely, targeted promotional offerings on monthly bills and statements. Because nearly all of these types of documents are opened and read, transpromotional printing has become a valuable marketing medium. According to industry analyst firm InfoTrends, transpromotional printing’s ability to drive loyalty, brand recognition and profit will lead this market application to an compound annual growth rate (CAGR) of 91% to reach 21.72 billion images by 2010 in the U.S., with even higher CAGRs in other parts of the world.(1)
Presses to fit real-life application needs
On the HP stand at drupa, a newly expanded line of webfed commercial presses are producing high-coverage, offset-quality, transpromotional applications similar to the award-winning work of Oniya Shapira, an Israel-based firm that successfully produces millions of credit card transpromotional pages each month on a fleet of HP Indigo w3250s. Oniya Shapira’s printing application, which was developed using GMC PrintNet software, was named the Technology Application of the Year by Xplor International.
At drupa, HP is producing statements on both the HP Indigo press w3250 and on the new, higher-volume, higher-productivity HP Indigo W7200 Digital Press, which can produce up to 7.5 million, A4-size color pages and up to 30 million monochrome pages per month. The transpromotional HP Indigo printing application shown at drupa emphasize the competitive advantage possible with the offset quality of HP Indigo technology and its wide range compatible media, including light-weight and recycled papers.
For high-volume environments, HP Inkjet Web Press technology on display in the stand is producing transpromotional and direct mail applications utilizing HP’s breakthrough Scalable Printing Technology for increased productivity and a lower cost of printing. A 914 mm (36 inch) wide version of the press will show unparalleled productivity in page volume production. The press is designed to be a leading solution for the exceptionally high-volume transpromotional, transactional and direct-mail printing. When released in a 762 mm (30 inch) wide format in 2009, the press will produce up to 2,600 letter-size 4/0 pages per minute at a resolution of 600 x 600 dots per inch – with a target monthly duty cycle of 70 million impressions.
The powerful HP SmartStream Ultra Print Server, a front-end solution for both the HP Inkjet Web Press and HP Indigo presses, delivers the enhanced data processing capability required for high-volume transactional printing operations to move to full-color transpromotional printing and still deliver to tight production deadlines.
Bringing color to the outside of the envelope with HP SPS and Pitney Bowes
The HP Indigo presses and HP Inkjet Web Press at drupa are both feeding work to an integrated end-to-end production line that includes envelope printing systems powered by HP SPS technology. In this production demonstration, HP is premiering a technology demonstration of a four-color (CMYK) SPT-based imager for the mail printing market, which works in tandem with several Pitney Bowes solutions, including the DOC1 Series 5 document composition solution with Content Author for variable transpromotional messaging; VIP/VDE for document transformation, barcoding and output management; and an APS Edge high speed inserter with an EFS Envelope Finishing System, which features MCS’ GIS4250 mail addressing system. This end-to-end solution, available only from HP and its partners, increases the envelope’s stopping power in mail campaigns, and is designed to ensure a perfect match between the personalized envelopes and personalized letters and statements from the HP Indigo presses and the HP Inkjet Web Press.
Pitney Bowes, which is a an HP SPS OEM Partner, is also now a gold level partner for HP Indigo with the drupa unveiling of HP Indigo compatibility with a Customer Data Quality Platform mailing list software solution from Pitney Bowes.
Exstream Software by HP variable data publishing solutions in halls 7 and 8a
Exstream Software by HP is showcasing its variable data publishing solutions in hall 7 as part of the HP-sponsored drupa innovation parc. Exstream’s transpromotional, transactional and direct mail solutions are being presented at the main HP stand in hall 8a in a section devoted to HP Indigo-compatible software such as Exstream’s Dialogue solution. The HP Graphic Arts Organization and Exstream Software by HP are currently developing an optimized Dialogue-based solution for the HP SmartStream workflow.
1. InfoTrends, Inc., “The TransPromo Revolution; The Time is Now!” March 4, 2008, page 6.