Nick Debenham, chief executive of Salmat’s Business Process Outsourcing division, told ProPrint that the company had bought the pair of Jetstream 2200 MICR machines to expand its transpromo and variable-data offering. They are set to be installed in Victoria and NSW by Christmas.
Salmat’s Jetstream engines will be supported by two new Océ ColorStream10000 Flex digital printing systems, which will replace older Océ PageStream systems.
Debenham said the investment would consolidate Salmat’s presence in the high-volume business colour printing sector, which it has operated in since 2006.
The investment follows news that Computershare has bought the first two Infoprint IP 5000 inkjet presses in the region, also spec’d out with MICR capabilities and also destined for Sydney and Melbourne by the end of the year.
Debenham agreed it would likely put Salmat and Computershare in competition for high-volume business colour printing.
“To some degree that’s true, but the market is significant in size,” he said. “And it’s another indicator that they also see increasing demand in the market for this capability.”
Debenham said the selection of Océ came after a “very thorough investigation” over the past nine months.
“We looked at all the technology on the market. Océ were not the only ones we looked at, by any stretch, but we found their offering better suited for our purposes.”
“We’ll be able to use colour in real time for last-minute promotional offers and print documents in line with specific demographic data. White space development will also enable Salmat’s customers to enhance the opportunity for marketers to maximise opportunities from the colour production process.”
Debenham said Salmat would be aiming targeting major clients in finance, banking and telecommunications – companies with millions of customers on their books that were looking to stand out from competitors.
Debenham conceded that the transpromo market had been slow to live up to early hype, but that was set to change.
“The industry has been talking about it for about six years, and it really came about because of the tremendous strides in the handling of data. But the industry is surprised that the uptake hasn’t been quicker.”
“The market will move in that direction at some stage, though it’s hard to predict when that is. The advances in colour technology should bring that time forward, as will the advances in data analytics.”
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