《射频识别技术》大作业(3)

cost-effective labels are neither within reach nor market-ready. As of late September 2007, the global status quo was: Depending on the size and type of RFID labels, their intended application and the size of print runs, prices range between Eur 0.05 and Eur 0.80 per label. This is clearly too much for most products. Experts, therefore, have a far more sober outlook on the debate and the move is consequently to RFID labels being used exclusively in manufacturers’ and traders’ logistics chains.

Capture, save, play: From security code to gimmick

Data handling is playing an increasingly important role. In the form of labels and barcodes, the printing and packaging industry are provided with large quantities of customer data. This data and ultimately the print data are being put to use in a variety of ways ranging from security codes to what you could call gimmicks.

As a general rule, security printing aims to provide protection against counterfeiting and thus grey markets and product piracy both within European countries and beyond. The damage to goods that safety measures on packaging are intended to prevent runs into hundreds of billions of euros. Help is at hand in the form of a wide palette of options extending from guilloche printing through holograms to security thread. From among this wealth of possibilities, colour codes and colour combinations stand out thanks to the

millions of possible variations. Another increasingly attractive option is so-called fingerprints whose characteristics aren’t apparent at first glance.

Printers – very often label printers – active in this business dovetail their print data with the manufacture of electronic control devices. Formerly traditional printers, these companies are increasingly evolving into equipment suppliers. The devices offered include hand-held devices or checkout systems that verify the printing inline. Consequently, a rapid and glitch-free interface between the control device and ticket is necessary.

What’s possible in this field reaches its zenith in ATMs – and here, too, label printers provide the security printing, including among other things special security inks for banknotes and bank cards. They also supply the control devices in the ATMs which operate at the speed a customer expects of an ATM. Up to 1,800 tickets, vouchers or banknotes per minute is currently the norm. In future, an even higher reading/control speed will, however, be called for.

Cross-promotion thanks to sophisticated data handling

In English-speaking countries, daily competitions are immensely popular. The few offset printers active in this line of work go to great lengths. Very often the data handling for the organisation, control, printing, shuffling and packaging of

all the bingo cards can only be semi-automated. On top of that, a sophisticated logistical delivery system is in place. Once collected, data within the cross-promotional media mix is initially used for the printing of tickets, for instance. The same data, however, forms the basis for the printing of flyers, advertising spreads or the creation of Websites. For example, the user may recognise the magnifying glass on the Website which enlarges the key, recurring advertising copy as being the same as that which appears on the flyer, advertising spread or packaging. Of course, the label or ticket will also bear the magnifying glass.

A further example of an application is an on-pack promotion for soft / cool drinks in the form of a printed key. The scratch-and-win specialist marks the keys with printed codes and covers them with a special scratch-off layer (thermochromatic or other security inks could be used). The print data are also passed on to a display manufacturer who is producing the base for a PC. These computers stand in discotheques or pubs. If the code on the key is the correct one, the beverage packaging displayed on the screen opens and the disco patron has won a prize – at the same time, of course, internalising the advertising message once again. The code on the packaging serves as the trigger for a digital process and vice versa!

For many confectionery suppliers, the identification and deciphering of bar

codes is a priority. A silver strip is applied over the inkjet-printed codes to hide them from view. In this way, the customer can only read the code after making the purchase. Buyers can then enter the code on their home computers to participate in a competition. The play instinct pure and simple is successfully satisfied here through the code and printing. Very much as by-product of the process, the labels are also specially secured so that they cannot be removed from the packaging before the customer has paid for the product.

In the USA, expensive branded goods are advertised in dedicated combined marketing campaigns. To this end, the packaging finisher creates the printed product. A transparent film can be peeled off the product and positioned in front of a specific area on a PC screen to try and solve an online puzzle. What’s particularly attractive is that the branded goods manufacturer, with the help of the packaging printer and the necessary print data/winning codes, can also run off the customer mailings.

Booklets very much en vogue

Booklets with safety instructions and product information are proving immensely popular around the world. Spread over many pages, they offer extensive product descriptions but are nevertheless printed and packed in a compact format. Anything and everything, from a good cheese to a fine wine, today comes packaged with a booklet. The detailed package inserts supplied

with medicines have long been a familiar feature of pharmaceuticals. The printer is also responsible for pharmacies’ label application systems. The special peel and reseal properties required come courtesy of the printer who also produces them on post-press machines. Labels can also be produced to serve a secondary function as hangers for infusion bottles.

Label printing is frequently performed on a narrow-web, eight-colour multi-process printing machine that allows for the combination of flexo, screen, offset and letterpress printing. What’s more, the versions of these machines used for pharmaceuticals are also equipped with extensive safety inspection systems. With the appropriate licences for these fields, booklets of 16 to 32 pages can also be processed and folded in miniature format. 翻译：

RFID热潮已经消退了吗？

如果到网络上搜索RFID这个关键词，就可以找到相当一本书厚的专利技术以及相关的研讨会、产品和文章。主要的印刷服务供应商都迅速成立了专门的公司或部门，自己从事高科技安全技术的开发。即使是在RFID标签印刷这样狭窄的领域，也有许多后来者在积极开发。

近年来，随著越来越多的商品被印上RFID标签，包装印刷工业呈现一片繁荣景象。但是现在，乐观情绪可能会逐渐减弱。打击首先来自于美国与德国的资讯保护部门，他们常常抱怨RFID这样的技术使顾客毫无隐私了。另外一个原因是， RFID 标签的成本仍然过高。直至2007年9月，世界市场的现状是：依据RFID

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