PALO ALTO, Calif., March 5, 2008-HP today announced that its first large-scale transpromotional printing customer application, an installation of six HP Indigo press w3250s at Asseret, Israel-based direct marketing firm Oniya Shapira, has earned the Xplor International Technology Application of the Year accolade, presented to Oniya Shapira's personalized software provider, GMC Software. The award, given this week during the Xplor Document University and Global Conference in Boston, recognizes of the leading-edge capabilities used in this high-volume, full-color transpromotional application.

"HP congratulates both Oniya Shapira and GMC for their innovative and trendsetting approach to transpromotional printing," said Alon Bar-Shany, vice president and general manager, Indigo division, HP. "We are proud to work with both these companies to help produce what is truly a world-class example of what digital printing can accomplish."

In September 2007, Oniya Shapira began using its fleet of HP Indigo presses to produce 8 million monthly mail pages in a high-quality, full-color transpromotional job for a key client, Cal (Israel Credit Cards Ltd.). The variable-length printed pieces from that application combine essential statement and billing information with high-value personalized coupons and promotional offers.

On the software side, GMC's PrintNet product enables Oniya Shapira to leverage the credit card company's extensive customer relationship management system data to develop fully personalized content. The HP Indigo Production Manager, an advanced digital front end (DFE) that leverages HP's world-class IT capabilities, is an essential element in the solution. Optimized to integrate effectively with PrintNet and to support the high volume production workflow, each of the HP Indigo Production Manager DFEs installed at Oniya Shapira drive multiple w3250 presses.

The successful campaign provides higher-response, relevant offers to credit card customers leveraging the true offset quality provided by HP Indigo presses using liquid HP ElectroInk.  In addition to offering superior quality, Oniya Shapira's HP Indigo presses provide the reliability needed to meet demanding turnaround times. In order to coordinate with its customer's billing cycles, Oniya Shapira must complete all of its monthly credit card printing within 96 hours from the time it receives a data file.

The HP digital press solution used in the Oniya Shapira print operation, the HP Indigo press w3250, is designed for production of up to four million double-sided four-color A4/letter-size pages per month, and is one of the world's most productive offset-quality digital color production solutions for commercial print, direct mail, book and manual publishing and photo-related services. Printing at speeds of up to 136 four-color pages per minute (ppm), and up to 272 ppm for two colors, it produces stunning graphics, vibrant color and sharp text to please even the most demanding print service provider or print customer.