A Question of Life or Death for RFID Companies

The title of this column might seem like hyperbole, but it really isn't. It's a question I've been asking RFID solution providers for years now. Some providers understand why it's important to focus their marketing dollars on the few end users who have expressed an interest in their products. They advertise on RFID websites and attend RFID events, so they connect with businesses actively seeking solutions to their problems. And one by one, they convert these companies to customers.