RFID Marketing Strategy and Brand Reports Released

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RFID Journal today announced the release of two reports, the "2011 RFID Brand Report" and the "2011 RFID Marketing Strategies Report," designed to help RFID companies understand how they are perceived in the marketplace, and how end users and channel professionals gather information about RFID products.

RFID Journal announced today the release of two reports--the "2011 RFID Brand Report" and the "2011 RFID Market Strategies" report--that are designed to help providers of radio frequency identification hardware, software and services understand how others perceive them in the marketplace, and how end users gather information regarding RFID products.

The two reports, produced by RFID Journal in partnership with Burnell Reports, build on early studies released in 2006 and 2009, and are each based on surveys of more than 500 RFID Journal readers. The surveys, conducted in November and December 2010, together provide a complete picture of how end users, resellers and systems integrators view RFID companies and information sources.

The "2011 RFID Brand Report" reveals that Motorola is now the best-known brand in the RFID industry, taking the top slot from Alien Technology. The report lists the top 20 brands overall, as well as the top 20 according to end users. This year's report also includes the top brands in major market segments, including the top providers of passive RFID chips and tags, passive RFID readers, printer encoders, active RFID systems and RFID software.

The "2011 Marketing Strategies Report" provides detailed information on how those interested in RFID obtain information regarding specific products and services. The report makes it clear that case studies developed by vendors, as well as analyst reports, are considered among the most influential sources of information. Webinars and trade shows are also an important source of information, while social media is seen as considerably less important.

There are a variety of factors that influence perception, but one of the strongest, the study reveals, is whether a company offers RFID products based on international standards. Eighty percent of respondents from channel companies and 78 percent of end users indicated that standards-compliant products are influential or very influential when it comes to their perception of an RFID technology provider.

"The growing maturity of RFID buyers was reflected in this year's results, and this maturity has implications for marketing programs and messages," said John Burnell, a principal at Burnell Reports and the studies' lead author. "We found some surprising views about the importance of everything from RFID vendor Web sites to social media. This data will help marketers craft a strategy that is more cost-effective."

The complete reports are available for sale at RFID Journal's Web site, at $899 for each report individually or $1,099 for both. Purchase the reports here: http://www.rfidjournal.com/brandreports.

About RFID Journal
RFID Journal is the leading source of news and in-depth information regarding radio frequency identification (RFID) and its many business applications. Business executives and implementers depend on RFID Journal for up-to-the-minute RFID news, in-depth case studies, best practices, strategic insights and information about vendor solutions. This has made RFID Journal the most relied-upon and respected RFID information resource, serving the largest audience of RFID decision-makers worldwide--in print, online and at face-to-face events. For more information, visit http://www.rfidjournal.com.

About Burnell Reports
Burnell Reports is committed to helping people understand and take advantage of emerging technologies and business practices. The firm conducts market research, develops educational content and provides marketing communications, public relations and communication consulting services to technology companies, research firms and industry associations. It is headed by John Burnell, who has been involved in the RFID industry since 1990 as a journalist, event organizer, marketer and researcher. Visit http://www.burnellreports.com for more information.

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MARK ROBERTI

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