Patience, My Dear
A sprint to the finish line has become more of an endurance race. The real question, however, is what rewards await those that complete the course.
Golter—Brand security will be a strong driver for RFID growth. Expensive items such as pharmaceuticals, designer clothing, and premium liquor are less sensitive to the cost of the smart label. If a drug company is able to avoid paying lawsuits due to counterfeit drugs which victims or families of victims claimed caused injury or death, then it does not matter if the label is 10 cents or 20 cents. High-end wine or tequila producers are also embracing RFID since it will protect them from counterfeiters.
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