Posts tagged: The Marker

Benny Landa Comments on drupa 2012

Jim Hamilton
 Jul 9, 2012

A couple of months before drupa 2012, an article appeared in the Israeli press about Benny Landa and Landa Corporation. Given that it was in Hebrew, and only later appeared in English translation, I published a blog with some of the key points from the article. Now another Israeli publication, The Marker, has written about Landa. This time I don’t believe it exists in an English version but I have received a translation from Lior Meron, InfoTrends’ Asia Pacific director, who is in touch with the Landa team. The article (here’s the link if you can read Hebrew) is entitled “Benny Landa’s Printing Revolution” and includes a number of interesting details, which I list below:

  • Benny Landa reports that his company signed hundreds of letters of intent at 10,000 Euros per machine. He says that if they had had more sales people they would have signed even more.
  • The prices for the various configurations range from $1 to $3 million.
  • The configuration that garnered the most interest was the S10 (the B1-format cut-sheet model) but he notes that the letters of intent were evenly split between the cut-sheet and the roll-fed offerings.
  • Landa: “The first press will be ready to go out to the market at the end of 2013.”
  • Landa: “The ink is the fuel of the presses. Every press, within its first five years, produces ink sales that represent fifteen times its value.”
  • It has been five years since Landa started working on developing the nano-pigment technology and adapting it to digital print heads.
  • There are more than 200 employees at Landa Labs; 150 of them are in development and 50 are in the alternative energy field (some of them do both).
  • Marker magazine estimates that Landa’s invested between $150 and $250 million of his personal fortune to fund the development. (Note: It is fairly safe to assume that Landa will use the positive response from the many letters of intent to drive interest in external funding from investors.)
  • Landa: “It’s obvious that one day there will be no print other than packaging…If your business is packaging then your future is bright, but in 200 years, people won’t be communicating through ground-up trees.
  • Landa will soon establish an ink production facility in Israel and then later will add more sites elsewhere. Landa also expects to have an overseas product assembly site where the work will mostly be done through subcontractors.
  • Landa acknowledges that what he wants to achieve cannot be done in a timely fashion with 200 engineers and that is why he is working with a number of industry partners. (Note: Heidelberg, Komori, and manroland have all signed partnerships with Landa.)
  • Landa: “When people ask me what they should do until they receive our presses, I suggest that they buy an Indigo.”

This last point is an important one since with all of the digital announcements from drupa, particularly those related to cut-sheet B2-format digital printers, I’m sure that many print service providers will consider delaying purchases until some of these technology demonstrations become available as released products. I think this would be a mistake. A3- and B2-format digital printers are available today to meet market demand for short run, quick turnaround, targeted, and/or personalized jobs. It would be tempting to wait, and it’s certainly true that some long-hoped for capabilities are on the horizon, but it would be unfortunate if print service providers ignored today’s products and opportunities.

Landa Corporation is in a growth phase and is building an infrastructure to support administrative, business development, sales, and other infrastructure. When asked in the article whether he is hiring HP Indigo employees, Landa responded, “We have never turned to an Indigo employee and asked him to come work for us, and we won’t do so in the future. In the few cases that Indigo employees have come to me, I didn’t take them quickly. First we sent them back to HP to see if they could solve their issues. If they could, they stayed there.”

The next opportunity for the public to see the Landa offerings will be China Print in 2013 (May 14-18, 2013). This will be an excellent opportunity for the company to bring their message of high speed, low running cost, and strong print quality to the world. It will also give Landa an opportunity to update the market on the progress it has made. A key factor will be showing an improvement in print quality over what was displayed at drupa.

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