The firm launched its Nanography digital printing presses at Drupa 2012, and was the biggest-ever first-time exhibitor with a 1,400sqm stand.
It currently appears on the Ipex 2014 provisional floorplan with a 1,650sqm space.
Chairman and chief executive Benny Landa told ProPrint‘s sister title, PrintWeek: “We have made a decision. If Drupa moves to 2015 then we will not be at a global trade show in 2014 as well.”
Landa said that if Drupa sticks with its current 2016 date, then the firm “still hasn’t made a determination” on whether or not the company will also exhibit at Ipex 2014, although it will definitely have some sort of major customer event in that year.
Four months ago Landa said he was reviewing the firm’s participation in the London exhibition, in the light of HP’s decision not to be at the show.
Since then, the company has remained tight-lipped on its plans amid unfolding events including Heidelberg’s withdrawal from Ipex and Drupa’s possible move to a three-year cycle.
Unlike other high-profile exhibitors, such as Heidelberg and HP, Landa said he would be in favour of Drupa switching to a shorter show cycle. “I think the big misunderstanding is that people view it as meaning more frequent big international shows. I see it as the other way around. The big international shows will now go from two years to three years. There will be only one big international show, at least in the west,” he stated.
“That might be more appropriate for this industry than a big show every two years,” Landa added. “Product development cycles are shortening. For digital presses at least a three-year cycle is not unreasonable.
“Overall, it’s not a bad thing for the industry to go to a three-year cycle, with fewer and more focused shows.”
Landa said his organisation was “re-thinking the whole role of trade shows” and its go-to-market strategy. “It’s not the industry of 15 years ago that could support major shows every year.”
On the face of it the timing of Ipex 2014 appears perfect as Landa will begin the commercial roll-out of its products at the end of next year. However, the company already has a huge order backlog to deal with, with more than 400 customers in line to receive Nanography presses.
This article originally appeared at printweek.com
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