Following the launch of the company's WebNative Suite 16, Seebass claimed that printers would need to expand their cross-media offering in order to remain competitive.

However, he added that printers should see the growing use of video in things like point-of-purchase displays as an opportunity rather than a threat.

"I actually see that printers are better positioned in the market because they understand producing things in high volume, at low cost and low margins," he said.

"Video people come from this very high margin, low-volume world, and the type of thing we're talking about is actually closer to print – often it will look like a static piece and just change every 30 seconds or so."

In light of the growing demand for cross-media content provision, Xinet has simultaneously launched Video 3.0 for WebNative Suite.

The new release introduces the Video Reel Generator, a plug-in that enables the creation of new reels from segments of different videos and documents.

Seebass said: "We've produced a lot of tools in this release with the video support that allows you to take printed material and convert it to video."

He also highlighted the upgrades to its PDF Image Replacement plug-in, which preserves transparencies throughout the workflow, eliminating the need for any conversion to PostScript.

"PDF image replacement 2.0 allows you to do remote full-colour correction," said Seebass. "We can take PDF files that come in and extract the images, even if it's a hi-res PDF, and do colour corrections and then put them back in the PDF without modifying it."

This means that images, can be taken out, scaled, masked, colour corrected and then reinserted, without altering the PDF.

"You can take the images and do whatever you need to do to make it look good on the press and then put it back in there and that transparency will still be there," said Seebass.

"Postscript is dead even if a lot of people still use it and we're trying to make it as easy as possible for people to switch workflows to pure PDF ones."