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Neal Thompson of Maritz at MPITechCon on RFID


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Neal Thompson explores RFID technologies in the event and meetings industry at MPITechCon - the premiere tech conference for the meetings and events industry hosted by MPI Chicago

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Neal Thompson of Maritz at MPITechCon on RFID

  1. 1. @thomace RFID Technologies Neal Thompson Director, Strategic Technologies Maritz Travel Company
  2. 2. Background Working with RFID since 2010 Partnership between Maritz Travel and Capture Technologies
  3. 3. Types of RFID Tags Active (Battery enabled)  Toll Collection Passive Tags (RF signal provides power)  Electronic store security
  4. 4. Passive RFID Tags Receives power from the reader Data Broadcast RFID Tag Reader
  5. 5. Passive RFID Tags Frequency Type Frequency Range Contactless 13.56mHz 2-6 Inches Smart Card NFC 13.56mHz 2-6 Inches UHF 928mHz Up to 30 Feet Antenna Type Frequency 2D Orientation Sensitive 3D Complete Orientation Insensitive
  6. 6. Storing Data on RFID TagsEPC Global Class 1 Gen-2 UHF RFID Tag 4 Memory Banks EPC (Electronic TID (Tag Reserved User Memory Product Identifier) Code) Access and Identification Type of Tag Writable Area Kill Password of Host of Memory Product Pre-written 128-496 bit 32 to 512 bit
  7. 7. Tag Modes Read Once  Read tag, switch to B mode  Remain in B mode until power is lost Continuous Read  Read tag, switch to B mode  Can’t find any more tags  Read again switch to A mode
  8. 8. Getting Tags on Badges Two methods  Associate the EPC to the attendee at time of print  Write the Attendee ID to the tag at time of print
  9. 9. Tag Association ProcessProcess Challenges Badge is printed  Slow at time of attendee Sticker with RFID tag is badge pick-up applied to the badge  Prone to human error Sticker contains a barcode (forgot to scan) with EPC  Does not test the tag for Barcode is scanned into readability onsite system and a record  Tag may be removed from is created for association the badge  Pre-Print is labor intensive
  10. 10. Tag Write ProcessProcess Advantages Blank badges are  Process is fast and ordered with RFID seamless tags factor adhered  Very little training of staff  100% of tags are quality Badges are printed checked and the tag is written  No separate data file with with the AttendeeID tag associations Tag is verified read to  Easier to “disable” a badge ensure tag viability  Reads of “rouge” tags are eliminated
  11. 11. Hardware Type of Readers  Hand Held  Reader/Writers  Long-Range Antennas Use Cases  AccessControl  Room Monitoring
  12. 12. Access ControlHow It’s Used What To Consider Uses a tap and go  Badge design being model comfortable for Each attendee must attendees “tap” the badge on a  Power and reader infrastructure outside Most vendors are the door moving away from laptops to tablets  Monitors to ensure attendee adherance
  13. 13. Room MonitoringHow It’s Used What To Consider Passive: Panels are  Panels are not 100% installed either to the accurate side of the door, or over trusses  Greater infrastructure Active: Tap and Go and time for setup for with no access control panels Key is to measure  Panels are more time in the session convenient
  14. 14. EngagementHow Its Used What To Consider Panels are setup in  Reporting can be areas (exhibit floor) challenging  Setup time / overall Strategically located booth look and feel around content areas  Very valuable data for Attendees are exhibitors especially measured by duration when combined with LR data in locations
  15. 15. The RFID Ecosystem My Surveys My Exhibits My Content Electronic Drink Tickets Engagement and Analytics
  16. 16. Case StudyTop 100 technology company
  17. 17. Event Overview User conference 6,000 attendees, world wide Numerous sessions Large interactive exhibit area
  18. 18. Sessions Access control for C level sessions Participation reporting:  Engagement  Topic interest  Partner driven sessions  Triggering surveys
  19. 19. Exhibit Hall Monitor attendee behavior on the show floor Provide exhibitor value of overall traffic Create heat maps of the exhibitor to determine what is most impactful Identify which accounts are most engaged in what solutions
  20. 20. Putting the Data to Use Partner sessions became required during registration Exhibit hall design was re-tooled to be experiential Attendees registered for time to be on exhibit floor: moved away from welcome reception concept
  21. 21. ReportingConcepts of RFID Reporting
  22. 22. Overall Attendance
  23. 23. Track Attendance
  24. 24. Attendee Type Engagement
  25. 25. Topic Detail
  26. 26. Lessons LearnedWhat works.What remains challenging.
  27. 27. What Works Gain insight and data into attendee behavior More efficient / accurate scanning than barcodes Tablet session scanning provides digital signage
  28. 28. Evaluating Providers Investment: Look at total cost Experience with registration system Efficient tag association model at check-in RFID scan storage on devices Reporting turnaround
  29. 29. Demonstration