Is Paper Next in Line?

In the mid 20th century metals were predominantly used to produce computer casings, before Steve Jobs revolutionized the process in 1977 by launching the Apple II in a distinctive beige plastic casing. Could paper (fortified with polymers) be used next as a substitute? Michael Coren certainly thinks so, and in his brief article on Fast Company he expands on the rationale behind his beliefs.

Before delving into the analysis and offering my opinion, it is important to make one key distinction: the consumer in this case wouldn’t be the general population, it would be computer manufacturers. Although this may seem like an obvious point, it is an important clarification to make to allow focused debate. To introduce some of the pros and cons of switching, I am going to refer to the Gourville’s matrix.

Degree of product change: (High)

The degree ofproduct change is quite high since it is much more environmentally friendly. This difference in the paper and plastic casing will gain more significance if states keep pushing for the ban of electronic wastes in landfills like they have been doing recently. If the trend persists, then this new casing would be a suitable and sustainable alternative.

Degree of behavioral change (High)

The fact that it will be expensive for companies to modify their manufacturing processes to adapt to different raw materials will be a barrier to quick and wide-scale acceptance of this product. This is what makes it a long haul product (a product that has an advantage, yet requires significant structural changes for it to be adopted).

This point links to the low compatibility on the consumers' (manufacturers') part. They will have to change their processes to adapt; however, since changes like these have been made in the past (albeit a long time ago) companies should be willing to make similar changes now to adapt to consumers who are more cognizant to a products' impact on the environment and new laws. Some factors that work in the benefit of this innovation is that trialability is quite high because they can make prototypes, the product is not very complex, and the benefits of it are observable.

Will we see computers made with paper infused casing in the next couple of years? Not very likely. Will we see them five to seven years down the line? I believe we will, assuming that changes in laws and consumer tastes follow trends that they have been in the last few years. What do you all think? What factors will affect the acceptance of this change? Do you think the first computer with this casing will soar to the heights of the Apple II, or will it be touted as a bigger failure than DigiScents?