Label Enters A New Era Of Intelligence

- Aug 29, 2019-

For tags, the combination of RFID technology and tags is a breakthrough. In particular, the combination of the two makes the identification and anti-counterfeiting of articles reach a new height, which is of great significance for some high value-added products.

However, with the rapid development of technology in the world today, people's consumption patterns are also quietly changing, especially as the new millennial generation grows up, pursues individuality, and makes everything their own, becoming the new generation of mainstream thinking mode, they are no longer satisfied. What do you give, but take the initiative to find what you want. Unidirectional RFID technology may be able to meet the management requirements of the goods, but can not fully meet the requirements of people. The birth of a technology called NFC has made the intelligentization of labels a new era of interaction between people and labels. If RFID technology is the era of making tags into smart applications, then NFC technology will increase the intelligence level of tags.

NFC is the abbreviation of Near Field Communication in English, and the Chinese translation is "Near Field Communication Technology". Strictly speaking, NFC technology is also a subset of RFID technology, but it is different from the generalized RFID technology. The core of NFC and RFID is radio frequency identification, but in the traditional sense of RFID technology, the tag and the reader are separated, one passive, one active, and the communication is one-way; the NFC tag and the reader are integrated into one. Therefore, NFC can achieve two-way communication. From the perspective of transmission distance, the transmission distance of RFID is very long, which can reach tens of meters, while the transmission distance of NFC technology is only a dozen centimeters. Because of its ability to communicate peer-to-peer, NFC can realize the interaction between tags and people, and the characteristics of its close-range data transmission further enhance the security of data transmission.

NFC technology has been in development for more than a decade, but when it came out, it was closely related to the label. NFC technology's unique point-to-point communication function and ultra-close-range communication function can further enhance the security of the label, which provides space for label manufacturers and brand owners.

As early as 2008, foreign media reported on the case of the Austrian University of Science and Technology using NFC technology for smart poster applications; in 2012, Ginstr of Germany cooperated with Packaging Horizons of the United States to launch a security bag based on NFC technology for forensic evidence and Safety of important items such as laboratory specimens; In 2015, Dutch DS Tags combined with several top airlines to create DS Bagtag, combining NFC technology with Bluetooth functionality for air baggage tags.

Schreiner in Germany is also an active promoter of NFC technology applications. In 2016, the company developed an auto-injector label with NFC chip for SHL Pharmaceuticals. It not only reflects the environmental changes experienced by the syringe, but also enables users to learn more information and services with NFC's peer-to-peer communication technology; 2018 In the year, the company collaborated with Edelmann to re-launch smart packaging in the medical field. The core of the company is the technology with NFC chips and content tampering. The contents of NFC tags on such packages can be remembered once they are read. When the content is repeatedly read, it will appear on the mobile phone as a reader, which is not possible with traditional RFID technology.

In addition to the anti-counterfeiting function of NFC technology, NFC technology has the characteristics of enabling the interconnection of tags and the Internet, and has also attracted the attention of label manufacturers and brand owners.

In 2018, Multi-Color Corporation joined hands with Talkin’Things to become the first provider of IoT packaging platforms. The platform combines augmented reality (AR) with NFC technology to give consumers a unique and intuitive feel for related products and help drive sales. In its first application, the Dark Beer project, the Shantou characters on the label can come to reality and “talk” to the drinkers through the mobile app. Talkin’Things provides NFC technology, creative ideas, AR art design and software development for the project. Smart tags produced by MCC become triggers that launch the AR experience without additional marking. When a consumer scans a smart tag using a mobile app, the avatar on the tag begins an interactive conversation with the consumer. The face recognition function of the mobile APP can detect that the customer is happy and sorrow, and customize the next part of the conversation. The variable AR scene will also change depending on the answer to the question asked by the avatar.

The colorful printing company and Talkin’Things company combined the AR and NFC technology for the first application project. The Shantou characters on the label can come to reality and “chat” with the drinkers through the mobile APP.

El Jimador is the leading tequila brand of the company. During the 2018 Football World Cup, the brand used NFC tags for summer promotions. The promotion system is a combination of “smart” bottles and “Internet-ready” coasters. With smartphone scanning, El Jimador's consumers can immediately submit their favorite football stories and win a $25,000, customized campaign. Opportunities for shirts and other prizes.

The Swiss outdoor brand Mammut is also actively experimenting with NFC technology. In 2018, the company used Smartrac's NFC tags, software and implementation technology on its own products. The Swiss brand launched a dedicated smartphone app, Mammut Connect. When the smartphone is close to the NFC touchpoint of the product, the mobile app will deliver digital content and services to the consumer over the entire lifecycle of the product, while also supporting The sales channel is populated with more in-depth product information to strengthen the sales process.

There are many similar cases, and they are not listed here. Although limited by the cost of production, NFC technology can not achieve the popularity of each product label for the time being, but it realizes the interaction between consumers and brands, so it is favored by brands with high value-added brands, and also makes labels Intelligent enters the era of interaction.