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Oriental Press Kick Starts Digital Printing Division with Xerox
Bahrain-based
Oriental Press has installed a Xerox DocuColor 5000 Advanced
Productivity (AP) Press with the Xerox FreeFlow Print Server to
set up its digital printing division, primarily to provide
on-demand and value added services to its discerning client base
both in the local and regional market.
Alan Whitelaw, General Manager, Oriental Press, explains the
reason for the new investment: “Opting for digital printing
technology within a traditional commercial printing environment
is no longer considered as an option but a necessity especially
when run-lengths are getting shorter and increasing pressure for
better turnaround time. In order to promote further growth,
Oriental Press, having done its due diligence over the years,
finally decided on to go with Xerox as the partner, for its
tremendous technology and knowledge leadership within the domain
of digital printing, flexible workflow solutions, new business
development tools and above all, local support and training
commitment. Xerox DocuColor perfectly meets the requirements for
this start-up business and moreover it offers excellent print
quality, media latitude (range of stocks), and productivity and
introduces the ‘power of personalized printing’ to our local and
regional market.”
The machine prints at speeds of up to 50 ppm with an image
resolution of 2400 x 2400 dpi. It supports a wide range of
high-value applications including mixed-media jobs such as
catalogs, brochures, manuals and books, and personalized
marketing materials.
The venture into digital printing operations is helping the
company expand its remarkable client base including First Energy
Bank, Gulf Finance House, Economic Development Board, BIC, JWT,
and Gulf Air. “During this initial phase, we have experienced
very positive response from the market, especially for the
short-run and urgent jobs. The market expands right from
on-demand business cards to short-run perfect bound books,
brochures and many other marketing types of collateral,” says
Whitelaw.
About the company’s plans for expansion with further investment
in digital printer, Whitelaw explains, “Besides the initial
consolidation period, Oriental Press has long term commitment in
this line of business and would look forward to suitable
expansion plan. Given the range of options available with Xerox
and the constant development within this technology arena,
Oriental Press would carry out its own evaluation before
implementation the next phase of digital growth plan. The unit
is self sufficient at the moment with scope for expansion and is
run by one operator and a supervisor, in line with market
demands.”
Whitelaw also comments on the future of digital printing
technology in the Middle East, particularly in Bahrain: “The
installation of the first Xerox Digital Printing Press in the
commercial printing industry is seen as heralding the arrival of
Digital Printing & Publishing Technology to Bahrain”.
Bahrain-based
Oriental Press has installed a Xerox DocuColor 5000 Advanced
Productivity (AP) Press with the Xerox FreeFlow Print Server to
set up its digital printing division, primarily to provide
on-demand and value added services to its discerning client base
both in the local and regional market. 
