1. This BISG WEBCAST took place
Tuesday, October 20, 2009 at 3:00 p.m. ET
To register for future BISG Webcasts, please visit:
http://www bisg org/event-cat-6-webcasts php
http://www.bisg.org/event cat 6 webcasts.php
Brought to you in partnership with GS1 US
BISG WEBCAST
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2. “Working to create a more
informed, empowered and efficient
informed empowered and efficient
book industry supply chain
for both physical and digital products.”
www.bisg.org
BISG WEBCAST
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3. Jim Lichtenberg, President, Lightspeed, LLC
g y 99 g g
Starting in the early 1990s, as VP at the Association of American Publishers, Jim Lichtenberg has been consulting
and writing about the evolution of the Internet, information technology and digital tools. As President of
Lightspeed, LLC, a management consulting practice in New York City, Jim provides strategic counsel to clients in
general business and book publishing including: The Conference Board, The Book Manufacturers Institute, Dell,
Lightning Source, Houghton Mifflin, the American Library Association and the National Information Standards
Organization. As a Board member of the Book Industry Study Group, he is leading an industry effort to assess the
potential of RFID technology in the publishing value chain.
t ti l f RFID t h l i th bli hi l h i
Michele Southall, Director of Community Development, GS1 US
As Director of Community Development, Michele Southall works with GS1 members to define best business
practices for standards based solutions. Michele has been on staff with EPCglobal US since late 2003, with prior
ti f t d d b d l ti Mi h l h b t ff ith EPC l b l US i l t ith i
participation as Global Standards Director for GS1 US, where she was responsible for the development of
standards for the Global Data Synchronization Network (GDSN).
P t i k J i k Di t f I d t D l t GS US / EPC l b l US
Patrick Javick, Director of Industry Development, GS1 US / EPCglobal US
Patrick Javick is responsible for industry strategy, marketing, and business development
in the Retail Sector. In his position he is tied to the on‐going RFID pilots and
implementations within the Apparel, Fashion and Footwear, Media & Entertainment,
and Consumer Electronics Industries. Patrick is also a co facilitator for the RFID
based Electronic Article Surveillance, Tag Alteration and Apparel, Fashion and
b d l l ll l d l h d
Footwear EPCglobal Standards subgroups within GS1 Standards Development.
BISG WEBCAST
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4. The business case for RFID…
Jim Lichtenberg
BISG WEBCAST President
www.bisg.org Lightspeed, LLC 4

5.  Digitization
 Print on demand
 Coordinated computerized used book market
 Pi
Piracy
 Napsterization
 Chunking
 Ebooks
 Digital books
g
 Re‐importation
 Digital printing
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6.  Since 2003, all our focus has been on the
technology of RFID:
 BISG annual meeting, 2003
 RFID Working Group
 American Library Association
 American Booksellers Association
 Frankfurt Book Fair
 BookExpo America
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7.  When we think about an electronic toll collection
system, we don’t think “RFID…”
 E‐ZPass can process 250 to 300 percent more vehicles per lane
 EZ Pass saves you money through automatic discounts
 E‐ZPass helps to reduce congestion and reduce auto emissions
 E‐ZPass helps reduce fuel consumption
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8.  When we think about an electronic toll collection
system, we don’t think “RFID…”
 E‐ZPass can process 250 to 300 percent more vehicles per lane
 EZ Pass saves you money through automatic discounts
 E‐ZPass helps to reduce congestion and reduce auto emissions
 E‐ZPass helps reduce fuel consumption
It’ t b t th t h l
It’s not about the technology,
it’s about the business and consumer benefits.
http://www.ezpassnj.com/static/info/discount.shtml
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9. “Touches” in the life-cycle of a book...
(even if ebooks explode, it is still $30 billion
(even if ebooks explode it is still $30 billion
in annual books sales)
… that are being dangerously
compromised by legacy supply
chain processes.
h i
BISG WEBCAST
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10. • E‐Z returns
• E‐Z reduced inventory costs
• E‐Z book lifecycle management
• E‐Z printing cost reduction
• E Z printing cost reduction
• E‐Z warehouse management
g
• E‐Z restocking
• E‐Z re‐shelving
• E‐Z having the book on the shelf when the
customer is ready to buy
• E‐Z customer satisfaction
• E‐Z increased bottom line
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11.  Transparency
 Comprehensive Real‐time Data
 Supply Chain cooperation
All leading to…
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12.  Transparency
 Comprehensive Real‐time Data
 Supply Chain cooperation
All leading to…
Lower cost and greater efficiencies.
The ability to know exactly where every book
is in real time, all the time.
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13. “A clear relationship exists between pressure to
improve profitability and the application of RFID,
improve profitability and the application of RFID
resulting in improved competitive performance.
(Producers and) retailers set strategies and take actions primarily
around maximizing visibility ‐‐ improving process management,
and increasing customer satisfaction.
d f
The selection of RFID technology … plays a crucial role in the
gy p y
ability to turn these strategies into profit.”
ABERDEEN RESEARCH
BISG WEBCAST
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14. BISG WEBCAST
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15.  Business decisions are
made here, at the
company headquarters
 …but there’s an awful lot
of important action…
… in the real world.
 EPC and RFID
technology can bring
t h l bi
Factory awareness of the
Distribution physical world
Center
Warehouse Store
BISG WEBCAST
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16.  In a real cost /benefit analysis, questions to be
asked are:
 what is the real, total cost of returns and pulping?
 how much money is tied up in books sitting in the
warehouse?
 how much money is lost in unnecessary printing and
transportation?
 how many sales/dollars are lost because books aren’t
available to a customer with a credit card in her hand?
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17. Tags now cost a dime, ‘readers’ a couple of
hundred dollars, and Gen 2 RFID is a proven
, p
technology.
So what’s stopping you?
BISG WEBCAST
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18. Engaging with standards…
Michele Southall Patrick Javick
Director of Community Development Director of Industry Development
GS1 US GS1 US / EPCglobal US
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19. is now …
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20. A standards based
approach to visibility
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21.  GS1 EPCglobal Standards are a
set of integrated industry-
driven standards which have
been d
b developed t meet user’s
l d to t ’
requirements enabling the
identification of objects, data
capture and sharing of
information among partners
throughout the supply chain
chain.
BISG WEBCAST
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22.  Business decisions are
made here, at the
company headquarters
 …but there’s an awful lot
of important action…
… in the real world.
 EPC and RFID
technology can bring
t h l bi
Factory awareness of the
Distribution physical world
Center
Warehouse Store
BISG WEBCAST
© 2008 GS1 US
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23. Or
Host Reader Antenna Tag
module
BISG WEBCAST
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24. Higher Tracking
Quality
Increased Traceability
Outcome
Automation Control
Increased Reduce Increase
Visibility Cost Security Authentication
New Generate Fulfill
Service Value Requirements
Law
NNew
Product
Feature
CRM Mandate
BISG WEBCAST
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25. The unique identification and
exchange of data to your partners.
BISG WEBCAST
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26. BISG WEBCAST
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27. BISG WEBCAST
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www.bisg.org

28. Header
•Header
– identifies the structure of the EPC
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29. Header Filter Value
•Header
– identifies the structure of the EPC
• Filter Value
– an instruction for the Reader to select or “mask out certain types of EPCs
mask out”
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30. Partition
Header Filter Value
Value
•Header
– identifies the structure of the EPC
• Filter Value
– an instruction for the Reader to select or “mask out certain types of EPCs
mask out”
•Partition Value
– Reader instruction designating where the EPC Manager Number ends and the Item
Reference begins.
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www.bisg.org

31. Partition
Header Filter Value
Value
Defined in Tag
D fi d i T
•Header Data Standard
– identifies the structure of the EPC
• Filter Value
– an instruction for the Reader to select or “mask out certain types of EPCs
mask out”
•Partition Value
– Reader instruction designating where the EPC Manager Number ends and the Item
Reference begins.
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www.bisg.org

32. Partition g
EPC Manager
Header Filter Value
Value Number
Defined in Tag
D fi d i T Registered by
R i t db
•Header Data Standard EPCglobal
– identifies the structure of the EPC
• Filter Value
– an instruction for the Reader to select or “mask out certain types of EPCs
mask out”
•Partition Value
– Reader instruction designating where the EPC Manager Number ends and the Item
Reference begins.
•EPC Manager Number
EPC
– identifies entity responsible for maintaining the subsequent partitions of the EPC
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33. Item
Partition g
EPC Manager
Header Filter Value Reference Serial Number
Value Number
Defined in Tag
D fi d i T Registered by
R i t db Assigned b EPC M
A i d by Manager
•Header Data Standard EPCglobal Number Owner
– identifies the structure of the EPC
• Filter Value
– an instruction for the Reader to select or “mask out certain types of EPCs
mask out”
•Partition Value
– Reader instruction designating where the EPC Manager Number ends and the Item
Reference begins.
•EPC Manager Number
EPC
– identifies entity responsible for maintaining the subsequent partitions of the EPC
•Item Reference
•The item reference is variable-length and is assigned by the EPC Manager Number Owner
•Serial Number
– The serial number is defined as 12 digits, and is also assigned by the EPC Manager Number Owner.
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34. Translating an ISBN to an EPC
ISBN example: EPC Translation:
International Standard Book Number (ISBN) Pure Identity URI: urn:epc:id:sgtin:978817525.0766.999999999999
EPC (decimal representation)
4 8 = H d f SGTIN
Header for
1 = Filter value for Retail Consumer Trade Item
3 = Partition value to identify length of EPC Manager Number
Note: Partition value changes based on length of EPC Manager
Number
9 7 8 8 1 7 5 2 5 = EPC Manager Number
9 7 8 = EAN Company Prefix 0 7 6 6 = Indicator digit + Item reference
8 1 = Registration Group (Group)
9 9 9 9 9 9 9 9 9 9 9 9 = Serial #
7 5 2 5 = Registrant (Publisher)
EPC tag URI: urn:epc:tag:sgtin-96:1.978817525.0766.999999999999
7 6 6 = Publication (Title)
5 = Check Digit
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35. BISG WEBCAST
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36. Visibility is the ability to see and act
on information.
BISG WEBCAST
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37.  Understanding the business processes that affect
the “things” as they move through the supply chain
 Providing the ability to answer a broad range of
question
 what is the real, total cost of returns and pulping?
 how much money is tied up in books sitting in the
warehouse?
 how much money is lost in unnecessary printing and
transportation?
 how many sales/dollars are lost because books aren’t
available to a customer with a credit card in her hand?
BISG WEBCAST
© 2008 GS1 US
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38.  Tracking
 “Where is my product now?”
 Tracing
 “What is the history of where has my product has been?”
 Pedigree
 “Who has handled or had ownership of this product?”
Who has handled or had ownership of this product?
 Recall
 Simple = initiate a notification to bring it back
initiate a notification to bring it back
 Smarter
1. Find locations of product
2.
2 Initiate the recall
3. Track the recall
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39. To answer questions about Tracking, Tracing, and
Pedigree you need VISIBILITY into supply chains
In order to have VISIBILITY, it is essential to have….
BISG WEBCAST
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40.  Data that records something
that happened in the real world.
h h d i h l ld Event Data
----------------
 Event data has four dimensions: sgtin:0400001.000001.2
 What what physical objects were
What: what physical objects were
2007-10-02 10:00:00
involved (EPC or other identifier)
 When: when the event took place sgln:0400001.00300.0
(timestamp)
receiving
 Where: where the event took
place (location identifier)
 Why: what business process step
was being carried out
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41. BISG WEBCAST
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42. We’ll now take questions...
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43. Jim Lichtenberg: jimlichtenberg@mac.com Patrick Javick: PJavick@gs1us.org
Website: www.gs1.org
Michele Southall: MSouthall@gs1us.org
@g g Angela Bole: angela@bisg.org
g g @ g g
Website: www.gs1.org Website: www.bisg.org
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