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RFID Journal LIVE! Europe 2006 Report

Almost 250 people gathered in Amsterdam from Oct. 25-27 to attend RFID Journal LIVE! Europe 2006, the second annual RFID event designed for end users and potential end users of radio frequency identification technology in Europe. View the presentations from the event.
By Andrew Price
Nov 13, 2006—Last month, RFID Journal held its second annual RFID Journal LIVE! Europe conference, an RFID event designed for end users and potential end users of radio frequency identification technology in Europe. The conference was held Oct. 25-27, at the Hotels van Oranje in Amsterdam.

Nearly 250 professionals attended the conference, including retailers, distributors, manufacturers, consulting firms, systems integrators and vendors of radio frequency identification technology. Several of the industry's major players displayed their technologies and services, and more than 40 speakers were on hand to offer critical insights about how RFID can—and can't—help improve the way companies do business.

Education and Regulation
The event opened with a pair of educational preconferences. The RFID Journal University seminar introduced attendees new to RFID to the basic concepts required to understand and design pilots, engage vendors and deploy the technology successfully. Presenters discussed the physics behind RFID, legislation and standardization, building an RFID business case, the EPCglobal Network and other topics vital to success.

Also presented was the RFID in Packaging Preconference Seminar, intended to educate attendees about the use of radio frequency identification technology in the packaging and printing sectors. Juha Lehtola of Orion Pharma explained how tracking and tracing strengthens brand authentification, while Cypak's Stina Ehrensvard discussed how to add value with smart packaging. Ian Dent of the Packaging Federation addressed the challenges and opportunities facing implementation of RFID in packaging, and Didier Mattalia explained how Tagsys bypassed the eventual obsolescence of RFID labels by integrating the tag into their packaging.

Other speakers throughout the two-day main conference ranged from university researchers and industry-association leaders to end-user decision-makers. Many agreed that for RFID to win acceptance, companies must fully educate consumers about the technology and provide them with incentives (see Consumers Need to Understand RFID's Benefits, Say Privacy Experts).

Improving Business with RFID
Throughout the conference, representatives from numerous firms and organizations provided presentations on how RFID can impact business processes positively in such key areas as IT/infrastructure, supply chain/inventory management and distribution/logistics.

These presenters included Ahold, Boekhandels Groep Nederlan (BGN), Cambridge University, CISC Semiconductor, DaimlerChrysler, EPCglobal, Impinj, the International Air Transport Association (IATA), Jöbstl Warehousing & Fashion, Kaufhof Warernhaus AG, Lemmi Fashion, Metro Group Information Technology (MGI), Sony, Tagsys, TNT Express and other industry giants. Representatives from these firms, and others, spoke at length about how end users can gain the hands-on experience needed to do business in the European market.
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