Radio Frequency Identification: Transforming the Dynamics of Supply and Demand in Publishing

Radio frequency identification (RFID) is a mature technology used across many industries. However, beyond satisfying industry mandates, many in the publishing industry have stepped back from pursuing the potential of RFID. Why? Publishing was first introduced to RFID in 2003 through retailer mandates which created a negative cloud around RFID. Many focused exclusively on the technology and the cost of compliance, rather than the business benefits. Since then, the primary focus has continued to be on the technology. For a publishing industry facing new sources of competition and serious supply-chain issues, the time has come to stop focusing on the technology and start thinking about the benefits. RFID is really all about lowering costs and achieving greater efficiencies. The potential for RFID to reduce warehouse and distribution costs, in-store theft and out-of-stock conditions is exciting, as are the larger opportunities to improve forecasting, customer experience and planning. RFID is new to the book industry and there is still a lot to learn. Understanding the technology is important. But, RFID is not just a technology. It is an enabler for reducing costs, improving profitability and enhancing competitiveness. It is essential that the industry go beyond the technology and start realizing these opportunities.