Learn the latest in print technology: RFID technology embedded in paper. As costs for RFID and NFC tags continue to decrease, and phone manufacturers incorporate NFC capabilities into their products, RFID is being embraced in marketing campaigns, products, and events across the world. RFID in marketing brings a certain level of interaction to campaigns. Whereas traditional advertising campaigns push a message onto the consumer, interactive campaigns invite the consumer to engage with the brand. Consumers have their smartphones or tablets in hand all the time. NFC (Near Field Communications) is a technology that invites consumers to connect directly with your advertisements, signage, displays, and other printed communications. NFC shortens the distance between inquiry and action. It lets customers spend more time engaging and making purchases through an interactive experience rather than just visiting a static web page. This presentation was given by Brook Spaulding, Principal of Verivis Consulting, and Mariah Hunt, Owner of Hunt Direct, at NEDMA's 2015 Annual Conference.

1. 1
NEDMA ANNUAL CONFERENCE
Print Technology: Functional Printed Electronics
RFID & NFC versus QR Codes
Where
Bentley College
When
Wednesday, May 27th 2015
2:40pm - 3:40pm
Brook
Spaulding
Verivis
Consul4ng
617.910.8722
bspaulding@verivisconsul4ng.com
@brookspaulding
Mariah
Hunt
Hunt
Direct
617.755.0134
mariah@huntdirect.net
@mariahhunt

2. AGENDA
2
Introductions
Familiarity with RFID, NFC and QR Codes — an audience test!
The Science of RFID and NFC
Differences between NFC, QR Codes and Augmented Reality
Popular use cases for NFC that marketers care about!
DEMOS
Functional printing technology examples
RR Donnelley | Kovio-Thin Film-Xerox PARC
USPS Promotional Discounts in 2015
Q&A
Additional Resources
© 2015 Verivis Consulting

3. 3
AUDIENCE POLL
EZ PASS
Ultra High Frequency: 900MHz
CHARLIE CARD
High Frequency: 13.56MHz
PET TRACKING
Low Frequency: 125KHz
© 2015 Verivis Consulting

4. 4
Radio Frequency Identification (RFID): The Science
Anyone dizzy yet?© 2015 Verivis Consulting

5. 5
VISUAL CLUES
NFC Tag QR Codes
© 2015 Verivis Consulting
Augmented Reality Codes

6. Line of Sight NO YES
Requires Camera App NO YES
All Smart Phones NO YES
Go To Web Site YES YES
Upload A Contact YES YES
Unique ID Number ALWAYS DEPENDS
Device to Device YES NO
Automates Tasks YES NO
Open An Application YES NO
Metal Interference YES NO
Ease Of Use Higher Lower
6
Near Field Communication vs. QR Codes (2D Bar Codes)
NFC QR Codes
Internet of Everything - 40 billion devices by 2020 per Cisco (1/7/13).© 2015 Verivis Consulting

7. 7
NFC Example: Smart Business Card
http://us.moo.com/nfc/© 2015 Verivis Consulting

8. 8
HAND-OUTS: THREE NFC MOCK-UPS
3) The Convertible Mailer™: Mount Wachusett Ski Area => VIDEO
© 2015 Verivis Consulting
1) Catalog: Equal Exchange Fairly Traded Coffee => RECIPE
2) Business Card: Brook Spaulding => LINKED_IN

9. 9
NFC - Contactless Smart Cards & Tags: Applications
Outdoor
POP & In-Store
Brochures
Magazines
Post Cards
Envelopes
Apparel - Nike Story
Where What
Devices - Smart Phones & Tablets
Things
People
Why
User Experience
Save Time | Convenience
Big Data | Analytics | Unique
Security
NFC $1 billion in ’12 to $20 billion in ’18 - Transparency Market Research.
Wired Magazine ’12
500,000 tags
© 2015 Verivis Consulting

10. 10
Additional NFC Tag Uses (Today)
Payments
Hotel Keys (especially casinos)
Waterparks and Ski Resort tickets
Sweepstakes | Raffles
Coupons
Recipes
Movie Poster Trailers
Counterfeit Protection - drugs & wine
Peer-to-Peer | contacts
Business Cards
Trade Show Badges
Special Events - entrance | exit
Social Media
Mobile Apps
Loyalty Programs
Location Sharing
Exclusive Content
Phone Control - alarm, wifi, etc.
Calendar
Health Apps - temperature
Mass Transit
STARBUCKS: “12 million active
users of its mobile app in US and
Canada making 6 million mobile
payments per week”. (7/28/14)
16 million users & 8 million week
4/25/15
© 2015 Verivis Consulting

11. 11
Data & Analytics
Tag ID (unique)
Transaction ID (unique)
Device ID
IP Address
IP Organization
GeoLocation (city | zip code | latitude | longitude)
URL
Action Result
Time
© 2015 Verivis Consulting

12. 12
FUTURE?
“Minority Report” - Tom Cruise as John Anderton - 20th Century Fox © 2012
© 2015 Verivis Consulting

13. 13
Cost of NFC Tags - Value of New Print Technologies
RR Donnelley
Likely objective sub 5 cents each
RR Donnelley & Sons Co. is now
also providing a line of passive
RFID tags—both high-frequency
(HF) and ultrahigh-frequency
(UHF)—that it designs and
manufactures with conventional
passive RFID chips and a custom-
printed antenna.
Kovio | Thin Film | Xerox PARC
Current Technology (NXP Semiconductor, Texas Instruments, Moversa, Smartrac, etc.)
Approx 20 cents each or $200 per M in volume
From RapidNFC can buy ten tags for 50 cents each
Likely objective sub 5 cents each
Process starts with a thin, inexpensive
plastic (PET or PEN). On the plastic
substrate, one gravure prints the bottom
electrode, then coat a layer of
ferroelectric polymer. Next, one uses a
second gravure print station to add the
top electrodes, followed by screen
printing a series of carbon pads. Finally,
two patent-pending protection layers are
printed via rotary screen.© 2015 Verivis Consulting

14. 14
RR Donnelley - Explore the Benefits of NFC
RFID Logistics: LTL Shipper Customized Dual Dipole Antenna
Missing Pallets (time | $ | rep)
Added RFID tags to all pallets
Custom inlay improved read range
“Near Field Communications (NFC) enables an exciting array of marketing, merchandising, and other applications. NFC is
designed to promote consumer interaction, with inlays that are formatted to activate NFC-enabled smartphones. Use our NFC-
enabled smart labels and signage to engage consumers and draw them to your mobile-optimized sites for information sharing,
product validation/registration, couponing, product demonstrations, and much more.” http://www.rrdonnelley.com/digital-
solutions/interactive-solutions/
Questions: Eric Wood (eric.wood@rrd.com)
Non-RRD

15. 15
RFID Tag Produced Without A Silicon Wafer (100% printed)
© 2015 Verivis Consulting

16. USPS Promotions 2015: now 6 months long!
16
▪ Mail Drives Mobile Engagement
Promotion for Standard Mail
Demonstrate how direct mail, combined
with mobile bar code or print/mobile
technology, can be read or scanned by a
mobile device and leads to a mobile-
optimized shopping website. Discount:
2% of eligible postage.
▪ Emerging and Advanced
Technology Promotion for First-
Class, Standard and Non-Profit
Encourage the use of “enhanced’ augmented
reality or standard NFC technology in mailing
campaigns to create an interactive
experience. Discount: 2% of eligible postage.
As of 5/17/15 see https://www.usps.com/business/promotions-incentives.htm© 2015 Verivis Consulting
JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC
Earned Value Promotion
Color Transpromo Promotion
Mail Drives Mobile Engagement Promotion
STANDARD AND FIRST-CLASS MAIL
FIRST-CLASS MAIL®
Promotion Period June 1 – November 30
Promotion Period July 1 – December 31
Promotion Period May 1 – July 31
Promotion Period June 1 – November 30
STANDARD MAIL®
Emerging and Advanced Technology Promotion
Registration
March 15 –April 30
Registration
March 15 – Nov 30
Registration
April 15 – Nov 30
Registration
May 15 – Dec 31
As of: 5/7/15
2015 Promotion Calendar

17. Additional Resources
17
— NFC http://en.wikipedia.org/wiki/Near_field_communication
— USPS https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/
Proposed2015PromotionsCalendar.pdf
— RRD http://www.rrdonnelley.com/digital-solutions/interactive-solutions/
— Xerox http://www.marketwatch.com/story/thinfilm-announces-
partnership-with-xerox-for-mass-production-of-thinfilm-memorytm-
labels-2015-01-21
— Venture Beat http://venturebeat.com/2013/02/17/heads-up-
marketers-nfc-will-do-more-for-you-than-qr-codes/
— Quad http://www.qg.com/news/quad_news_detail.asp?NewMessageID=38754
© 2015 Verivis Consulting
— USPS | Scott Gilman (Senior Sales Executive - Mailing), Greater Boston District
scott.r.gilman@usps.gov | 978-664-7656

18. USPS Promotions 2015 Explained
18
See https://www.usps.com/business/promotions-incentives.htm
© 2015 Verivis Consulting