ROCHESTER, N.Y., - Diversification is the key to future success and that's why United Arab Emirate operation Asiatic Printing Press chose to invest in a KODAK NEXPRESS SE3000 Digital Production Color Press.

"A lot of our work is book printing, but the print runs are gradually coming down," explains Vipin Ramachandran, General Manager of Asiatic Printing Press, which installed the KODAK NEXPRESS Press. "We wanted to be able to produce shorter runs more cost effectively. With the digital and litho mix we have, we can be very flexible and that means we can help customers achieve whatever their jobs demand. We made a conscious decision for flexibility and quality. We looked at other solutions in the market, but the KODAK NEXPRESS SE3000 Press offered the most flexibility, which is a key element in our offering. It also very closely matches the color quality achieved on our KBA presses, which was important for product consistency."

Extended possibilities and new markets
Since its installation, Vipin has found the press's capabilities extend beyond its earlier capacity, providing Asiatic Printing Press with a more profitable way to address current market demands. "With the ability to print up to 350gsm we can produce a wider range of print and are now talking to customers about greetings cards and photobooks, as well as print on demand. Also, being able to produce runs of one or 50 allows our clients to better target their message. For example, we work with a couple of event management companies and they will be able to add value by personalizing their brochures. This kind of direct marketing is going to be a dominant trend and we will be able to make the most of it now that we have the KODAK NEXPRESS SE3000 Press. The ability to offer dimensional printing also enables us to offer customers a wider range of products and allows us to move into new markets such as greetings cards."

Increased ROI in Two Years
Vipin expects ROI in two years and the digital arm of the company to grow from 15 percent of the monthly 4.5m UAE Dirham ($1.2 million) turnover, to 30 percent by the end of 2012. However, it is not only for acquiring new business that the KODAK NEXPRESS SE3000 Press can help Asiatic Printing Press, states Vipin: "The press is perfect for soft launching new books. We can produce very short runs initially and then when larger orders are placed these are produced on our KBA presses. For our customers, this means greater control over ordering and costs. We can print one copy or a million depending on their needs."

The dimensional ink capabilities is helping win new business for Asiatic Printing Press, too, says Vipin: "The ability to add the dimensional is something our customers are very keen to learn more about. They want to see how it will help their products stand out."

Vipin concludes: "If you want to survive you have to move into new areas and look at different avenues, which is what the KODAK NEXPRESS Press has been helping us do. We are very pleased with the Kodak team in Dubai who have been very supportive in helping us market the potential of this press to our customers, which is vital when trying to win new business. The service support has been unparalleled and outstanding. We feel confident we'll be reaping results shortly!"

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