Director Michael Warshall told ProPrint that the move was part of the company’s ongoing philosophy to embrace industry change.

“We are a one-stop shop; we do everything. Who knows what we are going to be doing in two years’ time.”

Warshall said Picbook was created to meet growing demand from customers who wanted photo products without the complexity.

“More and more people would see the quality of our books and they would try to use Picpress but it was too complicated and high-end for them.

“We decided to launch a simplified version with click-and-drag software, fewer stock and size options and an easier user interface,” added Warshall.

The Picbook software and website was developed internally. Warshall said the service was fully automated all the way to the print stage.

Jobs will be produced on the Victoria-based company’s Indigo 5500 and bound in-house. Warshall plans to market the new service with Google Adwords, magazine advertising and possibly television commercials.

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