Last year, I wrote that RFID Journal Live 2009 was "refreshingly pragmatic and busy". This year, it was less frenetic, perhaps a little smaller, with fewer vendors and end users in attendance, but very well grounded. Solid examples of really good business cases shined, while real technological progress and maturity was evidenced everywhere. After walking the trade show floor and meeting with many vendors and end-users, I have drawn several very important conclusions, including:
1) End-user expectations have matured significantly. End-users are seeking packaged configurable applications that can be implemented and supported easily. Science projects are not acceptable nor are hefty upfront custom development costs.
2) Industry focused basic RFID education is necessary. A new set of interested end users requires continuous industry-based education. Vendors need to refresh a variety of messages to meet the needs of end-users who have just initiated RFID explorations and those who have a more mature understanding. Vendors should take their messages to end-user focused events to engage a broader audience.
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