Business oportunities from hybrid media and printed functionality

Printed functionality means adding new functionalities into flexible substrates like paper or plastic by using printing methods. It has been the scope of this study to define innovative new applications of printed functionality, to study the required technology and to create business models for these applications. Special attention has been paid to the new role of conventional printing plants in the value chain on printed functionality. Roadmaps were created for the different technologies for printed functionality. Business model for the additional services available through printed functionality are complex because of the variety of earning logics and the number of players in the value chain. Each player has the opportunity to overtake new roles and functions. New applications of printed functionality were innovated in brainstorming seminars. Some of them were tested in pilot scale, business models were created for them, and they were also analysed regarding environmental aspects and usability.