The entry-level product will be distributed in the UK by ROI Distribution.

"Variable data technology has been around for years but databases haven't been good enough to fully exploit it," said  ROI managing director Tim Cox. "Now there is more accurate data that allows these products to come into their own."

PCM has its own composition engine allowing more flexibility on the text and layout of documents.

ROI Distribution software sales manager Gordon Sterling said the software was not restricted to just Quark XPress or Adobe InDesign for final output.

"It can flex to fit," he said. "This is particularly important with different languages on a document. It can incorporate 60 languages."

Sterling added that the Persona Cross Media will be bought by a broader range of customers including large agencies.

The product's output drivers are HTML, PostScript, EPS and PDF. Prices start from 3,500 and add-on drivers for optimised output formats will cost an extra 1,675. These formats include PPML, VDX, and VIPP.

"For printers, service providers, agencies and corporate marketing departments this means the ability to collaborate with each other," said Pageflex chief executive Anna Chagnon.

Persona cross media
- Prices from 3,500. Additional add-on drivers cost 1,675

- Documents can include DM, postcards and booklets

- Output drivers are EPS, HTML, PostScript and PDF