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RFID News Roundup

Hudson's Bay and Lord & Taylor stores roll out Swirl's beacons ••• European Commission publishes standards to alert consumers to RFID use ••• TSL announces RFID-enabled mobile software app for Android devices ••• Turkish Airlines deploys Veacon beacons at Istanbul Ataturk Airport ••• PharmaSeq's RFID technology helps University of Illinois study busy bees ••• Fujitsu adds RFID-enabled solution to its Akisai Food and Agriculture Cloud.
By Beth Bacheldor
Jul 31, 2014

The following are news announcements made during the past week by the following organizations: Swirl Networks, Hudson's Bay, Lord & Taylor; the European Commission; Technology Solutions (UK) Ltd.; Veacon, Turkish Airlines; PharmaSeq, the University of Illinois; Fujitsu, and Kobayashi Create Co.

Hudson's Bay and Lord & Taylor Stores Roll Out Swirl's Beacons

Swirl Networks has announced that the HBC Department Store Group is deploying Swirl's Bluetooth beacon in-store marketing platform to help deliver digital experiences to consumers' smartphones while they shop at the company's department stores in Canada and the United States. The Swirl platform leverages Bluetooth Low Energy (BLE) for Android smartphones and Apple's iBeacon technology to deliver targeted content and offers to consumers based on their specific location and behavior at the store. The iBeacon uses BLE transmitters that can communicate with nearby iOS 7 devices.

According to Swirl, its beacon marketing platform will enable Hudson's Bay and Lord & Taylor to automatically deliver branded content and personalized offers to in-store shoppers through company-owned and third-party mobile apps. The HBC Department Store Group operates more than 130 Hudson's Bay and Lord & Taylor department stores across North America. Currently, the beacons are live at five Lord & Taylor stores in New York City and Boston, as well as at five Hudson's Bay stores in Toronto, Ottawa, Vancouver and Calgary, according to Rob Murphy, Swirl's VP of marketing. Other stores, he says, will be added in the future.

The beacons work with users of third-party shopping app SnipSnap, Murphy says, and are being integrated with the Hudson's Bay Gift Registry app. Other HBC and third-party apps will be added in the future, he notes.

European Commission Publishes Standards to Alert Consumers to RFID Use

The European Commission (EC) has announced new technical standards designed to help organizations that employ RFID-enabled smart chips and systems comply with the European Union's data-protection rules, as part of the EU Data Protection Directive and the EC's 2009 recommendation on RFID (see European Privacy and Security Standards). A "data protection impact assessment" process has also been agreed on, according to the EC.

The EC's RFID sign
The standards will apply to RFID applications for electronic travel passes and item-level retail tagging, and will focus on alerting consumers that smart chips are present, via a common European RFID logo, or sign. This alerting will ensure that retailers using RFID technology to improve stock management and prevent theft comply with current EU data-protection rules. Specifically, the new standards define the requirements for a Common European Notification Signage system to be used by operators of RFID application systems deployed within EU member states.

The new technical standards are designed to help companies or public authorities that utilize smart chips comply with rules requiring them to give consumers clear and simple information so that they understand if their personal data will be used, along with the type of data collected (such as their name, address or date of birth, for example, when registering for a travel subscription card), and for what purpose; provide clear labeling to identify the devices that read the information stored in smart chips, as well as a contact point for citizens to obtain more information; and conduct privacy and data-protection impact assessments, reviewed by national data-protection authorities, prior to using smart chips.


Nitin Balodi 2014-08-01 11:36:37 AM
The key finding are really great. I have just started exploring this intriguing tech and I really got amazed when I read that the p-chip is of 0.5 millimeter by 0.5 millimeter by 0.1 millimeter and weigh just 85 micrograms. I also written an article on the technology . I hope you will suggest me something. here is the link - http://greybmusings.wordpress.com/2014/08/01/rfid-tags/ I used my hunches to predict where this tech can be utilized. I tried to guess and found 8to 9 areas where we can use them but then I succinct that to 6 only. -Nitin

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