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Jose Gorbea feels that a tipping point may not be far away. “Once a big player like Amazon decides to do a big campaign that’s truly personalised, for example around the giver or recipient of a gift, it will break the rules in that industry and we’ll see lots of others emulating them,” he predicted. “The question corrugated should be asking itself is how to monetise these possibilities. It might involve personalised coupons or personalised advertising. If you think about the volumes of parcels Amazon deals with, just imagine the opportunity of being able to deliver a billion personalised adverts across Europe on a monthly basis.”

So it is reasonable to conclude that we are still in the early days of the corrugated transformation, envisaged by HP, from analogue to digital printing. We’re in the eye of a perfect storm – and sometime soon we can expect it to make landfall.