Unveiled alongside HP’s new Production Hub software, part of its PrintOS suite, the new HP Latex R530 is billed as an “all-in-one” device that can handle flexible and rigid substrates – allowing printers to do away with ‘print and mount’ techniques and target high-value jobs at a lower cost.
The new printer, due to start shipping on 20 April, has been designed as a standalone model in HP’s Latex line-up, acting as a potential upgrade for printers using the firm’s 800-series Latex roll-to-roll models that are looking to break into direct printing on rigid substrates.
Daniel Martinez, general manager of HP’s large format division, told Printweek that HP had decided to develop the hybrid machine after seeing significant growth in the rigid application market.
“It’s a revolutionary product, and probably one of the most significant launches we’ve had in the Latex space in many years – so we’re extremely excited,” he said.
The machine, he explained, has been designed for easy onboarding “so that pretty much any operator can learn the ropes in a few hours”, with the goal to help smaller print service providers (PSPs) to compete on a “much broader range of applications”, like rigid acrylics, metals, and wood.
“It’s a really great way for PSPs to differentiate themselves, bring value to their customers, and up their brand presence,” he said.
A key feature of the new machine – which will go to market without any optional extras, for total ease of use – is its wheel-away tables for rigid materials, which transform the machine from roll-to-roll to flatbed within seconds.
“Our customers tend to be very space-constrained, so the ability to easily transition from a rigid device into a flexible device was a key factor – when you’re printing flexible, you’re saving a lot of space. It’s extremely easy to connect and disconnect the tables, it’s really just a click of a button, and they have wheels so are very easy to manoeuvre,” he said.
Martinez added that the R530 could pay for itself within 18 months, given the incremental value added by enabling printers to tackle high-value rigid applications and cut their vinyl use from no longer needing to mount to substrates.
“It’s a great opportunity for them to grow their business,” he said, adding that the machine had been well-received by test printers.
“We have an internal PSP who has tested pretty much every single one of our devices, and according to them this is the best product we’ve ever brought to market.
“It’s really going to make a dent in the market.”
At the same time as it unveiled the R530, HP also revealed its new PrintOS Production Hub software.
Billed as a “new home and experience” within the PrintOS suite, it will provide printers an end-to-end platform to allow print managers to create orders, access their order history and customer information history, and track orders across their workflow, putting them directly to printers through the RIP.
“We see see great opportunities around enabling smaller PSPs to digitise their workflow to really drive efficiency,” Martinez said.
“When you look at the way that most of these companies are managing operations, they’re still operating with pen and paper, using very manual processes. A key reason for that is that they haven’t found the right solution, which can manage their order intake process as well as their production flow.”
He added the new features had been met by “significant enthusiasm” from customers.
“This is a key aspect that the PSPs using the platform are raving about, is the ability to generate orders within seconds. If you already have a customer’s information, you already have your catalogue information in digital form.
“We’ve seen a great variety of software solutions used for [digital workflow] but they’re not made for a PSP environment, and that’s where we see the opportunity.
“It’s also highly configurable, so it gives you the ability to adapt the software to your existing production environment.”
On initial release in May the software will be limited to pushing print through HP devices. By late summer, however, Production Hub will be able to send orders through the RIP to competitor devices.
“The combination of the production hub with such a differentiated product as the R530 is a winning combination, because we see that a lot of the time waste can be dramatically improved – it’s really [about] upgrading your operations end-to-end and being able to take in as many orders as come in the door,” Martinez said.
While the R530 has seen its debut at the internal Amplify conference, it will receive its first public viewing at the ISA Sign Expo in Las Vegas in late April before it appears at Fespa in Berlin in early May.
