By Rick Moss
Proponents of RFID technology are generally finding themselves in an uphill battle in the U.S. as trading partners grapple over standards and volley with consumer groups over privacy issues. Perhaps what's needed is the "killer ap" that will spark the kind of demand that suddenly brought stardom to the iPod, effectively making the argument over the commercial viability of digital tunes a moot point.
According to an RFID Journal article, it's smoother going in Asia in terms of consumer adoption of RFID technology due to the region's role as an RFID manufacturing center, so it's not surprising that we're seeing many more creative applications of the technology directed straight at consumers there. For instance, RFID-enabled devices, ranging from passive cards to cell phones, are now used by commuters to help speed their way through fare transactions in some Asian mass transit systems.
A recent promotion, if not the holy grail of the RFID-enabled crusade, may point to some future possibilities. The campaign is all geared toward FIFA World Cup soccer fans, who are presently enthralled with matches now underway in Germany. For a fee equivalent to about $74 U.S. dollars, customers receive a Chinatrust FIFA card and a sporty Laks PayPass wristwatch (along with a 5-inch commemorative soccer ball and other World Cup "swag").
The watches incorporate high-frequency RFID chips compliant with MasterCard's PayPass specifications
for data encryption. That enables the wearer to make purchases when PayPass RFID readers are present (400 locations in Taiwan and 30,000 worldwide).
Elevating convenience to a new level, the watches allow for purchases of under $25 to take place without a signature and avoid the need to fumble through pockets and purses for credit cards, fobs or other devices.
The promotion, on through World Cup finals ending July 9, required a creative collaboration involving MasterCard International, Chinatrust Commercial Bank, Austrian watchmaker Laks and RFID payment device provider On Track Innovations.
Moderator's Comment: Do you see trendy consumer electronics gadgets, such as RFID-enabled watches, as potentially driving the wedge to adoption of RFID technology in the U.S.?
When eCommerce made its debut way back in the '90s, many were doubtful that consumers would ever get past their squeamishness over entering credit card numbers online. But ultimately, the convenience and empowerment that forward-thinking online retailers provided left concerns in the dust. It sure is interesting how quickly worries disappear when you can save someone 15 seconds here and there. (And hey...it's a cool watch, too.) - Rick Moss - Moderator