RFID lacks consumer appeal

Technology companies intent on selling RFID into the enterprise need to better communicate consumer benefits and ease off on the shareholder-pitched balance sheet savings, according to the CTO of supply chain software vendor Viewlocity, Michael Sherman.

Sherman said while RFID was being rolled out by globally strategic players such as Wal-Mart and the US Department of Defense, there were still privacy concerns amongst consumers because most of the benefits of the technology had been marketed to suppliers rather than end users.

"It has to be related as a consumer benefit rather than a Wal-Mart benefit. Nobody cares about a Wal-Mart benefit," Sherman said, adding that privacy concerns played little role in supply chain environments like the US Military.

Sherman predicted that consumer attitudes will gradually mature over the next five years as customers realised, and became more comfortable, that retailers already collect much of the data RFID will provide.

Customers already hand over loyalty and credit cards for scanning and capturing; people realize that and their attitudes will mature, he said. However, Sherman contended that RFID technology, especially tunnel readers, will also have to improve in reliability before major supply chain players like third-party logistics providers will buy in.

"When you see a forklift in a warehouse going back and forth, back and forth [to try and get a reading], you know that that's just not going to work."

The Viewlocity CTO said he expected a sustained lift in sales for the company throughout the Asia-Pacific region as global customers such as manufacturers integrated their supply chains right back to the point of origin, specifically pointing to Australia, Korea and Thailand as hubs of activity.

The vendor claims Alcoa, Patrick Corporation, Wallenius Wilhelmsen Lines, Kellogg's, Dell and Nissan as global customers.

Australia's two biggest retailers Woolworths and Coles Myer are currently trialling RFID at a pallet level to track goods within their supply chains. Both declined to comment on what initiatives they were taking to inform customers of either the privacy aspects or consumer benefits of RFID.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Julian Bajkowski

Computerworld
Show Comments

Brand Post

PC World Evaluation Team Review - MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?