Firing On All Cylinders

Palmer concedes that the payback model is very sensitive to the particulars of a print shop and how it is operated. For that reason, he believes DOP and CTP will co-exist in the market over the long term—and even in the same shops.

"They serve different niches of the market and offer different economies," he asserts. The real value, he adds, comes from selling the machine's ability to turn a job around very quickly.