the e-business research center athens university of economics & business department of...
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The E-Business Research Center
ATHENS UNIVERSITY OF ECONOMICS & BUSINESSDEPARTMENT OF MANAGEMENT SCIENCE & TECHNOLOGY
Trends and Investment Opportunities for RFID in Europe
European Survey Results
Assist. Prof. Katerina Pramatari, Andriana Dimakopoulou
Scientific Coordinator ELTRUN/SCORE Research GroupAthens University of Economics & Business
A developing market ...?
SCM Asset Mgmt.
Security & Control
0
500
1000
1500
2000
2500
2007
2009
2011
2007 2009 2011
Solution spend forecast for RFID and sensorbased applications (Source: Forrester)
2
What do European managers believe?
3
European Survey on RFID
PHASE 1: Greek Survey
• November 2010• 96 Respondents
PHASE 2: European Survey
• Feb-March 2011• 63 Respondents
PHASE 1: Greek Survey PHASE 2: European Survey
159 responses in total
4
Survey in Greece, Nov 2010
5
25%
11%
2%11%
51%
Size of organizationAnnual Turnover (mil. €)
<2 2-5 5-1010-50 >50
Respondents – Greek Survey
• 56% CEO/ Senior management• Various industries• N = 96
Directors20%
Logistics-Supply chain53%
IT18%
Marketing, Sales and Services
7% Other3%
Department Involved
5%
19%
35%
40%
Size of organizationNumber of employees
<10 10-50 51-250 >250
6
European Survey, Feb – Mar 2011
16
4
7
31
76
11
5
41
1
Other, NA=6
7
25%
11%
2%11%
51%
Size of organizationAnnual Turnover (mil. €)
<2 2-5 5-1010-50 >50
Respondents – European Survey
21%
21%
8%
51%
Size of organizationNumber of employees
<10 10-50 51-250 >250
• 54% CEO/ Senior management• Various industries• N = 63
Directors29%
Logistics-Supply chain
22%IT
15%
Marketing, Sales and Services
19%
R&D10% Other
5%
Department Involved
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Intention to invest in RFID
Do you plan to invest in an RFID project?
Does this RFID project add value to your organisation ?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
NoNeutralYes
YES
9
When do you plan to invest in RFID?
After many years
In the near future (less
than one year)
0%
5%
10%
15%
20%
25%
30%
35%
40%
Greek StudyEuropean Study
35%: In less than one
year
10
Expected Benefits
Variance of returns
Intanglible Benefits
Quantifiable returns
Returns-Payoffs
3 3.5 4 4.5 5 5.5 6
Informational (N=10)Transactional (N=21)Strategic (N=27)
HighRather low
Type of RFID Project
11
Expand Knowledge and skills
Through the deployment of this RFID project my organisation will expand its knowledge and skills and acquire the ability to utilize them in other do-
mains
NoNeutralYes
12
Current Projects
• Has your company deployed or considered to deploy an RFID project?
In-bound / Out-bound Logistics
0 5 10 15 20 25 30 35 40 45
Under consideration Pilot Rollout
14
• Has your company deployed or considered to deploy an RFID project?
Asset Tracking
0 5 10 15 20 25 30 35 40 45
Under consideration Pilot Rollout
15
0 5 10 15 20 25 30 35 40 45
Under consideration Pilot Rollout
• Has your company deployed or considered to deploy an RFID project?
Traceability
16
Has your company deployed or considered to deploy an RFID project?
In-out logistics
Asset tracking
Traceability
Inventory audit/count
Anti-theft control / Security
Personnel managementOther
05
1015202530354045
Under consideration Pilot Rollout
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Differences between Regions
Familiarity with RFID technology
Greek Survey European Survey0%
10%
20%
30%
40%
50%
60%
How familiar are you with RFID technology?
Not familiarNeutralFamiliar
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RFID vs. other Auto-ID Technologies
Greek Study European Study0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
RFID technology is likely to achieve a dominant position over other Auto-ID technologies
NoNeutralYes
19
Burden of organizational learning and technical knowledge
Greek Study European Study-10%
0%
10%
20%
30%
40%
50%
60%
The burden of the required organizational learning and technical knowledge to implement an RFID project is:
LowMediumHigh
20
Cost of RFID Implementation
Greek Study European Study0%
10%
20%
30%
40%
50%
60%
70%The cost of this RFID project for my organization
is:
LowMediumHigh
21
Pressure from competitors and trading partners
My organisation ’s competitors already utilize RFID technology
My organisation has received pressure by its trading partners
My organisation ’s business partners already exploit RFID technology
My business partners are ready to adopt RFID when my organisation is ready to do so
0% 10% 20% 30% 40% 50%
European studyGreek study
22
23
Outlook
Network Effect
Yes =
The value of RFID technology will increase as more companies adopt
it
NoNeutralYes
YES
N=15824
RFID Market Uncertainty
Not Fam
iliar w
ith RFID
Rather
Familia
r
Quite Knowled
geab
le in RFID
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
The uncertainty regarding RFID market adoption is:
LowNeither low nor highHigh
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Potential long-term market demand for RFID
26
The potential long-term market demand for RFID technology is:
LowMediumHigh
In summary…
There is a high investment potential in RFID technology
The European market is there
Less developed markets are also positive but move slower and
anticipate lower costsSupply-chain applications (in-out bound logistics, asset tracking, traceability) show the higher
adoptionA high long-term market potential is
anticipated
27
For more information:
www.race-networkrfid.orgwww.rfidportal.grwww.eltrun.gr
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