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NRF 2025 Recap – Easiness and Increasing Integration

Jan 27, 2025

NRF trade show.

NRF is a great way to start a year and sniff the winds of the market. Some 2,600 brands with feet on the aisles manifest how the National Retail Federation’s Big Show is the most comprehensive and exhaustive retail technology show on the planet. Read more to find out what I picked up at the show.

Grand themes of RAIN RFID

In a couple of previous years, the buzzwords at the show were AI, omni-channel sales, and loss prevention. AI and loss prevention were still present this year among myriad platforms and analytics. Looking at the demos and displays through the lens of RAIN RFID, I will point out two themes:

Easiness: For a store owner, setting up this unmanned retail solution is super easy. The construction has wheels underneath, so simply push it to its place and take up the wheels. Then plug in the wall socket, and basically, you’re done. No lifts, no wiring, no cameras, nothing. As a customer, tap your credit card as you approach the turnstile, wait for a green color to flash, and through you go – no bins, touch screens, nothing. Just walk out.

Increasing integration: RAIN is embedded in garments, packaging, smart devices, store shelves, and various business platforms. RAIN is the invisible backbone of supply chain management in various industries.

Picture of a trade show booth.

RAIN adoption in various industries

RAIN RFID has matured to a state where the functionality of the technology including the nuts and bolts are non-issues. Even better, high inventory accuracy is a core requirement for any modern retail operation – or is it?

General merchandise leads the way, but the food sector is only taking the first steps along its RAIN journey. Much education and research are still needed to understand whether traceability is needed at the item level and how RAIN labeling will be practically deployed in production processes. Also, the label products are likely to need design modifications—both in terms of materials and application processes and driving down the cost.

Chickens and Eggs coming up

Embedded tagging was present in some way or form practically at all the RAIN RFID tag provider booths on the show. This means that households will soon be filling up with tagged products.

The other side is the sleek RAIN-enabled smartphones that were on display at several booths. Yes, the first wave of products is targeted at enterprise customers, and yes, there were no RAIN-enabled iPhones yet, but the flight trajectory is correct.

Putting these two factors together, RAIN readers and tags will soon be everywhere. This underlines how the chicken-and-egg problem that our industry has long fought is finally solved.

Close picture of a trade show booth.

Retailer’s pain

The variety of suggestions is huge—reimagine, transform, re-invent, revolutionize—as is the variety of data sources. Numerous platforms can pull that data in, aggregate it, and deliver analytics, metrics, etc., in real-time. All this is an integral part of modern retail, and, in theory, making decisions and driving profits up has never been easier.

However, where should we focus, and what decisions should we make next? To me, the exhibition didn’t actually give that direction unless it was to invest in AI and hope for the best.

Circularity is not so much

Efficient supply chains and seamless purchase experiences encourage Americans to buy more and more. It is no wonder that circularity was not a discussion point, at least on the show floor level.

It is likely that the local legislation in the USA will not drive the retail sector to seek circularity in the short term, but perhaps the emerging new business models will. I restate my forecast that sustainability will hit NRF soon—it makes such an excellent buzzword for the next generation of consumers.

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RAIN RFID: A Decade of Growth and the Path Forward

Jan 20, 2025

It has been almost four years since I wrote about the possibilities for the RFID industry in this decade. I figured that now would be a good time to review whether that jabbering was making sense and see how the industry has evolved during these past years. This text focuses on RAIN RFID.

The five megatrends I previously estimated that would be important drivers for the RFID industry were:

  • The development of science and technology
  • Overconsumption of resources
  • The amount of waste increases
  • Population growth and the aging of the population
  • The development of healthcare

The tag manufacturing volumes are a clear indicator of the industry moving forward. If the >20 percent annual growth for the RAIN tag manufacturing is correct, then over 50 billion were manufactured in the year 2024 and ~150 billion RAIN tags will be manufactured when we get to 2030. Not too shabby. At some point, the growth will inevitably get slower, but the market is still young and full of potential, so we can still expect quite impressive growth numbers for the industry.

An exited fellow with wristwatches on both hands pointing happily at skyrocketing sales numbers.
An excited fellow with wristwatches on both hands pointing happily at skyrocketing sales numbers.

As for market penetration, retail is still the leader when it comes to volume, but pretty much every relevant sector is expected to have >20 % CAGR in the coming years. The pharmaceutical/healthcare is also steadily growing and that is one of the sectors I listed as a possible driver for the RFID industry. Although the sector is growing, I did most likely overestimate the effect that the population aging, and counterfeit medicine have on the RFID industry.

Sustainability has much more impact on the volumes than the population aging. The overconsumption of resources is one of my favourite topics. I hate wasting pretty much anything: food, clothes, time, you name it. In this aspect, most companies are no different and that can be interpreted from the answers for how the customers see the value they get for buying RFID systems. Sustainability continues to be one of the biggest drivers for the RFID industry. Waste is not wanted.

Latest developments in the RFID industry

Okay, so they’re selling a lot of tags and estimate that to continue to the foreseeable future. That is no excuse to rest on your laurels; the industry needs to evolve and look for new opportunities. In that aspect, some interesting things are now on the table.

The EU is well known for its obsession with regulating every tiny little thing, and the RFID industry should take advantage of that. The upcoming Digital Product Passport (DPP) is an opportunity for the RFID industry, but it must be done right. For DPP, the value lies in sustainability. One of the things I was talking about in the previous blog was that RFID is not yet present in every step of a product life cycle, and DPP can add to it.

Thinking back on the product lifecycle and how RFID does not cover it fully, the part missing is the end user part of the life cycle. With only a couple hundred thousand handheld RAIN RFID readers sold yearly, it would be crazy to expect everyone to soon walk around with a reader in their pocket, right? Maybe not. Everyone (well, almost everyone) already carries a smartphone, and if that thing could be used as a RAIN RFID reader, there could be some nice opportunities to find ways to add value to that.

An empowered end user realizes she now possesses the capability to read RAIN RFID tags with her smartphone.
An empowered end user realizes she now possesses the capability to read RAIN RFID tags with her smartphone.

These development steps are drivers for circular economy and tags being embedded into items, not just separate labels that can be cut off. In some product categories, like car tires, some items are already tagged, so a Proof of Concept has already been done. Tagging items will bring some demands for the tag designs and testing/encoding:

  • Durability: If the tags should be functional throughout the tagged item life cycle, durability can be a challenge.
  • Sustainability: When a tag is part of an item, how can it be recycled? Some development steps have been taken; for example, plastic-free tags are already available.
  • Chip design: Data retention is one important thing if tags are supposed to be working for years, first throughout the supply chain and then in the hands of end users. Some applications might require more memory, of course depending on what information is needed to be stored in the tag memory.
  • Testing/Encoding Tagged items: It might be hard to use the same manufacturing lines for inlays and tagged items; investments for new systems are needed.

Summoning dark clouds

Last time, I didn’t talk much about possible threats to the RFID industry; it was all about the possibilities and good stuff. Let’s try something different this time. What kind of threats is the industry facing? I like investing in stocks, and sometimes, I try to come up with business-breaking scenarios when assessing the risk profile. Which kind of black swans could surprise and really hurt the RFID industry? I thought of three different scenarios:

  • Other technologies replacing RFID: Some other technology or combination of technologies could solve the same problems as RFID. How do we battle that? It all lies in the value provided by the RFID technology, that value must be higher than that of the technologies competing with it. The industry must evolve to answer future needs; standing still is hardly the winning strategy.
  • Radio spectrum reallocation: It’s not enough to compete against technologies trying to solve the same problems as RFID; there is a limited space in the radio spectrum, and there are other users who would love to get it. Allocating the current RFID frequencies for some totally different use would hurt a lot. Why would this ever happen? The same thing applies here as in the previous one: providing more value than the competitors is the key.
  • Security and privacy: The more the markets are flooded with RFID tags and data (this is wanted), the more opportunities there are for mischief (this is unwanted). Moving forward and evolving must not happen without taking this seriously. Fortunately, many other technologies have faced similar issues, and there is no need to reinvent the wheel. Then why is this important? Because if this goes wrong even once, coming back from that and gaining customer trust won’t be easy.
Black swan destroying RFID technology, represented by a warehouse.
Black swan destroying RFID technology, represented by a warehouse.

Grim, that’s for sure. This is not to say that these scenarios are likely to happen, but work must be done to prevent them from happening. Maybe they’re more like grey swans, not really black ones?

All in all, I think the future is looking bright for the RFID industry, and based on the growth estimates by the RFID industry players, others do, too. The growth drivers are there; now, the industry just needs to deliver. At the same time, taking an active part in the latest technological developments and different kinds of regulatory matters should ensure that RFID stays proactively on top of things.

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Employee Spotlight: Product Manager Katja Kuvaja

Jan 07, 2025

Voyantic’s reputation as a leader in RFID technology is built on its commitment to innovation, customer-centric solutions, and a collaborative business approach. At the heart of this success are professionals like Katja Kuvaja, a product manager whose career story illustrates how Voyantic combines expertise and teamwork to deliver world-class results.

From Learning to Leading

Katja’s journey began with a focus on learning. When she joined Voyantic as a newly recruited professional in October 2024, she began her orientation by familiarizing herself with internal resources, tools, systems, and company practices.

As a new product manager, she set out to understand Voyantic’s oldest product family, Tagformance, from every possible angle. 

“I started by exploring internal resources and speaking with teams to gather insights,” she recalls. 

She also analyzed customer feedback, ensuring she understood the perspectives of those who use the product daily. This approach to onboarding reflects Voyantic’s emphasis on knowledge-sharing and collaboration, which form the backbone of its professional culture.

As she gained confidence in her role, Katja made significant contributions to product development. Her work has spanned multiple release cycles, during which she crafted detailed release notes, reviewed feature requests, and analyzed feedback to identify key trends. These efforts helped her balance long-term product goals. 

“Working on the product strategy gave me a clearer understanding of where we want to take the product in the future,” she explains. 

Her involvement in roadmap planning with the R&D team highlights the importance of aligning day-to-day tasks with broader strategic objectives—an approach deeply embedded in Voyantic’s practices.

Katja is presenting Voyantic’s RFID anechoic chamber, which is a part of the Tagformance product family.

Enhancing the Customer Experience

One of the most rewarding aspects of Katja’s role is being the customer’s voice. 

“I act as a bridge between the customer and our internal teams,” she says. 

This role allows her to ensure that customer needs and feedback are translated into actionable improvements for the product. 

“Knowing that the features we develop make a tangible difference to users is incredibly motivating,” she adds.

This focus on customer-centricity extends to Tagformance, a product designed to deliver precision and reliability in RFID measurement. Katja’s vision for its future goes beyond functionality. 

“While accuracy and reliability are critical, we also want to provide value through services like technical support, maintenance programs, and training,” she explains. 

This approach underscores Voyantic’s commitment to enhancing the customer experience by offering solutions that address both immediate needs and long-term goals.

A Culture of Collaboration and Growth

Katja credits much of her growth to Voyantic’s collaborative and supportive culture. 

“There’s a strong team spirit here, and everyone is committed to continuous improvement,” she says. 

This environment fosters individual expertise and collective success as team members share knowledge and work together to tackle challenges. She points to the company’s internal training sessions as an example of how employees are equipped with the skills and understanding needed to excel. 

“These sessions ensure everyone has a solid foundation in RFID technology and our products,” she explains.

This culture of collaboration and professional development is why Voyantic stands out as an employer. Katja describes the company as one where professionals can thrive while working on meaningful projects. 

“The combination of cutting-edge technology, global impact, and opportunities for growth makes Voyantic an ideal environment for anyone who wants to advance their career,” she says.

As Voyantic continues to push the boundaries of RFID technology, Katja is focused on contributing to its mission of helping customers to excel in RFID. Her approach to product management—listening to customers, understanding their needs, and translating those insights into actionable improvements—exemplifies the precision and care that define Voyantic’s work. Katja’s journey highlights the wealth of opportunities Voyantic offers for personal and professional development. By fostering a culture of excellence and innovation, the company ensures that its people and products remain at the forefront of the RFID industry.

Voyantic Tagformance product manager Katja Kuvaja
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