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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.
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