Conclusions

Executive summary of the Achievement Report:

This Action started with a goal of promoting discussion on the benefits that may be achieved from novel combinations of print and digital. Already at the time of proposing the Action, many technologies were available for different, innovative combinations of physical products and digital services but actual use of these technologies was fairly modest in the area of printed products. As the Action has progressed, the industry has faced increasing pressure towards digital transformation underpinning the importance of studying the phenomenon from different perspectives; technological, business and people.

It was mentioned in the MoU that the forest and printing industry is facing very difficult times, which  makes it crucial for them to find new solutions, both products and services that are widely accepted within the European continent and have good possibilities to succeed also outside Europe. In this Action we aimed at producing and bringing forward relevant information for the benefit of the industry through selected focus areas into which effort was directed. In WG1 (Customers and Users) two sub-groups worked with increasing understanding on how Europeans use news media and looking at cultural differences on how European students use paper or screen in their work. Information of the actual use of media products and services and the habits of people is very important to understand in order develop new services that fit well into the everyday life of people. This development was also discussed in a joint article prepared in the WG (Frohlich et al.). In WG 2, Technology, the focus was mainly in printed electronics technology and applications. As the market for print products has changed, this has clearly affected also topics that are taught in the university level. There has been a great need for exchanging information on teaching topics related to printing electronics that have been discussed within WG2. As a result, a training school programme was created and run twice during the Action. Collaboration with the training school continues still after the Action has ended. WG3, Content, aimed at bringing ideas of new, playful ways of innovating to the Action. This group was responsible for arranging innovation workshops, and as a result a deck of cards for innovation purposes was created. In WG4 the aim was to consider Implications on the European paper and printing industry brought by due to digital transformation. This WG worked in collaboration with organizations such as Intergraf and Iarigai and also visited events organized by NOPA and CEPI in addition to some more local events in Spain, UK and Finland. This collaboration was supported by the Action through arranging keynote speakers from the Action to different events in which industry representatives were present. We have also had active participants in the Action from the industry. Different forms of collaboration with industry representatives are of utmost importance when dealing with a topic that is not widely known and where actual examples of successful implementation are rare. In addition to meetings, we also arranged an exhibition in conjunction with the final conference of the Action.