HP Indigo envisions ‘all-digital future’

At an event hosted at its Graphics Experience Center in Alpharetta, Georgia, HP Indigo’s message was simple: digital printing is not the future; it’s now.

HP Indigo hosted about 24 potential clients on July 19-20 for an occasion billed as a lead-up to Labelexpo Americas, where in September the company showcased the HP Indigo 8000 digital press along with the company’s other digital label printing technologies.

‘We’re envisioning an all-digital future,’ HP’s category manager Brian Cleary told the guests. ‘I’m not saying there is not room for flexo, but I am saying the ecosystem is moving in that direction.’

Among invited guests were at least four commercial printers who indicated that they were looking to enter the label market. Also in attendance were a handful of customers who already have invested in HP digital printing equipment and were looking to see the company’s latest technology.

‘Our customers are coming back here to see what’s new and exciting,’ Cleary said. ‘We always keep moving forward and our customers want to keep up with what we’re doing.’

Throughout the tour, participants saw machine demonstrations from HP’s Indigo line including the WS6800 digital press that was printing labels with new HP Indigo ElectroInk Fluorescent Pink and followed up an in-line AB Graphic Digicon Series 3 converting unit. Visitors also saw a 30-inch HP Indigo 20000 digital press, a machine that is designed for flexible packaging, labels and shrink sleeves. Additionally, HP showcased its wide format printing technologies as well as a gallery of unique applications. Industry partners including AB Graphic, Avery Dennison, Delta ModTech, Esko, Label Traxx, Michelman and Wausau Coated also hosted table-top exhibits.

A growing business

Digital label printing has made a home at the corner of SKU proliferation and shorter run lengths, and at a time when product packaging is taking a more active role in consumers’ lives. According to data taken from a Smithers Pira industry study that was presented by HP executives, digital printing is growing at a CAGR of 13 percent, while run lengths have decreased 7 to 9 percent year over year.

Furthermore, Smithers Pira forecasts that digital print for packaging will more than double in value from 6.6bn USD in 2013 to 14.4bn USD in 2018.

‘The reason people are moving to digital is because that side of the business is highly profitable,’ said Steve Powers, HP Indigo sales manager for the labels and packaging division.

While digital technology has worked particularly well for short-run orders, digital printing has always fallen short when it came to speed and it couldn’t compete with conventional flexo technology. Until now.

‘The biggest misconception of digital printing is that it’s for short run, small value orders,’ Powers said. ‘That’s the furthest thing from the truth.’