Software Runs Transpromo
Disconnect between data and digital press technology narrows as vendors launch products at PRINT 09.
By Lisa Cross, Senior Editor -- Graphic Arts Online, October 1, 2009
Digital press technology has opened the door for transpromotional printing, but that doesn't make commercial printing customers—or their customers—walk through it. The promise of transpromo printing—digital print-for-pay jobs that include marketing messages on bills, statements or invoices—has been hampered by what is perceived as a disconnect between the databases harboring audience data, and the ability to format it in an appealing way. This is mostly owing to the fact that databases driving the work are structured in formats selected by data processing departments—great for computer systems, but not so easily printed in an aesthetic manner.
Recognizing this problem, printer vendors are working hard to fix it. HP even acquired a company, Exstream Software, a successful software vendor in the transpromotional arena, to bring the problem to heel. InfoPrint Solutions, the joint venture of Ricoh and IBM, while it brought its printers to PRINT 09, focused mostly on software solutions.
Firms used the event to unveil their latest software for combining rules, databases and graphics to drive digital printing devices (and other media forms) to dynamically customized messages on bills or statements tailored for each recipient.
HP launched its latest version (7.0) of HP Exstream software (formerly Dialogue from Exstream Software), which manages a transpromo job from design to delivery, regardless of complexity, variability or output channel. HP added 250 enhancements to Exstream, developed from input of more than 50 of its users; it's in use at several sites.
“We selected HP Exstream to replace our legacy document automation solution,” says Jim Lucanish, GM, O'Neil Data Systems, Los Angeles. “With HP Exstream 7.0 and the high-speed HP Inkjet Web Press [the company was the first to test it] we have a single solution to provide more robust personalized communications for our wide range of customers—whether they want statements, welcome packets, personalized newspapers or election ballots.”
Version 7.0 allows users to automate sections and paragraphs, and include bar codes. Other capabilities include security features like confidential information masking, role-based editing and expiration certificates, plus new productivity tools.
GMC Software Technology launched the latest version of its PrintNet Designer software. The cornerstone of its offering, PrintNet Designer 6.0, now shipping, features enhancements in the areas of color management, proofing, preflighting and repurposing of legacy print streams.
Support for color management
The software adds support for the Pantone Matching System and Pantone GOE, enabling users to make precise color matches. This feature, says the company, allows transpromo print providers to switch from preprinted, offset printed “shells” to 100% digital color on plain stock, and still meet the most stringent corporate color specifications. It also contains features that allow users to more precisely estimate ink and toner usage and manage its inventory.
While PrintNet Designer previously supported repurposing spooled print files, version 6.0 adds to this capability by allowing users to import PCL (Printer Command Language) files as fully editable objects for design and layout modification—removing the need to redesign a job if the original data or creation application is not accessible.
InfoPrint Solutions launched two new transpromo workflow packages. InfoPrint TransPromo Whitespace Manager, combined with InfoPrint's flagship InfoPrint ProcessDirector (IPPD) workflow software, allows users to manage the entire document cycle, while adding messages on unused document space. Whitespace Manager identifies unused areas and inserts messages based on rules. It targets firms looking to apply messaging to statements, but hindered by data built in old programming languages, says Don Dew, ADF Solutions Manager.
The second package, TransPromo Designer, integrates other firms' composition software with IPPD, allowing for creation and production of highly variable jobs from a single control point.
Both products are bundled with InfoPrint's Automated Document Factory workflow software. IPPD integrates multi-vendor software and devices. The products will be available this year.
Océ showcased its Prisma software driving its new JetStream 1000 full-color web press for transpromo and other job types. Prisma features a suite of tools for transpromo applications.
Xerox announced enhancements to its FreeFlow Variable Information suite. VIPP Pro Publisher features enhanced integration with Adobe InDesign, including support for different text styles and wrapping variable text around graphics. Also, VI Interpreter 8.0 extends support for complex variable-data print jobs.
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