"We're not dominated by product launches, there's no need – we have a full portfolio," said Mark Lawn, Canon Europe professional print solutions marketing manager. "Customers are telling us that they need support and not endless product launches.

"Ipex is about providing a springboard to profitable new opportunities. Market research is important for Canon and our customers."

The third Insight study was carried out by Professor Frank Romano and his students at the Rochester Institute of Technology. It asked 840 printers, 65% of which were from across Europe, about the impact of the recession on their businesses.

Lawn said that provisional results of the survey, which will be published in full at the show, provided a "clear insight into how the recession had affected our European customers".

"What is clear is that digital has been a key factor in successfully weathering the storm... and when it comes to firms that don't have digital yet, this will be the year when they invest.

"We're seeing a change. Whereas four years ago we were trying to convince the market about digital, now it is seen as a necessity."

David Preskett, Canon Europe's professional print director, underlined the importance of the company's Business Builder programme, which since its launch in 2006 has helped more than 1,000 businesses, with upwards of 100 courses run in the past year.

Underlining the group's belief in the importance of business development, it has launched Business Leap – a pan-European competition for the best digital print-related business plan.

A panel of experts will select a winner and two runners-up, who will share prizes worth around €100,000 (£88,000), including a Canon ImageRunner Advance C9070 Pro light production colour printer, an ImagePrograf wide-format printer and access to Business Builder courses.