La elecci&oacute;n del empaque es casi tan crucial como el desarrollo de un pro-ducto e impacta directamente en los ingresos. Lala, por ejemplo, obtuvo 10% menos ganancias antes de impuestos, depreciaci&oacute;n y amortizaciones (Ebitda) en el tercer trimestre del a&ntilde;o en M&eacute;xico, debido a mayores costos operativos (energ&eacute;ticos) y &ldquo;materias primas, especialmente en empaques&rdquo;, seg&uacute;n su informe trimestral.A pesar de su relevancia, pocas compa&ntilde;&iacute;as eval&uacute;an el costo asociado con las decisiones de empaque, seg&uacute;n indica la consultora McKinsey en un an&aacute;lisis sobre el impacto que &eacute;ste tiene en la reducci&oacute;n de costos y el reconocimiento de marca. &ldquo;Si el producto no tiene la protecci&oacute;n adecuada, el consumidor no lo va a comprar, porque est&aacute; expuesto a condiciones naturales o se va a desarmar&rdquo;, menciona Carolina Chaparro, gerente de Desarrollo de Negocios para Am&eacute;rica Latina de la consultora Axiom.El an&aacute;lisis de McKinsey reconoce que las organizaciones &ldquo;cosechan ahorros considerables&rdquo; cuando toman en cuenta factores como tama&ntilde;o, etiquetas y materiales que dar&aacute;n vida al empaque de sus productos. Indica que un fabricante de shampoo europeo redujo 10% los costos de empaque para un producto clave &ldquo;al hacer cambios sencillos&rdquo; en el dise&ntilde;o que le permitieron usar menos pl&aacute;stico en la botella.Hiram Cruz, director de la Asociaci&oacute;n Mexicana de Envase y Embalaje (AMEE), destaca que generar estos cambios es posible gracias a tecnolog&iacute;as como los sistemas de realidad aumentada (RA) y la nanotecnolog&iacute;a. Esta &uacute;ltima permite desarrollar envases de pl&aacute;stico con menor espesor, que al mismo tiempo sean m&aacute;s resistentes al rasgado o a los puntos de compresi&oacute;n, seg&uacute;n Chaparro, de Axiom.La RA, en tanto, permite crear modelos digitales que reducen el tiempo en la generaci&oacute;n de prototipos y los costos que ello conlleva. Un proceso tradicional, dice, tarda hasta &ldquo;a&ntilde;o y medio&rdquo;, porque se tiene que dise&ntilde;ar el concepto, hacer prototipos f&iacute;sicos y pruebas, y si falla, hay que empezar de nuevo&rdquo;. Con las herramientas digitales el proceso tarda de cuatro a cinco meses.

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is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.

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which gives digital readers unlimited access to 8,500+ magazines and newspapers for a monthly subscription price. Magzter also has the largest number of stories in the world with its game-changing ezRead 2.0 feature for its apps, which enables smartphone and small-screen mobile users to enjoy magazine content the way it was meant to be enjoyed, with article text that is easy to read and is accompanied by stunning videos and high resolution photography.

{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.