Hybrid Media in Packages

Ulf Lindqvist, Maija Federley, Liisa Hakola, Mikko Laukkanen, Aino Mensonen, Anna Viljakainen

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review


The packages are expected to carry ever more information in a limited space. One solution is hybrid media, i.e. printing intelligent elements on the packages. The aim of this study was to find the best way to produce additional business to the value chain of packages via already existing technologies for hybrid media. The approach included a technology survey about 2D applications, interviews with industrial experts from the package value chain, two industrial case pilots with user studies and a study tour to forerunner companies in Japan. Hybrid media can give benefits in form of cost savings, new business opportunities, additional value to already existing business and increased customer loyalty to all players in the value chain. Available hybrid media technologies are 2D bar codes, digital watermarks, image recognition, fibre matrix, RFID tags and magnetic codes. Pilot tests and user studies showed that additional hybrid media service should include detailed product data, recipes, nutrient need, user instructions and matching of user demand. Obstacles for use are costs, time consuming and complexity. In Japan mobile barcodes are part of everyday life, well known to consumers and used on flat rate basis. The introduction was from the beginning based on consumers’ needs, not on early profit. Today it operates on a winwin principle with benefits for all the players in the value chain and several traditional printers have created completely new service concepts for their customers.
Original languageEnglish
Title of host publicationAdvances in Printing and Media Technology
Subtitle of host publicationProceedings of the 37th International Research Conference of iarigai
PublisherIARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries
ISBN (Electronic)978-3-9870704-5-7
ISBN (Print)978-3-9812704-2-6
Publication statusPublished - 2010
MoE publication typeA4 Article in a conference publication
Event37th International Research Conference of iarigai - Montreal, Canada
Duration: 12 Sep 201015 Sep 2010


Conference37th International Research Conference of iarigai


  • packaging
  • hybrid media
  • business models
  • 2d codes

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    Lindqvist, U., Federley, M., Hakola, L., Laukkanen, M., Mensonen, A., & Viljakainen, A. (2010). Hybrid Media in Packages. In Advances in Printing and Media Technology: Proceedings of the 37th International Research Conference of iarigai (Vol. XXXVII, pp. 377-382). IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries. http://www.vtt.fi/inf/julkaisut/muut/2010/Montreal_2010_Paper.pdf