Product Positioning Sales Guide
OKI Reseller Version
Digital Printing: The Benefits
Speed
Digital print offers an extremely quick service reducing production times from days to minutes on
small to medium print runs. The vast majority of digital files can go straight to press, with virtually
no pre-print setup costs, allowing customers to alternate between jobs with minimum down-time
and providing end customers with a quicker and more cost effective service. OKI Data appreciates
that our end user customers often require a rapid print service which is why we are constantly
working to improve the quality output from all our technologies.
Versatility
This is where digital printing gets clever! Offering the consumer a much more flexible and
customized service. The ability to synchronize variable data allows printed material to be
personalized so that every sheet is customized to specific customer needs. The ability to adjust
your company message, prices or even customers' contact details in the case of direct mailing,
offers a much more competitive service at very little extra cost.
Quality
With print quality that now matches conventional printing processes our customers can now
confidently use full color digital print to produce extremely professional promotional material. Our
OKI proColor printers allow printing on a wide variety of substrates making it possible for our
customers to offer their customers a wider selection of high quality paper, synthetics and card
stocks. Whether you want gloss, matte, silk, coated, uncoated or environmentally friendly medias
we're confident that our OKI proColor printers can help address your printing needs.
Cost
The ability to print-on-demand and avoid the costs associated with printing plate changes and setup charges allows digital printing to be more cost-effective on short to medium print runs.
Traditional printing services have always had quotas or minimum orders required when you used
their services. However, because of the flexibility of our OKI proColor digital printers, digital
printing companies no longer have these sorts of boundaries, proving the freedom for the
businesses and individuals to save and get the exact amount that they need.
OKI proColor Sales Guide
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Understanding your Customer’s Business
How well do you understand your customers business?
Often time important questions which can help you better understand what your customer is trying
to accomplish are often overlooked or never asked. The focus in many cases is to simply sell a
customer a piece of equipment and move on to the next opportunity. In today’s economy it is
important to ask your customers questions to better understand their need, their business and
what they are trying to accomplish in order to identify the correct and viable solution for them. Who
knows, in the process you may uncover additional opportunities for sales! In the following pages
there will be examples of a few different applications which are common in commercial printing
environments', in plant production print shops and flexographic label printing environments with
the goal being to assist you in identifying and uncovering your customers true need and matching
this need with the correct solution and establish realistic expectations as to what can be achieved
with an OKI proColor solution. With OKI’s patented LED digital print technology designs we offer
the most versatile, affordable high image quality and productive solutions to meet the demands of
your print requirements.
Whether your customers are:
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Entering the digital color printing market
Addressing a clients critical application need
Adding a digital color press to your offset business
Expanding product offering with unique applications or simply increasing existing digital color
printing capacity
pro910
Digital Color Printer
pro930
Digital Color Printer
pro900DP/pro905DP
Envelope Press
pro511DW
Digital Web Press
OKI proColor Sales Guide
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How do your customers view YOU?
Are you a vendor or consultant?
How a customer views you often indicates the type of selling you are doing or have done. In many
cases customers view sales professionals as order takers, commodities brokers, vendors, etc.
There is a small percentage of sales professionals a customer will consider a true consultant.
These are usually sales professionals that are constantly bringing new ideas and solutions to
customers with one thing in mind, helping the customer succeed. It’s important to be viewed as a
consultant to your customers and to also be viewed as a valued business partner than any of the
aforementioned titles. This gets back to the importance of understanding your customers business
and more specific, “your customers business need.” The more you know about your customers
business the better equipped and prepared you will be to suggest solutions that will be beneficial
to not just your customer but your customer’s customer as well, not to mention YOU!
The following are some general questions that can be asked of commercial print shop owners as
well as flexographic print shop owners and personnel. We will cover some more machine and
product specific questions as we address 3 of the OKI proColor devices, pro930, pro900DP and
pro511DW.
Questions for Commercial Print shops;
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What types of accounts make up your client base and what services do you offer them?
Are there any jobs/application opportunities you are currently turning away?
Where do you see your companies future growth coming from?
What services do you think your clients could benefit from that you can’t provide today?
What types of things are you doing to remain relevant?
Who is your biggest competition?
How do you differentiate your company from your competition?
What is your sales strategy for obtaining new customers?
Questions for Label & Flexographic Print shops;
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Do you currently have a digital short run label printing solution?
Do your customers request short run label printing?
What type of label print work does your company send out?
Why do they send it out?
How do you address customers request for short run label printing?
Are any of your customers requesting expanded services such as variable printing?
Do feel you are losing business opportunities by not having a digital label solution?
OKI proColor Sales Guide
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The Benefits of LED Digital Printing
LED vs Laser Technology
Understanding today’s digital printing technology requires knowing how an image is created on
paper. The process, in basic terms, comes down to this: a light source creates an electrostatic
image of tiny dots, which is converted to a toner image, which is then fused to the paper. The light
source is the core of the process. The light source is driven by one of two technologies: laser
technology and LED technology. Oki Data, a leader in printing innovation, uses digital LED
technology for its line of color printers. In fact, under the OKI Printing Solutions brand, the
company’s current line of digital color printers represents its 7th generation of digital LED and
Single Pass Color™ technology. Why has OKI Data chosen to develop digital LED technology
while much of the printing industry uses laser? This sections offers a brief explanation.
What is digital LED technology
printing?
LED stands for Light Emitting Diode. In
digital color printers from OKI Printing
Solutions, these diodes—which are tiny
semiconductors that produce light—are
mounted in rows (arrays) along the
digital LED print head. To create a
printed document, the digital LED print
head illuminates the photoconductive
drum by emitting an entire line of dots,
all at one time. This “full row” method
differs from a laser print head, which
writes the dots in a one-at-a-time
sequence as the single laser light
source scans across the drum.
What is laser technology printing?
Laser is an acronym for Light
Amplification by Stimulated Emission of
Radiation. Laser printing uses a single
light source to create an image. The
difference is that while digital LED
printing creates a complete line at one
time, laser renders each dot
individually in sequence. This complex
process requires 7 steps, as opposed
to the single step of digital LED
printing. The illustration and the
following comparison detail the
difference:
Digital LED Print
head
Laser Print head
1. Start with single light source.
2. Focus laser beam.
3. Reflect laser beam.
4. Refract laser beam.
5. Rotate polygon mirror.
6. Synchronize start line.
7. Write image to drum.
1. Write image directly to drum.
OKI proColor Sales Guide
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The Key Advantages of LED Digital Printing
Why digital LED printing is more efficient than laser.
Digital LED printing offers several key efficiencies versus laser
printing:
• Direct vs. indirect—Digital LED uses one step, laser requires 7
steps.
• Fewer moving parts—Digital LED features solid state
technology, laser assemblies use mirrors, motors and complex
positional adjustment mechanisms.
• Line-wide light source—Digital LED uses multiple light-emitting
diodes to create images one full line at a time. Laser renders each
dot individually, scanning across each line and then returning back
to start the next sequence.
Advantages delivered by digital LED printing:
• Straight and reliable paper path—The design of the digital
LED print head combined with Single Pass Color™
technology and the straight-through paper path allows for
faster color printing, minimal jams and smooth handling. It
also allows for producing a wide range of documents on a
variety of paper weights up to 307 gsm and sizes up to 4-foot
banners.
Resulting Benefit: Greater media flexibility and increased
productivity
• Two-piece consumables—The smaller digital LED print head
contributes to the unique design of our cost-effective two-piece
consumables. The two-piece design also allows for “true black”
printing by lifting the color drums during monochrome jobs. This
feature allows for OKI Printing Solutions to deliver low-cost mono
printing, comparable to a mono laser as well as low-cost color. In
addition, digital LED color printers from OKI Printing Solutions
allow for the independent replacement of toner cartridges and
drums. This can mean significant savings in consumables, which
represent the largest cost factor in running a color printer.
Resulting Benefit: Low cost per page and low total cost of
ownership
• Precise dot placement and rich color depth—The digital
LED print head is a solid-state light source providing a high
concentration of light at the center of the dot. Combined with a
fixed LED array and relatively simple alignment controls, the
digital LED print head delivers sharp detail and rich color
depth up to 1200 x 1200 dpi. This output quality is especially
noticeable in smaller font sizes where our digital LED color
printers provide exceptionally
crisp text.
Resulting Benefit: Higher-quality color output
• Fast printing from a simple design—Color printers write
images in cyan, magenta, yellow and black. Digital LED printers
write this data to four separate drums in a single pass, as with the
exclusive Single Pass Color™ technology used in color printers
from OKI Printing Solutions.
Resulting Benefit: Increased productivity
• Reliable Print heads—The digital LED print head is solidstate, with no moving parts. They are also impervious to
moisture and simple to clean. Plus, all digital LED print heads
from OKI Printing Solutions come with a 5-year limited
warranty.
Resulting Benefit: Greater Reliability
• Easy to maintain—Digital LED-based printers have a
mechanically simpler design which leads directly to lower
failure rates. A simpler design also makes maintenance easier
with fewer user interventions and reduced time under repair.
Resulting Benefit: More uptime and increased
productivity
Single Pass Color™— OKI Printing Solutions digital LED color
printers are engineered with four solid-state print arrays and four
synchronized photoconductive drums in a compact horizontal format.
The four toner colors are laid on the paper and fused in one direct
pass.
OKI proColor Sales Guide
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Marketing: OKI pro930 Digital Printer
What is it?
The OKI pro930 is a c,m,y,k digital printer capable of producing full
color images in 1200 x 1200 dpi resolution. The solution can produce
up to 31 letter pages per minute in full color or 36 pages per minute
in monochrome and can print on a wide variety of substrates
(covered in OKI proColor Certified Media List) and sizes from as
small as 3”x5” up to 12.9” x 47.24” (through bypass tray). The
system includes 1 media tray and an EFI Fiery 8e Embedded RIP
which gives customers the ability to adjust color to better match
Pantone PMS colors and achieve the best possible match. In
addition, the EFI Fiery RIP also helps customers produce basic
variable data applications such as addressing letters, envelopes or
postcards to produce mail ready documents in a single pass. The
equipment comes with a 2 Year MFG warranty on the equipment and
5 year MFG warranty on LED’s.
Additional Options:
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Additional Paper Trays (up to 5 trays can be added)
Printer Cabinet
OKI proColor Sales Guide
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Positioning: OKI pro930 Digital Printer
Why OKI pro930?
The OKI pro930 is a versatile device capable of handling many different applications and is ideal
for print shops with existing digital print equipment that are unable to produce certain applications
that OKI can due to it’s straight paper path and media flexibility. OKI pro930 is also a perfect fit for
small print shops that are new to digital printing or that may have budgetary constraints. The
pro930’s ideal sweet spot is image cost below traditional click charge.
Who needs it?
The OKI pro930 is a compact digital printer with great image quality that is very versatile and
comes with low cost of entry. In print environments that have already migrated to digital printing
you may find that there is already a high speed production unit in place. OKI proColor 930 is
certainly not looking to displace this technology but more so coexist and compliment with
expanded capabilities such as envelope & letterhead printing from one device for consistency,
printing on various substrates from plain paper to envelopes, synthetic medias, magnetic media,
foils, label medias and many more. And because of OKI’s straight paper path these applications
and more can easily be produced with ease.
Where to sell it?
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Small print shops
In-plant print shops
Internal marketing departments
Churches
Commercial printers
Digital printers
Marketing Services and Communications
Universities/Education
Real Estate Offices
Direct Mail
Quick printers
Retail
Financial/Healthcare
Unique features:
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Small footprint
Low cost of entry
Low total cost of ownership
Straight paper path
Printing versatility
Envelope printing from bypass tray
Oversized printing up to 47.24” in length from bypass tray
Prints on wide variety of substrates
Prints on wide variety of weights
OKI proColor Sales Guide
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Examples & CPC: OKI pro910/pro930 Digital Printer
Example:
Size:
Cost per Print:
Uses:
#10 4Color Envelope
4 1/8” x 9 1/2”
$0.015
Ideal for low volume single
pass. OKI pro910/930 are not
laser safe for re-run through
customer laser printer.
Standard #10 – 4 1/8” x 9 1/2”
Example:
Size:
Cost per Print:
Uses:
Example:
Size:
Cost per Print:
Uses:
Hospital Form
8 ½” x 11”
$0.06
Ideal for low volume customers
Full Color Insurance Cover
8 ½” x 11”
$0.09
Ideal for low volume customers
Example:
Size:
Cost per Print:
Uses:
4/C Banner
12.9” x 47.24”
$1.95
Ideal for low volume
customers churches, schools,
in house marketing depts,
commercial print shops
Banners 12.9” x 47.24”
OKI proColor Sales Guide
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Marketing: OKI pro900DP Envelope Printer
What is it?
The OKI pro900DP envelope printer is a c,m,y,k digital printer capable
of producing full color images in 1200 x 1200 dpi resolution. The
solution can produce up to 50 #10 envelopes per minute in full color or
36 letter pages per minute in full color and 40 pages per minute in
monochrome. The solution can print on a wide variety of envelope
substrates (covered in OKI proColor Certified Media List) including
window envelopes as well as printing on envelope flaps. The pro900DP
can print sizes from as small as 3”x5” envelopes and cards up to
catalogue size envelopes to a maximum size of 12.9” x 22” through the
high capacity feeder. The system includes 2 media trays each holding a
maximum of 530 sheets up to 12.9” x 19”. The pro900DP comes
standard with an EFI Fiery 8e Embedded RIP which gives customers
the ability to adjust color to better match Pantone PMS colors and
achieve the best possible color match. In addition, the EFI Fiery RIP
also helps customers produce basic variable data applications such as
addressing letters, envelopes or postcards to produce mail ready
documents in a single pass consistently on one device. The pro900DP
comes with a 2 Year MFG warranty on the equipment and 5 year MFG
warranty on LED’s.
Additional Options:
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Duplexing unit
Print These Envelope Types & More
OKI proColor Sales Guide
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Positioning: OKI pro900DP Envelope Printer
Why OKI pro900DP?
The OKI pro900DP is one of the most affordable, high image quality digital printers on the market
today. Additionally, the pro900DP is a versatile device capable of handling many different applications
and is ideal for print shops with existing digital print equipment that are unable to produce certain
applications that OKI can due to its straight paper path and media flexibility. OKI pro900DP is also a
perfect fit for print shops in need of producing high quality short run envelopes to address lower volume
requests as well as to compliment other digital print capabilities with the same print environment.
Who needs it?
The OKI pro900DP is a compact digital printer with great image quality that is very versatile and comes
with a very low cost of entry and cost of ownership. This is an ideal solution for print shops that are still
printing envelopes using traditional offset duplicator presses and have not yet migrated to digital
printing. This solution can also be a compliment in print shop environments that may already have a
production digital print solution that may not be able to produce envelope print applications. OKI
pro900DP is an ideal solution for printers looking to expand services like variable data printing for
mailing applications. OKI pro900DP can compliment a customers environment with expanded print
capabilities such as envelope & letterhead printing from one device for consistency, printing on various
substrates from plain paper to envelopes, synthetic medias, magnetic media, foils, label medias and
many more. And because of OKI’s straight paper path these applications and more can easily be
produced with ease.
Where to sell it?
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Small Print Shops
In-plant Print Shops
Internal Marketing Departments
Churches
Commercial Printers
Digital Printers
Real Estate Offices
Marketing Services and Communications
Universities / K-12 Education
Direct Mail Printers
Quick Printers
Unique features:
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Small footprint
High capacity envelope feeder
Low cost of entry
Low total cost of ownership
Straight paper path
Prints on wide variety of substrates
Prints on wide variety of weights
OKI proColor Sales Guide
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Examples & CPC: OKI pro900DP Envelope Printer
Leader Bike USA
205 W. 35th Street – Suite J
National City, CA 91950
Example:
Size:
Ideal Volumes:
Cost per Print:
Uses:
OKI 4Color Envelope
#10 (4 1/8 “ x 9 ½ “)
Up to 5,000
$0.025
Ideal for low volume users.
OKI pro905/900DP are
laser safe for re-run
through customer laser
printer.
Example:
Size:
% of Coverage:
Ideal Volumes:
Cost per Print:
Uses:
Copytron Envelope
#10 (4 1/8 “ x 9 ½ “)
40.7%
Up to 5,000
$0.06
Ideal for low volume users.
OKI pro905/900DP are
laser safe for re-run
through customer laser
printer.
Example:
Size:
Ideal Volumes:
Cost per Print:
Uses:
Leader Bike
Catalogue (9 ½” x 12 ½” )
Up to 2,500
Ideal for low volume customers
Looking for high quality output
of short run printing.
OKI proColor Sales Guide
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Marketing: OKI pro511DW Label Printer
What is it?
The OKI pro511DW label printer is a roll to roll c,m,y,k digital printer
capable of producing full color images in 1200 x 1200 dpi resolution. The
solution can produce high quality roll to roll labels up to 30’ per minute in
full color. The solution can print on a wide variety of label medias and a
on a wide variety of substrates (covered in OKI proColor Certified Media
List) The system includes 1 media tray each holding a maximum of 530
sheets up to 12.9” x 19” which is ideal for sheeted label media and
proofing print jobs on the fly.
The pro511DW comes standard with OKI’s Label Management Software
and a powerful 800 MHz processor with a gigabyte of RAM standard
allowing the pro511DW to easily manage the most challenging images
and data streams. The digital front end can archive job files and color
profiles for future reprints on its 40 GB hard disk drive.
The pro511DW from OKI a complete—and ideal—web press solution for
a fraction of the cost of other digital presses. Starting with its low
acquisition cost and low total cost of ownership, the pro511DW enables
you to lower production costs, inventory and waste—all while satisfying
more requirements for short-run jobs, improving your job margins and
growing revenue.
Print These Types of Labels
OKI proColor Sales Guide
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Understanding the Flexographic & Label Market
The Flexo Label Market
As the traditional flexographic market continues to evolve the need to produce short run label print jobs is much
more common than in years past. The concept of digital labels was a strange concept a few years back
because until then the dominant label printing technology was flexography or flexo. Market research shows that
about 65 percent of printing for the packaging marketplace is done using traditional flexo technology and
approximately 21 percent using offset, leaving 14% spread across screen, gravure, letterpress and digital
presses. The latest report from Infotrends estimates the digital label print market to be about $1.8 billion with
90% from labels and 5% from folding carton and 5% flexible packaging. The report also states that the digital
label print market will grow to approximately $3.8 billion by 2014. So what does this mean? I means there is
tremendous opportunity to be had.
Digital vs Flexo Printing: It All Comes Down to Make Ready
As stated above, in the past, all label printing was printed on traditional mechanical flexographic printing
presses. With the advent of digital label printing technology, consumers suddenly have more options and, in
some cases, more confusion. While certain types of printing jobs are more appropriate for flexographic printing,
digital printing has many advantages over traditional printing methods. When it comes to printing high-quality
custom labels, digital printing is the best option for many consumers. In many cases label order quantities are
shorter making it very costly to produce using traditional flexo printing forcing print shops to turn jobs away or
print at a loss. The following are the main differences between digital and traditional flexographic printing so
that you can understand which type of technology works best based on application requirements.
Flexo vs. Digital Printing: Key Differences
Speed
With no plates to create and very little machine setup time involved, a label job printed on a OKI pro511DW
digital label press can be printed in minutes. In contrast, many flexographic printing presses can take several
hours to set up for a four color process job. Flexographic printing is a complex process that involves outputting
your artwork to film in order to create flexographic printing plates. These plates are then mounted onto the
printing press, the inks are mixed and the machine is then calibrated for printing. All this must take place before
you can print a single label. Because of this laborious process, digital label print shops can turn short run jobs
around much faster than traditional flexo print shops. In many traditional flexo print shops the average
turnaround time for orders is about three business days once the final press proof is approved. In a digital label
press environment a proof can be produced in seconds and the completed job can be run in minutes. Literally!
Image Quality
OKI pro511DW can easily print at 200 line screen, whereas most flexographic presses typically print at 133 to
150 line screen. You can really see the difference between a flexography produced label and one produced
digitally, primarily in image detail and color fidelity.
Cost
Because there are no plates to create, no film to output, machine setup not to mention the labor associated
with these steps, fixed costs for digital printing are very low in comparison (on average $0.03) with flexographic
printing. This means that if your customer wants to print a relatively small number of labels or stickers (i.e., less
than 25,000), digital printing is a much better and economical choice than a traditional flexo. If your customer
needs extremely large quantities (i.e., in excess of 25,000), traditional flexo is the better choice for long run
printing.
OKI proColor Sales Guide
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Positioning: OKI pro511DW Label Printer
Why OKI pro511DW?
The OKI pro511DW is one of the most affordable, high image quality digital label printers on the market today.
The true strength of this solution is it’s ability to address an ever growing request for short run roll to roll labels.
The pressure to produce quality labels in shorter timeframes is a reality and customers looking to stay
competitive will need a solution like the pro511DW to address this growing demand. Additionally, the
pro511DWis a versatile device capable of handling many different applications and is ideal for print shops with
existing digital print equipment that are unable to produce certain applications that OKI can due to it’s straight
paper path and media flexibility.
Who needs it?
The OKI pro511DW digital label printer produces short run labels with great image quality and comes with a
very low cost of entry and cost of ownership. This is an ideal solution for label print shops that are challenged
with producing short run label quantities. The traditional flexo print shop has print constraints and in many
cases these constraints are minimum order quantities leaving them with no solution to address the growing
demand for shorter runs in a print on demand like environment.. Our solution can address this challenge as
compliment traditional flexo presses in print shop environments that may want to utilize variable data over print
on pre printed label media. OKI pro511DW is an ideal solution for printers looking to expand product offerings
in shorter run quantities. OKI pro511DW can help expand print offerings with our flexible media options. Our
ability to change medias quickly and print on various substrates from plain paper, pressure sensitive label
stock, pre-die cut medias, tag stock, synthetic medias, foils, and many more makes the OKI pro511DW an
excellent choice!
Where to sell it?
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Flexographic Print Shops
In-plant print Shops
Commercial Printers
Digital Printers
In-Plant Print Shops
Marketing Services and Communications
Universities/Education
Direct Mail
Quick Printers
Unique features:
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Small footprint
Low cost of entry
Low total cost of ownership
Straight paper path
Print 1200’ of media uninterrupted (12” diameter roll)
Prints on wide variety of label stocks and substrates
Prints on pre-die cut media
No pre or post media treatment required
Prints on wide variety of weights
OKI proColor Sales Guide
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Image Examples & CPC: OKI pro511DW Label Printer
Example:
Copperhead Wine Label
Size:
4” x 6”
Cost per Print: $0.074
% of Coverage: C: 19.24%
M: 28.66%
Y: 57.39%
K: 10.16%
Ideal Volumes: Up to 25,000
Uses:
Ideal for in plants, private label
production, boutique clientele, special
events and low to mid volume users
Example:
Bernellos Olive Oil Label
Size:
4” x 6”
Cost per Print: $0.066
% of Coverage: C: 16.74%
M: 28.21%
Y: 44.93%
K: 15.78%
Ideal Volumes: Up to 25,000
Uses:
Ideal for in plants, private label
production, boutique clientele, special
events and low to mid volume users
Example:
Element Spa Label
Size:
4” x 6”
Cost per Print: $0.10
% of Coverage: C: 40.78%
M: 33.77%
Y: 57.39%
K: 43.57%
Ideal Volumes: Up to 25,000
Uses:
Ideal for salons, private label
production, boutique clientele and
low to mid volume users
OKI proColor Sales Guide
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OKI proColor
OKI Data Americas
2000 Bishops Gate Blvd.
Mount Laurel, NJ 08054
(856) 235-2600
Sales Guide
19
www.okidata.com/procolor
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