In Demand, Variable Data Delivers

Fiery FreeForm’s ability to distinguish between master and variable data and treat them appropriately is somewhat unique in the market, for now.

Once users create document layouts using the applications of their choice, they then specify those graphic elements that will be “master elements” and those that will be “variable elements.” And, from that point, FreeForm only RIPs the master document once. Each time the document is called thereafter, the Fiery pulls the already-RIPed master document and overlays it with the text and other variable elements as they are being sent to the printer.

“People don’t want hassles; they want variable data solutions with no limitations,” Avida adds. “They want unlimited flexibility and huge amounts of power—that’s what we’re aiming to deliver.”

In addition to Fiery FreeForm, EFI has built Xerox’s VIPP architecture into the Fiery ZX for the DocuColor 70 digital press.

Colorbus CEO Thomas White sees today’s variable data activities as only the beginning. “Taking a more broad perspective, you’ll find the real interesting opportunity in variable data in a combination of databases, the World Wide Web and print-on-demand,” White states.

“People want to print different documents, with different content to different places in the world and print it locally at different sites—our vision is to take variable data to the next level by leveraging technologies that are on the market today; that’s the true challenge in the variable data printing field today.”

Various Variable Visions
Xerox is another player delivering variable data on a multitude of levels. Virtually any software manufacturer delving into variable data development has contacted Xerox, urging for collaboration and endorsement.

After all, Xerox DocuTech technology is driving custom printing on many levels, so it is only logical that Xerox should be the plum target for variable data software innovators.

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