What advice can you offer?
I am unsure whether you are a potential end user of radio frequency identification, looking to develop a strategy for each of your divisions, or a seller of RFID technologies, seeking advice on how to market to these sectors. Therefore, I will cover both briefly.
If you are an end user, I would suggest looking at the presentations front the Strategic RFID Workshop, which was held in April at the RFID Journal LIVE! 2014 conference and exhibition. These are available in our video library for Premium Members. Essentially, this workshop provides guidance on developing a strategy. I would focus on what your company’s strengths are, and then develop an approach to using RFID to enhance those strengths. For example, if you are a low-cost producer of food items, use RFID to take cost out of your operations. If you are a high-end retailer, on the other hand, utilize the technology to improve customer service.
If you are launching an RFID company, I would suggest that you focus on a specific pain point or problem that most businesses in these industries face. Develop a whole product that solves this problem, and then market it in a targeted, cost-effective way to companies from the sectors that are actively seeking an RFID solution. When I say a whole product, I mean don’t just try to sell tags, readers or software to these companies. Partner with firms that have the part or parts of the solution that you lack, and then offer tags, readers, software and services that will solve the problem, as a single package.
If you would like to discuss this question further, I can do that one on one. Feel free to contact me at email@example.com.
—Mark Roberti, Founder and Editor, RFID Journal
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