By Eliot Beer
High-tech digital printing firm Spectrum opened its doors in Dubai’s DIFC today with an official ribbon-cutting ceremony.
High-tech digital printing firm Spectrum opened its doors in Dubai’s International Financial Centre (DIFC) today with an official ribbon-cutting ceremony.
Spectrum offers variable digital printing facilities using its new Xerox iGen3 digital production press, one of 800 worldwide, and the first in the Middle East. This advanced printing system allows Spectrum to produce high-quality customised print runs for its customers.
“Our state-of-the-art technology allows our customers to create effective direct-marketing material which is customised for each individual,” said Marcus Doo, managing director of Spectrum.
“We want to revolutionise the way that print is handled and we believe that the iGen3 provides us with the perfect solution to achieve this. Spectrum will offer customers in the Middle East a new and special service.”
Spectrum and Xerox anticipate a high demand for the new variable print service. The effectiveness of direct marketing mail campaigns which include personalisation is increased to around 20%, from 1% - 2% for those without, according to Chris Govier, production business manager at Xerox Middle East and Africa.
He also suggested that variable printing would have a bright future in the region.
“Spectrum had a soft launch about six weeks ago, and it is now two to three months ahead of where I would expect a company to be at this stage,” said Govier. “This is partly because of the strength of the company, but also an indication of the potential for customised printing in the Middle East region.”
The Xerox iGen3 digital printing press is a high-end variable printing system, capable of producing 6,000 full-colour A4 pages an hour. It weighs around three tons and can be up to 30 feet in length.
Since its launch more than 3 billion pages have been printed on iGen3 machines around the world, according to Xerox.