DPOD in Auckland has upgraded its flatbed technology installing a new HP Scitex FB7500 and opening the door to the high-end digital screenprinting market.
The company, which is well established as a producer of point of sale (POS) and marketing collateral, will use the new printer to directly target the packaging market as Managing Director Andrew Nalder explained.
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| DPOD Managing Director Andrew Nalder |
“We are looking to expand from the POS market into packaging. We knew we would get the POS work necessary to justify such an investment and this has proven true, but with the enhanced capabilities of the FB7500 we can now tap into an entire new market.
“With digital screenprinting we are able to produce POS and packaging cost effectively for our clients who are demanding shorter runs, variable pieces and fast turnaround times. With the new FB7500 we can meet these market demands and create new opportunities for our clients and for ourselves”.
Nalder said before the company made the decision on the FB7500 “we went through the process of working out at which end of the flatbed market we wanted to be. We came to the conclusion that high speed and print quality were paramount if we were going to successfully tackle the screenprinting market”.
Installed last December Nalder said the HP Scitex FB7500 has slotted into the company’s HP digital print workflow seamlessly and DPOD has already won new work as a direct result of this investment. DPOD has also recently installed a cutter to facilitate the packaging work in-house.
“Our business is quite diverse, we do everything from photography and creative through to final print production and distribution,” said Nalder. “We are now learning how to manage the new work the FB7500 has attracted.”
DPOD entered the high-end digital print market in 2003 with its first HP Indigo 3050. It currently operates two HP Indigo 5000 digital presses as well as a suite of HP Designjet Z6100 large format printers, and an HP Scitex Turbojet. The company employs 37 with head office in Auckland and a second production facility in Wellington.
In closing Nalder said, “In New Zealand it has been tough the last two years, but things are a more positive now. We’ve always invested in new technology to drive the business forward and even in an economic slump there comes a point when you can’t sit on your hands any longer. Marketing people are finding new budgets and because we have a big spread, across every conceivable communication means, we are well-positioned to take advantage of the upswing”.
DPOD
www.dpod.co.nz
HP Graphic Arts Solutions
www.hp.com/go/graphic-arts
