More RFID Journal Sites: RFID Journal Espanol RFID Journal Brasil RFID Journal Events RFID Journal Awards
RFID EDITOR'S NOTE
Text size:
T
T
T
Large Technology Companies Need to Balance Short- and Long-Term Imperatives
But that wave of investment might not happen if the companies with the most to gain don't nurture the market. Some large technology firms have never played in the RFID space. Others are scaling back their RFID marketing efforts—not because they can't afford the investment, but because they're putting quarterly numbers ahead of their long-term interests.
Intel is a good example. Early on, the company was involved in consulting on RFID projects, including Metro's early work with RFID. Intel also sponsored RFID Journal's events even before it had a reader chip on the market, because the company realized that if RFID was widely adopted, it would create huge volumes of data, thus driving demand for its high-end processors. By supporting RFID Journal, Intel promoted RFID adoption and demand for its products in the long term. But when RFID didn't take off as quickly as expected, and Intel was under pressure to make its numbers, it pulled out of the market.
Motorola, on the other hand, understands that RFID will not only be a big market one day, it will also drive demand for other products it sells. The company remains committed to the market, and continues to support RFID Journal and other RFID media outlets, because it recognizes the importance of fostering adoption.
If you're the CEO of a billion-dollar company looking past the next two or three quarters, you're probably thinking there isn't a whole lot of growth on the horizon. Most companies have wired and wireless networks and enterprise applications. Hardware doesn't need to be replaced as often, because machines are so powerful now that they can run newer, more complex software applications without an upgrade.
RFID is the one thing that could potentially drive the next wave of innovation and investment in new systems. So if you run a big technology firm, you have a choice—you can spend a little money now to foster that next wave, or you can sit back and hope it eventually hits. Which option will you choose?
Mark Roberti is the founder and editor of RFID Journal. If you would like to comment on this article, click on the link below. To read more of Mark's opinions, visit the RFID Journal Blog or click here.
Intel is a good example. Early on, the company was involved in consulting on RFID projects, including Metro's early work with RFID. Intel also sponsored RFID Journal's events even before it had a reader chip on the market, because the company realized that if RFID was widely adopted, it would create huge volumes of data, thus driving demand for its high-end processors. By supporting RFID Journal, Intel promoted RFID adoption and demand for its products in the long term. But when RFID didn't take off as quickly as expected, and Intel was under pressure to make its numbers, it pulled out of the market.
Motorola, on the other hand, understands that RFID will not only be a big market one day, it will also drive demand for other products it sells. The company remains committed to the market, and continues to support RFID Journal and other RFID media outlets, because it recognizes the importance of fostering adoption.
RFID is the one thing that could potentially drive the next wave of innovation and investment in new systems. So if you run a big technology firm, you have a choice—you can spend a little money now to foster that next wave, or you can sit back and hope it eventually hits. Which option will you choose?
Mark Roberti is the founder and editor of RFID Journal. If you would like to comment on this article, click on the link below. To read more of Mark's opinions, visit the RFID Journal Blog or click here.
