What does it do?
Alive is a form of ‘digital paper’, combining Arjowiggins’ conventionally printable papers sandwiching a core layer of customisable printed electronic circuits. It has been developed by PowerCoat Paper, an Arjowiggins operation based in France.
This means that retail labels, packaging, book covers, cosmetics and other high-value printed matter can be interactive and deliver additional information, such as special offers, coupons, product information, instructions and other communications.
There are security aspects too: the circuitry can guarantee that the item or package is authentic and not a fake. Arjowiggins says that the circuit layer cannot be removed and applied to anything else.
The paper and its electronics layer is supplied to order by Arjowiggins and can be made from virtually any of the Fine Papers. The outer surfaces are conventional paper and can be printed, finished and handled the same as normal papers. Alive can also be torn, burned and recycled.
The circuits respond to being touched by a smartphone that uses near-field communications (NFC). No battery is needed, indeed the radio energy from the phone is enough to power up to 10 small LEDs in the Alive paper if needed. Android and Microsoft smartphones support NFC, iPhones don’t, fully.
The electronics are a combination of a printed aerial with a tiny microchip that contains the data and ‘intelligence’. Although the chips are standardised, they can be individually encoded by the user at the point of printing or on a pack filling line. Each item could link to its own website if needed, enabling brand owners to measure pre- and post-sales response and run analytics on individual products.
When was it launched and what market is it aimed at?
The original material, called PowerCoat, was launched in 2012. This is a cellulose based paper with a special coating that can accept very fine printed silver circuits and chips, with low absorbency meaning minimal silver inks are needed. It’s intended for users to print their own circuits and is available in two grades: XD, mainly for tags and security labels, and HD, which has a very smooth surface suitable for attractive print such as luxury packaging. Alive was launched in November 2014 and is aimed at creatives and their brand clients, who can now combine smartphone interactivity with pretty much any paper product.
How does it work?
Alive is delivered ready for conventional printing and finishing. The electronics are pre-applied to the PowerCoat base by PowerCoat Papers using silver inks, then thin grades of conventional paper are laminated onto both sides.
The circuits are invisible, so PowerCoat suggests using printed symbols to show that the items are NFC-enabled and where the hotspots are.
What’s the USP?
Arjowiggins says there is no other printable paper sandwich with fine papers. Normally interactive coatings require the use of PET plastics, which are not recyclable when applied to paper.
The PowerCoat paper base layer is recyclable. Very little silver ink is used so public waste disposal isn’t a problem while the chips are removed during recycling.
How easy is it to use?
Alive papers run on the press as if they were conventional papers of the same grade and can be cut, folded and otherwise treated as conventional paper (you choose a circuit layout that avoids cut lines).
What support is available?
Arjowiggins’ PowerCoat operation can provide technical information and support.
How much does it cost?
The price mainly depends on the number of circuit tags per sheet; the choice of paper is a relatively minor factor. As you’d normally only need one circuit tag per finished item, this is how the costing is determined. PowerCoat says that the price will always work out at approximately €0.50 per finished item (about 38p).
PowerCoat will send free sample packs of three sheets of your choice of thickness. You can buy additional test packs of five SRA3 Alive sheets with either two or 25 circuits for €95 (£72) including postage.
Who’s using it?
One of the first live applications has been created by Strangelove in Holland. It is offering a range of Alive-based print called LoyaltyGrid, with links to information, special offers, plus tracking and instant analytics for suppliers.
SPECIFICATIONS
Size range SRA3 as standard, with others up to B1 under discussion
Weights 170-400gsm
Price About 38p per item (not counting printing and finishing)
Contact PowerCoat Paper +33 57759200 www.powercoatpaper.com
ALTERNATIVES
The alternatives are categories of product rather than specific materials.
QR codes 2D barcodes that are easily created to encode simple information, often a link to a live website or email, that can be read through a smartphone’s camera and app.
RFID Widely used for security and stock-keeping by retailers and shipping companies. Retail/warehouse types are usually a self-adhesive plastic square with a spiral-shaped printed circuit (the aerial). Special readers are needed for most RFID chips and they’re not used for or intended for consumer-interaction.
Taggants Additives that can be mixed into ink, paint, paper, etc as an identifier. Can be an anti-counterfeiting measure on labels and packs for high value goods or pharmaceuticals.
Ricoh Clickable Paper One of new class of image-recognition based interactive print, Clickable Paper is set up by photographing any original print, assigning one or more interactivity hotspots, and registering these in an online database. In action, a smartphone app photographs the printed item and contacts the database to see if there’s a match. If so, then additional information or interactivity is triggered. The print is entirely conventional and can be anything.
Price App is free. Database monthly tokens: 50 for £165; 250 for £660
Contact Ricoh 020 8261 4000 www.ricoh.co.uk
USER REVIEW
“The element of co-creation with the Alive team gives us the freedom to enhance what we do, as we have a very close relationship with their senior team. The product is simple and great to use” 5/5
Martin Palamarz Loyalty Grid strategy director & partner, Strangelove, Amsterdam
