RFID Talk Blog

Summary of RFID Live Day 1

Avery Dennison’s Jack Farrell kicked off the opening day at RFID Live by elaborating on the company’s shipment of its one billionth tag last week and pointing out that RFID “is in the early stages of a very strong growth cycle.”

Farrell, vice president and general manager at Avery Dennison, said Avery is seeing the biggest growth in the retail apparel item level tagging, but “in three or four years it’ll be something else, whether a pharmaceutical application or authentication of consumer goods.”

“The industry has come a long way in the last seven years when it was focused around pharmaceutical, pallets, aviation and supply chain,” he said. “Clearly that early investment has been fundamental in allowing us to get to this point where we are seeing exceptional growth. It’s across the board and it speaks well of the continued momentum behind RFID when you have large companies rolling out the technology because very simply — they know it will make them money.”

In addition to retail, Avery Dennison is seeing active pilots in the coffee industry, as well as golf and wine sectors.

Farrell believes that the continued popularity of smart phones, coupled with item level retail tagging, will lead to a revolution in consumer retail habits. Noting that research shows that smart phones will outnumber PCs and laptops sold by 2012, Farrell said that increased mobile connectivity will enable an entirely different consumer experience.

“Retail item level tagging has led to significant growth, but the paradigm is changing for consumers,” he said. “People are looking for an entirely different retail experience and RFID can play a significant role.”

Farrell said that by 2013 to 2014, RFID will play a significant role in consumer product authentication, ensuring that consumers are getting what they pay for, while offering manufacturers new brand protection when it comes to counterfeiting. “This is the next big opportunity,” he said.

For example, RFID will ensure that accessories like printer cartridges are authentic, and that parts for expensive items like coffee makers are genuine.

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