Hybrid printing systems – future or status quo II

07.03.2016

The hybrid system approach may seem obvious to many label printers due to their familiarity with conventional production processes. However, it is important to be aware of the additional challenges involved in choosing a hybrid printing system:

Synchronization of the requirements for digital elements (= ideal for short runs) with those for conventional elements (= ideal for long runs)
Integration of different workflows, both digital and conventional
Definition of the optimal order spectrum (operating point) for the overall system and thus its optimal utilization
Mastering operational complexity by combining different processes with different operating philosophies
Technical integration of the two processes and their optimization (e.g., through automation)
Proper qualification of operators / job description
Calculation of manufacturing costs for labels, as labels can be produced both digitally and conventionally.

The following graphic shows the chronological sequence of development steps in today's printing systems for self-adhesive label production:

So, from the author's point of view, hybrid printing systems are just a step on the way to a fully integrated digital converting system. Because the processes are added in a way that's easy to follow, hybrid systems are really complex to use, and the range of jobs you can do with them to make it worth it is pretty limited.

The small but significant difference with a fully integrated digital converting system is that all conventional finishing processes are aligned with the performance characteristics of primary digital printing. Since production speed is less important for smaller print runs, the main focus here is on changeover efficiency between individual jobs. Before integration takes place, waste, setup times, and tooling costs must therefore be minimized in conventional processes so that the disadvantages of conventional printing do not outweigh the advantages of digital printing and thus render the entire system absurd.

For this reason, flexographic printing should only be used for format-free applications such as priming, varnishing, or special effects that cannot be produced digitally. A semi-rotary die cutter with pre-setting is preferable to a rotary die cutter, just as cold foil embossing should be preferred to hot foil embossing due to the lower tooling costs.

The second key aspect is the sensible integration of the various processes to enable the complex digital converting system to be operated. A uniform user interface with a consistent operating philosophy is therefore just as important as continuous monitoring and control of the individual functions. Examples of this include a central control panel with centralized control of all UV and LED dryers, centralized monitoring of all fill levels, or a central cockpit that monitors all essential production processes of the entire system.

At the outset, we mentioned the confusing landscape of suppliers offering narrow-web digital printing systems for the production of self-adhesive labels. Due to shorter innovation cycles, there will always be a digital printing system with temporary unique selling points. As a buyer of a long-lasting capital good, however, you should consider much more far-reaching questions regarding the contractual partner in addition to a pure technical (digital) comparison of the printing system's specifications. The following key questions can provide initial guidance when selecting a system:

Does my contract partner and system supplier understand my business and its critical success factors? Only with in-depth application knowledge will the overall system be continuously developed in the future to efficiently solve additional use cases. This is one of the key prerequisites for ensuring that the selected digital printing system can make your label production more competitive.
Is my contract partner capable of providing me with comprehensive support throughout the entire depreciation period of my digital converting system? When expanding your own range of solutions to include a digital printing system, intensive support is required at the beginning to help you navigate the learning curve. Without a critical mass of system suppliers, short-term support for training or service is not possible, which is incompatible with the delivery times of 48-72 hours often demanded by print buyers.
Is the complexity of the overall system manageable by my contractual partner? How many different sub-suppliers and system boundaries does their digital converting system involve? In order to successfully produce a label, the central components—conventional printing and finishing, digital printing, digital prepress, and ink or toner—must be optimally coordinated. Too many different suppliers (with their own particular interests) will make problem analysis time-consuming in the event of a service call and hinder the targeted optimization of the overall system. Furthermore, a pure system integrator—as one among many—has only very limited influence on its suppliers, who are usually much more powerful and, in turn, have to serve several system integrators.
Is the selected digital printing system solution also based on a coherent, future-proof business model from my system supplier? In the digital environment, relatively short innovation cycles are the norm. The necessary and capital-intensive development speed can only be maintained by the system supplier if they themselves benefit from the consumables and thus from the use of the system. In addition, this constellation guarantees the printing system purchaser that both partners are looking in the same direction—i.e., that they are interested in the intensive use and thus high availability of the digital printing system.

Conclusion:

Globally, digital self-adhesive label printing is still a rapidly growing, profitable niche application.
If a label printer wants to support its customers throughout all product life cycles of a label and with the increasing use of variable data (e.g., coding for traceability), it must take a close look at existing digital printing systems.
Even if it meets all the requirements for the successful use of digital printing, the decision to opt for a digital printing system is particularly challenging due to the confusing landscape of providers.
Due to existing familiarity with conventional inline production processes, a hybrid printing system may initially appear to be a sensible development step for a company's own production portfolio.
However, since hybrid systems are only a developmental step toward a fully integrated digital printing system, this step must be examined particularly critically due to the complex system challenges involved.
If the decision is made in favor of a digital printing system, the performance capabilities of the contractual partner must also be taken into account, as these can be just as important for the long-term success of such an investment as the company's own business model.

Image of the Gallus Labelfire 340 as an example of an integrated digital converting system:

About the author:

Martin Leonhard (51) is responsible for developing the digital business for the Gallus Group as Business Development Manager Digital. He has been working for Gallus as Business Development Manager since 2007 and lives with his family near St. Gallen. Prior to this, he spent eight years at Heidelberger Druckmaschinen AG, among other things, which is extremely beneficial for the smooth coordination of activities surrounding the market launch of the joint development project Gallus Labelfire 340.