In-house printing provides cost-effective solution for marketers

Opening the event, Saleh Rashed Hamad Al Dhaheri, Board Member Chairman - Industry Committee, Abu Dhabi Chamber of Commerce said, "I'm really impressed with the advances in digital technology and the quality of cost-effective large format printing, this is good for business."

Indeed on view is the latest in digital printing technology, especially for in-house printing, which usually encompasses rapid short print runs and ad hoc outsize prints. Top international brands such as HP, Epson, Roland and Xerox were all displaying the hottest digital printing technology.

"The quality and versatility of digital printing presses is such that not only end-user companies find them cost-effective, advertising agencies, pay-per-print document centres and even medium to large size printing houses are adopting these solutions," said Deon Swanepoel, Business Development Manager, Xerox Emirates.

"The return on investment (ROI) can be anything from 12 months to 3 years, depending on print volume," commented Obaid Kareem, Graphic Arts Business Manager, Xerox Emirates.

This will be good news for marketers, many of whom are having their budgets scrutinised for potential savings and greater value for money. However some print professionals are experiencing mixed-market reactions. Chandrasekhar Thampi, is a 'finishing' professional at Dubai-based Helios, a company which specialises in finished laminates, protecting outdoor prints from UV damage, scratches and harsh detergents.

"We have not felt any real affect so far from the global downturn. Naturally there are certain sectors such as regional property developers which are going through a tough time at the moment, but we deal across all industries and to date that strategy has served us well," he said.

SIM 2008 is a combination of three vertical events in the form of an exhibition and three one-day forums providing a platform for companies to showcase products and solutions. The focus sectors of SIM 2008 include printing; signage; banners and posters; pre-press; digital imaging, capture, storage and processing; electronic media; conferences under advertising production; marketing and public relations; outdoor media; new media and entertainment.

In addition SIM is hosting three one-day focused seminars for industry professionals and specialists alike.

"Our daily seminar programme addresses the core elements of the show separately. Today is new media, on Wednesday digital signage and outdoor advertising is the topic for Thursday," stated, Spencer Felix, Exhibition Manager for SIM 2008.

"The synergy is obvious for delegates, having discussed current and potential future sector issues, experts on the exhibition floor will be able to demonstrate in practical terms how they can offer appropriate solutions,"

added Felix.

Arab Media Group, the largest media organisation in the UAE, is headline sponsor of SIM 2008 Xerox, Cool Sign 4, Planar and MxN Middle East are the platinum sponsors. Technology partner is HP. Digital media platinum sponsors are Synaxis Media. Gold sponsors are Samsung and Right Angle.