From The Poker Table To Greeting Cards? The RFID Future

Written by Marvyn Tinitigan
December 24th, 2008

The story of the technologist who crafted an elaborate RFID poker table, complete with an HD camera to stream real-time games globally, is interesting mostly in how he attached ultra-thin and extra-flexible RFID tags to each playing card in such a way as to make it not interfere with the way the cards felt.

The details of how he did it (nicely described in this story in RFID Weblog) aside, the concept is interesting in potential future retail uses, assuming that the per-tag price can be brought down low enough.

For a grocery store’s greeting card section, what if the store—and its suppliers—could know which cards were picked up and which ones were opened? Today, they typically only know which were purchased. But how much would the Hallmark folk pay to know that detail? Maybe one of its cards is attracting consumers with the cover but turning them away with the punchline?

Or consider a Barnes & Noble location. How much would it pay to know the same thing about books? Which are opened and, critically, how many pages are flipped? Which pages? Which was the last page examined?

If the book isn’t purchased, the reason is likely on that last glanced-at page. The consumer had enough interest to pick it up and flip through. On its own, it means little. But what if the browsing habits of thousands of consumers across many stores could be analyzed?


Comments are closed.


StorefrontBacktalk delivers the latest retail technology news & analysis. Join more than 60,000 retail IT leaders who subscribe to our free weekly email. Sign up today!

Most Recent Comments

Why Did Gonzales Hackers Like European Cards So Much Better?

I am still unclear about the core point here-- why higher value of European cards. Supply and demand, yes, makes sense. But the fact that the cards were chip and pin (EMV) should make them less valuable because that demonstrably reduces the ability to use them fraudulently. Did the author mean that the chip and pin cards could be used in a country where EMV is not implemented--the US--and this mis-match make it easier to us them since the issuing banks may not have as robust anti-fraud controls as non-EMV banks because they assumed EMV would do the fraud prevention for them Read more...
Two possible reasons that I can think of and have seen in the past - 1) Cards issued by European banks when used online cross border don't usually support AVS checks. So, when a European card is used with a billing address that's in the US, an ecom merchant wouldn't necessarily know that the shipping zip code doesn't match the billing code. 2) Also, in offline chip countries the card determines whether or not a transaction is approved, not the issuer. In my experience, European issuers haven't developed the same checks on authorization requests as US issuers. So, these cards might be more valuable because they are more likely to get approved. Read more...
A smart card slot in terminals doesn't mean there is a reader or that the reader is activated. Then, activated reader or not, the U.S. processors don't have apps certified or ready to load into those terminals to accept and process smart card transactions just yet. Don't get your card(t) before the terminal (horse). Read more...
The marketplace does speak. More fraud capacity translates to higher value for the stolen data. Because nearly 100% of all US transactions are authorized online in real time, we have less fraud regardless of whether the card is Magstripe only or chip and PIn. Hence, $10 prices for US cards vs $25 for the European counterparts. Read more...
@David True. The European cards have both an EMV chip AND a mag stripe. Europeans may generally use the chip for their transactions, but the insecure stripe remains vulnerable to skimming, whether it be from a false front on an ATM or a dishonest waiter with a handheld skimmer. If their stripe is skimmed, the track data can still be cloned and used fraudulently in the United States. If European banks only detect fraud from 9-5 GMT, that might explain why American criminals prefer them over American bank issued cards, who have fraud detection in place 24x7. Read more...

Our apologies. Due to legal and security copyright issues, we can't facilitate the printing of Premium Content. If you absolutely need a hard copy, please contact customer service.