Ricoh and Norfolk-based customer Barnwell Print have wrapped up the first stage of the British trial of Clickable Paper. Launched at drupa last year, the system allows readers of print media to augment their experience by holding a smartphone or tablet over their physical content, clicking, and having a website, video, capture form or other data loaded on screen.

Barnwell Print has incorporated the technology, which is driven by a free-to-download Ricoh app, in projects for publisher Just Regional, which outputs nine local monthly magazines for some 40,000 households. One early adopter was Norwich's The Theatre Royal, which reported advantages such as the ability to provide more relevant content, behaviour tracking and ROI performance on the advert.

Commenting on the transition from previous print-to-online mechanisms, Barnwell Print's managing director Julian Barnwell – the fourth generation to own the family business – is buoyant about the technology. "Clickable Paper is a far more intelligent and dynamic product than QR technology and moves the interactivity proposition on several steps from QR codes," he states.

"We very excited about taking this trial into phase two and seeing how far we can extend its capabilities," adds Gareth Parker, Ricoh UK's strategic marketing manager.