"Drupa, for Heidelberg , will be the Drupa of business and creating value," chief executive Bernard Schreier told journalists assembled in the company's new 35,000sqm Hall 11 in Weisloch, Germany.

"We want to show the business sense that is behind the products, and the money that goes on behind that," he said.

Heidelberg's stand will highlight the FSC-certified manufacturer's environmental credentials and feature the new Speedmaster XL 145 and 162 machines – its first assault on the €500m packaging market – among a range of other new products.

Jurgen Rautert, executive board member for engineering and products, said Drupa would show visitors how Heidelberg equipment and software could be connected to provide transparency within a business, allowing owners to "run a shop by numbers".

"In 10 years, all successful print shops will be run by numbers, because those that don't will cease to exist," he said.

He added that the company would increasingly look to its after-sales services, such as eCall and Heidelberg Systemservice, to cement long-term relationships with its customer base.

Schreier said the company would be "forcing more and more services delivered by Heidelberg" and using its personnel to provide business consultancy and equipment maintenance on an ongoing basis.

"By the end of 2011, 25% of turnover should come out of the services arena," he said.