Cary Sherburne: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com, and I’m here with Asi Ben-Tov, who is the CEO of Eichut Digital Print in Israel. Welcome.
Asi Ben-Tov: Well thank you.
Cary: You’re here today to talk to us a little bit about some very interesting technology that has allowed your company to differentiate yourself in the highly competitive marketplace that we live in. So maybe you could talk to us a little bit about what that is.
Asi: Yeah. Well, what I want to tell you about is a technology of a company named Scottix. The technology basically is a kind of a UV embossing, which enables us to give a final touch to a print in a digital process, which is very flexible, very easy to apply and, if I may use an example. You can see here that the final layer of the Scottix UV gives the page a whole new different level of experiencing it and when I move my hand over it, I feel textures, I feel curves, I feel ridges, I feel things. Something that is not part of the…
Cary: iPad experience, right?
Asi: Yeah, right. Not for something you can’t experience in another way, not digitally, and not in regular print as well. And this is quite a new dimension of print.
Cary: So this is a New Line process. So once you’ve printed your… on whatever printing device your going to be using, once you’ve printed your materials, you then run this through this New Line process.
Asi: Yeah, that is correct. And we print our prints, as you said, in various ways and once it’s over, we just put it into that process with the Scottix machine and this process is a sensitive digital process, there are no setup costs and we can even produce this high value effect for a very short run, or even variable data prints. And this is very interesting because we found our self as printers that we, we’re dealing with a very competitive market and we’re trying to offer our clients the better value for the money and there were some kind of researchers, they are still in their first test steps, but we found out that people react very strongly to things they can feel and touch.
Cary: Yes, more of an emotional reaction and involvement and engagement, yeah.
Asi: It’s an emotional reaction and I’ve seen people that once they touch the paper… a page that is embossed like this, they’re trying to touch other pages and see how they compare to this one. And this is a very strong reaction and it’s worth money in the bottom line and it’s worth money for our clients because it makes people remember them and this is what it’s all about.
Cary: Yeah, now, I’m kind of curious because it is not an inline process. Are there issues with registration, how do you control the registration?
Asi: Yeah. The registration issues are very important, I’m glad that you raised it because we have a… well, not us, but the **** system has a fully registration system that is called Opa, which aligns the page according to the image place, there is some kind of registration marks that you put on the print and once the machine recognizes them, it aligns the print to the right place of the image and the registration is very, very good.
Cary: Okay, so in actual practice you’ve found that this does work and you don’t have a lot of waste and…
Asi: Yeah, yeah. It does work and works great.
Cary: That’s great. So we’ll be looking forward to seeing how your business grows with this going forward and it’s… I don’t know how well our viewers can really see, but it’s pretty amazing quality. It’s absolutely gorgeous.
Asi: Yeah, we’re looking forward to that as well. Thank you very much.
Cary: Thank you for sharing.
Asi: Thank you.