Hybrid Media in Packages

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.