Frank Romano, professor emeritus at RIT asked the speakers at an Ipex World Print Summit session yesterday if print is doomed or on the verge of a new digital renaissance. They agreed that they see evidence already of print's expansion into new and innovative directions such as variable data or high-margin industrial applications. Keynote speakers EFI CEO Guy Gecht and Landa Corp CEO Benny Landa addressed a packed audience on the second day of the London based exhibition. The session looked at trends and the drivers for success needed by today's print companies.

"Print using digital technology such as for direct mail, is on the rise. No other media gets attention in the same way, and digital lets our industry add value," Gecht told the audience. "We have to realise that in five to ten years from now, there may be less print, but what is left will be higher in value."

"Unlike publishing, most commercial print and packaging apps can simply not be replaced by digital media," Landa said.

Gecht also said EFI is passionate about building relationships with customers, most of which are already involved with digital print and have already moved up this value chain. In the run-up to Ipex his extensive European programme of visits included companies in Germany, France and in the UK.

"The success of these businesses lies mostly with those where a significant part uses digital technology, and there is a definite shift from very long runs to tailored, on-demand jobs with VDP," Gecht continued. "EFI's decision to come to Ipex was based on a long-term plan to double down on customers in Europe, which included significantly increased investments in the region with acquisitions, increased support staff and building a large new demo centre in Brussels. Meeting our customers is more important to us than the size of the trade show."

The two discussed the much anticipated Nanographic press technology driven by the EFI Fiery. "The incorporation of EFI technology into the Nanographic press is a technological challenge our team is excited about and one that will make Fiery an even better technology for the future," Gecht concluded.