Neal Thompson

Director, Strategic Technologies

Maritz Travel Company

RFID Technologies@thomace

Background Working with RFID since 2010 Partnership between Maritz Travel and

Capture Technologies

Types of RFID Tags Active (Battery

enabled) Toll Collection

Passive Tags (RF signal provides power) Electronic store

security

Passive RFID Tags Receives power from the reader

ReaderRFID Tag

UHF Signal (RF)

Data Broadcast

Passive RFID Tags

Type Frequency Range

Contactless Smart Card

13.56mHz 2-6 Inches

NFC 13.56mHz 2-6 Inches

UHF 928mHz Up to 30 Feet

Frequency

Type Frequency

2D Orientation Sensitive

3D Complete Orientation Insensitive

Antenna

Storing Data on RFID Tags

Reserved

EPC (Electronic

Product Code)

TID (Tag Identifier)

User Memory

EPC Global Class 1 Gen-2 UHF RFID Tag4 Memory Banks

Access and Kill

Password

Identification of Host Product

Type of Tag Writable Area of Memory

Pre-written 128-496 bit 32 to 512 bit

Tag Modes Read Once

Read tag, switch to B mode Remain in B mode until

power is lost Continuous Read

Read tag, switch to B mode Can’t find any more tags Read again switch to A

mode

Getting Tags on Badges Two methods

Associate the EPC to the attendee at time of print

Write the Attendee ID to the tag at time of print

Tag Association Process

Badge is printed Sticker with RFID tag is

applied to the badge Sticker contains a barcode

with EPC Barcode is scanned into

onsite system and a record is created for association

Slow at time of attendee badge pick-up

Prone to human error (forgot to scan)

Does not test the tag for readability

Tag may be removed from the badge

Pre-Print is labor intensive

Process Challenges

Tag Write Process

Blank badges are ordered with RFID tags factor adhered

Badges are printed and the tag is written with the AttendeeID

Tag is verified read to ensure tag viability

Process is fast and seamless Very little training of staff 100% of tags are quality

checked No separate data file with

tag associations Easier to “disable” a badge Reads of “rouge” tags are

eliminated

Process Advantages

Hardware Type of Readers

Hand Held Reader/Writers Long-Range Antennas

Use Cases Access Control Room Monitoring Enagement

Access Control

Uses a tap and go model

Each attendee must “tap” the badge on a reader

Most vendors are moving away from laptops to tablets

Badge design being comfortable for attendees

Power and infrastructure outside the door

Monitors to ensure attendee adherance

How It’s Used What To Consider

Room Monitoring

Passive: Panels are installed either to the side of the door, or over trusses

Active: Tap and Go with no access control

Key is to measure time in the session

Panels are not 100% accurate

Greater infrastructure and time for setup for panels

Panels are more convenient

How It’s Used What To Consider

Engagement

Panels are setup in areas (exhibit floor)

Strategically located around content areas

Attendees are measured by duration in locations

Reporting can be challenging

Setup time / overall booth look and feel

Very valuable data for exhibitors especially when combined with LR data

How Its Used What To Consider

The RFID Ecosystem My Surveys My Exhibits My Content Electronic

Drink Tickets Engagement

and Analytics

Top 100 technology company

Case Study

Event Overview User

conference 6,000

attendees, world wide

Numerous sessions

Large interactive exhibit area

Sessions Access control for C

level sessions Participation

reporting: Engagement Topic interest Partner driven

sessions Triggering surveys

Exhibit Hall Monitor attendee behavior on the

show floor Provide exhibitor value of overall

traffic Create heat maps of the exhibitor

to determine what is most impactful

Identify which accounts are most engaged in what solutions

Putting the Data to Use Partner sessions became

required during registration Exhibit hall design was re-

tooled to be experiential Attendees registered for

time to be on exhibit floor: moved away from welcome reception concept

Concepts of RFID Reporting

Reporting

Overall Attendance

Track Attendance

Attendee Type Engagement

Topic Detail

What works. What remains challenging.

Lessons Learned

What Works Gain insight and data

into attendee behavior More efficient / accurate

scanning than barcodes Tablet session scanning

provides digital signage Attendee ease of use

Evaluating Providers Investment: Look at total

cost Experience with

registration system Efficient tag association

model at check-in RFID scan storage on

devices Reporting turnaround

time

Demonstration