HP invited media representatives from Asia and Pacific regions to attend the first ever HP World Tour in Beijing, China on 24 and 25 June, 2013, where it discussed the new line-up, which according to HP, will help industrial printing companies produce high value applications with improved productivity, image quality and application versatility.

Both, the HP Latex 3000 and the Scitex FB10000, however, were not on display during the event.

During the event, HP also announced the rebranding effort of its HP Designjet and Scitex latex printers and supplies. The change with new sub-brands reflects HP’s strategic importance of latex to the HP large-format graphic portfolio.

“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,” said Gido van Praag, vice president and general manager, graphic solutions business at HP Asia Pacific and Japan.

He added, “We are extremely excited to enter into new printing spaces, like the packaging space. We have the WS series for flexible market, the HP Indigo 30000 for the folding carton market. With the HP Scitex FB 10000 we will give our customers in the large-format segment not only a unique advantage to cost-effectively address the challenges but an opportunity to expand their business to include corrugation printing.”

HP now has three different platforms, which are able to address the needs of the packaging industry. “I think that’s truly spectacular and a game-changer for HP,” said Praag. “I think we are opening a new era in entering into the digital roles in a segment which today is 99.9% conventional.”
 
The Scitex FB10000 press features a six-colour HDR printing systems, which combines 16 gray-level printing and according to HP has the ability to produce 1,000 B1 sheets in less than two hours. With print capacity up to 625 m2/hour and capability of direct-to-board printing, the FB10000 will enable digital printing companies to capture part of the 6.8 billion sq/meter page opportunity in the retail graphics and corrugated display markets.

The HP Latex 3000, which was launched early this month, is capable of producing 77 sq/meter of indoor and 120 sq/meter of outdoor applications. According to HP, the Latex 3000’s standard carbon-fiber, dual-roll spindles help reduce media loading times and the need for operator intervention, creating a competitive advantage for high-volume printing companies.

Besides the printer uses third-generation HP 881 Latex inks provides scratch resistance comparable to hard-solvent inks on certain substrates making them ideal for applications including retail, display, outdoor advertising, vehicle graphics and interior décors. The inks’ green credentials enable the printer to deliver odourless prints, which again is ideal for sensitive indoor display environments, claims the company.
 

HP Latex Printing Technologies were introduced in 2008 as a water-based alternative to solvent ink technologies. Since then, more than 15,000 HP Latex printers have been shipped worldwide, according to HP, and more than 100 million sq/meters have been printed with HP Latex Inks. HP expects these numbers to triple by 2016, with the number of latex-printed pages growing rapidly while the number of solvent-printed pages simultaneously declines by as much as 33 percent.

According to HP, by creating a sub-brand of its portfolio, the company hopes to help customers more easily identify the best HP Latex solution for shop size and application needs. HP Latex printing technologies now include: the HP Latex 260 Printer, formerly the HP Designjet L26500 Printer; the HP Latex 280 Printer, formerly the HP Designjet L28500 Printer; the HP Latex 820 Printer, formerly the HP Scitex LX820 Industrial Printer; the HP Latex 850 Printer, formerly the HP Scitex LX850 Industrial Printer; and the HP Latex 3000 Printer.

The HP Latex 3000 is expected to be available in the Asia Pacific region by 15 August and the HP Scitex FB10000 by 1 November, this year.