Today, the main industrial application of ALD is manufacturing semiconductor devices, both memory devices and microprocessors. Industrial ALD is, however, searching for new success stories from novel areas. Examples of new applications outside the semiconductor industry include photovoltaics, diffusion barriers, wear resistant materials and optical coatings, all aiming to improve the competitiveness of existing products and create new opportunities for ALD. In this paper we shortly review the existing and emerging application areas where ALD has been recently utilised. We will also show some new results concerning ALD on glass and metal substrates in order to improve the substrate's cracking and wear resistance, respectively. Different industrial ALD tool concepts and process requirements for high throughput production are also discussed.