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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

AGENDA

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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

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AUDIENCE POLL

EZ PASS

Ultra High Frequency: 900MHz

CHARLIE CARD

High Frequency: 13.56MHz

PET TRACKING

Low Frequency: 125KHz

© 2015 Verivis Consulting

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Radio Frequency Identification (RFID): The Science

Anyone dizzy yet? © 2015 Verivis Consulting

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VISUAL CLUESNFC Tag QR Codes

© 2015 Verivis Consulting

Augmented Reality Codes

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

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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

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NFC Example: Smart Business Card

http://us.moo.com/nfc/© 2015 Verivis Consulting

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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

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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

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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

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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

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FUTURE?“Minority Report” - Tom Cruise as John Anderton - 20th Century Fox © 2012

© 2015 Verivis Consulting

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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

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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

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RFID Tag Produced Without A Silicon Wafer (100% printed)

© 2015 Verivis Consulting

USPS Promotions 2015: now 6 months long!

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▪ 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-ProfitEncourage 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

Additional Resources

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— 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

USPS Promotions 2015 Explained

18See https://www.usps.com/business/promotions-incentives.htm

© 2015 Verivis Consulting