Print Technology: Functional Printed Electronics - RFID & NFC versus QR Codes - Brook Spaulding & Mariah Hunt
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The document outlines a presentation on functional printed electronics, specifically focusing on the comparison between RFID, NFC, and QR codes, highlighting their respective applications and advantages. It includes discussions on audience polling, technical differences, popular use cases, and trends in the printed technology market. Additionally, it provides insights into USPS promotions and the future potential of NFC technology in marketing and consumer engagement.
Print Technology: Functional Printed Electronics - RFID & NFC versus QR Codes - Brook Spaulding & Mariah Hunt
- 1. 1 NEDMA ANNUAL CONFERENCE Print Technology: Functional Printed Electronics RFID & NFC versus QR Codes Where Bentley College When Wednesday, May 27th 2015 2:40pm - 3:40pm Brook Spaulding Verivis Consul4ng 617.910.8722 bspaulding@verivisconsul4ng.com @brookspaulding Mariah Hunt Hunt Direct 617.755.0134 mariah@huntdirect.net @mariahhunt
- 2. AGENDA 2 Introductions Familiarity with RFID, NFC and QR Codes — an audience test! The Science of RFID and NFC Differences between NFC, QR Codes and Augmented Reality Popular use cases for NFC that marketers care about! DEMOS Functional printing technology examples RR Donnelley | Kovio-Thin Film-Xerox PARC USPS Promotional Discounts in 2015 Q&A Additional Resources © 2015 Verivis Consulting
- 3. 3 AUDIENCE POLL EZ PASS Ultra High Frequency: 900MHz CHARLIE CARD High Frequency: 13.56MHz PET TRACKING Low Frequency: 125KHz © 2015 Verivis Consulting
- 4. 4 Radio Frequency Identification (RFID): The Science Anyone dizzy yet?© 2015 Verivis Consulting
- 5. 5 VISUAL CLUES NFC Tag QR Codes © 2015 Verivis Consulting Augmented Reality Codes
- 6. Line of Sight NO YES Requires Camera App NO YES All Smart Phones NO YES Go To Web Site YES YES Upload A Contact YES YES Unique ID Number ALWAYS DEPENDS Device to Device YES NO Automates Tasks YES NO Open An Application YES NO Metal Interference YES NO Ease Of Use Higher Lower 6 Near Field Communication vs. QR Codes (2D Bar Codes) NFC QR Codes Internet of Everything - 40 billion devices by 2020 per Cisco (1/7/13).© 2015 Verivis Consulting
- 7. 7 NFC Example: Smart Business Card http://us.moo.com/nfc/© 2015 Verivis Consulting
- 8. 8 HAND-OUTS: THREE NFC MOCK-UPS 3) The Convertible Mailer™: Mount Wachusett Ski Area => VIDEO © 2015 Verivis Consulting 1) Catalog: Equal Exchange Fairly Traded Coffee => RECIPE 2) Business Card: Brook Spaulding => LINKED_IN
- 9. 9 NFC - Contactless Smart Cards & Tags: Applications Outdoor POP & In-Store Brochures Magazines Post Cards Envelopes Apparel - Nike Story Where What Devices - Smart Phones & Tablets Things People Why User Experience Save Time | Convenience Big Data | Analytics | Unique Security NFC $1 billion in ’12 to $20 billion in ’18 - Transparency Market Research. Wired Magazine ’12 500,000 tags © 2015 Verivis Consulting
- 10. 10 Additional NFC Tag Uses (Today) Payments Hotel Keys (especially casinos) Waterparks and Ski Resort tickets Sweepstakes | Raffles Coupons Recipes Movie Poster Trailers Counterfeit Protection - drugs & wine Peer-to-Peer | contacts Business Cards Trade Show Badges Special Events - entrance | exit Social Media Mobile Apps Loyalty Programs Location Sharing Exclusive Content Phone Control - alarm, wifi, etc. Calendar Health Apps - temperature Mass Transit STARBUCKS: “12 million active users of its mobile app in US and Canada making 6 million mobile payments per week”. (7/28/14) 16 million users & 8 million week 4/25/15 © 2015 Verivis Consulting
- 11. 11 Data & Analytics Tag ID (unique) Transaction ID (unique) Device ID IP Address IP Organization GeoLocation (city | zip code | latitude | longitude) URL Action Result Time © 2015 Verivis Consulting
- 12. 12 FUTURE? “Minority Report” - Tom Cruise as John Anderton - 20th Century Fox © 2012 © 2015 Verivis Consulting
- 13. 13 Cost of NFC Tags - Value of New Print Technologies RR Donnelley Likely objective sub 5 cents each RR Donnelley & Sons Co. is now also providing a line of passive RFID tags—both high-frequency (HF) and ultrahigh-frequency (UHF)—that it designs and manufactures with conventional passive RFID chips and a custom- printed antenna. Kovio | Thin Film | Xerox PARC Current Technology (NXP Semiconductor, Texas Instruments, Moversa, Smartrac, etc.) Approx 20 cents each or $200 per M in volume From RapidNFC can buy ten tags for 50 cents each Likely objective sub 5 cents each Process starts with a thin, inexpensive plastic (PET or PEN). On the plastic substrate, one gravure prints the bottom electrode, then coat a layer of ferroelectric polymer. Next, one uses a second gravure print station to add the top electrodes, followed by screen printing a series of carbon pads. Finally, two patent-pending protection layers are printed via rotary screen.© 2015 Verivis Consulting
- 14. 14 RR Donnelley - Explore the Benefits of NFC RFID Logistics: LTL Shipper Customized Dual Dipole Antenna Missing Pallets (time | $ | rep) Added RFID tags to all pallets Custom inlay improved read range “Near Field Communications (NFC) enables an exciting array of marketing, merchandising, and other applications. NFC is designed to promote consumer interaction, with inlays that are formatted to activate NFC-enabled smartphones. Use our NFC- enabled smart labels and signage to engage consumers and draw them to your mobile-optimized sites for information sharing, product validation/registration, couponing, product demonstrations, and much more.” http://www.rrdonnelley.com/digital- solutions/interactive-solutions/ Questions: Eric Wood (eric.wood@rrd.com) Non-RRD
- 15. 15 RFID Tag Produced Without A Silicon Wafer (100% printed) © 2015 Verivis Consulting
- 16. USPS Promotions 2015: now 6 months long! 16 ▪ Mail Drives Mobile Engagement Promotion for Standard Mail Demonstrate how direct mail, combined with mobile bar code or print/mobile technology, can be read or scanned by a mobile device and leads to a mobile- optimized shopping website. Discount: 2% of eligible postage. ▪ Emerging and Advanced Technology Promotion for First- Class, Standard and Non-Profit Encourage the use of “enhanced’ augmented reality or standard NFC technology in mailing campaigns to create an interactive experience. Discount: 2% of eligible postage. As of 5/17/15 see https://www.usps.com/business/promotions-incentives.htm© 2015 Verivis Consulting JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC Earned Value Promotion Color Transpromo Promotion Mail Drives Mobile Engagement Promotion STANDARD AND FIRST-CLASS MAIL FIRST-CLASS MAIL® Promotion Period June 1 – November 30 Promotion Period July 1 – December 31 Promotion Period May 1 – July 31 Promotion Period June 1 – November 30 STANDARD MAIL® Emerging and Advanced Technology Promotion Registration March 15 –April 30 Registration March 15 – Nov 30 Registration April 15 – Nov 30 Registration May 15 – Dec 31 As of: 5/7/15 2015 Promotion Calendar
- 17. Additional Resources 17 — NFC http://en.wikipedia.org/wiki/Near_field_communication — USPS https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/ Proposed2015PromotionsCalendar.pdf — RRD http://www.rrdonnelley.com/digital-solutions/interactive-solutions/ — Xerox http://www.marketwatch.com/story/thinfilm-announces- partnership-with-xerox-for-mass-production-of-thinfilm-memorytm- labels-2015-01-21 — Venture Beat http://venturebeat.com/2013/02/17/heads-up- marketers-nfc-will-do-more-for-you-than-qr-codes/ — Quad http://www.qg.com/news/quad_news_detail.asp?NewMessageID=38754 © 2015 Verivis Consulting — USPS | Scott Gilman (Senior Sales Executive - Mailing), Greater Boston District scott.r.gilman@usps.gov | 978-664-7656
- 18. USPS Promotions 2015 Explained 18 See https://www.usps.com/business/promotions-incentives.htm © 2015 Verivis Consulting