Abstract
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
win-win 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 language | English |
|---|---|
| Title of host publication | Advances in Printing and Media Technology |
| Place of Publication | Darmstadt, Germany |
| Publisher | IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries |
| Pages | 377-382 |
| Volume | 37 |
| ISBN (Print) | 978-3-9812704-2-6 |
| Publication status | Published - 2011 |
| MoE publication type | D2 Article in professional manuals or guides or professional information systems or text book material |