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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.
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 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.
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