Digital Print Asia, 2013 by Print Innovation Asia

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Digital Print Asia - January 2013

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Digital Print Asia - January 2013

January 2013

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Digital Print Asia - January 2013

Inside Whatâ&#x20AC;&#x2122;s

January 2013

Digital Print Asia

No 71 Geylang Lorong 23 #07 - 02, THK Building Singapore 388386

Tel : +65 6733 5342 Fax: +65 6733 3586

Cromografica Roma opens up new Markets with HP Indigo Digital Presses

Leading Indonesian label converter installs Xeikon digital press

The New age of Digital Print

HP Indigo and Inkjet Web Press system help the National WWII museum increase donations with direct mail

Texoma Print Services Installs Presstek 75DI Digital Offset Press

OMET Suzhou proudly presents its new Technology Center

Interpress Printers (Malaysia) Installs Second Varimatrix 105CS

Stagnant markets make Vietnam soar

Asia the breeding ground for Hybrid Marketing

The Indian entertainment and media industry to grow by 13.2%

MGI appoints FERROSTAAL as distribution partner for AUSTRALIA & NEW ZEALAND

Global large format printer shipments slipped 5% in third quarter in 2012

Getting the Go Google-less Message

Professional Color Control

Digital Print Asia - January 2013

Digital Technology

Cromografica Roma opens up new markets with HP Indigo Digital Presses

AT A GLANCE Industry: Photo Specialty

CHALLENGE With declining offset revenues, Cromografica Roma wanted to exploit the fast growing digital market. l

Business name: Cromografica Roma Headquarters: Rome, Italy Website: www.lacromografica.it

It needed to find a digital partner that would ensure the best available quality, speed and reliability in the market. This would enable the company to introduce new customised photo products and self-publishing opportunities, thus generating new revenue.

SOLUTION The HP Indigo press 5500 and HP Indigo press 5000 are enabling the company to produce a range of photographic products of the highest quality within a matter of days. l

RESULTS Digital printing now accounts for 40 per cent of the overall business, thanks to the quality offered by the HP Indigo Presses. l

Digital Print Asia - January 2013

The high speed offered by HP Indigo Presses ensures customers receive fully personalised products, including photo books, wedding albums, calendars and diaries, within three days of ordering and with the highest quality. The reproduction quality exceeds that of traditional offset printing, guaranteeing the best output. By partnering with a range of leading media and sporting brands, Cromografica Roma has ensured the widest audience for its digital portfolio.

“HP Indigo Presses have been the power behind our transition to digital printing, thanks to its flawless print quality, speed and reliability. It will continue to provide the foundation on which we can build a better business.” – Massimo Pannacciulli, marketing manager, Cromografica Roma

Founded in 1974, Cromografica employs 70 people across two facilities in Rome and Milan which focus on printing and publishing services. The company also offers integrated solutions for communications campaigns for publishing companies, newspapers, sports companies and media agencies. Cromografica prides itself on introducing new services to the Italian market and in 2007 was keen to take advantage of the developing self-publishing and personalised print sector. In order to make short volume print runs economical, the next step was for the company to make its first foray into digital printing. “The market is always evolving and traditional offset printing was lacking the potential for significant growth, so we wanted to find the right partner to help us begin our digital journey and open up new opportunities,” explains Massimo Pannacciulli, marketing manager, Cromografica. “HP is the market leader with the best print quality and speed. We knew the HP Indigo press 5000 would provide us with even more chances to be competitive and attract new business.”

Travel is also proving a lucrative market for Cromografica. By partnering with leading travel magazine PleinAir, the company is generating significant traction in the production of glossy photo books celebrating prized holiday photos. It’s this knack for teaming up with best-in-class media outlets, combined with the quality, speed and reliability of the HP Indigo Presses, which sets Cromografica apart from the competition.

The new digital press, which makes short-run printing economical, enabled Cromografica Roma to produce self-published books online under the brand ilmiolibro, by Gruppo Editoriale l’Espresso, publisher of leading newspaper la Repubblica and the weekly magazine l’Espresso. The ilmiolibro portal was successfully promoted through these media outlets. Following that success, the company was keen to explore new digital revenue streams.

Quality that speaks for itself

Partnering for success The natural next step was to offer customised diaries, photo books, premium posters and calendars. In order to maximise the impact of these new products and bring them to as wide an audience as possible, the company partnered with a number of well-known sporting associations. “We already had good relationships with a number of sporting organisations, such as Superbike (Infront motorsports organisation) and football clubs Lazio and Roma, through collaborations with the editor of Corriere dello Sport, so they made a natural fit for personalised, branded photo products,” continues Pannacciulli. “These partnerships allowed us to greatly extend the reach of the new range.” With the photo book business established, Cromografica launched a Web-to-Print service allowing customers to easily design and order photographic products online. The digital business powered by HP Indigo, now accounts for 40 per cent of the business – and this figure is set to grow. This growth led the company to invest in a HP Indigo press 5500 to enable higher print volumes.

Because 95 per cent of customers are ordering online, showcasing the sheer quality provided by HP Indigo is a challenge, especially when printed on the 200 or 130gm paper stock the company typically uses and bound in any one of a number of ways including hardback, paperback, stapled and spiral bound. However, when customers receive the final product, the response is universally positive. “Put simply, in my opinion the quality is similar than traditional offset with particularly vivid and true colours. Once customers have placed and received their personalised product, they often email us to convey their delight,” says Pannacciulli.

Reliable production The HP Indigo Presses are currently processing many products and photo-albums per month and there is plenty of capacity to ramp up production further. “The presses have also proven to be quite reliable, meaning fewer headaches for the operators and the service received is always efficient. “Since 2007, the presses have always been running with not many failures. It is important to have that sense of security and the support of HP should anything go wrong,” concludes Pannacciulli. “As far as we are concerned, the offset market will continue to decline as the digital side grows so we are looking into introducing new services and technologies, such as automatic binding. In the future we might also consider introducing another HP Indigo press so we can continue to offer the very best that digital printing has to offer.”

“We expect digital to generate 70 per cent of the total business within five years so it is important to have the capability to handle increased workloads,” adds Pannacciulli. “For our customers, it is incredibly fast and simple just-intime printing. They download free software, upload their own pictures and create calendars, wedding albums, diaries and photo books. Within three days we have them printed with the HP Indigo Presses, and later bound and delivered to their doorstep.”

Get connected. www.hp.com/go/graphicarts Share with colleagues.

© 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

4AA4-1287EEW, Created May 2012

Digital Print Asia - January 2013

Digital Technology

Leading Indonesian Label Converter Installs Xeikon Digital Press

Eede, The Netherlands – December 5, 2012 – Xeikon, an innovator in digital colour printing, announced today that a leading label converter based in West Java, Indonesia has installed a Xeikon 3000 Series digital colour press to capitalize on the high value-added short run labels and packaging market. The Xeikon digital label press was chosen to expand their digital printing capacity after carefully evaluating competitive ink jet and liquid toner equipment. Xeikon’s flexibility With the above mentioned development, this western Indonesian company has further expanded its successful strategy of producing high quality labels in short run lengths and just-in-time production. They serve a wide range of customers in verticals such as food and beverage, industrial goods and pharmaceuticals. The company liked the operational cost model flexibility presented by Xeikon, which offered them the possibility to choose between a variable operational cost model based on real consumption ‘á la Carte’ or a fixed operational model advisable for customers with extremely stable production. The dry toner imaging process of Xeikon in combination with its LED illumination technology delivers top notch printing quality and reliable colour consistency. The full rotary printing process, with variable repeat length, ensures that

speed is not affected by the label size and/or the number of colours used. The Xeikon 3000 Series presses use the Xeikon QA-I toner, which meets all the applicable FDA guidelines for indirect food contact as well as direct food contact for dry food substances containing no surface oil or fat. Xeikon 3000 series The Xeikon 3000 Series press installed at this site is Xeikon’s best-selling high-volume label press, built for use with the most common web widths of 330 mm (13”), but also capable of handling a web width as narrow as 200 mm (7.9”). It runs at speeds up to 19,2 m/min (63 ft/min). This printing press won the prestigious New Innovation Award at the Label Industry Global Awards during Labelexpo Americas in 2008 and was also the first digital label press to receive an InterTech™ Technology Award in 2009.

Xeikon in Asia “Since we introduced this press model in 2008, which later expanded to the Xeikon 3000 Series of presses in 2010, Xeikon has been very successful in the label market with its solutions,” says Josep Roca, Asia Pacific Sales Area Manager at Xeikon. “Label applications are ideal for taking advantage of the flexibility of our fully rotary direct printing technology. We are delighted to see that companies in Asia Pacific are recognizing our leadership in the market as well. Xeikon is committed to the region and has established several service hubs in Asia with Xeikon Service Engineers working out of Singapore and Chennai with new members joining our regional Service team before the end of the year.”

Images from: http://www.xeikon.com/solutions

Digital Print Asia - January 2013

Print World Asia • 12/2012

Digital Technology

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Digital Print Asia - January 2013

Digital Technology

The New Age of

Digital Print

We have passed the phase of debating cost-per-copy, variable-data print and the like. Today, digital print is a form of communications. The inaugural Digital Print Congress held in Singapore shed some light. Christel Lee reports. It was a show with renowned digital players illustrating the current status of this concept – it’s no longer just a technology. Neil Falconer, Managing Director of Printfuture, was one of the evangelists at the event to share the importance of acknowledging the new age of digital print.

Quoting a few characteristics, “unafraid of non-print media, runs a technology-intensive and highly productive business, changes equipment and staff to adapt to market changes”, he cued the audience to re-evaluate the current status of setups to cater to new needs. Gabriel Dykes, Marketing Director of Malaysia-based Priority Smart Solutions Sdn Bhd, spoke about how much distrust marketers are receiving today. Taking the audience back to marketing in the past, he recounted how merely putting a convincing message on an advertisement or a label was the most effective way to win a consumer. Cross-media Reach out Many would follow suit jumping on the bandwagon and subscribing to the ‘safest’ methods to reach out to customers. Tides however turn when every FMCG player adopts the same strategy – resulting in a single consumer being mobbed (simultaneously) by possibly 20 different products claiming the same effects (if not better). This subsequently led to doubt and distrust, compelling marketers to relook at selling strategies. “Consumers will get smarter and be distrusting,” he told the audience. Dykes presented his findings: marketers today are shifting their budget away from traditional marketing. He adds, “A good 60% of people who took part in a survey said they are inclined to increase the budget for interactive by shifting money away from traditional marketing.” This reflects customers acknowledging the importance of not remaining entrenched in traditional marketing – which in turn can reap more return.

Neil Falconer

He quoted another finding from an international advertising bureau. “Well-executed cross media marketing campaigns generate a sales lift of 7-34% versus traditional marketing approaches,” Dykes highlighted.

A New Breed of Communicator Presenting data to show significant decline in static printing, Falconer added today’s print buyers are no longer confined to the cluster of marketing positions within the department. ‘Luxury Product Digital Director’, ‘Customer Insight Manager’ and ‘Account Technology Strategist’ are the designations of people who now make print purchasing decisions with a new mentality.

Bob Pente of Wired Pente Inc in Canada confirmed Dykes’ findings in his presentation to the audience. He quoted, “Our findings revealed some 65% of consumers believe that most marketing and advertising has little relevance to them. Not to mention in the United States alone, an individual can receive up to one million marketing messages a year!”

In his presentation, Falconer said print could no longer compete in isolation, with the coming of this new generation of buyers, adding that in today’s fragmented data-driven world, print needs complementary tools to drive sufficient response. A new term was introduced to the audience: ‘A New Breed of Communicator’ for this new cluster of buyers.

Pente referred to another series of findings from Yankelovich Partners. He noted, “41% said they would pay for traditionally free media, 28% would pay significantly more for magazines to avoid advertising!” That reinforces Dykes’ earlier words on how pertinent it is for marketers to re-evaluate their strategies to reach out to customers.

Digital Print Asia - January 2013

Bob Pente

Digital Print Asia - January 2013

Digital Technology

HP Indigo and Inkjet Web Press systems help the National WWII Museum increase donations with direct mail

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CHALLENGE

SOLUTION

RESULTS

• The National WWII Museum wanted to boost lagging direct-mail response rates among its members and prospects, with personalized, high-quality direct-mail pieces.

• For its member newsletter, the National WWII Museum turned to the efficient variable data handling and offset quality offered by the HP Indigo 7000 Digital Press.

• The donor response rates to the newsletters increased 30% for active members and 25% for sustaining membership prospects— and the average donation per person increased.

Digital Print Asia - January 2013

• The museum also created a large, personalized member-acquisition campaign, using the high-volume efficiency and best-in-class quality of the HP T300 Color Inkjet Web Press.

Print World Asia â&#x20AC;˘ 12/2012

Digital Technology

Digital Print Asia - January 2013

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During printing, the HP Indigo 7000 Digital Press handled the job efficiently. The digital press can produce up to 120 letter (A4)-size pages per minute in full color, with run lengths ranging from short-run jobs to campaigns with hundreds of thousands of pieces.

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“It’s a slick piece. It’s [printed on] heavy paper. And we were able to maintain the same print quality,” says Terri Burton, associate vice president of membership and new media. HP Indigo digital presses with HP Indigo ElectroInk offer consistent, offset-quality output, using up to seven colors to provide a wide digital color gamut and precise color matching. According to Burton, many of the museum’s members were impressed with the newsletter’s image quality. She explains that by combining offset-comparable print quality and personalization, “We were able to offer them a better product for a similar cost.”

Remarkable results After collecting the responses from its newsletter, the impact of personalization was clear. The museum increased response rates by about 30% from active members, and by about 25% from sustaining membership prospects. “Thirty percent increase in a test is extraordinary. The downstream revenue can be very significant in the future,” says Watson. “Not only did the response rates increase, but the average gift amount increased as well,” adds Watson. Active members gave an average of $36, up from $32, and sustaining membership recipients gave an average of $21, up from $19.1

Personalized content drives member engagement Following the successful response to the newsletter, the National WWII Museum developed a large memberacquisition campaign with personalized pieces, using the high-volume efficiency and best-in-class quality offered by the HP T300 Color Inkjet Web Press.

Top-tier print quality

The museum is still evaluating the results of its second campaign, but from the first mailing, it is already clear that personalization works well among its active members. “For some of our best members, even a little more attention and a little more creativity in the mail pieces has made a significant impact,” explains Watson.

For the National WWII Museum, the newsletter helps build rapport with members across the country—and brilliant print quality is essential to captivate readers. Prior to using HP digital presses, the museum’s newsletters were printed entirely on an offset press. For this edition, the museum relied on offset technology for the static pages and the premium print quality and color matching of the HP Indigo 7000 Digital Press for the personalized pages.

Looking toward future direct-mail campaigns, Watson says he sees opportunities to use the variable data capabilities offered by HP Indigo and HP Inkjet Web Presses for more personalized communications, including materials for the museum’s travel service, which offers guided domestic and European tours. Watson concludes: “This is an initiative we will do again, because of the long-term payback and the significance of the responses.”

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The museum’s image-rich, 16-page newsletter included personalized text on several pages, including a testimonial letter. It also personalized the text on an image of one of its memorial bricks, which are engraved with a donor’s name and installed around the museum’s campus.

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When it came time to produce the 15,000 personalized pieces, the museum knew it had the right solution to create the engaging newsletters it needed—thanks to the variable data capabilities of the HP Indigo 7000 Digital Press.

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In its first variable data mailing to active members, the museum developed 10,000 personalized newsletters and 10,000 static newsletters. This allowed it to measure the impact of personalization on donations. To recruit active members for its sustaining membership program—an automatic monthly giving program—it developed an additional 5,000 personalized newsletters and 5,000 static newsletters.

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In recent years, however, response rates to the museum’s direct-mail fundraising efforts have flattened out. To reconnect with its 130,000 members nationwide—and engage new prospects—the museum turned to a new strategy: personalized content. With its extensive member database, the museum sought out the robust variable data capabilities and the premium print quality of the HP Indigo 7000 Digital Press for its first personalized campaign. The museum then looked to the high-volume efficiency and best-in-class quality of the HP T300 Color Inkjet Web Press to create a second campaign.

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— Stephen Watson, Vice President and COO, National WWII Museum

“The ability to achieve the growth we’ve had over the last 10 years is due in large part to our membership program,” says Stephen Watson, vice president and chief operating officer. Since 2002, the museum’s direct-mail communications have been a main driver of its membership program.

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“For some of our best members, even a little more attention and a little more creativity in the mail pieces has made a significant impact.”

From its humble beginnings in 2000, the National WWII Museum (originally the National D-Day Museum) in New Orleans, Louisiana, has grown significantly. Founded by author and historian Stephen Ambrose, the museum’s facilities are still expanding to offer visitors the full breadth of World War II’s complex story—as illustrated by artifacts ranging from personal letters to vintage airplanes to awardwinning interactive exhibits.

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Digital Technology

945 Magazine Street, New Orleans, LA 70130

Digital Print Asia - January 2013

Print World Asia â&#x20AC;˘ 12/2012

Web Offset Technology

Digital Print Asia - January 2013

Digital Technology

Texoma Print Services Installs Presstek 75DI® Digital Offset Press New 75DI digital offset press with inline aqueous coater increases quality, expands service offering, reduces outsourcing for Oklahoma firm

and productivity that we gain with the inline aqueous coater and fifth colour. These, combined with the ability to print on a wide variety of stocks ranging from onion skin to 31 point board, really provide us with a competitive advantage.”

Greenwich, CT – July 14, 2012 – Presstek, Inc. (NASDAQ: PRST), a leading supplier of digital offset printing solutions to the printing and communications industries, today announced that Texoma Print Services of Durant OK has ordered a five-color Presstek 75DI with an inline aqueous coater. Texoma is a full-service commercial printer specializing in publications, marketing literature, business forms and specialty advertising. The company, founded in 1979 as Texoma Business Forms, serves a diverse and loyal customer base with a hands-on approach and a strong focus on customer service. In 2006, Texoma Print Services became part of the family of companies owned by the Choctaw Nation of Oklahoma. The Presstek 75DI was installed in June 2012 and is already delivering production work.

“It is very exciting to see the momentum around our 75DI program continue to grow,” said Joe Demharter, Presstek’s Vice President of Sales & Marketing. “Profitable printers like Texoma understand that they must adjust their product portfolio to meet today’s market requirements. Print buyers are seeking a wider variety of high quality short run printing produced quickly in the exact quantities that they desire. Presstek DI presses are specifically designed to meet these needs.”

“We selected the Presstek 75DI because it enables us to deliver on our values,” said Russell Marcum, Director, Texoma Print Services. “Its waterless printing, on-press chemistry-free imaging and reduced waste support our environmental sustainability efforts. In addition, the 29” format size and the ability to go from digital file to printed sheet in six minutes will allow us to meet our customers’ requirements for high quality colour printing across a wider range of applications, including work that we had been outsourcing. We are also excited about the added value

Texoma had older QuickMaster DI presses, so the company was already familiar with DI technology. The technology in the new 75DI is a three-generation advance over the QuickMaster. According to Demharter, “The levels of automation, speed, print quality and reliability of today’s DI presses are vastly improved over previous generations. I am confident that Texoma will be thrilled with the improved productivity and profitability the new 75DI will deliver for its business as it continues to funnel work to the press.”

Digital Print Asia - January 2013

Marcum adds, “We were familiar with the DI digital workflow. But we had no idea how far the technology had progressed since we acquired our QuickMaster DI some time ago. During our due diligence, we ran 11 forms of 1,000 press sheets each in just over three hours, including imaging all plates on press, on the 75DI in the Presstek demo room. That would have taken more than a day to produce in a conventional workflow. Now that the new Presstek 75DI press is installed, it is already making a huge difference in our capacity and throughput. We are filling the press by bringing in about 90% of work previously outsourced, capturing new customers, and expanding the range of work we can do for existing customers. For example, we recently ran our first in-house pocket folder job, and both our team and our customer were thrilled with the turnaround time and the quality of the piece.” Marcum is also pleased with the inline coating capability, which adds durability to products such as pocket folders and postcards that are typically exposed to abrasion during their life cycles. The Presstek 75DI is a highly automated 29” digital offset press that is available in 4- to 10-color configurations. It has a full range of productivity enhancing options, including an inline aqueous coater. The 75DI features support for 300 lpi and FM screening, 6-minute job-to-job turnover (including on-press

plate imaging), and a small environmental footprint. The press prints up to 16,000 six-up sheets or 96,000 letter-sized pages per hour. About Presstek Presstek, Inc. is a leading supplier of digital offset printing solutions to the printing, packaging and communications industries. Presstek’s innovative offerings bring unmatched efficiencies, competitive differentiation and the highest level of customer service to printing operations of all sizes. Presstek’s DI® digital offset presses bridge the gap between toner and conventional offset printing. They represent the future of digital offset printing enabling printers to cost effectively meet customer demand for high quality, short run colour printing with a fast turnaround time and improved profit margins. The company’s CTP portfolio includes chemistry-free, pre-heat, no pre-heat and waterless plate technology. CTP systems range from two-page polyester to fully automated eight-page systems. Presstek also offers prepress and pressroom supplies. Its highly qualified support staff and network of dealers support printers around the globe. Visit www.presstek.com or e-mail info@presstek. com for additional information. DI is a registered trademark of Presstek, Inc.

NEWS RELEASE FOR IMMEDIATE RELEASE Contacts: Investor Relations Cameron Associates Kevin McGrath (212) 245-4577 kevin@cameronassoc.com

Trade Relations Brian Wolfenden Director of Marketing Communications (603) 594-8585, ext. 3435 bwolfenden@presstek.com

Digital Print Asia - January 2013

Packaging Technology

OMET Suzhou Proudly Presents Its New Technology Center OMET Suzhou Mechanical Co. Ltd., a subsidiary of the Italian company OMET Srl was founded in 2007 and is in charge for the sale of both printing presses and tissue converting machines in the territory of China, as well as a large production department dedicated to OMET systems in motion.

The Center is about 200 square meters and has presently on display one XFlex X2 370, which has been sold already to Yanfeng Plastic Packing Co. Ltd., China. One XFlex X4 370 mm with 12 colours, 2 screen, 2 cold foil and 2 rewinders is on its way to China and is scheduled to arrive within February 2013.

Since 2012 the Chinese plant has its own Printing Technology Center with presses on display.

OMET Suzhou is a vital reality, perfectly integrated in the Chinese printing market and with great possibilities of expansion. China printing industry, which held a 9,16% of the global output in 2011, develops rapidly as a whole with the packaging and decoration sector holding the largest proportion - up to 33.3% - and the best growth rate.

The Technology Center and Showroom is strategic to the development of the relationship with customers and above all offers the possibility to show the machines at work by giving the clients an intuitive (and active!) grasp of the equipment potential. In OMET Suzhou technology centre work full time two skilled engineers that were trained in Italy.

Digital Print Asia - January 2013

In November 2012 an Open House was held with more than 50 representatives from 25 companies including present

and potential customers. The general feeling was that OMET presses are a true response to the present market requests and all the delegates showed a lot of interest in OMET innovation. The flexibility on all types of materials and their sturdy construction were A new Open House will be organized as soon as possible with the arrival of the new press to China. To enter OMET world visit www.omet.it or write to comm@omet.it OMET is on Facebook www.facebook.com/OMETSrl OMET is on Twitter www.twitter.com/OMETSrl

Focus on what matters most.

The service bureau industry is undergoing dramatic changes and is faced with ever increasing operational pressures. At Fuji Xerox, our goal is to partner with you to enable you to grow your business and to deliver greater returns. Utilising industry leading technology Fuji Xerox can help reduce your costs, increase your productivity and profitability. Fuji Xerox will partner with you helping every step of the way to: • Delight your customers – By transitioning to high quality, variable data colour prints • Grow your business – Configure for today’s needs and upgrade for tomorrows growth • Reduce your costs – Through greater automation and improved efficiencies • Produce more jobs – In a shorter time frame at faster speeds

www.fxap.com.sg Digital Print Asia - January 2013

Packaging Technology

Interpress Printers (Malaysia) Installs

Second Varimatrix 105CS (KUALA LUMPUR 17/12/2012): The packaging market is acknowledged as one of the highest growth areas for print worldwide. Driven by an increased volume in food and beverage packaging in particular, which represents 55 percent of all packaging and labels produced globally, this buoyancy is providing printers with new opportunities for growth and diversification into niche markets. In Asia the packaged food segment shows the greatest opportunity for sustained growth – in 2010 it was reported that one supermarket chain alone in India expanded its operation by 35,000 stores. The growth in packaged foods in Asia is fuelled by a desire to halt the wastage found in “wet” markets – around 37 percent of food available in fresh-food, or wet markets, is lost before it reaches the consumer. And growth in packaged foods is also influenced by a rising middle class. As a market leader, Heidelberg is attuned to the trends in the industry as was demonstrated by the company’s booth at drupa12 where Heidelberg showcased its commitment to the packaging segment with a dedicated range of solutions from pre-press, press and post-press including packaging converters for commercial print shops. In the packaging post-press segment, Heidelberg demonstrated its second generation Varimatrix 105CS, which has been very successful for the company worldwide, proving to be a sturdy workhorse and a sound investment. Interpress Printers Sdn. Bhd In Malaysia, Interpress Printers Sdn. Bhd in Shah Alam (near Kuala Lumpur) has become the first packaging print company in Asia to install a second Varimatrix

Digital Print Asia - January 2013

105CS following the success of the company’s first unit which was installed in 2009. As a leading packaging company, Interpress is focused on performance, reducing waste and ensuring the high availability of its equipment. The company produces a volume of packaging for the local food market, as well as export lines and has carved a reputation for service and innovation.

In 2009 Interpress installed a Heidelberg solution including an XL75 six colour press with coater, a Varimatrix 105CS and EasyGluer100 in order to deliver on its high quality promise. At the time Interpress also chose a preventive maintenance program under the Heidelberg System Service contract, which has proven valuable, as has the decision to use Saphira consumables to ensure optimization of equipment.

Less than three years after the installation of the company’s first Varimatrix the machine has clocked up 70 million impressions, which is a phenomenal number. The performance of this machine, and its reliability and quality, led Interpress to invest in a second Varimatrix, the next generation of the 105CS, which was installed 12 months ago. Mr. Ratha Kerisnan, MD of Interpress Printers Sdn Bhd, said the company was “extremely pleased” with the first Varimatrix, “and we are even happier with the second machine because the improvements that have been made, make the machine even faster and easier to use…I am happy with the productivity of Varimatrix and the strong support provided from Heidelberg which is commendable. Heidelberg has done a good job and that is one of the main reasons that we bought the second Varimatrix”. He continued. “In manufacturing, it’s important to look at whether the machine is helping in terms of productivity. The biggest problem in manufacturing is the lack of standardization in equipment. We chose the second Varimatrix to ensure consistency in workflow and as a back up in case we have a problem with one machine and that’s been a very sound decision. And having both machines operating at the

same time means we can push through even more work in the same time frame”. Mr. Kerisnan said that in today’s highly competitive print market, specialization and niche markets were keys to success. “Interpress has chosen to specialize in the fast food segment. Why are we in fast food packaging and not producing other packaging for products such as rubber gloves, cosmetics or cigarettes? The reason is those general product markets are very competitive and don’t have the same requirements as food packaging, so they are more open to competition. In the food sector there are very strict regulations and guidelines for packaging that need to be followed. We have invested in the right equipment and the right plant to gain certification. Our expertise in the food packaging market gives our customers greater confidence to work with us and gives us a competitive advantage over general packaging printers”. Interpress is also committed to working with its customers to develop the right packaging solutions for their individual needs as Mr. Kerisnan explained “Part of our approach is working with customers to develop and design unique solutions. By doing this we are adding value for our customers and giving them a competitive edge. In the food segment customers are not just influenced by price. They are

happy to pay more for our unique service because they can see the value in our products”. In conclusion Mr. Kerisnan said, “The investment in the first Varimatrix turned out to be a very good business decision so we were confident to go ahead with the purchase of the second machine. When I am looking for equipment it is not just about price, but also about service and support. Heidelberg has given me the right package and the Heidelberg team has given me a lot of confidence to have a long term relationship with them”.

For more information please contact: Heidelberg Malaysia Sdn Bhd Carmern Kok Phone: +60 3 7953 3288 E-mail: Sookmun.Kok@heidelberg.com Heidelberg Asia Pte Ltd Charan Tansenee Regional Marketing Manager Phone: +66 2 610 6123 Fax: +66 2 610 6199 E-mail:charan.tansenee@heidelberg.com

Digital Print Asia - January 2013

Print World Asia • 12/2012

Management/General

News

Stagnant Markets Make BusAds wins its first medal at Vietnam Soar Asian Print Awards 2012

The United States, one of the world’s biggest markets, is showing signs thethanAsian Print Awards’ inaugural Large-Format and of In more mere sluggishness. Outdoor category, Singapore-based BusAds Pte Ltd Peppered newsSigns of organisational restructures is prompting investors in its maiden participation walked away with a Silver medal. to pump more into Vietnam. Christel Lee reports. Christel Lee reports. remaining 32 groups witnessed significant rises. They include mobile phones and accessories, cameras, camcorders and accessories, computers, winners, has certainly motivatedelectronic us to andgive components, tryproducts harder and our best,” heplastic shares.materials, glass and glass products, wires Yapp, however, took winning second and incables, and while vehicles and spare place good stride admitting he According to the General Statistics Ofparts. fice of Vietnam (GSO), the US dollar ap- would have been happy with a Gold.

The United States’ economy reportedly grew in the third quarter last year, based on Bureau of Economic Analysis’ data. However, the ‘good news’ was soon enough dissected to nothing more than governmental spending and deliberate restocking of inventories instead of authentic economic growth.

preciated 6.31%, 10.07%, 9.68%, and 2.2% against the Vietnam dong in 2008, 2009, 2010, and 2011, respectively. But the dollar depreciated around 0.88% against the dong in the first 10 months of 2012 – appreciating specifically in only the first five months. Many forecasts point out that with current events, and although the foreign exchange market was more volatile in the last two months of 2012, the dong is not expected to depreciate.

That left investors with money to burn to re-evaluate the mileage in the continent and look further afield. China has Third world rising He adds the competition Renowned outdoor display player,ofBu- Vietnam earned itself a notorious reputation reportedly enjoyed ahas hikebeen in an eye-opener. “Looking at ensAds, put out their initial 3D print job questionable quality and short-lived exports last year, with the dong the appretries around displayed, everyone at the ofSingapore Science notwithCentre last ciating durability their products, 0.9% againstlooked the USlike dol-a Gold winner! Being associated with July – making them the first enterprise standing their famous reasonable pric- lar during the period. The governmentit is already an honour and I10domonths, feel like in thethough country to embark multi- website es. Japan stands tall withontheir stated in just over a winner. Competing against fellow dimensional print campaigns. At the quality and is constantly negotiating total export revenue exceeded that of elites, whom I understand are regular recently concluded Asian Print Awards the challenging markets with their 2010 ($93.9 billion compared to $72.2 competition, came home-grown boysBusAds to sustain theirclose po- to billion) and is close to the record levHong Kong-based contender, Standard sition. els of 2011 ($93.9 billion against $96.9 (Chan’s) Co., who took out top posi- billion). tion. India’s Money mindPrince Digi Graphics conceded a Bronze. of the dollar If in the remaining two months of The steadywith depreciation over the years has placed Vietnam in last year, the export revenue of each The company helmed by position. Alvin Mark month reached the rate of October at an extremely advantageous Yapp has been actively achieving mile- over $10 billion, the whole year’s exAn economist from the State Bank of stone after milestone. Yapp replied Vietnam (SBV) was quoted as saying, port revenue may just have exceeded learning of between BusAds’ win: “Theupon exchange rate the “HonVi- $114.4 billion. The site added perforoured, privileged, humbled and etnam dong and foreign currenciesproud! in mance of local exporters was better It shows our print quality of internageneral, especially the U.S. isdollar, is than expected. standard. Givenimpact it’s our of first time verytional stable. The positive the in such a prestigious award, our success current exchange rate is a remarkable In 40 major export items, the earnings affirms we are doing something right. of eight groups, mostly raw materials success in monetary policy operating Winning an award places us on a whole since early 2012.” and ores, saw a reduction, while the new platform.” 18

Digital Print Asia - January 2013

“Some us had a bet on which enNewofworld orders tryThe would win. Each of us hadtidal earlier latest incoming money wave been assigned different projects, was from global investment firmand Kohlweberg personally selected (KKR), our own Kravis Roberts withbest a net work pit against each othermillion and in to totaltoinvestment of $359 the competition. It even got emotional date – to the country’s largest food atcompany, one point Masan. because The eachfirst of us had million our $159 favourite and were sure our individual came in 2011. piece was going to win something! Eventually, we came to ourinstant own ‘final Masan manufactures foods two’ – between a Sales Manager such as noodles, cereals andandcofProduction F&N Spread the fees, and Manager. the company is estimated Cheer received the Production Managto command 90% of the local marer’s vote to win,”head Yapp of quipped. ket. Regional Southeast Asia from Masan, Ming Lu, said: “Doubling Heour relates the internal competition investment in less than twoput years a demonstrates smile on his face. “Each us was in our strong of conviction rooting for our projectstory.” to win The and that Vietnam's growth investis ment a reflection of how much ownership firm also has stakes in Del Monte and commitment have towards ourand foods, Korea's we Oriental Brewery work.” China Modern Dairy. Another FMCG product with a global presence, Starbucks, is due to open its first store this year in Ho Chi Minh City. This world-famous coffee company is also making the move due to stagnant growth in United States, prompting the shift of focus to Asia Pacific. Starbucks reportedly said previously it plans to have 1000 stores in China, another thousand in Japan and 500 in Korea. Last October, the company opened its first shop in India in collaboration with Tata Global Beverages.

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News

Asia the Breeding Ground for Hybrid Marketing In 2013, China will be explosive with All in Print, FESPA Asia, Labelexpo Asia (to name a few). In August 2013, Pack Print International runs its third round in Bangkok, Thailand, while Mumbai will host Ipex India 2013. With the aggressive influx of tradeshows, is Asia really that far behind? Christel Lee thinks out loud. Tradeshow song and dance As the anticipation commences on which countries to expect the most attention from, would it be uncanny to assume China may just keep her hands to herself this year? Tradeshow organisers will be scrambling for the dollars spread across a central budget from the usual suspects – trying to convince exhibitors their tradeshow will bring the most mileage. The pulling of the plug on digimedia 2013 by Messe Dusseldorf due to lukewarm response from exhibitors may be an indication of questionable cost-effectiveness for tradeshows in Europe. After all, most of the major dollars were spent at Drupa. Players from the offset arena have spelled out their intention to not bring in equipment for live demonstrations, which translates to a significant decline in booth space bookings. That leaves the stage for the digital players to showcase their best. However, with the emergence of new breeds of marketers, will these tradeshows still pack the punch they used to? My conversation with warhorse, Bob Pente, President of Canada-based Wired Pente Inc indicates otherwise. “I think digital is at a watershed moment in Asia. I watched it move forward in North America, a lot of the same stuff – triumphs and failures. The transition from offset to digital and from digital to cross-channel is very similar to what we experience in the western world,” he shares. Partnerships are key to success Tradeshows and print per se have grown so mature that they cannot be the only tools to reach out to customers. The recent gradual withdrawal of many major exhibitors for Ipex 2014 has sent significant messages to the industry about marketing. Pente has offered a new way to reach out to the masses. “Given my experience in western culture and the world, the single greatest formula for success in variable communication, the 1:1 market, is the ability to leave the ego at the door and partner with other companies with skill sets that complement yours.

Digital Print Asia - January 2013

It’s Superb!

It’s Great!

& It’s Coming! Save the date! It happens just once a year. Here’s your chance. Grab it!

Asian Digital Print Congress August 29-30, 2013 at Bangkok, Thailand Asia Pacific Digital Congress aims to gather the elite in digital technologies to network and exchange ideas on continual viability. From data management to print technologies, the Congress opens its doors to all print industry players – exploring possible solutions to not only enhance efficiency and achieve savings, but enforcing the need for excellence in print.

Digital Print Asia - January 2013

News

“‘Ink on paper’ is a way of communicating, just like ‘online communication’. You might be a printer – doing impressive work. You get a client who is interested in tapping into the online space, one-to-one marketing or print. The first thing I would do is to find an online company with the same philosophies, and partner with them – put them under the “umbrella of your printing company”. As a result, you become a channel delivery specialist! It’s purely a state of mind! That would be the single greatest factor to success.” He concludes this concept is still nascent and suggests when it cements its position in Asia, the industry will notice a strong sense of collaboration, leading to success. Go with a change Back to the subject of tradeshows, earlier points do not serve to imply tradeshows are not good methods of marketing. Instead, if the players consider cross-media unreservedly, it can be an untapped source of profits. It’s within everybody’s anticipation what is to be seen at booths. However, it’s pertinent to not spend investment dollars blindly. Pente notes, “The press is only the tool that allows you to do business in a particular arena. If you don’t have a solid business model, your print method doesn’t matter. You are going lose anyway – either due to bad luck, lack of attention or a combination of the two. “Despite falling volumes in print runs, change in business models allows businesses to remain profitable. However, it requires thinking about the business differently. Those who fail are likely to be those who could not think differently. The fundamental differences in those technologies are a severe impediment if you are sitting on the wrong side of the fence! The question about Asia While many in the industry insist Asia remains perpetually behind, Pente begs to differ! “I don’t think Asia is behind. It means Europe and America get to make the mistakes first! We look at western markets as a source to consume what is produced in Asia. Many assume that when Europe and America struggle, Asia follows suit. However you shouldn’t forget there is a very large consumption base in Asia as well. “Exporting does help in GDP but by the same token, there is a rapidly growing middle class in this part of the world. That’s what primarily drives the consumption. Follow that model everywhere in the world and that (to me) is a massive advantage, notwithstanding Asia is five years behind,” Pente highlights. 22

Digital Print Asia - January 2013

News

The Indian Entertainment & Media Industry to Grow by 13.2%

Cumulatively Over 2011-15 to Reach INR 1199 Billion, Forecasts PwC

• Indian Entertainment & Media industry grew 11.2% in 2010 on the back of improved economic conditions and rebound in advertising spending. • With sustained growth in advertising as well as consumer spend; the E&M industry is likely to achieve double digit growth in the forecast period. • TV, Print and Film continue to dominate the E&M industry in the foreseeable future. • Significant revenues in Indian E&M industry continue to be non-digital though there is good growth in digital spends. • Infrastructure in India is the biggest challenge to the growth of digital consumption and revenues. India’s Entertainment & Media sector to continue its double digit growth trajectory in 2011 as per PwC’s latest report titled ‘India Entertainment & Media Outlook 2011’. The industry is expected to touch Rs 1199 billion growing cumulatively at 13.2% CAGR to 2015. Indian E&M industry recorded one of the highest growth rates in the world growing at 11.2% in 2010. This was largely due to rebound in consumer spend, advertising spend and most importantly in the E&M spend. The industry grew a little slower than expected largely due to the downturn in the film segment. All the other segments grew as predicted. The industry is poised for greater growth in the foreseeable future though some key regulatory hurdles remain. On the way forward, Timmy S Kandhari, Leader – Entertainment & Media Practice, PwC India said: “The buoyant advertisement spend will have to be supplemented with subscription growth for sustainable profitable growth in E&M revenues. Addressable digitisation in the broadcast space and focus on good content across sectors will go a long way in achieving this objective.”

Digital Print Asia - January 2013

Outlook for major segments of the Indian Entertainment & Media Industry in 2011-2015 are as follows: Television: The sector is projected to command half of the entertainment pie by 2015 as it is estimated to grow at a robust 14.5% cumulatively over the next five years, from an estimated INR 306.5 billion in 2010 to INR 602.5 billion by 2015. Film: The sector is projected to grow at a CAGR of 9.3% over the next five years, reaching INR 136.5 billion in 2015 from the present INR 87.5 billion in 2010. Print media: The sector is projected to grow by 9.6% over the period 2011-15, reaching INR 282 billion in 2015 from the present INR 178.7 billion in 2010. Radio: The sector is projected to grow at a CAGR of 19.2% over 2011-15, reaching INR 26.0 billion in 2015 from the present INR 10.8 billion in 2010.

Music: Due to the tremendous uptake of the mobile VAS market, the sector is projected to grow at a CAGR of 17.6% over 2011-15, reaching INR 21.4 billion in 2015 from INR 9.5 billion in 2010. Internet advertising: With rebound in overall advertising, internet advertising too is projected to grow by 25.5% over the next five years and reach an estimated INR 24.0 billion in 2015 from the present INR 7.7 billion in 2010. Out of home (OOH): The estimated size of Out of home (OOH) advertising spend is INR 14.0 billion in 2010, which is projected to reach INR 24.0 billion in 2015. Animation, gaming and VFX industry will continue to maintain its growth pace and is projected to grow at a CAGR of 21.4% to INR 82.6 billion in 2015 from its current size of INR 31.3 billion.

Other Factors in the Outlook Advertisement Spend The advertisements spend registered high growth of 14.3% in 2010 as compared to negligible growth in 2009. Internet advertising, with 28% growth, remained the fastest growing segment as an increasing number of advertisers are using online platform to connect with the youth. Digital vs. Non-Digital Spend The next five years will see digital technologies increase their influence across the industry and rapid change in technologies and consumer behaviour will continue across all E&M segments. However, the pace of change will continue to be slower in India as compared to other territories. On the migration to digital consumption, Marcel Fenez, Global Leader, Entertainment & Media practice, PwC said: “The Indian consumer is yet to reap the benefits of the enhanced digital experience seen in other markets where smart devices and enhanced bandwidth speed prevail. This is an issue highlighting the need for future infrastructure investment and the overall affordability of devices.” India, like the rest of the world, will have to contend with rising demand from consumers for digital experience. This is adding new complexities for the E&M industry in terms of delivery and monetisation. Many of these will need to be addressed by collaboration across the digital value chain. On the challenges facing the E&M industry, Timmy concluded: “While there is good revenue growth, the challenge for the Indian industry would be how to make the growth profitable in all its constituents. Favourable government policies will help but the industry does need to look at their own operating model such that sustained investment in the E&M sector becomes possible”.

Digital Print Asia - January 2013

MGI APPOINTS News

FERROSTAAL as Distribution

Partner for AUSTRALIA & NEW ZEALAND SYDNEY / MELBOURNE, FLA, (Dec 3, 2012) – MGI Digital Graphic Technology, the leading manufacturer of multi-substrate digital printing and finishing solutions, has appointed Ferrostaal Australia Pty. Ltd. as their distribution partner for Australia/ New Zealand. The arrangement encompasses the sole distribution rights to the MGI printing products in Australia. For more than 35 years, Ferrostaal has provided industry recognized leading products and services to the graphic arts industry. The MGI product range now complements many other leading branded products Ferrostaal offers in the print, finishing and packaging portfolio. MGI presents one of the most versatile digital portfolios in the global graphics market, comprised of innovative and game-changing toner and inkjet technologies including the flagship Meteor series of multi-substrate digital presses, JETvarnish 3D inkjet spot UV coater, JETcard 3D inkjet card factory, UVarnish flood UV coater and PressCard Pro/PunchCard Pro laminating and die cutting solutions for the plastic card market.

Digital Print Asia - January 2013

“The addition of the MGI product range strengthens our existing product line-up and clearly establishes Ferrostaal as a global leader in providing solutions to the printing industry,” said Markus Haefeli, CEO, Ferrostaal Australia. “The MGI print solutions allow us to build on our existing customer relationships to offer alternative solutions at a time when added value is top-of-mind.” “We are very excited to partner with Ferrostaal for the Australia/New Zealand market,” said Michael Abergel, Executive Vice President and Managing Director for MGI USA, Inc. “Their breadth of experience with offset printing, packaging and bindery technologies, along with their strong customer relationships and technical support, is the perfect complement to our digital printing and finishing solutions. We look forward to a mutually successful relationship.” For more information, please visit http://www.mgiusa.com or http://www.ferrostaalanz.com.au .

Businesses partnering with Kodak aren’t just embracing change — they’re igniting it. Creating dynamic multi-channel marketing campaigns that integrate targeted print with digital communications to raise ROI to new heights. Developing high-impact packaging graphics that dominate the shelf. And tapping into global business services that blaze clear paths for growth. This is how Kodak is giving printers, publishers, and enterprises the solutions they need to take business to an infinitely brighter place.

Make a change for the better. Yellow.Kodak.com To learn about “Digital Your Way” visit Kodak at Drupa, Hall 5 F09-1

Digital Print Asia - January 2013

News

Global large format printer shipments slipped 5% in third quarter in 2012 During the period, shipments in emerging markets reportedly declined 3.9% overall, while mature markets reported 5.8% decline in shipments year-over-year. Large format printer (LFP) shipments declined 5% worldwide during the third quarter (3Q) of 2012 to 73,000 units, despite rise reported by several emerging markets, according to a new report. According to the International Data Corporation (IDC) Worldwide Quarterly Large Format Printer Tracker, the rise in printer shipments was witnessed in emerging nations including Latin America, Central and Eastern Europe, and the Middle East. During the period, shipments in across emerging markets declined 3.9% overall, while mature markets reported 5.8% decline in shipments year-over-year. IDC Worldwide Large Format Printer Tracker programme manager Phuong Hang said although shipments have slowed over the past year, IDC expects large format printers to remain a significant market in the future. â&#x20AC;&#x153;LFPs are moving into new applications, especially in graphics, that will help to offset losses caused by the sluggish global economy,â&#x20AC;? Hang said. During the quarter, the technical application segment reported 42,500 units shipped, down 3.4% year-over-year, while technical represented the highest market segment reporting a share of 58% of the overall LFP market when compared to the same period in 2011.

Digital Print Asia - January 2013

The graphics application segment reported 7% decline during the quarter with 30,400 shipments that accounted for 42% of the overall market. HP topped the list in the highest shipments even though it reported 10.1% decline in shipments, followed by Epson, Canon, while Oce reported sharp drop off in shipments as well as Roland captured 3.1% share of the overall LFP market, during the quarter.

Print World Asia â&#x20AC;˘ 12/2012

Digital Technology

Digital Print Asia - January 2013

e h t g n i s s Gett e l e l g o o G Go e g a s s Me

News

l Brunne by Laure

We have had an absolute torrent of response to the Go Google-less idea. The request to the industry to switch search engines from Google to something else has been amazing. The idea was to put pressure on Google in the hope of getting them to reconsider the Paperless 2013 campaign. This campaign claims that using paper is bad for the environment and that everyone should use electronic communications instead. The response has mostly been in favour and many people have switched off Google search and moved to Yahoo! or Bing. It’s interesting that so many care enough to bother, but what’s more interesting and gratifying is the fact that Go Google-less has stimulated response and a glimmer of awareness beyond the graphic arts. There is no clearcut absolute in whether we should use paper or electronics: both have their place and are indeed complementary. What is clearcut and absolute is that many people, Google included, conflate office and desktop printing with professional printing. It is also clear that too few understand that waste management is about energy as well as media. Paper waste can be managed in an environmentally friendly way, not that this is always the case. We need more awareness of energy emissions and their environmental impact and of efficient waste management. This is particularly true in the US where per capita waste is the highest in the world. The picture is far worse for electronics than it is for paper. Paper companies and their customers have had to improve

Digital Print Asia - January 2013

their environmental impacts in order to survive in a changing market. Efforts to recycle electronics have not yet achieved much in the way of sustainable results, although initiatives such as the European WEEE (Waste Electrical and Electronic Equipment) help. The belief that using digital communications instead of paper is in the interests of the environment needs to be redressed and reconsidered in the light of resource management and sustainability. For example, there is less copper in the ground than there is in infrastructure and devices. Rare earths used in electronics are finite. Unlike paper they are not renewable. Print consultant Sean Smyth has kindly sent this link to images of what can happen to electronic waste. http://www.lightstalkers.org/janehahn Go Google-less isn’t about dumping Google in toto nor is it an inane crusade against computers, mobile phones, tablets or notebooks, all of which have a profound and positive socio-economic effect. Go Google-less is about encouraging people, especially large corporations who could make a difference, to think about how they use media and resources, to think about alternative print

models, and to understand that print is more than a desktop activity. Demonising paper as an unacceptable form of waste ignores its sustainability and forestry’s contribution to global carbon dioxide management. This debate should be about resource use, waste management, emissions reduction and the effectiveness of different media channels for information and knowledge dissemination. A simplistic choice between digital and physical media distracts from the complex conundrum of how we manage our environmental impact and long term sustainability.

Digital Print Asia - January 2013

White Paper 1

Professional Color Control News

Reducing Variation in the Digital Supply Chain

By: Cary Sherburne Abstract: In a global economy, the manufacture of print and packaging is increasingly distributed across time and distance. Digital workflows offer an advantage in streamlining distributed manufacturing; however, these workflows must take into account the brand ownerâ&#x20AC;&#x2122;s need for brand integrity across all manufacturing processes and materials, especially as it relates to color accuracy. This white paper explains how the X-Rite Graphic Arts Standard (XRGA) helps all stakeholders in the color supply chain ensure color consistency across geographies, printing techniques, substrates, media and production processes.

PANTONE CxF

XRGA

Dynamics of the Color Network

Bringing color communication to a series Communicating accurate color can be a challenge, even with of languages to communicate accurate all of the sophisticated color management technology available color across the supply chain today. This is especially true in complex color networks that extend across multiple sites, geographies, media and substrate types, and production technologies. Letâ&#x20AC;&#x2122;s face it: Color is still a blend of art and science. It starts with inspiration and the specification of a color or color palette for a specific brand or use case. The expectation on the part of the designer or brand owner is that the color as specified will be consistent across all use cases. Though the intention is there, oftentimes, this simply does not happen because of the wide range of variability and capability that exists within the color network.

The Role of Instrumentation in Delivering Color Accuracy Once a designer or brand owner has selected a color, it can be measured using a spectral measurement device to determine precise spectral values for that color. Over time, users often find themselves using a variety of different measurement instruments from different manufacturers for color control. They also use instruments of various ages, with varied measurement functionality at different points in their workflow. This can lead to slightly different measurements for the same sample due to the fact that each manufacturer uses slightly different physical instrument calibration standards.

A designer or brand owner can select a color with a spectral measurement device to determine precise spectral values for that color.

Digital Print Asia - January 2013

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White Paper 2

News

Through various standards, the International Organization for Standardization (ISO) provides guidance in terms of the establishment of accurate color measurement. ISO 13655, revised in 2009, establishes procedures for the measurements and colorimetrical computations appropriate to objects that reflect, transmit, or self-illuminate, including flat-panel displays. In addition, communicating values is explained in detail in ISO Standard 28178, “Graphic technology--Exchange format for color and process control data using XML or ASCII Text.” X-Rite Pantone recognized this important work and built upon it to develop the Color Exchange Format (CxF), now in its third iteration, to provide a process for mapping this data into the expanded language of CxF3. CxF3 is now being incorporated into a series of standards under the ISO 17972 series. These standards-based activities have been helpful in bringing more consistency to the application of effective color management techniques within the printing and packaging industries and throughout the color network. However, they still fall short in addressing variation among color measurement instruments.

What Is XRGA? It is for these reasons that in the fall of 2010, X-Rite Pantone introduced the X-Rite Graphic Arts Standard (XRGA), a language that is optimized for today’s color business standards. XRGA operates with legacy color measurement products and is native in new and future products from X-Rite Pantone, and the standard is being made available to third parties so that it can be applied to their instrumentation as well. XRGA delivers quality data exchange among varying sites and instrumentations, creating an optimal set point for both legacy and future devices. It also aligns calibration standards for instrumentation from both X-Rite and the former GretagMacbeth, guaranteeing better alignment among the members of both families of instruments once legacy instruments have been upgraded to XRGA compliance. With participation from third party instrument manufacturers, XRGA has the potential to optimize color measurement across the entire multivendor color network.

XRGA: The Back Story In creating XRGA, X-Rite conducted a study designed to quantify the systematic differences between measurements obtained using instruments from both former companies (X-Rite and GretagMacbeth), and to ultimately arrive at the definition of a new corporate X-Rite standard for its graphic arts instrumentation which most accurately links to known industry standards. Systematic differences are quantified under the term “inter-model” agreement, which is different from the inter-instrument agreement that is typically specified for each product. The differences found during this study illustrate the consequences of each of the former companies using different calibration master standards. XRGA is a standards-based effort, directly based on the master calibration standard certification with NIST, the National Institute of Standards and Technology (www.nist.gov). XRGA is applicable to all 0:45 and 45:0 geometry spectral devices used in the graphic arts. All new X-Rite devices come directly from the factory with native XRGA-based calibration metrology. Legacy X-Rite devices may be upgraded to XRGA; some by field upgrade and others by certified service centers. Many customers have already elected to upgrade legacy devices when the spectrophotometers are sent in for routine maintenance, calibration and recertification.

XRGA for Ink Manufacturers and large sites requires an assessment and implementation of recommended actions. These actions often result in less wastage and higher satisfaction levels among top tier customers

Digital Print Asia - January 2013

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White Paper 3 Based on the results of this study, XRGA was designed to achieve the following goals: • Significantly improves the way different devices measure a given color, reducing variation Incorporates improved methods for calibration Maintains traceability to the National Institute of Standards and Technology.

News

• Spectral data contains an origin tag that specifies compliance to XRGA. • Best implementation with respect to existing standards • Guarantees better alignment among legacy X-Rite and GretagMacbeth instruments • Provides a single standard for all next generation graphic arts instruments to be delivered by X-Rite, including X-Rite eXact and i1Pro2 • Allows customers to enjoy the new benefits of XRGA for legacy instruments with this migration path – hardware, software, and legacy spectral data. Once legacy instruments are XRGA compliant, measurements from these ugraded instruments will be consistent with next generation instruments, which are all native XRGA.

• Who Needs XRGA? For most products and many operating environments, the switch to XRGA results in very small differences in measurement values, so many users will not observe changes due to XRGA. It is still highly recommended that instruments routinely be returned to X-Rite for recommended routine maintenance, calibration and recertification to take maximum advantage of the XRGA benefits. For smaller operations that have not implemented standardization, upgrading to XRGA will provide an immediate benefit that will help them achieve standardization and readiness for ISO compliance and future products.

XRGA delivers quality data exchange among varying sites and instrumentations, creating an optimal set point for both legacy and future devices

For printers and packaging converters serving a larger supply chain and remote or connected brand owners using mixed devices across the platform, it is highly recommended that X-Rite conduct an on-site evaluation of color-related work processes, including an assessment of the devices being utilized. This will not only identify areas where an XRGA upgrade will reduce color variation, it will also allow companies to refine overall color-related processes, thereby gaining competitive differentiation in the marketplace. In addition, if operations have a Pantone workflow in place, XRGA compliance is an absolute requirement. An X-Rite assessment and implementation of recommended actions often results in less wastage and higher satisfaction levels among top tier customers. It also prepares the organization for future enhancements and workflows that may be required by future acquisition of new instrumentation, more stringent customer requirements, and/or by updates to ISO and other standards. Ink suppliers will also want to consider working with X-Rite to define a new center point based on XRGA and begin the process of mapping old data to new data. This will ensure that ink formulations, both existing and new, align across the full product line.

Digital Print Asia - January 2013

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Original equipment manufacturers (OEMs) or third-party developers who embed X-Rite technology in their products can also work with X-Rite to analyze existing conditions within the product portfolio and installed base, and develop a plan to roll the newer technology out to customers, especially those who have larger installed bases and/or are producing color critical applications. Contact: devsupport@xrite.com for more details if you are an OEM/developer.

Summary XRGA will benefit the color network by ensuring alignment of color measurements provided by instruments being utilized across the entire printing or packaging supply chain. It globally unifies all master metrology, better controlling the data these color instruments provide and interconnecting with various actors in the supply chain. XRGA gives you the confidence that you are ready for adoption of new standards such as ISO 13655. XRGA is a critical component in the journey from inspiration to product delivery, and is one of the factors that connects the art and science of color. The adoption of XRGA by industry organizations and suppliers beyond X-Rite will make the impact of that critical component on the color supply chain even greater.

Why am I having variations, why is this different than this device, or I measure a spot measurement and it’s different than it used to be. Why? I think XRGA products and what they are doing and the approach they are getting helps minimize that impact. —Heath Luetkens, Director of Technology, CGS.

This is an important first step in an initiative to help everyone, up and down the supply chain to work together seamlessly. We believe that the print and packaging industry stand to reap substantial benefits in saved time and resources if an effective standard can be established in the exchange of color data. — Francis Lamy, Executive Vice President and Chief Technology Officer, X-Rite. http://www.xrite.com/xrga http://www.xrite.com/cxf http://www.xrite.com/documents/literature/en/L7-476_XRGA_en.pdf http://whattheythink.com/video/46786-heath-luetkens-consistency-color-new-xrga-standard/

XRGA is standard in all new spectrophotometers and older units maybe upgraded to XRGA

Acronym and links: CxF: Color Exchange Format XML: Extensible Markup Language ISO: International Organization for Standard XRGA: X-Rite Graphic Standard ISO 13655: http://www.iso.org/iso/catalogue_detail?csnumber=39877 ISO 28178: http://www.iso.org/iso/catalogue_detail.htm?csnumber=44527

This white paper was sponsored by X-Rite Pantone. For more information about effectively measuring, managing or communicating color, visit www.xrite.com or www.pantone.com. X-Rite WoRld HeadquaRteRs

Digital Print Asia - January 2013

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