KBA president and chief executive Albrecht Bolza-Schünemann said this time, it would no longer be applicable to define the show through a label such as 'digital', but that "topics such as larger formats, web-to-print or print and the environment are moving to centre stage on the back of global warming issues and market realities".

The company didn't reveal specific details on product launches, but said they would cover "printing, finishing, quality management, workflows, MIS and customer services".

However, Bolza-Schünemann said shorter technology cycles meant companies were having to look outside of the four-yearly show.

"Ever shorter innovation cycles mean that the big manufacturers no longer schedule all their new product launches to coincide with this definitive trade fair," he said.