The HP Scitex 15000 is based on the same platform as the HP Scitex FB10000, launched at Fespa 2013, and features the inks, print modes and maximum sheet size but with more automated media handling geared towards corrugated converters.
Whereas the FB10000 featured a 3/4 automated media loader, which still required the operator to manual load each sheet (with the sheet then automatically aligned, printed and unloaded), the 15000 features fully-automatic media loading from a media stack.
Amir Shalev, product marketing manager, HP Scitex Large Format Printing Solutions, said: "The HP Scitex 15000 is focused on corrugated converters who need other materials in a marginal way, if at all, so the focus is on [printing] corrugated board - through more automation and the focus on a stack workflow."
The launch effectively splits the HP Scitex flatbed portfolio - above the entry-level FB7600 - into two branches, with the FB10000 being focused on sign and display and the 15000 Corrugated Press focused on converters.
Shalev said: "It's a new branch in the [FB10000] platform. We see the 15000 getting upgrades relative to the needs of corrugated converters and the FB10000 upgrades being more fitted to signage."
He added that the FB7600, while it could be used for both sign and display and corrugated, would likely be more attractive to the signage market, which tends to be more price sensitive than corrugated.
Early adopters of the FB10000 will be able to upgrade to the HP Scitex 15000 if it meets their requirements better in terms of corrugated production, although there is no upgrade path from the FB7600 to either the FB10000 or the HP Scitex 15000 (short of buying a new press) as the FB7600 is an older platform.
The launch represents the latest action in HP's assault on the $11bn (£6.5bn) global packaging market, just 7% of which is currently printed digitally according to Infotrends.
It follows the Drupa 2012 launch of the HP Indigo 20000 for labels and flexible packaging and the HP Indigo 30000 for folding cartons, both of which will begin shipping this quarter following successful installs at six customer sites worldwide.
A new partnership with Comexi Group will deliver a solvent-free laminating solution optimised for the HP Indigo 20000, the Comexi Nexus L20000, enabling shorter time to market.
HP senior vice-president, Graphics and Inkjet Solutions Business, Stephen Nigro said: "After leading the shift to digital in label printing, HP is again driving an unstoppable analogue-to-digital transformation in the package printing industry.
"With HP solutions, packaging converters can capture the benefits of digital printing to diversify business models, reach new customers and explore new profit areas."
The HP Scitex 15000 Corrugated Press has a maximum print area of 1.6x3.2m and can print up to 120 beds per hour, giving it a maximum output of 600sqm/hr in PROD120 mode.
HP also revealed plans to bring its HP Inkjet Web Press technology to the packaging market. The manufacturer said it was already conducting trials on the printing of its own consumer printer boxes as well as working with leading packaging converters to validate the quality, flexibility and economics of the technology.
