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					                                                                                                 Heidelberger Druckmaschinen
                                                                                                 Aktiengesellschaft
                                                                                                 Corporate Communications

                                                                                                 Kurfuersten-Anlage 52 – 60
                                                                                                 69115 Heidelberg
                                                                                                 Telefon +49-62 21-92-50 65
                                                                                                 Fax +49-62 21-92-50 46
                                                                                                 www.heidelberg.com
March 13, 2002
"One-to-one marketing is crucial for digital printing"
Heidelberger Druckmaschinen AG highlights the future of customer
relationship management and one-to-one marketing at CeBIT


At CeBIT 2002, which is being held in Hanover over the period March 13-20, 2002,
Heidelberger Druckmaschinen AG (Heidelberg) will be ringing in the future of digital
printing. Under the banner "Discover the World of Digital Print", the company will be
setting out its stall as a supplier of complete solutions for all aspects of digital printing.
Heidelberg is looking to consolidate its leading position in this highly competitive
market and to set itself apart from its competitors Xerox and HP. Using the example of
a shared application with Audi, the company will show how digital printing is set to
revolutionize the growth markets of customer relationship management (CRM) and
one-to-one marketing. Visitors to the Heidelberg stand will be able to configure their
own dream Audi TT Roadster on a PC using the Car Configurator. The high-tech
NexPress 2100 will then print the configuration in the form of a four-color catalog.
Heidelberg board member for Marketing & Sales Holger Reichardt explains,
"Individualization instead of mass production – that's what will attract customers in the
future. Customized brochures offer enormous potential for manufacturers, advertising
agencies and direct marketing agencies.“


The Heidelberg solutions cover the entire value-added chain of digital printing – from
prepress and press to finishing in color and black-and-white. This is a very lucrative
sector for the company. The market researchers at CAP Venture (in their study "Black
and White Print On Demand: Catching the Next Wave“) expect annual growth of over
20 percent in the global printing-on-demand business up to 2005. This forecast is
based primarily on the growing importance that companies are attaching to customer


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support. For example, nearly 70 percent of German IT decision-makers want to find
out more about their clients by means of improved customer management. This was
demonstrated by the Dialego study "Everything worth knowing about the all-important
customer" commissioned by the "Handelsblatt Netzwert newspaper". Another growth
area is one-to-one marketing. According to KPMG's study "One-to-one marketing in
the B-to-B sector", a one-to-one strategy has a positive impact on business success.
It is also becoming increasingly important for companies to improve their
responsiveness to customers' specific requirements. The managers surveyed by
KPMG believe that, by 2006, the marketing strategy and a one-to-one approach will
have acquired a rating of 6.08 on a scale from 1 to 7. By way of comparison, five years
ago the rating was only 3.5, and today it is 4.76. "The growing role of marketing in
corporate strategies indicates that we are right to place such emphasis on digital
printing. After all, one-to-one marketing is crucial for digital printing," says Holger
Reichardt.


In addition to the NexPress application with Audi, Heidelberg will be using the trade
show to exhibit the Digimaster 9110 with various software and finishing applications. It
will also be unveiling the Inline Hole Puncher 9110 for the Digimaster. The
black-and-white digital printing system not only provides print-on-demand
capabilities, it also ensures that the print run and delivery date can be tailored to the
customer's individual requirements. The DataXceed software bundled with the
system supports practically any file format encountered in computer centers. In
showing this technology at CeBIT, Heidelberg particularly hopes to attract potential
customers from industry, administration, banks, insurance companies and
telecommunications. The connection between proven digital offset and digital printing
is made by the Quickmaster DI 46-4 Pro, which Heidelberg will also be exhibiting at
CeBIT. The focal point of the presentation will be the end-to-end digital workflow that
extends




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right through to the press. The Quickmaster DI Pro is aimed particularly at prepress
firms, digital printers and advertising agencies that want to break into the expanding
short color run market.


Visitors to the trade show will also be able to obtain information about the various
training courses available at the Print Media Academy relating to the "World of Print
Media", the first multimedia offering of its kind in the graphic arts industry. Heidelberg
will also be demonstrating the Linotype Library stock of typefaces (comprising 5,500
different fonts) by focussing on "Corporate Type" and "Font Explorer". For those
interested in starting a career with Heidelberg, there will be Human Resources staff
available. Heidelberg can be found in Hall 1, Stand 6 a2.


Picture 1
Grafik_Druckjob: The graphics show how you can get from customer-entered data a
individualized digital print job.


Picture 2:
Screenshot_Car_Configurator: At the Heidelberg booth visitors can configure by an
web based Car Configurator their own Audi TT Roadster. Then, the high-tech digital
printing press NexPress 2100 will print this configuration as a four-color brochure.


For further information:


Business Press:
Heidelberger Druckmaschinen AG
Thomas Fichtl
Tel.: +49 6221 92 4747
Fax: +49 6221 92 50 69
eMail: thomas.fichtl@de.heidelberg.com


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Trade Press:
Heidelberger Druckmaschinen AG
Matthias Hartung
Tel.: +49 6221 92 50 77
Fax: +49 6221 92 50 46
eMail: matthias.hartung@de.heidelberg.com




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