BISG WEBCAST -- Radio Frequency Identification

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

“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

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

The business case for RFID… Jim Lichtenberg BISG WEBCAST President www.bisg.org Lightspeed, LLC 4

 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

 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

 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

 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

“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

• 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

 Transparency  Comprehensive Real‐time Data  Supply Chain cooperation All leading to… BISG WEBCAST www.bisg.org 11

 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

“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

 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

 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

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

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

 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

 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

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

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

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

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

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

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

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

 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

 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

 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

We’ll now take questions... BISG WEBCAST www.bisg.org 42

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

BISG WEBCAST -- Radio Frequency Identification

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