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Xerox pledges to drive new business with Iridesse

Xerox has unveiled its new Iridesse Production Press, saying customers will be able to take advantage of a unique set of “digital embellishments” on the device and win new business.

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The new Xerox Iridesse can print at speeds of up to 120 pages per minute in as many as six colours

Claiming to take digital print to a “whole new level”, the press combines 1200 x 1200 dpi x 10 bit RIP rendering and 2400 x 2400 dpi x 1 bit print imaging to produce results in Ultra High Definition (UHD) quality at speeds of up to 120 pages per minute.

Xerox says the Iridesse boasts all the hallmarks of the standard digital press in the form of personalisation, economical short runs, and agile production, with the addition of new, inline capabilities that allow users to combine four-colour imagery with up to two specialty dry inks in a single pass.

Other stand-out points include a new low gloss, small particle High Definition Emulsion Aggregate (HD EA), while the press can be fitted with two additional stations that apply specialty dry inks such as HD EA metallic dry ink and HD EA clear dry ink.

“This is a press that is built to run,” Xerox says in a statement, adding: “Four colours, five colours, six colours; a rainbow of iridescent palettes, mixed media, heavy stock and high-value inline finishing. Iridesse is synonymous with new capabilities and new levels of production confidence.”

For us, this is the right press, at the right time, and the right market

Building on this initial statement is Ragni Mehta, vice-president and general manager of the cut sheet business at Xerox, who sets out the main reasons behind the launch of the new press.

Mehta comments: “The demand for print beyond CMYK has exploded recently. It is clear that the time is right for CMYK-plus; whether it is brochures, business cards, signage or book covers, these are all top applications identified by buyers for digital enhancements.

“We need to give customers the opportunity to stand out from their competition, differentiate and enthuse new excitement in their own offerings. We are helping them bring new volume to their digital assets to help them grow, and this will help them stand out.”

Mary Roddy, worldwide marketing manager at Xerox, picks up on this, offering a general overview of what the press does that rival machines cannot: “We let you do more with placing colour on the page with four-, five- and six-colour stations, CMYK, through metallics and clear, in a single pass at high speed. This is much more than any other press on the market.”

London-based Instant Print W1 has been using the Iridesse for the last six
months and has nothing but good things to say about the press

Charles Dickenson, worldwide platform manager for the Iridesse, highlights the UHD features on the press as among its key attributes, explaining what users can expect from this technology.

Dickenson says: “UHD resolution delivers unrivalled image quality by supporting high resolution all throughout the imaging change; first at the print server and then at the print engine. Having an Iridesse press with UHD resolution on your floor means clear fine lines, crisp text and smooth gradients—which is just what customers are looking for.

“The new HD EA has a smaller particle size of 4.7 microns, compared to the previous 5.8 microns. This smaller size means you get nice, smooth print, lower gloss and excellent shadow details.

“Iridesse is clearly a brilliant digital alternative that beats other technology such as offset or foil stamping. “

Roddy agrees, focusing in on the fact that users are able to do much more with an Iridesse press due to its single pass mode. She explains: “The single pass is really important; just think what you would have to do to create the same job on any other type of digital press, providing you could even do metallics on the press.”

I’ve been in the business 35 years now and I have not see a digital press like this.

Dickenson takes this a step further, drawing attention to the machine’s ability to handle jobs that require more than a single type of media being processed at the same time on the press.

He says: “Jobs that include multiple stocks are not a problem. Our mixed media acceleration capability minimises the loss of speed thanks to extra paper handling and fusing adjustments.

“This feature is a competitive differentiator because on other presses, speeds drop dramatically when printing mixed media jobs.”

London-based Instant Print W1 was one of the first companies to get its hands on the Iridesse and has been running the new press for six months now. Sales director Glen Robins has only positive things to say about the technology and the impact it has had on business so far.

“With this new device, we are seeing something that is a real game-changer,” he says, adding: “I’ve been in the business 35 years now and I have not see a digital press like this.

Xerox says unique digital embellishments on the press make it easy to create
more results-driving “wow” per page

“With so many print embellishments, this opens up so many opportunities for transforming print in the current market. It’s a simple to set up press that creates a high-end look at a cost far below the competition.

“The registration is spot on, the CMYK is stunning, and the metallic ink, over or under CMYK with a varnish, offers a pop that is truly the ‘wow’ factor. For high end clients, products that used to be done in lithographic, foiling or embossing can now be done in a single pass, in fast turnaround times and at a low cost.”

Roddy from Xerox rounds up the evaluation with this conclusion: “It’s not just the speciality effects or the fast speed, or even the broad media latitude; it’s the whole package.

“It is six colours—CMYK ink and the two specialty inks—spot on, single pass registration, UHD resolution and terrific image quality, and a mixture of stocks, and all of this at 12 pages per minute.

“For us, this is the right press, at the right time, and the right market.”

If you have an interesting story or a view on this news, then please e-mail news@printmonthly.co.uk

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