TRANS/PROMO & MARKETING SERVICES — PROPELLING DIGITAL PRINT
When this analyst had the opportunity to visit the JAIS center late in June, the iGens had been running for a year, successfully producing 9 million pages (4.5 million two-sided sheets) of trans-promo statements in a little more than three days of 24/7 operation each month. The end product being produced is a colorful, two-sided credit card statement, which incorporates full-color halftones in targeted promotional or direct mail types of advertising.
In addition to varying the credit card text that's required in a transactional statement, the advertising is targeted and varies in accordance with the recipient's profile from statement to statement.
An Army of iGens
The 24 iGens are run with three machine operators and five paper handlers per shift. The central control center, which is responsible for handling the files, submitting them to printers and load balancing, is staffed by a single operator for two shifts a day. Machine service is provided under contract by Fuji Xerox, which maintains seven technicians on the premises for each shift. After a year of successful operation, the facility is achieving 70 percent running productivity.
The creation of this mammoth digital printing center--the brain child of Toshihiro Wakimoto, general manager of the JAIS printing services division--was a cooperative effort between Fuji Xerox, Xerox U.S. and Kanematsu Electronics, the local distributor for Exstream Dialogue software.
The JAIS trans-promo statements are printed on 50-lb. paper from New Zealand. Multiple advertising halftones are in the order of 2 square inch rectangles or squares.
Expansion is also very much on the minds of JAIS management. First, there are plans to increase the depth of personalization used on the Visa card statements.
Additionally, JAIS is expanding its services outside the banking area. Work expansion will, over time, require additional digital presses and more floor space. JAIS has just leased the entire building where it now occupies three floors.