Latest News

HP Indigo bash is a whale of a time

Monday, 30 October 2006
By Print 21 Online Article

Over 300 industry types turned up to Luna Park in Sydney for one of the biggest marketing events seen in Australia’s graphic arts industry. HP’s celebration of its acquisition of the Indigo press line had industry speakers from Europe and the USA – and a couple of Southern Right whales cavorting in Lavender Bay just outside.

Hosted by the Currie Group, local agents for HP Indigo, the Make a difference event was designed to draw a line in the sand between Indigo presses before and after the HP acquisition. It is part of a global road show that began in Mexico and will visit Brazil, Sweden, Spain, Russia and China before the end of the year.

Its scope and no expense spared style is indicative of the sea change in the HP Indigo digital press line that now has the backing of one of the largest technology companies in the world.

Keynote speaker Richard de Boissezon, Worldwide Marketing Manager, HP identified the strengths the company brought to Indigo digital printing as world class IT expertise, open network standards, strategic alliances, colour science and amazingly, 20 million networked printers throughout the world – the next largest installed base is a mere one million.

Even with such a huge market leadership, HP’s laser and inkjet printers only account for four per cent of the total printing market. The other 96 per cent, the commercial printing market, is the prize of which it hopes to gain a share. The strategy is that HP, through its corporate connections, will be able to provide the demand for digital printing to its print service providers.This strategy is a long term one, as he said “not now, but in the future.”

Eric Bredin, of HP Europe gave some compelling CAP Ventures figures on the local and world printing industry to justify HP’s interest in the market. Of total Australian manufacturing production of $230 billion, printing contributes $26 billion. Of that, the 80/20 rule applies with 82 per cent of the total print being supplied by 20 per cent of the large companies. Since 1998 the printing market in Australia has grown by 7.5 per cent.

On a global perspective he claims that by 2010, 17 per cent of printing will be required next day and 20 per cent on the same day. This rises in 2020 to 19 per cent next day and 30 per cent same day. He nominated 36 per cent of the total print production is likely to go digital, singling out administration, marketing and training as the most likely candidates.

Jeff Lovell (left) of Total Digital Solutions, fresh from commissioning the latest HP Indigo press in Perth last week, pictured with David Currie, Managing Director of the Currie Group.

A local perspective was given by David Minnett of Momentum in North Sydney who is on his third Indigo – this one he and his marketing director, Robert Dean, promote as Colossus. They have five reps selling digital print to keep it fed. There are 2,000 Indigo press installations worldwide – over 30 in Australia and New Zealand, which makes this region about 14th.

Well known digital printing veteran, Michael Mogridge, who is now HP Indigo director of SE Asia and Australia closed the presentations with some test cases from around the world. He claimed 17 per cent of HP Indigo digital printing is high value personalised output.

The Make a difference event showed what marketing muscle and unlimited budget can do. It is perhaps the dawn of a new era in digital printing – certainly we are likely to hear more about it in the future.

This article was brought to you by HP Indigo bash is a whale of a time

Comment on this article

To receive notification of comments made to this article, you can also provide your email address below.