Competition or partner: Salmat installs two inkjet webs for Australia
Mailing house Salmat is to install Australia’s first two Océ inkjet web presses.
The full-colour digital press will be used to fast-track customers’ transpromo campaigns, and fits into the context of a business colour service established in 2006.
The Océ JetStream 2200 MICR technology will support Salmat’s transpromo service which enables the company to deliver digital, full-colour printing with variable data. Information printed on statements is analysed and repurposed so that marketing campaigns and offers can be made more relevant to each individual, based on their transactions, behaviour and activity.
It allows marketers to access every customer using transactional communication-like statements and bills instead of those they can just afford to contact through direct mail or call centre activity.
Nick Debenham, chief executive of Salmat’s business process outsourcing division, says the decision follows a rigorous tender process. “The technology will provide Salmat with a technology edge which will enable us to produce statements without base stationery and add personalisation to every document,” he says.
“It will enable us to create new business opportunities and grow revenue from our current customer base by transitioning clients to colour at market competitive pricing.”
The 2200 MICR is a digital, full-colour printing system capable of producing exceptional quality full-colour data including MICR ink at high speed. The system uses a high speed web-fed paper path to produce CMYK full-process colour output at a speed of 150 metres per minute which results in exceptional speed to quality ratio, maximum productivity and low total cost of ownership.
“We’ll be able to use colour in real time for last minute promotional offers and print documents in line with specific demographic data. White space development will also enable Salmat’s customers to enhance the opportunity for marketers to maximise opportunities from the colour production process,” he says.
Debenham says Salmat’s scalability and delivery model will also support its colour print business in the Australian market, and will it to offer complementary markets such as variable catalogue publishing.
“We’re ultimately investing on behalf of our clients to drive their competitive advantage,” he says.
Salmat will deploy two JetStream 2200 MICR inkjet systems, one in Victoria and the other in New South Wales … the 100th and 101st JetStream presses in the world since its launch in 2008.
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