"We spoke to IIR a month ago and it was as if the stars were aligning when the opportunity arose to take the iGen3," said Xerox DocuColor product marketing manager Kevin O'Donnell (pictured). "The chance to speak to 6,000 people over three days was too good to miss."

Digital Print World event manager Richard Gayle said: "This says something about the scale of the show. Xerox has said it doesn't do small fringe shows. This shows the show is not on the fringes."

As well as the iGen3 Xerox will be showing a range of workflow products under its FreeFlow banner. These include e-commerce package iWay and cross media personalisation software from XMPie.

At the previous two shows Xerox has relied on resellers including Litho Supplies, ROI, Turning Point Technologies and Xeretec to show its products. These firms will also be at this year's event showing the firm's other digital presses including the newly launched DocuColor 240/250.