Guest Blogger: Denise Gustavson, editor, Wide-Format Imaging

March 11, 2008

I have to admit that when HP asked me to blog for them as one of its guest bloggers for its pre-drupa 2008 event in Israel, I was a little daunted. After two days of meetings and demonstrations, they wanted me to try to jot down some of my initial thoughts about the news they were announcing. But it was clear to me even before the event began, that HP was very excited about the news they had to relate.

And, after my meetings and demonstrations and discussions, I would have to admit that they had every right to be excited.

While the news of the NUR and MacDermid ColorSpan acquisitions were necessary-such as the discontinuation of the Scitex XL 2200 and the NUR Fresco and Tango as the Scitex and NUR product lines were consolidated-it was even more interesting to hear about HP's next technology developments and R&D investment: latex ink.

Out of all the announcements that came out of this pre-drupa graphic arts summit-even the news of the HP Inkjet Web Press, HP SmartStream, the HP Indigo 7000-latex ink has a much broader application going forward-at least in my opinion, for the wide- and grand-format markets. HP's commitment to find an alternative ink technology (other than solvent) and one that is environmentally-friendly, is a daunting task. While I believe the "green" or "sustainability" movement/trend with the printing industry is a key driver to innovation in this arena, it takes more than a good idea to shift an industry. There has to be a strong financial reason for end-users-print-for-pay providers-to make such a drastic shift from current technology, some of which has been doing a good job for their customers.

From the small glimpse I've seen-the ink, printed samples, new printhead technology, the various presentations and discussions with the product managers and experts-I think this technology has legs, has the ability to become one of the next steps in the evolution of the wide-format industry.

HP, however, is not unique in trying to develop a new ink technology to replace aggressive solvent. Industry-wide, there seems to be a general consensus that solvent has a short life span, but until an alternative is found that offers the same kind of reliability and product characteristics-outside durability, scratch- and smudge-resistance, the ability to print on the same range of media as solvent, the ability to print on flexible media surfaces without cracking, a wide color gamut-and a low or comparable price point, there is limited reason for many to switch. Especially because these inks require a new printing platform.

According to HP, the new latex inks-which are 70 percent aqueous-based-will offer both the price point and all the same properties as solvent inks but without the harmful VOCs. This is all well and good, but the one snag, as mentioned before, is that these inks won't work in the current range of printing equipment currently on the market. The new inks have been developed for use with the Edgeline printheads which offer a 4.25-inch-wide swath and 10,000+ nozzles per head.

But right now, the real question is this: Will print providers spend the money on a new printing platform to support the new inks when the current line of printers and services are working well to meet their customers' needs and expectations? That's one question I can't answer at this point, partially because the new printers with the ink and head technology have yet to be released-or even shown. HP has said the printer-or a glimpse of the printer-will be available at drupa in a few months and I am interested in seeing how this technology will be used, especially in its initial application. As of now, mum's the word on any printer product details-although I've heard the printer is impressive. I guess I'll have to wait until drupa to make any final observations or conclusions about the new printer and inks.

And then there's always the question of what the print provider wants to offer their customers-or what their customers are asking for. If a new print platform with environmentally friendly inks that can print on any solvent media and 30 percent of UV media is what they're looking for, this might be a wise investment for them. But, it would have to be taken on a case by case basis.

But then, there is still the media that needs to be taken into consideration. While the ink might be environmentally friendly, it's only one piece of the larger puzzle. Creating environmentally-friendly print media is the next step to creating a truly green printing option. While the new latex inks can print on vinyl, that doesn't really provide a fully "green" solution. HP also announced the availability of media with recycled content, but this is also an area that requires innovation and I know several companies are already researching media alternatives to the environmentally-unfriendly and low-cost media currently on the market.

The potential is there. But will HP convince the print-for-pay providers that they have the best "green" solution? At this point, the product with the best properties and price point will probably be the winner and HP is one of the players in the field. Do I think this is the right solution? Maybe. For some, this will probably be the answer they're looking for and the cost of putting in a new printing platform/system is simply the cost of doing business and staying on the leading edge. Others might look for options within their current capabilities. But, no matter which way you look at it, the "green" or environmentally-friendly trend is driving change within the graphics arts market-whichever segment you belong to. Product innovations such as this are defining the wide-format industry and helping to drive the market forward.

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