"We believe digital colour is happening, but it needs to be more cost-effective," said European sales director John Godwin. "Customers want colour but financially we need to make it easier."

Although it is a member of the firms VersaMark family, the Vantage has been built as a non-upgradeable machine to keep costs down.

The 700,000 ($1m) press will initially be available as a 100m-per-minute machine with up to five print heads and optional inline sheeter, stacker, folder or perf/punch.

Scitex Digital Print (SDP) sees it as competing with high-volume monochrome digital printers from Oc, IBM and Xerox.

"It goes head-on and allows the removal of pre-printed stock," said Godwin. "One Vantage replaces the three high-end lasers."

By the end of the year SDP will also have a faster 150m-per-minute version of the Vantage.

"Were in the data centre market in a big way," said Godwin. "Over the next five years the major growth and change will be from laser to ink-jet and colour."

Xerox, which signed a deal to sell the SDP VersaMark range last March, has just installed two 150m-per-minute process colour SDP Business Color Presses at an as yet unnamed UK-based customer.

Xerox will also be showing a VersaMark on its stand at Ipex.

"Its a major endorsement of our technology," said Godwin.

Story by Barney Cox