DUBLIN, Ireland, June 7 -- Research and Markets
(http://www.researchandmarkets.com/reports/c18669 ) has announced the addition of RFID Opportunities: Market & Technologies in Western Europe to their
offering.

This 190 page report provides a detailed and comprehensive analysis of the
growing RFID opportunity within Western Europe.

    The report has been extensively researched and provides a unique reference
source for those requiring insight into where and how the sector is evolving.
The study is presented in such a way as to assist strategic and business
planners in appraising specific sectors and opportunities in the market.

    This report addresses RFID technology issues and markets in Western
Europe. It discusses the European technology standards debate and the
opportunities and challenges facing companies wishing to implement RFID
initiatives within Europe. It also provides a forecast for European RFID
initiatives to 2009.

    Radio Frequency Identification (RFID) is a technology that uses radio
signals to communicate between a reading device and a small electronic
transponder, commonly known as a tag.

    Communication takes place when the tag falls within the range of the
signal emitted by the reader, which may be a fixed or portable device. The
information transmitted by the tag enables it to be uniquely identified and,
by inference, the item to which it is attached.

    It is not a new technology. It was first used during the 1940's for use by
the Allied forces to differentiate their own aircraft from that of the
opposing forces.

    RFID is a component of the EPCglobal network, which has been described as
the 'Internet of things', largely because there exists the possibility of
tagging every item on earth which could then, in theory be tracked. It is this
'track and trace' application which both provides the major market opportunity
and which has led consumer groups, to view the technology with suspicion and
in many cases, hostility.

    In practice, although the technology is not new, the applications are very
much at an exploratory stage. Interest exists across many sectors, and trials
are underway across Europe. It is an enormous step to move from the present
market to one where RFID is ubiquitous, but there are clear signs that the
market is moving.

    For more information visit
http://www.researchandmarkets.com/reports/c18669

     Laura Wood
     Senior Manager
     Research and Markets
    
     Fax: +353 1 4100 980