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Marketing

Hadar Friedland
Marketing Product Manager
January 2007

© 2006 Hewlett-Packard Development Company, L.P.


The information contained herein is subject to change without notice
Contents

LF Business
Screen vs. Digital Printing
HP Scitex Drum based family
Competitive Analysis
Key Messages
Contents

LF Business
Screen vs. Digital Printing
HP Scitex Drum based family
Competitive Analysis
Key Messages
Market and growth
• Wide format graphics, $90 to 100B market (RVPO)
• Largest opportunity: analog to digital conversion of
screen printing
• Digital penetration currently 23%;
will double in five years

Digital
30%
51%
26% Screen printing 25%

45%
23% Offset, Flexo
&Other

2005 2010
Source: IT-Strategies
Changing competitive landscape—
wide format printing
EFI buys Agfa + Mutoh HP buys
Vutek +Thieme Scitex

HP
LFP
Gandi

D.S. buys
Productivity Inca
FY07: LFP Business expected to grow
6%
FY07
TOTAL LFP Zoom in: Industrial
Revenue ($M) FY06 FY07 Solutions
Industrial Solution component M$
HP Scitex 184.0
Designjet 1,246 1,320 Echo Products 293.7
Total 477.7
Growth 4% 6% Echo products: DJ8000, 9000, 10000 HW + Inks

Scitex 168 184


Industrial Solutions represents 32%
Growth 11% 10% of the total LFP Business

Total LFP (incl. 1,414 1,504


consumables)
Growth 5% 6%
Customers: Print-Service-Providers
(PSP)
• Small to medium digital shops, medium to large
screen printers (analog), sign shops, photo labs
• 20 to 100 employees
• $2-10M annual turnover
• 1-3 shift operations
• Service oriented activity
• Printer is largest capital investment $100K - $1M
Outdoor signage—the Market
Volume Growth
(last 2 years)

Total $35B (31B ft2) 6%

Digital $6.2B (17%) 30%

Source : I.T. Strategies


Outdoor graphics LFP industrial
solutions
and unique selling points
• HP Scitex XL1500 and HP Scitex Grand—industry’s
“work horse” solutions
• Size, application and media versatility
• High quality-to-speed ratio
• Excellent reliability

HP Scitex XL1500 at CGS, Los Angeles, CA


Outdoor signage—customer story

Customer name
OSG, Hungary

Business description
Signage, billboards and
street graphics

Application
Banners celebrating Hungary’s
admission to the European Union,
printed by OSG Hungary to decorate
the towers of the Elizabeth Bridge over
the Danube in Budapest

The challenge
Time to market double-sided 1.5 days
Indoor graphics*

Volume Growth
(last 2 years)

Total $33B (25B ft2) 7%

Digital $2.2B (7%) 13%

*Excluding POP
Source: I.T.Strategies
Indoor graphics -
LFP industrial solutions and unique selling points
• The HP Scitex TJ8300
(solvent) & TJ8500 (UV) are
the only solutions in the
market matching screen
printing’s productivity with
lower operating costs
• USP’s HP Scitex TJ8300 (Turbojet) at O’Donnell,
Orlando, FL
• Break-even point at
500 copies
• Outstanding quality
and sharp text
• Quick return on investment
New HP Scitex TJ8500 for UV curable
printing
Indoor graphics—customer story

Customer name
O’Donnell, Orlando, FL
Business description
Packaging company, POP displays division
Application
Indoor applications used in theater lobbies,
theatre marquees, glass display cases,
balconies, and ad spaces in and around
the theaters (bus, train, subway depots, etc.)
The challenge
Creating 200 theater posters—“one-sheets,”
27”x 40” on paper, used in theater lobbies
in one hour
POP displays—the market

Volume Growth
(last 2 years)

Total $8B 10%

Digital $0.5B (6%) 60%

Source : I.T. Strategies


POP displays
LFP industrial solutions and unique selling
points
• The HP Scitex FB6700
is the highest productivity
system in its class

• USP’s

• Fully automated
HP Scitex FB6700 at Duran Dogan, Turkey

• Outstanding print quality

• Environment-friendly
water based pigmented
ink HP Scitex FB6700 with in-line laminator
POP displays—customer story

Customer name
Carmel Container Systems
Business description
Packaging company, POP displays
division
Application
3D displays prepared towards
promotion of Disney movies
The challenge
Repeated orders of short runs (6
units of each), overnight delivery
time at outstanding quality
Widest Portfolio of
Digital Wide Format Products
Wide Format Super Wide Format Flatbed
Providing Wide Range of Applications
Super Wide Format POP Displays Soft Signage
Wide Format
& Packaging
Contents

LF Business
Screen vs. Digital Printing
HP Scitex Drum based family
Competitive Analysis
Key Messages
Trends: Screen vs. Digital Printing
• FESPA ’05, Munich:
− Digital domination in a screen-printing show
− Approx. 2/3 dedicated to inkjet
− No real new screen developments
• Rapid change of material as retailers react to
competition or environment changes
• Ability to compete with screen in features
such as flexibility, functionality vs. productivity
issue
Trends: Screen vs. Digital Printing
• According to PIRA:
− in 2005, breakeven point was up to 500
copies.
− By 2010, it is estimated that this breakeven
pt. will increase up to 1000 copies

2000 2005 2010 Growth


(2005-10)
WW Screen printing (M 31,611 29,119 23,865 -18%
€)
WW Wide format digital 7,598 16,174 26,499 63.8
Printing (M €)
Increase revenues
• Support also short and medium runs (more jobs)

• Meets the advertising new campaigns trend (shorter runs)


Revenues

Improves Business Opportunities!


Reduces Production Costs

~ 300 No. of Copies


How (Combination of):

• No setup required
• Speed: quality printing of 400 sqm/hr / 4,304 sqft/hr
• Wide media offerings including uncoated low cost materials
• Efficiency: S/W – arranging print + load files to queue while printing, media –
loading the required size while printing and an integrated Scitex vision dryer
Proofing
• Real-size proof within minutes!

• Same colors from copy # 1 to copy # 500

(Huge challenge in screen printing)

24
Contents

LF Business
Screen vs. Digital Printing
HP Scitex Drum based family
Competitive Analysis
Key Messages
HP Scitex Drum based family

HP Scitex TJ8300 HP Scitex TJ8500


External drying system Internal curing system
Wide choice of media Additional media options
Solvent based Ink UV Curable Ink
HP Scitex Drum based family

HP Scitex TJ8500 (UV)


Complementary

HP Scitex TJ8300
(Solvent)

High Volumes of
Billboards
Outdoor signage
Indoor signage
Vehicle wraps
Environment Technology Etc. Uncoated Space
al Trend Media Problem
Barriers

Wide format Industrial Printing Market


HP Scitex TJ8500 Ink
Workflow Printing Modes Media Handling Ink Printhead

• UV850 Supreme
• 2 years durability
Color Gamut Comparison
HP Scitex TJ8500
features and benefits in production
• UV curing requires less machine length and less production floor
space than thermal drying

Machine Machine Maximum


Length Footprint Power*
(m) (sq.m.) (kW)

HP Scitex
TJ8500 8 32 90
UVC inks

HP Scitex
TJ8300 19 57 80
Solvent inks

* Machine plus UV curing or ink drying station


Contents

LF Business
Screen vs. Digital Printing
HP Scitex Drum based family
Competitive Analysis
Key Messages
Competitive Landscape
• Analog (Screen)
• No real digital competition
− Augend Technologies F16 Printer (subsidiary of Infinity)
• A new drum-based product
• Solvent inkjet printer, offers UV curing as an option
• Produced in Belgium
• Productivity of 400 sqm/hr, spectra heads…
• It should cost approx. 1.5m$
Analog Printing Characteristic
Character Screen Printer Offset

Throughput >600 sqm/hr >1,000 sqm/hr

Machine Price (4 colors) ~ $800k ~ $1,500k


Ink Price/L < $10 (20-30c/sqm) < $5 (<10c/sqm)
Media Price < $0.3 < $0.2
Maintenance costs Low Low
Training required Low High
Setup Costs High Very High
Time to market Medium long
Contents

LF Business
Screen vs. Digital Printing
HP Scitex Drum based family
Competitive Analysis
Key Messages
TJ Family Key Messages
• Fastest WF digital Printer in the world without
compromising on quality
• More cost-effective than screen printing for short
and medium print runs
• Integrated Ink, SW and curing system makes it a
complete solution Continuing the proven, unique
drum technology success
• Customer Service Approach of HP Scitex
Thank You

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