Technology trends and their impact on coated paper

The presentation gives a macro picture of media technology trends including human driving forces and possible impacts on paper. Communication is he base of interpersonal relationships and society progress and the evolution from speaking to printed and now electronic tools has opened an enormous field of options to meet the individual needs. Printed products represent 80 % of today's fetal communication market and paper based carriers are used, though not exclusively, almost everywhere. This media marker can be divided into 3 "motivation" segments, each one with particular challenges from new technologies and also opportunities for paper-based information carriers. Internet must be seen as communication revolution because it combines all elements of the 3 segments allowing access to global information independent of time, location and social hierarchies. Internet serves as truly global marketplace for personal use, electronic commerce and company intranets. With its almost unlimited technical capabilities if offers a wide range of communication options and does therefore hardly allow more than qualitative forecasts on its future impact on he use of paper. Traditional print is losing its monopolistic position and electronic tools will further change the role of paper. Future success will depend on good technology know-how and media mix understanding of the paper industrv to allow fast paper developments for new and innovative solutions. Paper, as emotional product; will keep a major portion as communication and information carrier with clear coated paper growth opportunities.