TY - GEN
T1 - Hybrid Media on Packages
AU - Lindqvist, Ulf
AU - Federley, Maija
AU - Hakola, Liisa
AU - Laukkanen, Mikko
AU - Mensonen, Aino
AU - Viljakainen, Anna
N1 - Project code: 15451
PY - 2011
Y1 - 2011
N2 - 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
AB - 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
UR - http://jpmtr.org/Advances-Vol-37(2010)_online.pdf
M3 - Conference article in proceedings
SN - 978-3-9812704-2-6
T3 - Advances in Printing and Media Technology
SP - 377
EP - 382
BT - Proceedings of the 37th International Research Conference of iarigai
A2 - Enlund, Nils
A2 - Lovreček, Mladen
PB - IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries
CY - Darmstadt
T2 - 37th International Research Conference of iarigai
Y2 - 12 September 2010 through 15 September 2010
ER -