At the show, the company is showing how users from the entire graphics arts ecosystem from designers and photographers, through to printers and  fulfilment firms can add new revenue streams and reduce their operating costs.

For commercial printers, the firm's efforts are focused on its digital colour web, the HP Indigo Press w3250 which makes its European debut at the show and an enhanced version of its flagship cut sheet machine, the HP Indigo Press 5000 (pictured). The firm is highlighting the machines' capabilities to print both black and white and up to seven colours at low cost.

"Customers don't want different kit to print colour and black and white," said HP Indigo general manager Alon Bar-Shany. He added that the firm's latest inks and the expanded paper-handling capabilities made printing onto the lighter weight 80gsm uncoated stocks, which are typically used for black-and-white jobs, practical for the first time. He also pledged to expand the range to include even lighter weights.

The w3250 can produce 136 A4ppm in four colours and 272 in two colours, while the 5000 churns out 68ppm in colour and 272ppm in black and white.

Indigo is also claiming the best-in-class price per page of .004 for black and white and 0.03 for colour. "Every business needs to manage costs," said Bar-Shany.

As well as driving down costs to extend the range of jobs that are competitive with offset, the company is showing how its products can be integrated into offset environments, with workflow links from Creo PODS, Agfa and Heidelberg.

A new business development program has also been added to help printers add new services and to make the most of their investment in HP presses.

Meanwhile, on the first day of the show, HP sold its first press to Milton Keynes-based wide-format specialist lasergraphics, which bought an HP Indigo 3050.