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The supply chain has graduated in strategic importance, from the storeroom to the boardroom. In the age of the end to limitless resources, the supply chain has the potential to provide real time management insight into the allocation, position and consumption of resources. By increasing distribution efficiencies, for example, it can significantly reduce fuel consumption. And it has a key role to play in traceability of components. As an illustration, BT customer TNT has worked to develop a high traceability approach that drives service efficiency and integrity and contributes directly to customer satisfaction. We see through a specific example how a global mega-trend is translating into a practical operational solution.