RFID: The Next Big Little Thing William T. Colleran, Ph.D. President & CEO, Impinj Inc. Copyright 2003 Impinj, Inc. All ri...
What is RFID? <ul><li>Stands for “Radio Frequency Identification” </li></ul><ul><li>Replacement for bar codes with several...
How Does RFID Work? <ul><li>Reader sends RF interrogation signal </li></ul><ul><li>Tag uses incoming RF signal as power so...
RFID is Old, So What’s New? <ul><li>Previous standards </li></ul><ul><ul><li>125 KHz and 13.56 MHz </li></ul></ul><ul><ul>...
Myriad Applications <ul><li>Supply Chain </li></ul><ul><li>Package tracking (UPS, FedEx)  </li></ul><ul><li>Airline ticket...
RFID in Supply Chain Management <ul><li>Albertson’s distribution center in Brea, CA </li></ul><ul><li>RFID will increase t...
RFID in Logistics <ul><li>UPS sorting facility in Louisville, KY </li></ul><ul><ul><li>Handles ~5 billion parcels annually...
An Idea Whose Time Has Come <ul><li>6 of top 7 retailers worldwide </li></ul><ul><li>> $750 billion revenue </li></ul>
Astounding Volume Source: Deloitte & Touche, stores.org, customer interviews.
Conservative at 100 Billion/Year? 10 TU 1 TU 100 BU 10 BU 1 BU 100 MU 10 MU Metcalf’s Law: The value of a network increase...
RFID Chip Market <ul><li>First and only market for  consumable  semiconductors </li></ul><ul><ul><li>Most semiconductor pr...
Impinj, Inc. <ul><li>Fabless startup located in Seattle, WA </li></ul><ul><ul><li>Founders: Dr. Carver Mead and Dr. Chris ...
Award Winning Technology <ul><ul><li>“ Best of the Best” </li></ul></ul><ul><ul><li>“ Startup of the Year” </li></ul></ul>...
William T. Colleran, Ph.D. President & CEO www.impinj.com [email_address] Copyright 2003 Impinj, Inc. All rights reserved.
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Bill Colleran

  1. 1. RFID: The Next Big Little Thing William T. Colleran, Ph.D. President & CEO, Impinj Inc. Copyright 2003 Impinj, Inc. All rights reserved.
  2. 2. What is RFID? <ul><li>Stands for “Radio Frequency Identification” </li></ul><ul><li>Replacement for bar codes with several key advantages </li></ul><ul><ul><li>No line-of-sight required </li></ul></ul><ul><ul><li>Tags can be rewriteable </li></ul></ul><ul><ul><li>Unique serial number for each tag </li></ul></ul><ul><ul><ul><li>EPC replaces UPC </li></ul></ul></ul>EPC Code Expiration Date Tax Tariff Kill Command Repair History RFID
  3. 3. How Does RFID Work? <ul><li>Reader sends RF interrogation signal </li></ul><ul><li>Tag uses incoming RF signal as power source </li></ul><ul><ul><li>Tag comprises antenna and RFID chip </li></ul></ul><ul><ul><ul><li>RFID chips are extremely small (< 1 mm 2 ) </li></ul></ul></ul><ul><ul><li>No battery required – unlimited lifetime </li></ul></ul><ul><ul><ul><li>Power dissipation must very low (< 10 uW) </li></ul></ul></ul><ul><li>Tag returns EPC by reflecting incident RF signal </li></ul>
  4. 4. RFID is Old, So What’s New? <ul><li>Previous standards </li></ul><ul><ul><li>125 KHz and 13.56 MHz </li></ul></ul><ul><ul><li>Inefficient modulations schemes </li></ul></ul><ul><ul><li>Large antennas – credit card size </li></ul></ul><ul><ul><li>Short range – < 3 feet </li></ul></ul><ul><li>Emerging standards </li></ul><ul><ul><li>900 MHz </li></ul></ul><ul><ul><li>Efficient modulation scheme </li></ul></ul><ul><ul><li>Small antennas – postage stamp size </li></ul></ul><ul><ul><li>Long range – ~ 20 – 30 feet </li></ul></ul><ul><ul><li>Rewriteable nonvolatile memory </li></ul></ul>13 MHz 900 MHz 1 – 3 ft 30 ft +
  5. 5. Myriad Applications <ul><li>Supply Chain </li></ul><ul><li>Package tracking (UPS, FedEx) </li></ul><ul><li>Airline tickets, luggage </li></ul><ul><li>Pharmaceuticals </li></ul><ul><li>Anti-counterfeiting </li></ul><ul><li>Asset tagging, archiving </li></ul><ul><li>Car tires </li></ul><ul><li>Animal tagging </li></ul>
  6. 6. RFID in Supply Chain Management <ul><li>Albertson’s distribution center in Brea, CA </li></ul><ul><li>RFID will increase throughput and efficiency </li></ul><ul><ul><li>Current barcode scanning slow </li></ul></ul><ul><ul><li>Barcode applied manually by retailer, not supplier </li></ul></ul>
  7. 7. RFID in Logistics <ul><li>UPS sorting facility in Louisville, KY </li></ul><ul><ul><li>Handles ~5 billion parcels annually </li></ul></ul><ul><li>RFID will increase throughput and efficiency </li></ul><ul><ul><li>Current barcode scanning slow and requires manual alignment </li></ul></ul>
  8. 8. An Idea Whose Time Has Come <ul><li>6 of top 7 retailers worldwide </li></ul><ul><li>> $750 billion revenue </li></ul>
  9. 9. Astounding Volume Source: Deloitte & Touche, stores.org, customer interviews.
  10. 10. Conservative at 100 Billion/Year? 10 TU 1 TU 100 BU 10 BU 1 BU 100 MU 10 MU Metcalf’s Law: The value of a network increases exponentially with the number of nodes on the network 1/Computer 1/Consumer Appliance 1/Object Cell Phones Wi-Fi Bluetooth/ ZigBee RFID 1/Human Potential Current Penetration
  11. 11. RFID Chip Market <ul><li>First and only market for consumable semiconductors </li></ul><ul><ul><li>Most semiconductor products designed to last years </li></ul></ul><ul><ul><li>Many RFID chips will last for weeks, days or even hours </li></ul></ul><ul><li>Huge volume – 10s of billions per year </li></ul><ul><ul><li>ASPs will start < $0.30 and move to < $0.10 </li></ul></ul><ul><ul><li>$ multi-billion market in a few years </li></ul></ul><ul><ul><li>No entrenched incumbent </li></ul></ul><ul><li>Keys to success </li></ul><ul><ul><li>Global standards </li></ul></ul><ul><ul><li>Very inexpensive chips => Logic CMOS </li></ul></ul><ul><ul><li>Very low power chips => Advanced logic CMOS </li></ul></ul><ul><ul><li>Rewriteable nonvolatile memory => Impinj’s AEON memory </li></ul></ul>
  12. 12. Impinj, Inc. <ul><li>Fabless startup located in Seattle, WA </li></ul><ul><ul><li>Founders: Dr. Carver Mead and Dr. Chris Diorio </li></ul></ul><ul><ul><li>45 employees </li></ul></ul><ul><ul><li>Raised $30 million to date </li></ul></ul><ul><li>Platform technology: Self-Adaptive Silicon TM </li></ul><ul><ul><li>Self-tuning analog circuits in lowest cost logic CMOS processes </li></ul></ul><ul><ul><ul><li>Superior analog and RF performance (extremely low power) </li></ul></ul></ul><ul><ul><li>AEON TM low-density nonvolatile memory in logic CMOS </li></ul></ul><ul><li>RFID activity </li></ul><ul><ul><li>Chairing AutoID Center’s hardware standards body </li></ul></ul><ul><ul><li>Developing RFID products for > 1 year </li></ul></ul><ul><ul><ul><li>First RFID chip sampling late this year </li></ul></ul></ul>
  13. 13. Award Winning Technology <ul><ul><li>“ Best of the Best” </li></ul></ul><ul><ul><li>“ Startup of the Year” </li></ul></ul><ul><ul><li>“ Startups Graduate with Honors” </li></ul></ul><ul><ul><li>“ Hottest Young Communication Companies” </li></ul></ul><ul><ul><li>“ Venture All-Star” </li></ul></ul><ul><ul><li>“ Most Promising New Technology” </li></ul></ul>
  14. 14. William T. Colleran, Ph.D. President & CEO www.impinj.com [email_address] Copyright 2003 Impinj, Inc. All rights reserved.

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