HP Indigo to push versatility of digital further

HP Indigo will occupy a 2,500 sq m space in the patio area at Brussels Expo, between halls 5 and 9, which it is branding as “Print Your Future”. This will see it exhibit its own technologies and services, such as the HP Indigo WS6600, HP Indigo 20000, HP Indigo 30000 and HP SmartStream labels and packaging print server, as well as that of key partners, such Michelman, Tresu and KAMA.

Label Traxx has already announced details of a special MIS price package for those buying an HP Indigo press at Labelexpo Europe 2013, while Tresu and KAMA will be presenting new products designed specifically for the new HP Indigo packaging presses.

Francois Martin, worldwide marketing director for the Graphic Solutions business unit of HP, said: ‘We want to show an end-to-end process, and help printers understand the entire process of label converting – from workflow through to finishing, and how the versatility of digital can make sense for their business.’

Versatility will be a major part of the push of HP Indigo’s new packaging presses, and how they can let label printers open up new revenue streams by printing and converting other packaging types.

The new HP Indigo 20000 is applicable for flexible packaging production and the HP Indigo 30000 suitable for folding carton printing, with the former’s ability to print different labels, from prime and in-mold to shrink-sleeve and carton, fitting the idea of versatility, said Martin.

‘People might not be expecting to see all this, but it’s quite unique and adequately highlights the versatility and potential of HP digital printing.

‘We want to show label printers the opportunities there are to grow their business, and how digital can help them do this.’

He added: ‘Digital printing is quite widely accepted in the narrow web label industry, but less so in other markets. Packaging is a market that is growing every year, and there are many products you just can’t sell without packaging.

‘This is why it is a strategic market for the Graphic Solutions business of HP, and where we see significant potential for growth and industry transformation.’ 

Examples and real-life case studies, such as the recent Coca-Cola mass customization piece, will also be part of the HP Indigo stand, as will the idea of “flexible branding”.

This will not have a defined role as part of the HP Indigo presence at Labelexpo Europe 2013, however will inevitably form part of most of its conversations due to the changing nature of modern packaging.

Flexible branding is the idea that brand owners can tailor their marketing message to targeted demographic groups in specific locations, and while already adopted in some other print markets, such as sign and display, Martin predicts it will become increasingly important to the packaging market, whether labels, flexible or folding carton.

‘A presence at a show used to be purely about the technology, but more and more the role of brand behavior is becoming important and impacting suppliers.

‘Brands want to be able to tailor their message to maximize the impact of their products, and the versatility and options offered by digital fit well with this and provide a value proposition for printers and converters to present to their customers.’