Xerox Enters Colour Continuous Feed Print Market

With a printer claimed to allow bureaux and data centres to produce colour transactional mail with promotional marketing messages, Xerox yesterday entered full-colour, continuous feed printing.

Xerox's 490/980 Colour Continuous Feed Printing System claimed it will set an industry benchmark as the fastest full-colour continuous feed device of its kind.

The device uses dry toner, xerographic imaging and flash-fusing technology, which is a process that does not use heat, or pressure, or make contact with the paper, allowing the device to print on a wider variety of substrates than systems from other manufacturers, claimed Xerox.

The 490/980 is said to print at 600 dots per inch (dpi) resolution and maintains top speed when printing full colour or mono, regardless of the number of colours used or the weight of the paper.

Xerox added that the system prints 226 feet per minute (69 metres) or 450 images per minute two-up, simplex on A4 paper and 900 images per minute when in the duplex configuration.

Xerox said that the 490/980 Colour Continuous Feed Printing System uses non-contact flash fusing technology, which is described as a key differentiator from competitive products.

That fuses the image using xenon lamps instead of the conventional method that uses heat and pressure rollers to adhere an image to the paper.

Flash fusing only heats the toner and there is no direct heat, or pressure contact with the substrate.

That is claimed to maintain more moisture in the paper and minimises, or eliminates paper shrinkage, paper curl and static electricity.

The result is said to be good registration, productivity and reliability in the printer and the finishing devices.

Another benefit of flash fusing is the ability to feed unique stocks that use adhesives, or are pressure sensitive such as cards, labels, self-sealing materials, foil coatings and even RFID inlays.

Another development is the use of a new colour toner, which Xerox said provides consistent, precise image quality for continuous feed applications that need highly-detailed graphics, high-density bar codes, photos and halftones.

The system was launched in Japan and is immediately available in Japan, China and the Pacific Rim.

The new continuous feed device is available for order taking in a phased approach beginning in Europe during the first half of 2008, followed by North America and developing markets, based on customer demand, added the company.

Speaking yesterday in New Delhi (India) at Ipex South Asia 2007, Xerox president, Ursula Burns, said: "Businesses are always looking for better ways to reach their customers.

Digital technology lets marketers insert personalised messages in bills and direct mail for high impact and high return.

When those messages are in colour, their effectiveness is magnified.

We have responded to the market's needs and makes marketing more personal." She continued: "This full-colour continuous feed printer arms print providers with the perfect blend of colour, speed and image quality they need to transform costly, routine communications in to high-impact promotional documents and profitable opportunities." Xerox explained that according to the 2006 Direct Marketing Association Statistical Fact Book, of those 27 pieces of mail American consumers receive weekly, the ones that are almost guaranteed to be opened are transactional documents.

Transpromotional marketing blends promotional messages with transactional information to influence behaviour and drive business volume.

Andy Tribute, managing partner of Attributes Associates, commented: "The new Xerox continuous feed system has quality, speed and a broad range of substrates that exceed today's continuous feed inkjet machines.

Advertisers and brand managers who have been previously unimpressed with existing high-speed technology will be satisfied and take a new look at transpromo applications." He added: "At almost half the price and twice the quality of established inkjet systems, this is going to make some real waves in the marketplace.

It's the perfect solution for transpromo and will change the discussion from cost per page to revenue per page." According to a study by research company Infotrends, on the future of direct mail, transaction and transpromotional documents, North American respondents said they expected the share of their transaction volume printed in full digital colour to grow from 22.9 per cent in 2006 to 33 per cent by 2010.

The firm also predicted 91 per cent growth in full digital colour transpromotional output in North America between 2006 and 2009, from 1.62 billion images to 21.72 billion images, added Xerox.

Anoush Dowlatshahi-Gordon, Xerox UK's director of production business, explained: "When high business-quality printing, volume, cost and speed are the key driving factors, print providers will appreciate the innovation and value of the 490/980 Colour Continuous Feed Printing System.

When customers need the highest graphic communications quality imaging, ouriGen3 digital production press continues to be the right choice of technology." She continued: "We will continue to build on our legacy of innovation and provide print providers with more ways to expand their digital printing businesses, from continuous feed to cut sheet, mono to full colour, to help their customers grow and prosper.".

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