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Event Spotlights the Business Benefits of RFID

Last week's RFID Journal LIVE! conference and exhibition revealed that more end users understand RFID's value and are moving forward with larger-scale projects.
By Mark Roberti
Just about all the exhibitors I spoke to told me the same thing. The end users who came to their booths were well informed and serious about using RFID to deliver specific business benefits (as opposed to simply trying to learn where RFID might help them). That's no surprise. In this economy, no businessperson will travel to an RFID event if he or she isn't serious about deploying RFID.

We had about the same number of attendees as last year—2,500—but more of them were end users and fewer people representing exhibitors. Attendees hailed from 46 countries and from all major industries.

The exhibit hall was a little smaller than last year's, because some vendors had gone under and others chose to share a booth with larger partners, such as Microsoft and Motorola. But this year, we saw the emergence of more software solutions that leverage RFID data to deliver benefits to specific vertical industries. Both Motorola, our cornerstone sponsor, and Microsoft, our signature sponsor, hosted panels with partners that have created targeted solutions.

Many exhibitors told me their business is picking up, indicating that companies that had put projects on hold last year to conserve capital are now opening their wallets, reflecting greater optimism about the global economy. It's hard to say whether RFID is on the cusp of broad adoption—my sense is that in some vertical industries, it's much closer than in others—but clearly, our readers and event attendees understand what the technology can do for their businesses. As more of them deploy and speak about their successful projects, other companies will gain confidence in the technology and begin to see the value of the visibility and measurability RFID provides.

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.

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