Tecco, innovation leader and trend setter in the market for photo, fine art and proofing media, meets concerns towards changes in the photo and fine art market and presents at photokina (Cologne, September 18th to 23rd, hall 4.1, booth E030/E038) according to their annual photokina slogan: »The World Is A Square«, their two best fine art papers »Tecco Photo Paper Baryt« and »Tecco Photo Paper FineArt Rag« in square format and with the world-wide approved »Henry Wilhelm Certification« for a lifelong durability as well a their two top PE-papers for photography: »Tecco Photo Paper Luster« and »Tecco Photo Paper Ultra White« as for their popular »Tecco Photo Paper Matt«.

Market and Target Group Analysis
With steadily increasing popularity of Hipstamatic and similiar smart phone software a partial area of photography has become square – again (e.g.: Instamatic, Hasselblad). New formats and also programs, like Hipstamatic for iPhone and Android, are offered to bring back retro style for photographers and creatives, absolutely easy-to-use.  

»Reasons for doing so are numerous: First of all a »digital break« ist taking place in the minds of users, based on the fact that smart phones have taken over the lower market segment of the digital camera market to a large extent. Due to the advantages of smart phones in terms of quality, flexibility (weight) and comfort (handling), more and more photographers are using their iPhones to take photos, says Uwe Janke, Business Development Manager Photo. The conclusion according to Janke: »Every ordinary person today is capable of easily producing high quality fine art prints, supported by PrintApps which are intuitive to use. While it was special to show photos on an iPad at last photokina, it now seems even boring. In contrast, the haptical experience of a printed photo immediately gets attention,« says Janke.

Tecco goes Square: Top Papers, Tecco:Box and Tecco: Books in Square Format
Tecco offers their leading haptical media: »Tecco Photo Paper Baryt« and »Tecco Photo Paper FineArt Rag« in square Hipstamatic format (21x21cm). This saves users time and work, troublesome rework, like cutting, is no longer necessary. The special feature lies in the usability – which is very simple.

Tecco – More Than Paper
»Tecco:Box« is a modern, hand-crafted collection cassette, which can keep up to fifty photos save. Photographers use them as a high value presentation tool and sales tool to show and offer art work in a noble packaging. Tecco offers their media in a bundle: 50 sheet  Baryt BTG300 in square format 21 x 21 cm with the new »Tecco:Box« (for 50 sheet).

Tecco:Books are suited for a range of applications where it is essential to present art work in a professional and appealing manner. They address markets in which esthetics, impression and highest quality are of major importance. Amongst them: architecture, wedding/marriage, building and living, promotion, art and culture.

On the Fine Art Printing Area, booth B042 in hall 2.2, referring to the motto: »See Me, Feel Me, Print Me« and on Tecco´s booth E030/E038 in hall 4.1 the different contents of Tecco: Books are presented.

Top Papers with Durability Certification: Further Milestone for Fine Art, Photo and Art print
The Henry Wilhelm Certifaction for a lifelong durability  is very important for the photo industry in North America, similiar to the Fogra certifications for the graphic arts industry in Europe.

Furthermore certifications like Fogra, SWOP, GraCol (2008) show Teccos commitment towards standardization, while FESC and PFC are considered clear commitments towards environmental protection and ecologically friendliness of Tecco papers.

Henry Wilhelm, president and founder of Wilhelm Imaging Research Institute (WIR), is an expert referring to research of photo durability. His certificatins have a high reputation world-wide, especially in the U.S.A.