PALO ALTO, Calif. In a first for the South Pacific region, New Zealand's largest communications management group, Datamail, has ordered two customized HP Indigo W7200 digital presses. The two new HP Indigo W7200 presses will be installed in February at the company's new Auckland facility and will be used to print millions of transactional and transpromotional mail items daily.

Shane Lucas, director of HP Graphic Arts in the South Pacific, commented on the sale, which is the first HP Indigo commercial web press order of its kind for the region.

"This purchase reflects the convergence of transpromotional concepts with the business and technology enablers that deliver cost benefits and time efficiencies," said Lucas. "We look forward to working with Datamail in ensuring a smooth transition to this exceptional platform."

Until now Datamail has overprinted on transactional shells. With the installation of the HP Indigo W7200 presses, the company will be able to print the entire job – the base stock and variable data content – at the same time in full color, achieving the offset quality its clients expect at increased production speeds and with greater cost efficiencies.

"For 20 years we have been the major player of outsourced transactional and direct marketing communications," said David Allen, general manager – Product Management, Datamail. "Ultimately we see the transition to full-color digital print as an extension of our commitment to leadership in communication management. In choosing the HP Indigo presses we are doing more than just replacing offset shells, we are expanding our ability to rethink the documents themselves and the communication they contain.

"The HP Indigo W7200 adds value to our existing offer. This platform opens up opportunities to enter new vertical markets and, for example, to expand what we are already doing in the transpromotional space."

Transpromotional printing combines transactional documents (e.g. billing) with targeted promotional offers/messaging.

"In addition to transforming the way transactional statements are printed in New Zealand, HP Indigo's unique ability to produce custom spot colors with genuine offset quality will allow Datamail to explore major growth opportunities not only in TransPromo, but also in direct mail and many other variable data printing applications," said Troy Wood from AM International, HP Indigo's distributor in New Zealand.

Datamail's revenue exceeds $NZ200 million annually and the company employs 1,800 people. The company offers a range of communications management and business process re-engineering services in addition to serving as the online enabler for many clients.

The new twin-engine, continuous feed HP Indigo W7200 Digital Press clearly raises the bar for digital productivity, delivering outstanding offset quality. Building on the success of the HP Indigo press w3250, the new HP Indigo W7200 Digital Press includes features requested by existing commercial web customers and is capable of handling high-volume, variable data production runs.

"With the purchase of the HP Indigo W7200 presses we are re-engineering ourselves, not just buying equipment," said Allen. We are rethinking how we might work with clients to enhance their communication with their customers. These two new presses will allow us to build knowledge and create client confidence that the journey is a stable one. This purchase is just the entry point."