DIGITAL digest

HP Digital Goal Scales Summit

SALT LAKE CITY—In order to grab a leading role in the digital graphic arts market, Hewlett-Packard leveraged the Sundance Film Festival in nearby Park City, UT, to spread its message during the Graphic Arts Summit held here January 24-27.

Some 75 journalists, consultants and industry observers attended to learn about HP’s latest wide-format printers, as well as advances with the Indigo 5000. The overall message was the company’s desire to establish itself as the leader in the digital printing market.

HP augmented the informational sessions with side trips into Park City and the Film Festival, where examples of HP work adorned marketing collateral and signage, from banners and flags to window signs. Attendees were also treated to screenings of movies and film shorts. In fact, renown movie critic Leonard Maltin was the opening night guest speaker.

As for the informational sessions, classic movie clips and soundtracks helped usher in the presenters. But HP quickly cut to the chase, detailing its quest to become the market segment leader.

Stephen Nigro, senior vice president and general manager of HP’s Graphics and Imaging Business, discussed HP’s plans to grow in both the graphics and digital photography markets. He said the recent purchase of Scitex Vision and partnership with Seiko I Infotech would allow it to dominate the wide-format market.

The HP Designjet 8000s and 9000s printer series served as the first fruits of the Seiko partnership. The 64˝ printers use low-solvent inks to produce vivid color prints that last up to three years outdoors without lamination. The 9000s prints 176 square feet per hour, while the 8000s print 88 square feet. Both boast 720x720 dpi resolution.

Enrique Lores, vice president and general manager of the Ink-jet Commercial Div., discussed another new wide-format product, the Designjet 4500, geared toward the technical graphics market. Lores said most project designs are done in color, but are then output as “ugly” monochrome pages. To remedy this situation, Lores said that color will be cheaper to produce on the 4500 than monochrome.