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BTB Mailflight installs HP Indigo 7500 Digital Press for high-end colour direct mail

BARCELONA, Spain, 30 March2011 - HP today announced that BTB Mailflight Ltd, of Bedford, UK,a leading provider of print, mailing fulfilment and postal serviceshas installed an HP Indigo 7500 Digital Press to bring digitalprinting in house.

Part of the La Poste Group,BTB Mailflight offers data services, direct mail, print and printmanagement and order fulfilment for a broad customer base. Thecompany had previously out-sourced its colour digital printingrequirements but used mono inkjet systems for addressing andpersonalisation.

"Bringing the digitalcolour printing in-house closes the loop and gives us control overquality as well as complete production scheduling," said ElliottMallows, head of marketing, BTB Mailflight. "The HP Indigo pressalso enables a true print-on-demand service that delivers bettervalue to our customers by printing only what is needed andminimising waste."

Fulfilment is a major partof its business and BTB Mailflight works with Royal Mail andalternative UK postal services to reduce postage costs to customersby preparing items so that they can be fed into the systemdownstream. For international customers, the company will receivematerials and inject it into the UK postal network, achievingcheaper postage prices.

Realising thebenefits of digital

"Digital print is clearly agrowth area," continued Mallows. "Key considerations for us wereprint quality, achieving better return on investment for end-users,and the ability to produce text and image personalisation in fullcolour on a wide range of substrates. Now that we have our owndigital printing capability, we're beginning to look at other waysof using its potential, like web-to-print."

This would be a logicalextension of BTB Mailflight's operation and the company recognisesthe benefits in managing online catalogues and digital assets aspart of effective brand management.

Educating customers andsales staff is an important part of having a digital printingoffering and Mallows notes the difference in selling digital printby and to people used to traditional print-buying.

"There are many benefits todigital printing, but it needs to be sold differently thanconventional print, and customers need to break themselves fromthinking in conventional printing terms," said Mallows. "Forexample, sometimes we receive large quantities of languageversions, but only a few hundred are ever used. Digitally printedas short-runs these jobs can add value through personalisation andresult in greater impact and much higher response rates as well aseliminating storage costs and the need for recycling surplusstock."

Magazine inserts is anotherarea where having an in-house digital printing capability benefitsBTB Mailflight. In the past, the company was dependent on anexternal supplier.

"We are now able toschedule the printing to suit our production requirements," Mallowssaid. "Having this control fills the gap in our value chain, and wecan offer that extra assurance to customers."

Other benefits cited byMallow include the HP Indigo 7500 Digital Press's ability to matchPANTONE® Colours, and it uses the HP IndiChrome system for matchingcorporate brand and special colours.

Established in 1969, BTBMailflight (www.btbmf.co.uk)was a family business until 2008 when it was bought by the La PosteGroup, the third largest postal services group in the world, givingBTB Mailflight the ability to tap into its international resourcesof experience and expertise.

More information isavailable at www.youtube.com/hpgraphicartsor follow HP on www.twitter.com/hpgraphicarts.

AboutHP

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Editorialcontacts:

Jonathan Graham, HP
+49 (162) 263 3046

Ben Dodson
Bespoke for HP
+44 (0)1737 215 200
ben@bespoke.co.uk

HP Sant Cugat
HP Española S. L
Cami de Can Graells, 1-21
08174, Sant Cugat del Valles
Barcelona
Spain
www.hp.com

About HP Inc.

HP Inc. creates technology that makes life better for everyone, everywhere. Through our portfolio of printers, PCs, mobile devices, solutions, and services, we engineer experiences that amaze. More information about HP Inc. is available at http://www.hp.com.

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