The dehydrogenation of paraffins, especially in the C-3-C-5 range, is a widely exploited way for large-scale production of pure olefins. Its industrial application is however complicated by clashing kinetic and thermodynamic constraints. The nature of these constraints is illustrated and the solutions proposed by different technology providers in terms of catalyst composition/morphology and selection of the type of reactor and means for supplying reaction heat are discussed. The solution to achieve an economically attractive commercial implementation lies in defining the optimal synergy between catalyst design and reactor engineering. Potential new ways to olefins are also examined. (c) 2005 Elsevier B.V. All rights reserved.