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Newborn leader. Scitexciting technology.

Levhar Moshiko from HP at Munich ICE 2013 trade fair.

Last year HP revolutionized the market with its’ latest solutions for large format printing. At International Converting Exhibition 2013 in Munich we had a chance to hear and see how the company speaks in flying colors about their prodigy.

 

Packaging Polska: How can packaging manufacturers benefit from HP Scitex FB7600 flatbed machine?

 

Levhar Moshiko, HP: The FB7600 offers corrugators the ability to convert their short to medium production runs digitally by combining the Flexo-like direct-to-board workflow with the no-plates/no-makeready digital workflow and to do it all with same or better quality.

 

Packaging Polska: How your equipment is different from your competition?

 

Levhar Moshiko, HP: The difference is visible through a few ways. The FB7600 has the best media handling capability on the market, between all digital solutions. There is a lot that goes into this technically: automated media loading/unloading, multi-zone bed with powerful vacuum delivery system, a patented IGUS-free vacuum delivery, cold mirror technology, and many more. This is a critical point since the corrugated media is one of the toughest material  as it tends to warp, bend and decay under humidity and temperature. In fact, looking at actual usage data we see that the most popular media type by volume on the FB7600 install base in corrugated media (17% of the media).

Moreover, HP Scitex has a platform, not a product strategy. This means that the FB7600 is a platform for growth, not simply a product that is installed 'as it is', and so we keep enhancing the product and offering existing installed base the opportunity to upgrade their line to the latest and greatest configuration. This is very important to converters, because they are used to analog equipment that they can run for many years, and they show concerns about jumping into digital only to find that the following year there is something new on the market that they no longer can match. In case of the FB7600, so far we delivered some 6 enhancements to the platform in the last 4 years, and customers who installed unit S/N 006 are able to upgrade their system to the same enhancements that came with unit S/N 200+ these days. This gives them significantly higher productivity levels on the piece of equipment they installed 4 years back, just the same as new customer lines installed these days. That is a great benefit and a piece of mind which customers react well to: to date, 70% of the FB7500 install base have been upgraded to the latest FB7600 configuration!

Finally, the FB7600 comes with a peace of mind converters need to go digital – knowing that they are partnering with the leading technology vendor that would be there for them for many years to come, a partner with the scale and breadth to deliver an end-2-end solution, offering the local support that they need. For converters this is key factor, because they are in the production business where flow and uptime is crucial.

 

Packaging Polska: How many machines have you sold in EMEA so far, especially in Europe? How does HP Scitex perform on this market in comparison to other regions?

 

Levhar, Moshiko, HP: Per HP policy we cannot disclose the exact number of presses installed in EMEA, but to give you an indication – it is a 3 digit number (so more than 100). Most of these were installed in Europe, but in the last couple of years we have also seen a strong adoption across MEMA. With a worldwide perspective, EMEA is leading the move from pure Analog to Analong+Digital environment and we see more installations in EMEA than in any other region in the world. The reason is that EMEA has always been quicker to adopt innovative technologies, and that its diversity is also driving many more short runs to accommodate the multiple languages. In comparison to a region like AMS which has mostly large 'monolithic' markets where one langue prevails.

 

Packaging Polska: How can HP Scitex help its clients to expand their service offer and undertake new large-format printing applications?

 

Levhar Moshiko, HP: HP Scitex has a long standing leadership tradition in the large format signage market. When engaging the packaging segment, converters are usually more interested in addressing their immediate needs for cost effective delivery of corrugated volume for applications like POP/POS FSDUs, Retail Ready Packaging, and some short run – high value boxes. However, as they move digital HP can help them address new and additional high value signage applications, such as window graphics, by taking advantage of the FB7600 great media versatility. In addition, HP offers customers business development opportunities through the HP Capture program that gives HP users the tools, content and know how to penetrate new markets and address new applications.

 

HP Scitex FB7600 flatbed machine.

Packaging Polska: Why is it so important to diversify the service offer of printing houses nowadays?

 

Levhar, Moshiko, HP: As competition in the print market intensifies, providers find it increasingly difficult to differentiate and struggle to move away from commoditization and into higher value offerings. This includes new applications, short runs, and variable data printing. In addition, value added services such as co-packing and installation are a growing trend and a tool for players to differentiate with. Finally, since brand owners and retailers tend to concentrate their campaigns more and more they are looking for one-stop-solutions, which in turn drives providers to diversify their services and offer the whole gamut of solutions in order not to turn away the business.

 

Packaging Polska: How does the digital printing perform in the packaging industry? What is its share in this segment and what is the share of packaging production in the whole digital business?

 

Levhar Moshiko, HP: Traditionally a conservative and long run oriented market, packaging is one of the last frontiers for digital technology to penetrate. While the Technical and Photo segments were very early to adopt digital – resulting in penetration rates of close to 100% - corrugated packaging is still less than 1% digital from a page volume view point (but much higher from a value point). However, adoption rates are growing quickly, and therefore we see a double digit growth for digital technology in this segment.

 

Packaging Polska: Eco-printing has become increasingly important. What are the advantages of your machines in that regard?

 

Levhar Moshiko, HP: This is indeed a very important point and the HP digital technology addresses it by driving the move from wasteful analog printing, where customers needed to print minimum run lengths of (say) 1000 pieces – even where only 100 were needed, to just-on-time delivery of the precise number of units the print buyer is looking for (with no extra cost). In addition, HP offers print technologies with the environment in mind based on technologies like Latex and UV-curable inks, in contrast to more harmful technologies like solvent based inks.

 

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Editor's note

Who are we?

It protects, expands the expiry date, persuades. Packaging. Influenced by an intriguing design, often we decide to buy something on impulse, that wasn’t to be found on our shopping list. We are tempted by their beautiful forms, intrigued by embossed printing made by innovative, cutting-edge technology and by the use of unusual materials.

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