HP expands Latex technology portfolio during HP World Tour in Beijing

Hewlett Packard (HP) expanded its industry-leading portfolio of printers with two next-generation digital printers (HP Latex 3000 and HP Scitex FB10000 driven by HP Scitex High Dynamic Range (HDR) technology) during the company’s first ever HP World Tour event held in Beijing on June 24-25, 2013. Print & Publishing catches a glimpse of the new line-up which would help industrial printing companies produce high value applications with improved productivity, image quality and application versatility. With the launch of HP Latex 3000 and HP Scitex FB10000 printers at the recent HP World Tour in Beijing, HP also announced rebranding of its HP Designjet and Scitex Latex printers and supplies. The new sub-brand for these offerings is HP Latex, demonstrating the strategic importance of Latex to the HP large-format graphics portfolio.

Gido van Praag, vice president and general manager, Graphics Solutions Business, HP Asia Pacific and Japan remarked, “Industrial printing companies are facing ever shrinking timelines and tighter budgets for projects. Increasingly many find themselves taking on more short print runs as buyers look to generate greater marketing impact.” He further asserted that new large-format printing technologies that HP announced will give their customers a unique advantage to cost-effectively address these challenges and expand their business with new levels of productivity, quality and application versatility.

Latex printing redefined

HP Latex 3000 and HP Scitex FB 10000Since the introduction of HP Latex technologies in 2008, more than 15,000 HP Latex printers have been shipped worldwide and more than 100 million sq m have been printed with HP Latex inks. HP expects these counts to triple by 2016 and HP Latex 3000 will help drive this growth, allowing a broader range of sign and display customers to shift pages from traditional solvent and UV-curable technologies to HP Latex Printing Technologies. HP Latex 3000’s increased production capacity lets high-volume customers meet tight deadlines, producing 77 sq m/hr of indoor applications and 120 sq m/hr of outdoor applications.

And HP Scitex FB10000 delivers high quality and industrial productivity at the same time with dynamic dot size control. Using HDR printing technology, this industrial press combines 16 gray-level printing with the ability to produce 1,000 B1 sheets in less than two hours with print capacity up to 625 sq m/hr in direct-to-board printing. These features let printing companies achieve the quality and speed required by traditional offset applications while addressing growing demand for short runs, quick turnarounds and variable content.

Simplifying customer’s experience

Signifying the strategic importance of Latex to the HP large-format graphics portfolio, HP creates the sub-brand to help customers more easily identify the best HP Latex solution for their shop size and application needs. HP Latex Printing Technologies now include HP Latex 260 (formerly HP Designjet L26500); HP Latex 280 (formerly HP Designjet L28500); HP Latex 820 (formerly HP Scitex LX820); HP Latex 850 (formerly HP Scitex LX850); and HP Latex 3000. HP Latex inks and supplies will also be rebranded to reflect the updated product naming.

Local availability

HP now has set to improve their customers’ competitive advantage and drive stronger marketing impact which in turn can trigger success of the company’s broad graphics solution portfolio in the region through the line-up of HP Latex printers to the recently available B2-sized HP Indigo 10000 digital press. And the Asia Pacific availability of HP Latex 3000 is expected to be available by August 15, 2013 and HP Scitex FB10000 industrial press featuring HP Scitex HDR printing technology will be by November 01, 2013.