Mexican Caldera reseller Segra’s innovative initiative improves the performance of users with both latex and UV-curable technology, giving them the ability to certify their work with the help of the best platforms and software.
With 20 years of experience, Segra has established itself as a frontrunning supplier of wide-format digital printing equipment and consumables in Mexico, where it offers a comprehensive HP-centric portfolio paired with papers, vinyls and inks. Its staff has been
working on an innovative initiative to improve output performance across latex and UV-curable technologies, helping users get the most out of their hardware and software, plus achieve certification for their work.
Three years ago, Segra began implementing a color education program named Vive Color. This dynamic, professional approach aims to give its customers “not only the best equipment, but also an added bonus to help them differentiate in the current competitive climate,” according to Raul Rodriguez, Segra’s chief executive officer.
To achieve this goal, the company is creating a Color Quality Center (CQC) in association with a number of well-known industry brands, each of which is demonstrating its dedication by providing equipment and training. “The center will bring together, in one place, Segra’s current customers, potential customers and the general public to achieve certification in the use of color for UV-curable and latex printers, as well as other ink-jet technologies,” explains Rodriguez.
“Caldera is one of the key players in the execution of this project,” adds Florence Pierre, Caldera’s vice-president for international sales. “We have engaged to provide them with our technology and experts so that Caldera’s seal of quality will sit within the CQC.”
The main objective of the CQC is to create a new group of color professionals. “The industry lacks this kind of professionalism because most of the users don’t have access to centers like this one, either because of cost or because of the indifference of other suppliers that, unlike Segra, feel no need to give more than just the commercial service, such as useful applications and technical support,” says Rodriguez.
As well as establishing themselves in the color proofing market, participants will be able to make more of their existing equipment. “The Vive Color program is a complete and strategic tool that will allow the participants to master the science of digital color, the software and their applications,” he continues. “They will have guaranteed stability and color consistency. Moreover, the program will help them improve the technical and the economical part of their businesses by integrating their technical and commercial knowledge.”
The participants will have the opportunity to purchase any of the machines and software shown at the CQC. For this, the company will also introduce a demonstration suite that will be used as a selling point and to show customers real applications for the various technologies. This area will be open permanently, and aims to provide a more indepth insight into technical implementation than is usually found at trade shows or other events.
“Besides the educational objective, these investments should generate advertising and sales for the products and services that will be continuously exhibited in the demo room,” Rodriguez explains. “We want to achieve this together with Caldera. It is very important to be certified and backed up by educational organizations, OEMs and software developers if we want to earn the participants’ trust, because it is a guarantee of quality.”
“We are very excited about this project as it will clearly bring great improvements, not only at a company level but also on a national scale,” adds Pierre. “Segra is the first supplier to implement this kind of project that will help to develop the Mexican digital printing industry, and Caldera will be there to support them.”