Demand outstrips supply for HP’s new Latex 3000

Asia-Pacific vice-president Gido van Praag said demand for the machine currently exceeded manufacturing capacity, with orders also received from other countries in the region, including New Zealand, China and Japan, since it was unveiled a month ago.

Van Praag said the Latex 3000 offered “new levels of productivity, quality and application versatility” in response to “ever shrinking timelines and tighter budgets for projects”.

ProPrint attended a media briefing in China at which HP promoted the Latex 3000 and other new products.

The Latex 3000 can reach 77sqm per hour for indoor applications and 120sqm for outdoor applications. It can print in six colours and at 1,200dpi. Prints come out dry and odourless, according to HP.

“The printer offers broader media versatility, including heat-sensitive substrates, with the HP Latex Optimizer.

“Its new ink solution ensures consistent image quality at high speeds as well as efficient curing at lower temperatures and with less energy than previous HP latex solutions.

“Third-generation HP 881 latex inks also provide a scratch resistance comparable to hard-solvent inks on certain substrates making them ideal for applications including retail displays, outdoor advertising, vehicle graphics and interior décor.”

HP said it had sold more than 15,000 latex printers since launching the range in 2008. “HP expects these numbers to triple by 2016, with the number of latex-printed pages growing rapidly while the number of solvent-printed pages simultaneously declines by as much as 33%.”

The sector’s “strategic importance” has prompted HP to rename four of its latex machines. The Designjet L26500 is now the Latex 260; the Designjet L28500 is now the Latex 280; the Scitex LX820 is now the Latex 820; and the Scitex LX850 is now the Latex 850.

Van Praag said the change of names might initially cause confusion, but that it was a logical step because HP’s latex offering had a strong reputation.

He also said latex currently comprised about 10% of HP’s Asian installs, but that that percentage would increase due to latex’s “double-digit growth”.

The HP Latex 3000 Printer is expected to be available locally on 15 August.

ProPrint is a guest of HP in China.

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