Resistance to RFID Lingers
Despite Successes"> Alien Technology announced July 30 that one of its customers, textile producer Griva SpA, has realized a 30 percent return on investment of its implementation of Aliens RFID tag and reader systemnot in real dollars but rather in time management savings and increased traceability of fabric rolls. The week prior, Hewlett-Packard announced that it has opened its RFID Solutions Center in Milan, Italy, and that it had been designated a strategic radio-frequency identification technology provider to Euro Pool System, Europes largest provider of returnable packaging for fresh products. But despite the fact that more companies in more industries seem to be at least testing RFIDparticularly for tracking everything from luggage to medical devicesanother perspective is quietly emerging. This view suggests RFID may not be quite the magic bullet its been made out to be, particularly in the supply chain, where its often predicted that radio frequency will eventually replace bar-code technology.The thing that links the two disparate hype cycles is that they were both predicated on "speculation, hype and fear of not being part of a new economya phase that RFID is currently in," according to Clinton. "If you are an Irish company who does not have an RFID strategy, you have absolutely nothing to worry about," writes Clinton. "If it is ever legislated or mandated to you that you must have RFID in place in your company, you are actually better off waiting as long as possible to reap the benefits of ongoing developments." Clinton suggests two reasons why RFID will never replace the more ubiquitous and globally accepted bar-code technology: Bar-code technology is both more reliable and cost-effective than RFID. He points to some research reports that show successful read rates of UHF Gen 2 tags as low 60 percent at case level. As for cost, Clinton suggests that RFID tags will never be as cost-effective as bar codes. "Ever," he writes. "The RFID advocators will tell you that bulk purchases will drive the cost of the tag downward. That is like a helicopter manufacturer telling you that if everybody buys helicopters, the cost will come down to the cost of a car and when that happens you will want to have a helicopter because you have less boundaries, a better view and get from A to B quicker." Earlier in the month three researchers at the University of Dublins School of Business Studies released a study that suggests the retail industryand particularly marketing departments, where RFID data outcomes would theoretically see the light of dayis not ready to handle the onslaught of data derived from RFID readers. The study, which surveyed the marketing staffs at four retailersthree of them multinationalsfound that marketers have very little understanding of RFID, and no actual intentions of using any data gleaned from tagging retail items. "The study highlighted the general ignorance of marketers with regard to RFID, with three out of the four companies admitting to have never heard of it," reads the report. "Most worrying was the fact that in the case of two of these companies, RFID trial runs had already been carried out in some of their stores." Page 2: Resistance to RFID Lingers Despite Successes.
Heavey RF, an Irish company that sells and implements RFID, published an article on its Web site July 20 that debunks the hype around RFID. Roman Clinton, managing director at Heavey RF and the author of the article "RFID Bomb?," likens the explosion of interest around RFID to that around the Internet during the dot-com era.