Hewlett Packard Company - 5/17/2006
DPI of Rochester Adds HP Indigo press 5000 to Maintain Offset Quality
for Digital Print Jobs
PALO ALTO, Calif., May 17, 2006 - HP today announced that DPI of Rochester is expanding into profitable
new digital print opportunities with its new six-color HP Indigo press 5000.
Installed in April, the new press provided the best solution for DPI, which was beginning to see increased price
competition on short-run color printing. The company received support from one of the nation’s most prominent
centers for graphic arts education, Rochester Institute of Technology (RIT), when researching its purchase
decision. After reviewing prints from multiple vendors produced in RIT’s printing facilities, DPI decided on the
digital printing solution that reflected the company’s reputation for color reproduction in commercial printing.
"We tested the HP Indigo press 5000, and it was superior to toner-based digital solutions," said Matt Kellman,
executive vice president and co-owner of DPI. "It was clear that the HP system could help us win business
from offset clients needing short-run work. And, now that we have the HP Indigo, our agency customers are
also impressed with the opportunity to have variable-data work that looks like it came off of an offset press."
DPI received assistance in the planning and marketing for its new digital printing operation from HP, a process
that Kellman said provided a valuable in-depth analysis showing how DPI can approach specific clients and
prospects with customer relationship management-driven loyalty programs. Within 10 days of operating the press,
the firm was able to design loyalty programs targeted toward local automobile dealerships and jewelry stores.
"By focusing on the ‘total customer experience’ of our clients, HP is able to show offset printers how they can
best implement the high-value digital applications that are driving growth in the industry," said Alon Bar-Shany,
vice president and general manager, Indigo division, HP. "With the HP Indigo press 5000, offset printing firms
can add digital and offer a level of quality that meets their benchmark of high-end graphic communications."
DPI’s clients, a group that includes companies such as Frontier Communications, Time-Warner and Monroe
Muffler, have responded positively to the new press and its ability to produce high-quality variable-data and
short-run marketing materials. "They are learning that they no longer have to back down from aggressive
design ideas for digital jobs," said Kellman. "Customers can design out of the box and still get the accurate
and high-quality look they need."
The HP Indigo press 5000, the most advanced high-end digital printing press on the market, is designed for
extremely demanding production environments. PANTONE® licensed, it prints in up to seven colors, delivering
offset quality on a wide range of substrates, and is supported by a complete range of specialized solutions