Xavi Regue, Vice President, Large-Format Print Worldwide at HP, said working with HP Latex technology allows print service providers to “differentiate” themselves from the competition and stand out in a busy market.
Xavi is a veteran of HP, having worked for the manufacturer for 30 years. He recently took on a new role within the business, taking up his large-format focused position in June after two years as Vice President, Global Head of Office Printing Category.
In his new role, Xavi works closely with the HP Latex team and witnesses first-hand the latest developments within the technology. One of the newest additions to the HP Latex family was the HP Latex R530, which came to market in March this year.
Stand-out features include a top indoor printing speed of 24sq m/hr, the ability to print on media up to 1.6m wide and as thick as 5cm, as well as the option to print in several colours plus white.
HP Latex offers broad environmental benefits
On top of all this, being an HP Latex machine means it offers a host of environmental benefits, such as running water-based inks, which have significantly less impact on the planet than other ink types including solvent, eco-solvent and UV.
Speaking recently to LFR, Xavi was full of praise for the new machine, billing it as the “star of the show” and highlighting the level of flexibility it offers to users.
“It’s a very important and unique product to us,” Xavi said. “It is the first time we have developed a hybrid product that can print on both flexible and rigid materials in a very compact format. It’s a significant innovation that we are bringing to market, in a very compact design, all while taking advantage of HP Latex technology.”
HP Latex users pushing boundaries on new projects
What has stood out to Xavi, and indeed the wider HP team, since the machine was launched earlier in the year is how eagerly it has been accepted by customers. He said users have wasted little time in trying out the printer on the widest variety of projects, some of which were not the initial focus areas for HP.
“What is great for us is that we are learning about how our customers are using the machine in ways we never even thought of,” Xavi said. “It allows them to unleash their creativity and take advantage of the versatility of the product.
“Flexibility and versatility are both really important to HP. I saw one example of a customer using the HP Latex R530 to print carpets. This was not at the top of our minds when developing the product, and it was surprising and rewarding to see how customers can push the technology to the limit.”
Bright future for HP Latex
In terms of HP Latex in a more general sense, Xavi has high hopes for the technology moving forward. He said solutions in this range have gone from strength to strength since the technology was first launched around 15 years ago, and HP plans to continue developing new machines to support its customers.
“We are super committed to this technology,” Xavi said. “We keep innovating and pushing limits. Recent launches are testament as to how we have done that and our aim is to continue improving productivity; for example, how can we achieve more vibrant colours? How can we get a whiter white?
“We want to help our customers find ways to truly differentiate. To maintain a profitable business in the years to come is the ability to differentiate and deliver stunning outcomes that stand out. The whole focus of our product range is to allow customers to create meaningful printed environments that stand out, as well as print onto many different materials to deliver dramatic spaces. That’s the name of the game for the years to come.”
