Source: HP. High-impact retail graphics, floor covering and corrugated display applications printed using HP Latex and Scitex Digital printing technologies at the new HP Graphics Solutions Centre of Excellence in Singapore.
The way businesses approach printing is being transformed by commercial digital printing presses. Unlike traditional offset printing, which requires large quantities for cost-effectiveness, digital printers can economically personalize any volume of items, from a single piece to thousands, across diverse materials.
Gido van Praag, HP’s VP of Graphics Solutions Business for Asia Pacific and Japan, highlighted how digital printing is sparking interest globally. For example, Sony in Japan achieved a 300% revenue increase by using HP Indigo to personalize Walkman boxes with popular cartoon characters. Similarly, Singaporean company Prestige Label leverages HP Indigo for a wider range of applications and managing smaller print runs. Van Praag emphasized HP’s commitment to customer success, stating, “Our work begins after the printer is sold. We collaborate with customers to maximize their investment’s profitability and asset base.”
Custom labels on
water bottles.
In a competitive market with shrinking promotion cycles, the ability to quickly personalize items is crucial, added Nick Lazaridis, HP’s Senior Vice President of Printing and Personal Systems and Managing Director for Asia Pacific and Japan.
Lazaridis revealed that HP produced 800 million personalized labels within three months to replace the Coca-Cola logo for their “Share a Coke” campaign. Although not yet launched in the Asia Pacific, the campaign garnered global acclaim for its ingenuity and positive consumer engagement.
Thien Kwee Eng, Assistant Managing Director of the Singapore Economic Development Board, echoed this sentiment. He noted that research firm IDC projects a 20% compound annual growth rate (CAGR) for digital printing from 2013 to 2018. Eng explained, “Digital printing allows for flexibility and responsiveness. Book publishers use it for new releases, reprints, and customized titles, reducing inventory costs and catering to niche markets. In the fast-moving consumer goods sector, it enables companies to tailor packaging for seasonal campaigns or localized messaging, enhancing customer reach.”
Located in Tuas, Singapore, HP’s recently inaugurated 21,000 square meter Graphics Solutions Centre of Excellence showcases the breadth of its digital printing portfolio and partner solutions.
“Faced with heightened competition and soaring consumer expectations, brand owners are turning to the digital realm to forge stronger customer connections,” said van Praag.
“Our new Centre of Excellence empowers brands to thrive in this environment. It enables them to explore innovative ways to leverage their strengths with the industry’s most comprehensive range of digital printing solutions and its unmatched application potential.”
The center serves as a testing ground for printing companies to benchmark and conduct complete application trials on their HP digital printing equipment. Simultaneously, brands and agencies can discover inspiring concepts and collaborate on pilot projects within a real-world production setting.
“Technology isn’t the limiting factor—our imagination is,” stated Alon Bar-Shany, General Manager of HP’s Indigo Division within the Graphics Solutions Business.
Selected HP commercial printers accommodate fabrics.
Packaging for consumer products of various shapes and sizes can be printed.
James Yew, presenting HP Indigo’s capabilities at the Centre of Excellence’s Digital Supermarket section, emphasized the significance of adapting to market demands by adopting a “print what you want, when you want, how much you want” approach.
HP’s commercial printers have the capability to print heat transfers suitable for application on various surfaces.
Some innovative ideas for businesses include textured pages, image recognition apps that unlock augmented reality experiences, and NFC technology that transfers relevant files to nearby mobile devices.