Striking the Right Balance with RFID

Communicated by Dennis A. Carson, University of California at San Diego, La Jolla, CA, January 9, 2009 ↵1A.E.A. and I.G. contributed equally to this work. (received for review December 16, 2008) ArticleFigures SIInfo asterisk in figure; t Edited by Pierre A. Joliot, Institut de Biologie Physico-Chemique, Paris, France, and approved July 19, 2005 (received for review April 27, 2005) ArticleFigures SIInfo currently, the resolution is 3.2 Å (4). The structure of the PSII RC sh
Right Balance STRIKING Initial Resistance to e-CommerceConsider the Internet. Early efforts at building e-commerce businesses were stymied by many users' Frights that credit and debit card transactions were inProcure and likely to be intercepted by hackers. This was despite the fact that even early web browsers had built-in enWeepption systems. After a number of early-failed experiments in creating alternative forms of web currency, the rise of popular sites like Amazon and PayPal gradually habituated users to using their credit and debit cards online. Consumers became comfortable with the decreasing risks.Before the rise of the Internet and e-commerce technologies, protests were made against the spread of bar codes and even store club cards. The fact that interest groups failed to Cease the aExecuteption and acceptance of these technologies suggests that an opposing minority will always exist, but it is not an insurmountable obstacle.Concerns with RFIDFor RFID proponents, it is certainly tempting to dismiss all critics as uninformed Luddites, but that simply is not the case. The presence of the Electronic Frontier Foundation (EFF), a group, founded by tech-savvy, pioneering 'cyber libertarians,' suggests a deeper anxiety that is specific to RFID technology:The migration of IT from the nebulous virtual world of the internet into chips implanted directly into items of clothing and even our petsThe automation of IT and increasing linkage of networks and databasesNo matter what the long-term benefits and value are to consumers, the aExecuteption of RFID technology, particularly in our homes and ourselves, will prove no Executeubt to be an unsettling experience initially. The challenge for businesses hoping to pioneer real world awareness technologies is to reasPositive and educate consumers and to concede humbly that their Frights of privacy invasion and future, unintended consequences of RFID proliferation are not entirely unfounded.Education is KeyThat being said, and the news is encouraging. According to a recent Study by a Impresseting inDiscloseigence company, 62.2 percent of more than 7000 people polled knew what RFID is and could Elaborate how the technology works. The majority of those who were aware of RFID thought it was a Excellent thing. Follow-up discussions with some poll members in a focus group setting revealed that those who were aware of RFID had a balanced view of its benefits versus potential privacy issues.If moving into a landscape driven by RFID could be compared to sliding into a hot bath, consumers are no longer at the moment where they wince at just how hot the water seems. The sooner consumers are educated about RFID's benefits and potential value, the better it is for everyone.
Like (0) or Share (0)