The deal will be officially unveiled at Ipex next month, but RedTie has already begun to train the Manroland GB sales force. RedTie will also exhibit on the Manroland stand at the show and demonstrate its RTtemplate (RTT) and RTquotation (RTQ) platforms.

According to Manroland GB managing director Norman Revill the scheme will initially run as a trial in the UK only, but if it's successful, it could be rolled out to other countries. RedTie will retain direct responsibility for support and service of its software.

Initially Manroland will target customers that its research suggests could benefit most from implementing W2P as part of its "controlled rollout" strategy.

"When we analyse our customer base, the vast majority already offer both litho and digital, so this partnership is just a natural progression of us moving in the direction our customers want us to," said Revill.

RedTie managing director Marian Stefani said the deal would also help move W2P beyond its traditional digital customer base and highlight the benefits to a wider audience.

"This can only be good news for printers as together we will be able to educate the market on the real potential W2P has to open up strong, new revenue streams for printers," she added.

"Technology today has to do more than just create efficiencies. It's got to add value and make money for the printer."

This was echoed by Revill: "As a litho press manufacturer, we can't be afraid of digital - we need to embrace it. So helping our customers to develop an integrated approach is one our of key goals.

"In some ways we have to be production-agnostic, because our customers need to be – for them it's about adding value and identifying the most cost-effective method on a job-by-job basis."