RFID is Poised for Change
The prosperous RFID business is on track to grow from about USD 5 billion in 2007 today to over USD 25 billion in 2017. Without collusion, most analysts agree to figures in that region and several of them see huge volumes of extremely low cost tags forming a part of the growth – even hundreds of billions in ten years from now. This seems to sit awkwardly with some press reporting that RFID retail initiatives have stalled. As one of those analysts, let IDTechEx explain.
Basic rules of marketing
Firstly, selling RFID to consumer goods companies mandated by major retailers usually breaks one of the fundamental rules of marketing “Never sell to someone who does not want to buy from you”. Most of the consumer goods companies in the USA see no payback from fitting the passive UHF labels mandated by retailers, indeed, they may have lost a mutual USD 100 million so far trying to do so, despite the RFID suppliers losing a similar sum selling tags and readers to them at a loss. The consumer goods companies are therefore quick to point out the technical problems and they use any other valid reason to delay. The contrast with the booming sectors of RFID (almost all other sectors) is stark.
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