The Advocate: RFID is crossing the chasm
now, and will get to mainstream over
next year or two!
Joe White, COO
What does it mean to “Cross the Chasm”?
 Technology must be proven and no longer in
question
 Early Adopters have achieved their vision
delivering clear ROI’s
 Application must be well defined and products
fit their needs
 Solution must be easy to integrate
 Early Majority wants to enhance their existing
processes with the technology (different than
the Early Adopters who are often willing to
build the solution ground up)
 Technology must be considered ‘industry
standard’
Where are we now? - Technology Adoption Lifecycle
The characteristics of market adoption
The
Early Market
The
Mainstream Market
Small Scale Pilots &
Migration to Gen 2
• Metro
• Hong Kong Airport
• McCarran Airport
• Purdue Pharmaceutical
• Abercrombie & Fitch
1•stSam’s
Generation
Club
Technology
• Boeing
•• MIT
Labs
Airbus
•• Wal-mart
Impinj
• Gillette
• P&G
• Alien
• Matrics
Now
Expanded Rollouts &
Certain Apps move to
Mainstream
• Metro
• Sam’s Club
• American Apparel
• Boeing
• Airbus
• DISA
• Wal-Mart Expansion
•NASA Kennedy Space
Center
• Falabella
• Willis Lifestyles
•………..
The
Chasm
Innovators
Early Adopters
Gen 1  Gen 2
Early Majority
Class 3 - BAP
Late Majority
Laggards
Gen 3
In fact the list of adopters is long……
Supply
Chain
Retail
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American Apparel
Falabella
Jones Apparel Group
Kimberly-Clark
Liverpool
New Balance
Staples
Walgreens
Wills Lifestyle
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Energy/
Utilities
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Aker Yards
Duferco
Qatar Gas
Sempra Energy
Tejas Tubular
Tenaris
Vale Inco
Daimler Trucks
Dairy Farmers of
America
Exel
H & M Bay Inc.
IGPS
KPN
Lexar
Megatrux Inc.
Raytheon
UPS
Van Ness
YCH
Yodabashi
IT Asset
Management
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Top 3 Financial Services Co.
Top 5 Financial Service Co.
Top 5 Healthcare Services
Co.
Aviation /
Baggage
Tracking
Asset
Management
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Aker Yards
Alameda County
AMT – Montreal Transit
Authority
ATI – Wah Chang
Canadian Rail
Correos
Cost Plus World Market
Crown
FEMA
Howard County, MD
Kimberly Clark
Kraft
Madison Abstract
San Bernardino Cty, CA
Shoppers Drug Mart
Sun Microsystems
SVG
U.S. Courts
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Boeing
British Airports
Authority
Hong Kong International
Airport
Lufthansa
McCarran International
Airport
Food / Cold
Chain
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Dole
Hawaii Dept. of
Agriculture
Ingersoll Rand
Kroger
Manufacturing
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Dow Corning
Endwave
Handleman Company
Mitsubishi Electric
Volkswagen
Where are we now? - Technology Adoption Lifecycle
The characteristics of market adoption
The
Early Market
The
Mainstream Market
Applications will
cross one at a time!
• Asset Tracking
• Retail Item Level –
Fashion
• Asset Tracking
• Supply Chain
• Cold Chain/
Perishables
• Aviation MRO &
Baggage Handling
Now
What will be first???
The
Chasm
Innovators
Early Adopters
Gen 1  Gen 2
Early Majority
Class 3 - BAP
Late Majority
Laggards
Gen 3
The Signs of Broad Industry Adoption
 RFID Technology is going away in favor of RFID Solutions/ Applications
 How far does the tag read?
 How many Tags per second?
 Does Gen 2 work?
 Stand alone technology is going away in favor of RFID embedded
 Introduction of Gen 2 silicon (Stable standard!)
 Generic RFID Readers are being replaced with Application Specific form factors
 ‘fixed readers’ vs. forklift, in-store retail, POS, warehouse, etc
 Clear ROI in focused applications
 RFID Item Level in Retail Fashion (Apparel, Footwear, and Jewelry)
 Asset Tracking (IT, Oil & Gas, Reusable Containers, etc)
 Closed loop systems
 IT driven RFID initiatives to validate technology is moving to Store Operations
driven and implementations based upon business value.
 Customers are planning chain wide rollouts!!!!!
Supply Chain Management
Asset Management
2009 and Beyond
Retail Item Level Visibility
Cold Chain - Perishables
Aviation/Baggage Tracking
Leading Markets/Apps
Transp.
& Logist.
Manuf.
Here and Now
Govt.
Aggressive Growth in
Defined Markets
Retail
“The Advocate: RFID is crossing the chasm now, and
will get to mainstream over next year or two!”
Questions