Page 48 - Print21 Magazine May-June 2021

Wide Format
Stepping up with HP’s new
mid-range Latex Printers
reseller network. “We have really good resellers that have worked with us for a while. They provide a whole ecosystem from printer, through to the right supplies for HP, and then service. They bring it all together,” Hardman says.
Wide format print is continually evolving, and Hardman believes
the growth will continue. He says, “On a lot of our printers, poster work is really strong. The HP Latex 700 and 800 series will cover multiple applications from high-end photo work to car wraps. Graphic communications continues to be in demand – we have all seen a boom in floor graphics during Covid,
and safety signage was previously
for the few, but the new Latex 700 and 800 Printer series will get you
in that market. If you think about regulation across all of the states and territories, there is constant change, which means all those jobs have to keep changing too.”
The new HP Latex 700 and
800 Printer series, according to Hardman, are a great step up from smaller printers to the next level. “We're seeing customers who may not have been in that mid part of the broader market now looking at what more they could do. The HP Latex 700 and 800 Printer series offers them the ability to do more.”
HP will have the new printers on the floor at PacPrint. 21
HP has launched the new HP Latex 700 and 800 Printer series.
Craig Hardman, country manager LFP at HP, tells Print21 editor LWayne Robinson what they will do for print business owners.
aunching a new printer The new portfolio also offers options. series in the midst of a The printers with white ink are flexible, global pandemic means a and if you are not using the white you different approach, and one take you can take the printheads out, that has seen HP release the put them in the cylindrical container,
new Latex 700 and 800 Printer series which turns, for you to keep them
virtually.
Craig Hardman, country manager
of LFP at HP Australia, says, “Usually we have all kinds of events and everything, but we had to launch virtually in February, and it went really well. From a customer acceptance perspective, our reseller demo units have been getting some amazing feedback already.”
The HP Latex 700 and 800
Printer series sit in the mid-range production area. Hardman says, “They bring in more productivity, and the Latex Printer series means lower curing temperatures, which means a much broader media range.”
There are four models, two each with white and colour. The Latex 700 is a one litre ink cartridge, while the Latex 800 is three litres.
Hardman says, “We've got a long history in this market now with the Latex series and this was that next iteration that people were waiting for. The launch of the new HP Latex Printer series is an exciting moment for us – the culmination of new technology and HP’s innovative ink capabilities to create a huge leap in the opportunities we can offer to local customers.”
ready. So then, if you're doing white work, you can put those heads back. The white ink in the new printers is an HP ink, and according to Hardman is, “the whitest white ink available on the market, that does not yellow over time.”
One of the appeals of the HP
“The Latex Printer series means lower curing temperatures, which means a broader media range.” — Craig Hardman, HP
latex is the water-based nature of the inks, important in these days
of environmental awareness and responsibility. Hardman says, “From a demand perspective, customers really have embraced it globally.”
It isn't just the inks from the new printers that are recyclable, many of the machine parts and the ink cartridges are also recyclable. “A lot of people talk the eco talk, but HP walks the walk,” Hardman says.
The benefits of the Latex Printer series are, according to Hardman, in tune with the times. “Print safety,
all those kinds of things that every customer is looking for today, we tick all the boxes.”
HP sells through an extensive
Below
Productivity: HP Latex 700 & 800 printers
48 Print21 MAY/JUNE 2021