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These points were elaborated upon in the rest of Albrecht’s talk. First of all she described the history of tracking items: from barcodes (for products) to loyalty cards (personal identifiers) to RFID (which allows for information on when, where and why consumers use products).
Albrecht told a couple of stories of the industry deploying RFID without letting the consumers know that they were being ‘spied’ upon. As an example you might want to look at the smart cards, the company that secretly took pictures of customers taking razor blades from the shelves. Apparently the industry does not want the public to know that they are using RFID and what it is used for, as Albrecht has been to various meetings where the industry was talking about strategies against consumer backlash.
Albrecht also explained the difference between a chip and a tag. A chip is a tag plus an antenna. Inkode now has a chipless tag, making RFID possible through the physical property of the tag itself – no electronics involved. With the advent of conductive ink, the packaging of an item can now become an antenna. This means that RFID can be truly invisible. And yet, no laws are in place to make sure consumers know when something is tagged with RFID. When products are tagged with RFID at the source (by the supplier), tags can be embedded deep into the object with little or no chance for removal.
Wall-Mart for example, now only works with suppliers who have combo cardsin their products. The company has also started item level tagging, despite the Code of Conduct they signed in accordance with CASPIAN
One result of this is that, in the near future, your trash will tell all kinds of secrets. Items will be tagged with contactless cardsand a city may routinely scan your garbage, learning about the products you have bought and where you got them, or where you have been (you bought it in one place but threw it away somewhere else), and in that way be able to make specific profiles about you. This way your trash will be worth a lot of money! Even short-range RFID, then, can be very invasive.
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For the Violet company the first step was a networked lamp, a strange precursor given that their prize product now is the RFID CARD, the world’s first smart rabbit. Using an shape as an interface, the NaBaztag is a more attractive way to interact with a network. In other words, it creates a portal to an internet or network without a screen, but a connection that it is more intuitive than scree-based interfaces.
Next up is the Nazbaztag/tag, which is equipped with an rfid inlay. The reason behind this is that it will integrate with Ztamps, tags which you can stick on almost anything. When the Ztamps comes near the rabbit (or the other way around), content can be triggered, anything from sound, lights, website to mail. The nice thing about this very simple but effective application is that one can contextualize and confine digital content to physical objects. Again here the philosophy is to not project a function onto the user, but to give combo cards content a chance with this technology in the belief that cool things will emerge through use. As a concluding statement, Haladjian reminds us that this all really comes down to storytelling and creating new and exciting ways to facilitate it (especially where interaction is the story!).