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Practicing What We Preach

RFID Journal LIVE! 2013 will feature technical and strategic seminars, to meet the needs of end users undertaking advanced RFID deployments.
By Mark Roberti
I've learned from Moore that as a technology goes mainstream, solution—or media—providers need to change their marketing approach and focus on technical buyers who will implement the solution. We've begun that transition this year, by offering a greater number of technical sessions at LIVE! 2013. I realize that RFID technology has yet to cross the chasm and become mainstream, but there are clearly a small percentage of end users who get the business value of RFID and want more technical content.

Our annual survey of RFID Journal readers found that visiting vendors in the exhibit hall is now very important to many potential attendees. That's not surprising. According to the data contained in the RFID Marketer's Handbook, end users who attend RFID events are the most serious about investing in the technology. They have typically spent a year or more researching RFID, so they are usually convinced the technology can solve their business problems.

To meet their needs, we are introducing four post-conference seminars covering advanced RFID issues (see RFID Journal LIVE! 2013 to Feature Nine Preconference and Four New Post-conference Seminars). Three of the seminars—Benchmarking UHF RFID Readers and Tags; RFID and The Internet of Things: Delivering Data, Connectivity and Communication; and Advanced RFID Concepts—aim to help technical people understand more deeply the nature of RFID systems, as well as the standards that will allow companies to connect their products, tools and other moveable assets to the Internet. The fourth—the Strategic RFID Workshop—is geared to senior executives looking to learn how to deploy the technology enterprise-wide.

When RFID crosses the chasm and becomes mainstream, solution providers will also need to transition their marketing approach. Once that happens, they can tout their solutions' technical advantage over another vendor's products—which is what most do now. Today, however, they must articulate the correct message (how their product can solve a company's problems) to the right audience (end users actively researching RFID). Then, once they have found interested customers, they can transition to explaining all of the great features their products offer.

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, the Editor's Note archive or RFID Connect.

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