Publication date: November 2012
Authors: James Bevan, Jeremy Plimmer, Brian Weeks
Number of pages: 255
List price: €3,850 Euros / $USD 4,850
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Background to this report
Here is a new ‘ground breaking’ report that embraces and analyses the new and occasionally bewildering world of mobile engagement and interaction. The report contains a definitive analysis and evaluation of the dramatic technological changes that are occurring and the significant convergences that are set to impact many industries and businesses, including most segments of the packaging / labels converting and printing industries.
This brave new mobile world is leading to a host of opportunities across a number of industries from packaging / labels converters, retailer and brand owners, smart phone handset and App providers to digital printing equipment builders and others.
The pot is now coming to the boil fast – specifically the uptake and growth of sales of smart phone sales in 2011 / 2012 is exceeding previous expectations as well as what can be accomplished with the vast and expanding range of Apps: the future is now. This is no time to hesitate.
Rapid developments in mobile technology including smart phones and signal transmission technologies (3G, 4G, Wi‐Fi) together with the huge success of the ‘App Store’ model and the now widespread use of mobile action codes can now provide completely unprecedented access to online ‘additional content’ of various kinds.
This is offering the possibility of ‘interactive experiences’ that can (in the context of this report) be employed for the following types of application:
- Smart phone enabled online interactive Marketing Communications – Advertising / Sales Promotions
- Smart phone enabled online interactive Product Authentication.
The two functions listed above are quite distinct but are clearly connected in so far as both serve to enhance a brand, one by assisting sales, the other by protecting the genuine article. There are intriguing possibilities to create synergies here and to collaborate in further developments of these exciting new areas.
Relative growth rates tell a story
The generally well established and traditional style industries, like packaging / label converters and printers have never seen growth rates of this order and in some cases are perhaps even reeling in shock.
Global packaging industry sales are forecast to grow from around $710 billion in 2011 to $820 billion in 2016 (annual growth rate of around 3%). Meanwhile global printing output is forecast to grow from some $800 billion in 2011 to around $840 billion in 2016 (annual growth rate of around 1%).
At these levels of growth converters and printers will need to work harder to grow their businesses in future. Focusing on new trends and opportunities is a reliable method of growing a business in times of austerity.
The packaging / labels industry is faced with an array of internet related issues, but is better placed to adapt and survive, than the general printing industry – Although the online world has a lot to offer in terms of enhanced marketing communications and product authentication, the internet can never compete in fulfilling the basic functions of packaging, in terms of containment and product protection.
The importance and relevance of the new mobile world must not be under estimated ‐ The acuteness of the situation is illustrated by the some of the growth rates seen in internet related technologies and services, which have typically been bursting onto the scene with dramatic double digit growth rates:
- Smart phones sales – 0.45 billion handsets in 2011, forecast to reach around 1.65 billion in 2016 (annual growth rate of around 30%)
- The global advertising industry sales weighed in at around $450 billion in 2011. Mobile advertising expenditure was estimated at around £4.5 billion in 2011 (1% of the total) forecast to grow to some $29 billion in 2016 (annual growth rate of around 45%).
The generally well established and traditional style packaging and printing industries have never seen growth rates of this order and would be happy to emulate a quarter of such growth rate figures.
It is imperative that these traditional style industries respond proactively, assimilate and embrace these new mobile technologies in order to survive and achieve continuing prosperity in the future. There are intriguing possibilities to create synergies here and to collaborate in further developments of these exciting new areas.