HP targets lucrative graphics arts market

HP has announced a landmark release of graphic arts technologies and products that improve the speed and reduce the cost of digital printing.

The rollout - the company's most extensive graphic arts push to date - supports HP's Print 2.0 strategy to capture more digital pages from the analogue print market and enable printing customers to take advantage of new market segments and business opportunities.

Spanning high-speed inkjet production, offset- and photo-quality liquid electrophoto-graphic printing, as well as large-format printing, the new offerings will be featured at Drupa, the world's largest printing equipment exhibition, in HP's booth in Hall 8A in Düsseldorf between May 29 and June 11.

"These announcements further cement HP's leadership in the graphic arts market, accelerate the analogue-to-digital conversion and propel digital technology as a mainstream product offering," said Stephen Nigro, senior vice-president, Graphics and Imaging Business, HP. "These new technologies and products will change the digital printing industry in terms of value, volume and environmental footprint."

Positioned to build demand for digital applications, HP's graphic arts portfolio offers a variety of alternatives to traditional printing technologies that will empower print service providers to achieve profitable growth.

Several of the newly announced products incorporate HP scalable printing technology, a proprietary inkjet technology that enables the creation of high-performance colour print devices capable of delivering reliability and low operating costs, as well as laser-quality text, crisp graphics, brilliant images and fast print speeds.

More information on HP's announcements in the run-up to Drupa is available at www.hp.com/go/predrupa. Additional details on HP's graphic arts portfolio and its upcoming exhibit at Drupa 2008 is available through the HP graphic arts portal at www.hp.com/go/graphicarts.