10 March 2011

Printable Electronics

Three very successful networking meetings held recently, in West and South Yorkshire and the Tyne Tees area, celebrated the innovation happening in the industry with the use of printable electronics.
Richard Pinkney, Business Development Director of BPIF member Celloglas demonstrated a number of the latest product developments in finishing, including face paint inks, lamination, high speed coatings, metallic paper and board, digital print and biodegradable options, plus the creative use of more traditional finishes.
At the Yorkshire events James Buffoni, Marketing Manager of BPIF member The Ryedale Group gave a presentation and, demonstrated, Clic2c which uses invisible watermarking technology and a specific free Clic2c application available on almost every modern Smartphone handset. This secure solution offers new levels of interactivity but without interfering with the design or content, effectively removing the boundaries of the printed space.
The potential applications are mind-boggling: e-commerce links (from a catalogue to an e-store) to security, data capture, added value information, etc. etc. - with the real beauty being that each interaction is totally secure because unlike more simple barcodes the invisible watermarks are not replicable or editable. The process is also measurable, so marketers now have the capability to measure their direct mail campaigns using clic2c rather than accepting for a low percentage hit rate.
The Tyne Tees event covered Two dimensional (2D) codes which have been around in logistics for around 20 years. These codes are increasingly appearing on forms, labels, marketing materials across a broader range of applications. These mini-crosswords come in many forms and will appear in many more in the near future. What are the implications for the printing industry for the increasing use of these devices?
BPiF Associate Consultant Ian Byfield looked at applications for 2D codes, demystifying them in the process, and took us through where the technology is going. He explained how the use of mobile phones to read them has opened up their use. There are also applications for the industry in terms of internal logistics and communications.
And finally Robert McClements of Print Yorkshire, a BPIF supported organisation, presented the possibilities of a new and exciting chapter in print with Printable Electronics. Print as the primary means of communication has been with us for half a millennium. Whilst production methods have changed to make print relatively cheaper and widely available, the impact and engagement of printed media has not moved at the same pace as electronic media such as the internet and computer graphics. With printable electronics print can become more interactive and engaging. Its use as an informative and educational tool can be increased so that its value can be multiplied. The market for print can be sustained and even increased with the consequent sustainability of jobs and businesses. Markets identified so far are education, retail, entertainment and the Third Sector. There will be other sectors too as the technology matures and production costs fall and the value added improves.
Print Yorkshire has, over the last year, lead a small consortium of Yorkshire printers in the production of commercial "demonstrator" products showing some of the possibilities of linking graphics with printed electronic components under the heading of "Interactive posters - bringing print to life". Robert had a demonstration model available to view.

Reactions to these events were very favourable with comments including:
"Exciting and informative"
"Good format with room for networking"
"Really set me thinking about how print links to my industry (consumer electronics)"
"Very useful to hear printer's opinions of how and where it can be used"
"Just to hear what is developing in our industry -we are looking for USP's and this helps"
"Excellent information and well presented presentations"
"Bringing new developments to the front and developing new technology whilst utilising existing plant"