Home' New Zealand Printer Magazine : August 2013 Contents 16
Excel and Fuji Xerox
FOR two decades, Wellington's
Excel Digital has matched
the advances made in digital
technology with its own growth.
Steve Mathews, chief executive at Excel
Digital, says, "We started twenty odd
years ago as a photocopying bureau. To
be honest, I never thought that one day
we would employ 37-38 people and push
through the kind of work we do now."
The company displays scant regard
for the generalisations and stereotypes
that exist around the print industry.
He says, "When we started out, digital
was seen as a compromise on quality
but that has changed. The best digital
devices offer the print quality that
agencies are looking for. That doesn't
mean that all digital print is high
quality though. People used to place all
digital printers in one box and all offset
printers in another box but there are
good digital printers and there are bad
digital printers; just as there are good
offset printers and bad offset printers."
Despite its origins in copying, the
company doesn't do retail printing,
no walk up customers off the street.
Instead, positioning itself at the high
end of the market, Excel has a printing
philosophy that focuses on solutions for
their clients it's not about the next job
it's about the total delivery.
He says, "It's really about where
you want to be in the market. We don't
differentiate the process: whether it is
digital or whether it is offset. For us, it
is about the solution we deliver to the
customer. The majority of our clients
don't have a preference to what type
of device/press their job is printed
on. What matters to us, and to our
customers, is what fts the mechanism
of the job; there isn't a compromise for
us. For the client, it is about choosing
the provider that can provide the total
Excel recently picked up a
government contract that had
previously been managed by traditional
printers. He says, "We delivered a
solution that gave maximum fexibility
to the client reduced cost and massive
reduction in obsolete products. While
our focus remains digital, we have a
requirement to outsource offset print.
We are determined to drive work to our
digital platform but if offset is the best
solution that's how it's produced."
Lead from the front
IF you want your clients to take
advantage of the benefts that digital
print offers, you need to not only
understand the technology but you
also need to understand your clients'
business. When web to print appeared,
Excel Digital had a solution ready.
Mathews says, "We have solutions
right across the board so we have a
strong front end and web to print
solution. When it frst appeared, web to
print was about people uploading their
own content and that is still a part of
our business. However, a large part is
inventory print on demand work.
"When you talk about solving
logistics problems, it really involves web
to print. The fact that it is direct to the
For over 20 years, Excel Digital
has partnered with Fuji Xerox
technology, both companies
have been an integral part
to the growth of digital print
production in New Zealand
AS a partner, Fuji Xerox has supplied digital
technology to Excel for over 20 years. Mathews
says, "When we started, we came in on the ground
oor with Fuji Xerox monochrome and then colour
devices. As we progressed, we could see that digital
was going to be the future."
"WE always wanted to do a lot more with digital
and we were instrumental in bringing the iGen
platform into the country. We had seen the iGen in
action overseas and, for us it really was a no brainer
that this device was the future. Fuji Xerox seemed a
bit unsure about it but we pushed it and between us,
we had a successful crack at it."
Excel Digital started with the iGen 3 and moved
up to the iGen 4. Recently, the company installed
the latest generation: the iGen 150. Mathews says,
"While we were the catalyst to get the iGen into
New Zealand, we have to say it was a good move
for us and a good move for Fuji Xerox. Back then,
when you looked at the printers, most of them
resembled photocopiers. The iGen was the rst time
we could say, 'This is a press, not a photocopier.
Everything about it spoke high volume. It stood out
as a commercial operating unit and we knew that we
From ground oor to penthouse
Shane Kerr, production manager and Dale Pfeiler, director at Excel Digital
Digital print production in the 21st century at Excel Digital
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