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Shamik Paul

Bangalore, Sept. 7 Computer and printer maker Hewlett-Packard said to grow its digital press business in India, the focus is on developing newer applications and commercialising them.

The company said only 10 to 20 per cent of applications have been developed, and the rest are yet to be tapped.

An application is the end product a print service provider (PSP) offers to the consumer.

HP has business development teams that work on newer applications, said Mr Paresh Shetty, Country Manager, Imaging and Printing Group. The company works closely with PSPs, he said.

Mr Shetty said this would not only help HP sell more printers, but also enable the print service providers to capture page volume growth.

Its digital presses, which include the HP Indigo range of printers, can print lesser number of copies at a price as economical as offset printing, or even cheaper, said Mr Shetty. Printing a small number of copies is not possible using offset printers, which are volume driven, he added.

The digital presses have, thus, enabled applications that are personalised and customised, which in turn has opened newer possibilities. HP wants to develop newer applications and get maximum business out of them, Mr Shetty said.

He said business has been good in the photo book, customised calendar and visiting card applications. The company is also interested in film and garment industries, which have big business potential, he added.

HP has a niche presence in the film industry. Mr Shetty said one of the PSPs has developed a “Trailer Book” for a film. The book contains photographs of sequences in the film and gives an idea of what the movie will be like. These are usually given at film premieres and are becoming popular, he said.

The company also sees good business in the customised or personalised greeting cards industry. Mr Shetty said such cards are usually printed in small numbers. Wedding cards are also a growth area. Recently, HP has installed an Indigo printer for a PSP who will produce personalised wedding cards, he added.

HP is also in touch with brand managers of FMCG companies to develop customised applications for their products. The PSPs helps to initiate dialogue with the brand managers, Mr Shetty said. In six months, the company hopes to do about 5 more installations, he added.

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