new possibilities, new opportunities
AIDO – imprimiendo negocio, Madrid 5.11.2013 Kaisa Vehmas
VTT Technical Research Center of Finland
[email protected]
Customer sectors
Biotechnology, pharma- ceutical and food industries Chemical industry and environment
Electronics Energy
Forest industry ICT
Machine, vehicle and metal industries
Real estate and construction Services and logistics
Focus areas of research Applied materials
Bio- and chemical processes Energy
Information and
communication technologies Industrial systems
management
Microtechnologies and electronics
Services and the built environment
Business research
VTT’s operations
Research and Development Strategic Research
Business Solutions Business Development Group Services
VTT’s companies
- VTT Expert Services Ltd (incl.
Labtium Ltd) - VTT Ventures Ltd
- VTT International Ltd (incl.
VTT Brasil LTDA) - VTT Memsfab Ltd
Turnover 316 M€ (2012) • Personnel 3,206 (31.12.2012)
VTT Group in brief
Basic research
Applied research
Development
UNIVERSITIES
INDUSTRY
VTT
VTT’s status as performer of R&D work
Summary of the project
VTT studied the European value chain of printed media to evaluate how it sees the future options The results from the interviews combined with the expert views on the technological development were processed
27 industry experts from 19 companies were interviewed
Printing houses and printing press, ink, plate and blanket suppliers
Also sector associations were interviewed
Project report is published in the VTT’s internet
site (www.vtt.fi/foresttech)
The main trends and change forces
Digitalization
Influence of Asia Packaging
Overcapacity Raw materials
Other business areas Print runs
Service business
The main trends and change forces
Digitalization
Influence of Asia Packaging
Overcapacity Raw materials
Other business areas Print runs
Service business
Three options for facing the future challenges
Efficient web- print
production
Non-media products Added-value
products
Three options for facing the future challenges
Concentrate on the total efficiency of the print production while simultaneously building the flexibility needed in the future market of more scattered production.
Efficient web- print
production
Non-media products Added-value
products
Paper modifications
at printing press
All-in-one printing
house
Decreased ink consumption Optimization
of present printing production
Waste control Hybrid
printing
Three options for facing the future challenges
Entering new value chains by utilizing printing technology as manufacturing technology.
Efficient web- print
production
Non-media products Added-value
products
Surface treatment
with low
cost Rapid
prototyping
Biofabrication Spare
parts for cars Printed
electronics
Industrial fabrication
Printed diagnostic
Three options for facing the future challenges
Making the printed product itself more competitive by adding new functionality in it. This enables the printing industry to broaden its role in the value chain by offering the services, the new technologies and functionality needed.
Efficient web- print
production
Non-media products Added-value
products
New materials
Folding
Personalization Heatset / UV drying
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Interactive print products
Interactive print products
Interactive Sparkly ad in the ELLE magazine
product information game discount coupon list of restaurants
sharing with own network
Interactive print products
Interactive IKEA 2014 catalogue additional content
360 degree experience films
the stories behind the products
visualizing furniture
Interactive print products
Augmented reality book
bringing the book figures
to life
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Hybrid school book
Combining traditional school book with mobile phone
listening exercises
grammar
game-like elements to increase motivation
immediate feedback of success
https://www.youtube.com/watch?v=qVORr8NHp2Q
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Point of sale displays and packages
Point of sale displays
Augmented reality enabled marketing campaign Lego AR in stores
Animated 3D model of the completed set
Printed electronics in packages Effective compliance monitoring in pharmaceuticals
Freshness of the food Counterfeiting
Attractive effects
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Hybrid media technologies enabling
the interactivity by using an external
mobile device
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Hybrid media technologies enabling the interactivity by using an external mobile
device Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
Combining electrical units in printed product
in an cost-efficient manner. Enables interactivity without
external devices
Broad product area due to lower production
costs of integrated functionality
Added value for printed product
2020
Printed product is an independent interactive media,
which offers concrete multisensory experiences and
fluently links to other media
Hybrid media technologies enabling the interactivity by using an external mobile
device
Combining electrical units in printed product in an cost-
efficient manner. Enables interactivity without external
devices
Printed functionality, chosen parts are directly printed on a
product in order to lower the costs and remarkably broaden the
product area
Catalogue with option
to order goods
Augmented reality supported School Book Printed
products with links to
additional information
Interactive Book
Attention catching brochures
and catalogues
Point-of- Sale displays
Package with video instructions
Customer databases Augmented Reality
Substrate development
Material development of inks
OLED-technology Thin inexpensive
power source
OLED and other thin and inexpensive displays
New Product and Service concepts opening new business opportunities
2011
Supportingcompetencesandtechnologies
Benefitsandopportunities
From products to services
Almost all interviewed parties in this project emphasized the importance of the services in the future and to understand the customers’ needs more thoroughly than currently
Examples of the services provided next to the core business are:
Consumables Maintenance Storage
Delivery Marketing
Electronic communication
Requires a change of mindset
The central role of the client in service production
production process
end result
(material product)
benefit provided to
the client
Production process of goods
production process
end result
benefit provided to
the client
Production process of services
client
client
Turning Customer Information into Knowledge
Identifying Opportunities:
Pieces of information are needed Creation of Ideas:
Knowledge must be Recombined
Idea
Problems in using Services
History
Future
Unidentified problems of the customer
problems ofNew the customer Problems in
using services
customersNew Unidentified
customers
