This BISG WEBCAST took place
                 Tuesday, October 20, 2009 at 3:00 p.m. ET

               To register for fu...
“Working to create a more
         informed, empowered and efficient
         informed  empowered and efficient
          ...
Jim Lichtenberg, President, Lightspeed, LLC
                      g            y 99                                       ...
The business case for RFID…




                                  Jim Lichtenberg
BISG WEBCAST                         Pre...
   Digitization
       Print on demand
       Coordinated computerized used book market
       Pi
        Piracy
    ...
   Since  2003, all our focus has been on the 
        technology of RFID:
         BISG annual meeting, 2003
         ...
   When we think about an electronic toll collection 
        system,  we don’t think “RFID…”
         E‐ZPass can proce...
   When we think about an electronic toll collection 
        system,  we don’t think “RFID…”
         E‐ZPass can proce...
“Touches” in the life-cycle of a book...
                                 (even if ebooks explode, it is still $30 billion...
• E‐Z returns
     • E‐Z reduced inventory costs
       • E‐Z book lifecycle management
         • E‐Z printing cost reduc...
   Transparency
       Comprehensive Real‐time Data 
       Supply Chain cooperation
    All leading to…




BISG WEBCA...
   Transparency
       Comprehensive Real‐time Data 
       Supply Chain cooperation
    All leading to…

             ...
“A clear relationship exists between pressure to 
  improve profitability and the application of RFID, 
  improve profitab...
BISG WEBCAST
               © 2007 Jim Lichtenberg
www.bisg.org                            14
   Business decisions are
                                                      made here, at the
                       ...
   In a real cost /benefit analysis, questions to be
        asked are:
         what is the real, total cost of returns...
Tags now cost a dime, ‘readers’ a couple of 
      hundred dollars, and Gen 2 RFID is a proven 
                     ,    ...
Engaging with standards…




                         Michele Southall                   Patrick Javick
               Dir...
is now …




BISG WEBCAST
                          © 2008 GS1 US
www.bisg.org                              19
A standards based
               approach to visibility




BISG WEBCAST
                                        © 2008 GS...
   GS1 EPCglobal Standards are a
                   set of integrated industry-
                   driven standards which...
   Business decisions are
                                                      made here, at the
                       ...
Or




         Host   Reader   Antenna   Tag
                module


BISG WEBCAST
                                   © 2...
Higher    Tracking
                                          Quality
                             Increased               ...
The unique identification and
               exchange of data to your partners.




BISG WEBCAST
                         ...
BISG WEBCAST
               © 2008 GS1 US
www.bisg.org                   26
BISG WEBCAST
               © 2008 GS1 US   27
www.bisg.org
Header




   •Header
        – identifies the structure of the EPC




BISG WEBCAST
                                     ...
Header        Filter Value




   •Header
          – identifies the structure of the EPC
   • Filter Value
          – an...
Partition
           Header        Filter Value
                                            Value




   •Header
         ...
Partition
           Header        Filter Value
                                            Value




                    ...
Partition             g
                                                         EPC Manager
           Header        Filt...
Item
                                           Partition             g
                                                  ...
Translating an ISBN to an EPC


                         ISBN example:                                                    ...
BISG WEBCAST
               © 2008 GS1 US
www.bisg.org                   35
Visibility is the ability to see and act
                    on information.




BISG WEBCAST
                            ...
   Understanding the business processes that affect 
        the “things” as they move through the supply chain
       P...
   Tracking
         “Where is my product now?”
       Tracing
         “What is the history of where has my product h...
To answer questions about Tracking, Tracing, and 
     Pedigree you need VISIBILITY into supply chains




               ...
   Data that records something 
         that happened in the real world.
          h  h        d i   h   l     ld       ...
BISG WEBCAST
               © 2008 GS1 US
www.bisg.org                   41
We’ll now take questions...




BISG WEBCAST
www.bisg.org                                 42
Jim Lichtenberg: jimlichtenberg@mac.com   Patrick Javick: PJavick@gs1us.org
                                              ...
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BISG WEBCAST -- Radio Frequency Identification

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BISG WEBCAST -- Radio Frequency Identification

  1. 1. This BISG WEBCAST took place Tuesday, October 20, 2009 at 3:00 p.m. ET To register for future BISG Webcasts, please visit: http://www bisg org/event-cat-6-webcasts php http://www.bisg.org/event cat 6 webcasts.php Brought to you in partnership with GS1 US BISG WEBCAST www.bisg.org 1
  2. 2. “Working to create a more informed, empowered and efficient informed  empowered and efficient book industry supply chain for both physical and digital products.” www.bisg.org BISG WEBCAST www.bisg.org 2
  3. 3. Jim Lichtenberg, President, Lightspeed, LLC g y 99 g g Starting in the early 1990s, as VP at the Association of American Publishers, Jim Lichtenberg has been consulting and writing about the evolution of the Internet, information technology and digital tools. As President of Lightspeed, LLC, a management consulting practice in New York City, Jim provides strategic counsel to clients in general business and book publishing including: The Conference Board, The Book Manufacturers Institute, Dell, Lightning Source, Houghton Mifflin, the American Library Association and the National Information Standards Organization. As a Board member of the Book Industry Study Group, he is leading an industry effort to assess the potential of RFID technology in the publishing value chain. t ti l  f RFID t h l  i  th   bli hi   l   h i Michele Southall, Director of Community Development, GS1 US As Director of Community Development, Michele Southall works with GS1 members to define best business practices for standards based solutions. Michele has been on staff with EPCglobal US since late 2003, with prior ti  f   t d d  b d  l ti  Mi h l  h  b     t ff  ith EPC l b l US  i  l t     ith  i participation as Global Standards Director for GS1 US, where she was responsible for the development of standards for the Global Data Synchronization Network (GDSN). P t i k J i k  Di t   f I d t  D l t  GS  US / EPC l b l US Patrick Javick, Director of Industry Development, GS1 US / EPCglobal US Patrick Javick is responsible for industry strategy, marketing, and business development  in the Retail Sector. In his position he is tied to the on‐going RFID pilots and  implementations within the Apparel, Fashion and Footwear, Media & Entertainment,  and Consumer Electronics Industries. Patrick is also a co facilitator for the RFID  based Electronic Article Surveillance, Tag Alteration and Apparel, Fashion and  b d l l ll l d l h d Footwear EPCglobal Standards subgroups within GS1 Standards Development. BISG WEBCAST www.bisg.org 3
  4. 4. The business case for RFID… Jim Lichtenberg BISG WEBCAST President www.bisg.org Lightspeed, LLC 4
  5. 5.  Digitization  Print on demand  Coordinated computerized used book market  Pi Piracy  Napsterization  Chunking  Ebooks  Digital books g  Re‐importation  Digital printing BISG WEBCAST www.bisg.org 5
  6. 6.  Since  2003, all our focus has been on the  technology of RFID:  BISG annual meeting, 2003  RFID Working Group  American Library Association  American Booksellers Association  Frankfurt Book Fair  BookExpo America BISG WEBCAST www.bisg.org 6
  7. 7.  When we think about an electronic toll collection  system,  we don’t think “RFID…”  E‐ZPass can process 250 to 300 percent more vehicles per lane  EZ Pass saves you money through automatic discounts  E‐ZPass helps to reduce congestion and reduce auto emissions  E‐ZPass helps reduce fuel consumption BISG WEBCAST www.bisg.org 7
  8. 8.  When we think about an electronic toll collection  system,  we don’t think “RFID…”  E‐ZPass can process 250 to 300 percent more vehicles per lane  EZ Pass saves you money through automatic discounts  E‐ZPass helps to reduce congestion and reduce auto emissions  E‐ZPass helps reduce fuel consumption It’   t  b t th  t h l It’s not about the technology, it’s about the business and consumer benefits. http://www.ezpassnj.com/static/info/discount.shtml BISG WEBCAST www.bisg.org 8
  9. 9. “Touches” in the life-cycle of a book... (even if ebooks explode, it is still $30 billion (even if ebooks explode  it is still $30 billion in annual books sales) … that are being dangerously  compromised by legacy supply  chain processes. h i   BISG WEBCAST © 2007 Jim Lichtenberg www.bisg.org 9
  10. 10. • E‐Z returns • E‐Z reduced inventory costs • E‐Z book lifecycle management • E‐Z printing cost reduction • E Z printing cost reduction • E‐Z warehouse management g • E‐Z restocking • E‐Z re‐shelving • E‐Z having the book on the shelf when the     customer is ready to buy • E‐Z customer satisfaction • E‐Z increased bottom line BISG WEBCAST www.bisg.org 10
  11. 11.  Transparency  Comprehensive Real‐time Data   Supply Chain cooperation All leading to… BISG WEBCAST www.bisg.org 11
  12. 12.  Transparency  Comprehensive Real‐time Data   Supply Chain cooperation All leading to… Lower cost and greater efficiencies. The ability to know exactly where every book is in real time, all the time. BISG WEBCAST www.bisg.org 12
  13. 13. “A clear relationship exists between pressure to  improve profitability and the application of RFID,  improve profitability and the application of RFID   resulting in improved competitive performance. (Producers and) retailers set strategies and take actions primarily  around maximizing visibility ‐‐ improving process management,  and increasing customer satisfaction.  d f The selection of RFID technology … plays a crucial role in the  gy p y ability to turn these strategies into profit.” ABERDEEN RESEARCH BISG WEBCAST © 2007 Jim Lichtenberg www.bisg.org 13
  14. 14. BISG WEBCAST © 2007 Jim Lichtenberg www.bisg.org 14
  15. 15.  Business decisions are made here, at the company headquarters  …but there’s an awful lot of important action… … in the real world.  EPC and RFID technology can bring t h l bi Factory awareness of the Distribution physical world Center Warehouse Store BISG WEBCAST © 2008 GS1 US www.bisg.org 15
  16. 16.  In a real cost /benefit analysis, questions to be asked are:  what is the real, total cost of returns and pulping?  how much money is tied up in books sitting in the  warehouse?  how much money is lost in unnecessary printing and  transportation?  how many sales/dollars are lost because books aren’t  available to a customer with a credit card in her hand? BISG WEBCAST www.bisg.org 16
  17. 17. Tags now cost a dime, ‘readers’ a couple of  hundred dollars, and Gen 2 RFID is a proven  , p technology.  So what’s stopping you? BISG WEBCAST www.bisg.org 17
  18. 18. Engaging with standards… Michele Southall Patrick Javick Director of Community Development Director of Industry Development GS1 US GS1 US / EPCglobal US BISG WEBCAST www.bisg.org 18
  19. 19. is now … BISG WEBCAST © 2008 GS1 US www.bisg.org 19
  20. 20. A standards based approach to visibility BISG WEBCAST © 2008 GS1 US www.bisg.org 20
  21. 21.  GS1 EPCglobal Standards are a set of integrated industry- driven standards which have been d b developed t meet user’s l d to t ’ requirements enabling the identification of objects, data capture and sharing of information among partners throughout the supply chain chain. BISG WEBCAST www.bisg.org © 2008 GS1 US 21
  22. 22.  Business decisions are made here, at the company headquarters  …but there’s an awful lot of important action… … in the real world.  EPC and RFID technology can bring t h l bi Factory awareness of the Distribution physical world Center Warehouse Store BISG WEBCAST © 2008 GS1 US www.bisg.org 22
  23. 23. Or Host Reader Antenna Tag module BISG WEBCAST © 2008 GS1 US www.bisg.org 23
  24. 24. Higher Tracking Quality Increased Traceability Outcome Automation Control Increased Reduce Increase Visibility Cost Security Authentication New Generate Fulfill Service Value Requirements Law NNew Product Feature CRM Mandate BISG WEBCAST © 2008 GS1 US www.bisg.org 24
  25. 25. The unique identification and exchange of data to your partners. BISG WEBCAST © 2008 GS1 US www.bisg.org 25
  26. 26. BISG WEBCAST © 2008 GS1 US www.bisg.org 26
  27. 27. BISG WEBCAST © 2008 GS1 US 27 www.bisg.org
  28. 28. Header •Header – identifies the structure of the EPC BISG WEBCAST © 2008 GS1 US 28 www.bisg.org
  29. 29. Header Filter Value •Header – identifies the structure of the EPC • Filter Value – an instruction for the Reader to select or “mask out certain types of EPCs mask out” BISG WEBCAST © 2008 GS1 US 29 www.bisg.org
  30. 30. Partition Header Filter Value Value •Header – identifies the structure of the EPC • Filter Value – an instruction for the Reader to select or “mask out certain types of EPCs mask out” •Partition Value – Reader instruction designating where the EPC Manager Number ends and the Item Reference begins. BISG WEBCAST © 2008 GS1 US 30 www.bisg.org
  31. 31. Partition Header Filter Value Value Defined in Tag D fi d i T •Header Data Standard – identifies the structure of the EPC • Filter Value – an instruction for the Reader to select or “mask out certain types of EPCs mask out” •Partition Value – Reader instruction designating where the EPC Manager Number ends and the Item Reference begins. BISG WEBCAST © 2008 GS1 US 31 www.bisg.org
  32. 32. Partition g EPC Manager Header Filter Value Value Number Defined in Tag D fi d i T Registered by R i t db •Header Data Standard EPCglobal – identifies the structure of the EPC • Filter Value – an instruction for the Reader to select or “mask out certain types of EPCs mask out” •Partition Value – Reader instruction designating where the EPC Manager Number ends and the Item Reference begins. •EPC Manager Number EPC – identifies entity responsible for maintaining the subsequent partitions of the EPC BISG WEBCAST © 2008 GS1 US 32 www.bisg.org
  33. 33. Item Partition g EPC Manager Header Filter Value Reference Serial Number Value Number Defined in Tag D fi d i T Registered by R i t db Assigned b EPC M A i d by Manager •Header Data Standard EPCglobal Number Owner – identifies the structure of the EPC • Filter Value – an instruction for the Reader to select or “mask out certain types of EPCs mask out” •Partition Value – Reader instruction designating where the EPC Manager Number ends and the Item Reference begins. •EPC Manager Number EPC – identifies entity responsible for maintaining the subsequent partitions of the EPC •Item Reference •The item reference is variable-length and is assigned by the EPC Manager Number Owner •Serial Number – The serial number is defined as 12 digits, and is also assigned by the EPC Manager Number Owner. BISG WEBCAST © 2008 GS1 US 33 www.bisg.org
  34. 34. Translating an ISBN to an EPC ISBN example: EPC Translation: International Standard Book Number (ISBN) Pure Identity URI: urn:epc:id:sgtin:978817525.0766.999999999999 EPC (decimal representation) 4 8 = H d f SGTIN Header for 1 = Filter value for Retail Consumer Trade Item 3 = Partition value to identify length of EPC Manager Number Note: Partition value changes based on length of EPC Manager Number 9 7 8 8 1 7 5 2 5 = EPC Manager Number 9 7 8 = EAN Company Prefix 0 7 6 6 = Indicator digit + Item reference 8 1 = Registration Group (Group) 9 9 9 9 9 9 9 9 9 9 9 9 = Serial # 7 5 2 5 = Registrant (Publisher) EPC tag URI: urn:epc:tag:sgtin-96:1.978817525.0766.999999999999 7 6 6 = Publication (Title) 5 = Check Digit BISG WEBCAST © 2008 GS1 US www.bisg.org 34
  35. 35. BISG WEBCAST © 2008 GS1 US www.bisg.org 35
  36. 36. Visibility is the ability to see and act on information. BISG WEBCAST © 2008 GS1 US www.bisg.org 36
  37. 37.  Understanding the business processes that affect  the “things” as they move through the supply chain  Providing the ability to answer a broad range of  question  what is the real, total cost of returns and pulping?  how much money is tied up in books sitting in the  warehouse?  how much money is lost in unnecessary printing and  transportation?  how many sales/dollars are lost because books aren’t  available to a customer with a credit card in her hand? BISG WEBCAST © 2008 GS1 US www.bisg.org 37
  38. 38.  Tracking  “Where is my product now?”  Tracing  “What is the history of where has my product has been?”  Pedigree  “Who has handled or had ownership of this product?” Who has handled or had ownership of this product?  Recall  Simple = initiate a notification to bring it back  initiate a notification to bring it back  Smarter  1. Find locations of product 2. 2 Initiate the recall 3. Track the recall BISG WEBCAST © 2008 GS1 US www.bisg.org 38
  39. 39. To answer questions about Tracking, Tracing, and  Pedigree you need VISIBILITY into supply chains In order to have VISIBILITY, it is essential to have…. BISG WEBCAST © 2008 GS1 US www.bisg.org 39
  40. 40.  Data that records something  that happened in the real world. h  h d i   h   l  ld Event Data ----------------  Event data has four dimensions: sgtin:0400001.000001.2  What   what physical objects were  What:  what physical objects were  2007-10-02 10:00:00 involved (EPC or other identifier)  When:  when the event took place  sgln:0400001.00300.0 (timestamp) receiving  Where:  where the event took  place (location identifier)  Why:  what business process step  was being carried out BISG WEBCAST © 2008 GS1 US www.bisg.org 40
  41. 41. BISG WEBCAST © 2008 GS1 US www.bisg.org 41
  42. 42. We’ll now take questions... BISG WEBCAST www.bisg.org 42
  43. 43. Jim Lichtenberg: jimlichtenberg@mac.com Patrick Javick: PJavick@gs1us.org Website: www.gs1.org Michele Southall: MSouthall@gs1us.org @g g Angela Bole: angela@bisg.org g g @ g g Website: www.gs1.org Website: www.bisg.org BISG WEBCAST www.bisg.org 43
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