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Service Bureau, IC Company Team Up on Low-Cost Printed Labels
Smooth & Sharp Corp. offers 13.56 MHz HF or NFC labels, converted from PragmatIC's flexible, low-cost integrated circuits, for easy picking and placement on brand packaging.
Part of the appeal of NFC, Ewers notes, is the ability for companies to own their own customer information. Traditionally, brands have had to employ a third-party vendor to collect and access data regarding their customers' behavior, but with NFC, they have direct access to each consumer who taps a smartphone against the label to gain coupons, loyalty points or information. Until recently, however, NFC has faced several barriers to large-scale deployments, Wu adds. The cost of applying an NFC tag to packaging is among those obstacles, which has led to the technology being used only on higher-priced or luxury goods.
Packaging companies offering NFC functionality to their customers are employing automatic label-application machines, Wu reports, and the pick-and-place process, especially with the rigid silicon chips, makes this difficult and expensive. "Silicon has its limits," Wu states. "We find that customers using HF [or NFC] are looking for something different than silicon."
For PragmatIC, Ewers reports, S&S is a good partner because of its access to Asian companies, as well as its ability to offer full, custom solutions. "They have their own assembly equipment," she says, "and can also offer customization, as well as having regional connections in Asia. When people are just starting their journey doing RFID inserts, S&S is good at helping new companies grow into [the technology]."
Next year will be a pivotal period for HF and NFC applications, Ewers predicts. "Until now," she says, "they have been quite low-volume and have been for high-end goods." She expects to see applications emerge in the coming months or years involving products valued at less than $5.
S&S and PragmatIC expect more companies will begin attaching NFC labels to their brands as a way of interacting with customers who use smartphones to capture data from the labels. "In 2019," Ewers states, "we hope to see case studies showing good tap rates," as well as high interaction and considerably more marketing projects. While the companies are initially offering HF and NFC products, she adds, future chips will accommodate UHF, or may be combination chips with both HF or NFC and UHF functionalities.
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