中文Investing in a super wide-format printer is one of the most consequential decisions a print business can make — not because of the capital cost alone, but because the choice of platform determines what applications you can produce, what markets you can enter, and how your business model evolves over the next five to ten years. Two leading manufacturers, swissQprint and Durst, recently shared their perspectives on FESPA.com, and both arrived at the same conclusion from different starting points: this is not a hardware purchase, it is a business model decision.
swissQprint: Versatility Over Headline Speed
Erskine Stewart, Managing Director of swissQprint UK, argues that the key question for any buyer is whether super wide-format technology will help the business produce more efficiently, enter new markets, or bring outsourced work in-house. The business case should be based on current and projected volumes, the balance between rigid and roll media, finishing capabilities, available skills, and the types of applications customers are likely to demand.
“This can be challenging because future demand is never certain,” Stewart acknowledges. “That makes versatility important. The right investment should support growth ambitions by giving the business room to adapt, while a more limited system could restrict future opportunities.”
On common mistakes, Stewart warns against buying on headline speed alone. Speed matters, but it must be judged against real-world productivity: saleable print quality, uptime, workflow efficiency, and operator confidence. “An unreliable high-speed printer will not give a business the stability it needs to grow. It can create waste, missed deadlines, and pressure on margins.”
Another mistake is choosing a printer that fits current work too narrowly. Businesses should look for a system that can grow with them, support a wider range of applications, and help them respond to changing customer demands. For swissQprint, the Nyala — Europe’s best-selling UV printer for the past 11 years — embodies this philosophy. Built for consistent production, it reduces the cost and disruption of downtime while offering the versatility to produce a wide range of solutions from a single machine.
Quality is equally central. “We even see brands contact us to find print service providers using swissQprint technology because they need reliable quality from their suppliers,” Stewart notes. This is a telling detail: when brands are actively seeking printers who use a specific platform, the machine has become a market access tool, not just a production tool.
Durst: The System That Gets Smarter Over Time
Johann Strozzega, Director of Global Sales Graphics at Durst Group, frames the decision even more explicitly as a strategic choice. “Companies should start by asking where their market is heading. Are customers demanding larger formats, more complex applications, faster turnaround times, or greater flexibility? If the answer is yes, super wide-format technology stops being an option and becomes a strategic necessity.”
Strozzega’s key warning is against a narrow evaluation framework. Some businesses focus on the machine itself — speed, format, print quality — without considering how it fits into their broader production environment and business ambition. “The right question is not ‘what does this printer do?’ but ‘what does this system enable?’ That means looking at workflow integration, automation potential, uptime reliability, operator requirements, and the ability to take on new applications and markets.”
Durst’s approach is embodied in its P5 platform and the Kyveris production intelligence system. Kyveris collects production data from every job and uses it to optimise subsequent runs — making the system progressively smarter over time. “Every print job generates valuable production data. With Kyveris, every job contributes to making the next one faster, more efficient, and more predictable. In other words, the system gets smarter with every square meter produced.”
Growth Areas: Soft Signage and Beyond
Both manufacturers identify strong growth in soft signage for events and exhibitions. Strozzega highlights the shift toward super wide-format fabric-based displays at three and five meters and beyond, produced with dye-sublimation. “Fabric-based displays can be folded rather than rolled or crated, dramatically reducing logistics costs and complexity. Sublimation also delivers exceptional colour vibrancy and consistency.”
Other growth areas include retail graphics, building wraps, interior décor, and increasingly industrial and specialty applications where production efficiency and flexibility are critical. The common thread is demand for larger, more impactful, and more customised visual communication — and the production technology to deliver it reliably.
The Partnership Dimension
Both Stewart and Strozzega emphasise that choosing the right partner matters as much as choosing the right machine. A manufacturer with long-term commitment, strong service infrastructure, and a clear technology roadmap is part of the investment. The hardware that arrives on day one is the starting point; the service, software updates, application support, and production intelligence that follow over the system’s lifecycle determine whether the investment delivers sustained returns.
For print businesses evaluating a super wide-format investment, the guidance from both manufacturers converges on three principles: assess your market direction, not just your current order book; evaluate the system’s business enablement, not just its specifications; and choose a partner with the infrastructure and commitment to support you through the technology’s lifecycle, not just its installation.
Source: fespa.com
