The E-Business Research Center ATHENS UNIVERSITY OF ECONOMICS & BUSINESS DEPARTMENT OF MANAGEMENT SCIENCE & TECHNOLOGY Trends and Investment Opportunities for RFID in Europe European Survey Results Assist. Prof. Katerina Pramatari, Andriana Dimakopoulou Scientific Coordinator ELTRUN/SCORE Research Group Athens University of Economics & Business

A developing market...? 2

What do European managers believe? 3

European Survey on RFID PHASE 1: Greek Survey • November 2010 • 96 Respondents PHASE 2: European Survey • Feb-March 2011 • 63 Respondents PHASE 1: Greek SurveyPHASE 2: European Survey 159 responses in total 4

Survey in Greece, Nov

Respondents – Greek Survey • 56% CEO/ Senior management • Various industries • N = 96 6

European Survey, Feb – Mar Other, NA=6 7

Respondents – European Survey • 54% CEO/ Senior management • Various industries • N = 63 8

Intention to invest in RFID YES 9

When do you plan to invest in RFID? 35%: In less than one year 10

Expected Benefits Type of RFID Project 11

Expand Knowledge and skills 12

Current Projects

• Has your company deployed or considered to deploy an RFID project? In-bound / Out-bound Logistics 14

• Has your company deployed or considered to deploy an RFID project? Asset Tracking 15

• Has your company deployed or considered to deploy an RFID project? Traceability 16

Has your company deployed or considered to deploy an RFID project? 17 Differences between Regions

Familiarity with RFID technology 18

RFID vs. other Auto-ID Technologies 19

Burden of organizational learning and technical knowledge 20

Cost of RFID Implementation 21

Pressure from competitors and trading partners 22

23 Outlook

Network Effect Yes = N=158 24

RFID Market Uncertainty 25

Potential long-term market demand for RFID 26

In summary… There is a high investment potential in RFID technology The European market is there Less developed markets are also positive but move slower and anticipate lower costs Supply-chain applications (in-out bound logistics, asset tracking, traceability) show the higher adoption A high long-term market potential is anticipated 27

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