Whilst not a threat to conventional wide format inkjet yet, it is fair to assume that if successful, the Nanographic process could compete with wide format inkjet technology as we know it today.
He is primarily pitching his technology against commercial offset and commercial inkjet – why not, this is where the bulk of the printing industry is. Wide format printing, whilst huge and still growing, is only a niche market within the overall printing industry.
Benny Landa’s main argument is the cost of each page printed, he maintains that his technology increases the image quality and reduces the cost. A powerful argument.
One wonders if he can do a deal with HP in the same way he sold his Indigo patent to HP.
However he is not alone, other technologies such as Memjet and to a lesser degree, toner based systems are also pitching to change the underlying technology on which our industry is built.
Now that we know how the Nanographic system works, the next twelve months are going to be extremely interesting to see how the market reacts and how quickly, if at all, the new technologies are adopted by the printers.
See his drupa presentation here and see for yourself how he explains it during his presentations.
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