"A big challenge with digital print is knowing how much it costs and where it breaks even," said Xerox DocuColor product marketing manager Kevin ODonnell. "Its like catching an eel. This puts some stakes in the ground."

ProfitPlanner is available for Xerox customers, and is also used by its sales team with prospects.

"Its a value add for our customers, we want them to be profitable and understand where and how they make money and what technology is most profitable," said ODonnell. "It wont always say digital is better."

Jim Lin, the US-based developer of ProfitPlanner, will be giving daily presentations at Ipex.