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RFID is alive and well, says Avery strategist

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By: Greg Hrinya

Editor, Label & Narrow Web

Narrow web industry observers might think that the RFID “wave” has hit a difficult spot in the road, but that’s not so, according to Stan Drobac, VP of RFID strategy for Avery Dennison. “From any objective perspective, it is a terrific market that is growing very fast, at least 50 percent a year,” he said during an interview at Labelexpo.

Avery Dennison’s RFID division makes inlays (containing the necessary chip and antenna) which are incorporated by converters into RFID labels and tags. “We tripled our business last year,” Drobac said. Europeans, whose enthusiasm for RFID has followed that of North Americans, are interested in pursuing it, he adds, “but they don’t know when to jump in.”

“From the way the industry is acting, you’d think that there was a downturn in RFID,” he said. “That’s not so. The market never turned down. We just haven’t had the floodgates open yet. Overinvestment created a bit of a hangover, but it’s a growing market.”

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