Digital presses print postcards from mobile phones

Software developer Bill Atkinson wanted to enable cell phone users to send printed postcards from their mobile devices.

Now his Photocard allows owners of Apple's iPhone, iPad or iPod Touch to send a Photocard from their mobile phones for e-mail or postal mail delivery virtually anywhere in the world.

While smartphone technology was readily available to create the app, Atkinson still needed a way to print cost-effectively to make his idea successful.

After researching the market, he decided on HP Indigo digital print technology, including the Indigo 5500 digital press, because he felt the systems were affordable, provided high quality and scalability.

Atkinson explained: 'We needed to find the perfect combination of quality and affordability because we're making an artefact that's going to last.

HP's Indigo proved to be the answer.

People think they have to give up things like postcards for the convenience of technology, but that's not the case.

He said that he knew from experience that his business success would depend on his ability to offer Photocards at a competitive price and he added: 'I wanted people to be astounded by the cards' quality and affordability.

Atkinson discovered HP Indigo digital presses enabled him to offer Photocards at a price that competes with the cost of a traditional pre-printed retail postcard and postage.

Customers can order Photocards and have them mailed for USD1.50 in the United States and USD2.25 anywhere in the world.

He commented: 'Those prices wouldn't be possible without the HP Indigo digital press.

It's the best possible system for an app like this.

The Photocards are printed by a local print service provider using the Indigo press 5500.

HP said that operators of Indigo digital presses benefit from automation, streamlined workflow and minimal downtime to increase productivity and reduce labour costs.

They can then pass on those savings to entrepreneurs such as Atkinson.

Atkinson said that he also knew the cards needed the highest possible print quality, whether users customised their Photocard with one of their own photographs or with one of the 150 professional quality nature photos included with the app.

While pricing different printing options, he evaluated their quality as well.

He added: 'After testing a few brands, the only digital press that gave me the quality I wanted was HP Indigo.

Along with needing the highest print quality for the photographs, Atkinson wanted to ensure that the postage on the cards added to the look.

That is why users can choose from 150 different images for the custom postage printed directly on the card.

HP said that each Indigo press 5500 can produce 2,400 four-colour, double-sided Photocards in one hour.

And, because the quality is consistent, Atkinson can use several Indigo digital presses at any given time and get the same results.

Atkinson commented: 'HP is a leader in colour management.

Once calibrated, HP printers give true and correct colours every time.

Another critical requirement for Bill Atkinson's Photocards and any other app is scalability.

Atkinson's promise to customers is that the cards will be printed and shipped within two business days.

With 75 million prospective users, that could add up to a huge number of cards to deliver in a short time.

Using Indigo digital presses, Atkinson is confident he can deliver up to one million Photocards per day.

In the first few months of their availability, Bill Atkinson's cards have already been sent to and from 76 countries, including one sent from Patagonia.

As a professional photographer and software developer, Atkinson said HP was a natural choice to help launch his business.

He said: 'I think lots of companies would benefit from using an HP Indigo digital press based on the affordability and quality it delivers.

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