The product was shown for the first time in the UK by Positive Focus at Digital Solutions On Demand at ExCeL this week as the firms put the finishing touches to their deal.

XMPie vice president of business development Dan Doron was at the show to promote the product.

The firms came to each others attention through Butler & Tanner, which is a long-standing Positive Focus client and one of the few UK clients of XMPie.

PersonalEffect is more than just a variable data processing tool it is a suite of products for managing, designing and producing one-to-one documents for print, e-mail and web campaigns.

Its a clever tool, which allows you to change every document and almost every element of that document, said Positive Focus managing director Ivor Dixon. It changes the whole concept of direct marketing.

Dixon also said that the firm had seen a flood of interest from potential users since it informed clients of PersonalEffects availability at the end of last week.

Its not just for direct marketing, it also has applications for greetings cards and books, added Dixon. From what we know it fills some gaps in the market.

Butler & Tanner is using the software for personalised childrens books.

PersonalEffect software is split into creation and production modules. The uPlan and uCreate tools for creation cost 6,500, while the uProduce server starts from 12,500.

Positive Focus is also talking to digital printing equipment manufacturers to make sure it can integrate XMPie products into potential customers workflows.

Positive Focus also showed Creos new e-mail-based file-transfer product, Tokens, for the first time at the show.

Story by Barney Cox