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Media and Entertainment Update Presentation June 26, 2007
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  1. Media and Entertainment Update Presentation June 26, 2007

  2. Agenda • Overview • WS 1 Manufacturing Update • WS 2 Retail Update • WS 3 Data Analytics Update • Work plan and method • Contacts 2007 EPCglobal Inc

  3. RSC Interest Groups: M&E • Media & Entertainment Tri-Chairs: • Vivian Underwood, Anderson Merchandising • - Paul Freeman, Best Buy • - Mike MacDonald, Sony Entertainment • Charter:   • Identifies business and use cases for the media and entertainment industry that delivers content in the form of an optical disc or other medium to facilitate supply chain, store execution and reverse logistics efficiency • M&E product categories: • DVD movies • DVD games • Computer Software (productivity, and games) • CD Music 2007 EPCglobal Inc

  4. Unique Challengesof the Entertainment and Software Industry • Mixed carton assortments and direct to store delivery (DSD). • Street date/release date compliance. • High number of SKUs and planogrammed in the stores – planograms change week to week. • High metal content on the discs, as well as in the packaging (metal cases and foil wrap). 2007 EPCglobal Inc

  5. Unique Challenges of Item Level Tagging (ILT) with Optical Discs • High value/high theft items that are currently EAS tagged. Anti-theft solution needs to be carried over into ILT. • High SKU count presents opportunities for inventory accuracy on the store shelf and improved store labor and customer service. • Short term solution of tagging on the individual optical disc packaging is a challenge. • Use cases for optical discs are difficult due to disc material and high density of tags on the shelf and in the cartons and pallets. 2007 EPCglobal Inc

  6. Tag Placement Options External Side of the DVD Case • Spine (top/ side) • Front Price label or back bar code area Spine Top Corner 2007 EPCglobal Inc

  7. Corrugate Issues 2007 EPCglobal Inc

  8. Metal Foil Packaging 2007 EPCglobal Inc

  9. Concentration of Metal 2007 EPCglobal Inc

  10. Multiple SKU’s in a small area Can you imagine trying to find a misplaced title here? 2007 EPCglobal Inc

  11. Planogram Shifts 2007 EPCglobal Inc

  12. Biggest RFID Impact 80% 79.5% 60% 57.6% 40% 45.5% 34.8% 12.0% 27.1% 20% 14.2% 0 % % Products In Stock Products Easy To Find Fast Check Out Easy To Return Products Try Out Products In-Store Detailed Product Info. Not Specified Available, Informed Staff % Indicating as one of the top 3 factors in defining a good shopping experience How will RFID impact Customer Satisfaction? Gartner Report, 2003 2007 EPCglobal Inc

  13. Current Retail Participants in M&E • Representing over 21,000 stores worldwide • Our RFID requirements for M&E are very similar, both Item and Case level solutions • Our support, direction, and goals for moving forward with RFID on M&E products is clear and consistent • The group will implement RFID solutions in this category if they are Affordable, Flexible, Scalable 2007 EPCglobal Inc

  14. M&E Interest Group Objectives • Develop standards-based programs for RFID tagging, at both the case and item level, which do not deviate significantly with each retailer implementation: • Focus is on a standardizing the RFID tag placement on media product (Movie DVD, Game DVD, Music CD, or Software box) • Using current Gen2 UHF standards and technology • Identify, define and pilot the value propositions associated with various use cases, to support continued investment or expansion in RFID technology: • Item Level Tagging • Case Level Tagging • Development of a viable item level tagging methodology. 2007 EPCglobal Inc

  15. Work streams • WS 1: Manufacturing Applied Tag • WS 2: Retail Tag Capture • WS 3: Data Exchange/ Analytics • Pilot Work streams • Public Policy • Steering Committee 2007 EPCglobal Inc

  16. Agenda • Overview • WS 1 Manufacturing Update • WS 2 Retail Update • WS 3 Data Analytics Update • Work plan and method • Contacts 2007 EPCglobal Inc

  17. Overview WS1 – Manufacturing Applied Tag WS • This group consists of replicators, studios, game and software manufacturers, and RFID technology providers that will focus on automating the tag application, including the placement, write, and verify functions at 100-200 ppm line speed. • Key deliverable is how and where to tag for best results, scalable across industry, accepted as usable across retail. • Co-chairs: • Mark Pierson – Paramount • Andrew Moore – Printronix 2007 EPCglobal Inc

  18. Testing Lab Goal • By simulating various use cases, the main intent of the testing in the labs is to use the resulting data as a means of comparing various tag types and tagging positions in order to identify the ideal or top performing combination. • Other goals include: • Testing to see the effect metal or foil packaging • Testing to see the effect of EAS tags used in conjunction with EPC/ RFID tags. • Submit any additional requirements needed to the HAG TLRPP. 2007 EPCglobal Inc

  19. Timeline • Step 1: Lab Testing, June - July • Step 2: In-line Application Testing, June- July? • Small scale, dependant on schedule permitting • Step 3: Define Retail Test Case, August? • Step 4: Tie Steps 1 to 3 together, Q1 2008 • Building a business case • Define what is required to go alive • Step 5: Live Tests: Large Scale 2007 EPCglobal Inc

  20. Criteria • All tags and hardware must be Gen2 compatible, and commercially available. • Companies who donate or loan equipment will provide technical assistance if required. • Four companies have volunteered to perform testing in their facilities. • The testing is proof-of-concept and not meant to validate performance under all operating conditions and different type of environments, nor to validate the performance of different solution provider’s equipment. 2007 EPCglobal Inc

  21. Use Cases Test A Application of tags that are printed, encoded, and applied in an existing Replicator line. Test B Item Level Reads on Cased and Palletised Product inventoried through dock door portals. Test B1: Conveyor Test B2: Hand Carry Test B3: Hand Truck Test C Item Level Reads on Cased and Palletised Product inventoried through impact door portals. Test C1: Cart Test C2: Hand Carry Test C3: Hand Truck Test D Item Level Reads on Cased Product inventoried in a conveyor portal. Test E DVD’s arranged in a retail store shelf , inventoried with a mobile reader system with a mix of spine and front facing out. Test F Individual DVD’s arranged on a retail store shelf, inventoried with a handheld reader with a mix of spine and front facing out. Test G Individual DVD’s arranged on a retail store shelf, inventoried with shelf reader with a mix of spine and front facing out. Test H Dual EAS testing with EPC/ RFID will only be done with the top two optimal positions. 2007 EPCglobal Inc

  22. Display Use Cases Test I Item Level ReadsDisplays inventoried through dock door portals with no metallised product. Test J Item Level ReadsDisplays inventoried through impact door portals with no metallised product. Test K DVD’s arranged in a display, inventoried with a mobile reader system Test K1: with all metallised product Test K2: with random 10% metallised product. Test K3: with no metallised product. Test L Individual DVD’s arranged on a display, inventoried with a handheld reader with all metallised product Test L1: with all metallised product Test L2: with random 10% metallised product. Test L3: with no metallised product. 2007 EPCglobal Inc

  23. Tag Matrix Assumptions • Two different orientations will be tested: • Front Corner (price tag) and/or back corner (bar code) • Top Spine • Each lab will test 5 different tags. • EAS tags will be tested, in a small sample size to verify there is no conflict with either EAS tag and an EPC/ RFID tag • Each test lab has agreed to the same number of run throughs to establish a consistent average. 2007 EPCglobal Inc

  24. Test Lab (use cases), number of variations 2007 EPCglobal Inc

  25. Test Lab (display use cases), number of variations 2007 EPCglobal Inc

  26. Tests per Lab 2007 EPCglobal Inc

  27. Read Performance Results Front Corner (price tag) and/or back corner (bar code)- USE CASES Note 1: All tags were volunteered by members of EPCglobal’s community. Note 2: Tag sizes do not reflect final label size. Note 3: Dwell times are reflected in the test plans. Note 4: Average of the tests are reported. 2007 EPCglobal Inc

  28. Read Performance Results Front Corner (price tag) and/or back corner (bar code)- DISPLAY USE CASES Note 1: All tags were volunteered by members of EPCglobal’s community. Note 2: Tag sizes do not reflect final label size. Note 3: Dwell times are reflected in the test plans. Note 4: Average of the tests are reported. 2007 EPCglobal Inc

  29. Read Performance Results Top Spine- Use Cases Note 1: All tags were volunteered by members of EPCglobal’s community. Note 2: Tag sizes do not reflect final label size. Note 3: Dwell times are reflected in the test plans. Note 4: Average of the tests are reported. 2007 EPCglobal Inc

  30. Read Performance Results Top Spine- Display Use Cases Note 1: All tags were volunteered by members of EPCglobal’s community. Note 2: Tag sizes do not reflect final label size. Note 3: Dwell times are reflected in the test plans. Note 4: Average of the tests are reported. 2007 EPCglobal Inc

  31. Recommendation (tbd) • Recommended Tag Location: • Recommended Tag Size: 2007 EPCglobal Inc

  32. WS1: Follow-ups • Further understanding of WS2 including quantities, timing, and scope. • Defining what is needed from WS1’s Manufacturers/ distributors to support WS2 • Financially how do we support a large scale test. • Clarification on the EAS testing elements. 2007 EPCglobal Inc

  33. Agenda • Overview • WS 1 Manufacturing Update • WS 2 Retail Update • WS 3 Data Analytics Update • Work plan and method • Contacts 2007 EPCglobal Inc

  34. Work stream 2 WS2 – Retail Tag Capture (read the tags!) • This group consists of retailers and RFID solution providers that will focus on the reading the tag at case and item level through multiple uses cases, to enable an industry tag placement standard for by product category.  This group will also house the consumer education and public policy sub group. • Detail receive mixed items in the case • Mobile item level tag reads at store shelf and storage level • Fixed smart shelf tag reads at item level • Fixed portal tag reads at select read points • Privacy and consumer education • Co-chairs: • Myron Burke - Wal-Mart • Sue Flake – Symbol 2007 EPCglobal Inc

  35. Business Problem • Due to busy retailer receiving operations, ASN receiving may not occur for 15 minutes – 24 hours after the shipment arrives. This delays product from being available for sale, store physical inventory is not updated and receiving discrepancies occur. • Additionally, receiving errors create charge-backs that are time consuming and difficult to resolve. • Ease consumer concerns. 2007 EPCglobal Inc

  36. WS2 Overview • Group will consist of retailers and RFID solution providers that will focus on the reading the tag at case and item level through multiple uses cases, enabling an industry tag placement standard for / by product category. • This group will also house the consumer education and public policy sub group. • Specifics to include: • Detailing receipt and stocking of single item and mixed cases, promotional pallet receipt and movement to the sales floor, Mobile item level tag reads at store shelf and storage level, Fixed smart shelf tag reads at item level, Fixed portal tag reads at select read points, VMI impact and privacy / consumer education. • Additionally, we seek to confirm the ability to associate case / item level tag reads to a product location with ability to confirm inventory quantity. 2007 EPCglobal Inc

  37. Project Goal • Agree with all work streams (through testing) on the item level tag placement. • Drive the RFID industry to develop the cost effective and scalable solutions for tag capture in the store.  • To enable streamlining of the receiving process to speed the delivery of product from the backroom to sales floor. • Improve the physical inventory accuracy using an auto-receive process encompassing EPC read data. Enable ePOD (electronic Proof-of Delivery) functionality through RFID: • Systemically match case receipt to Invoice / ASN (near term-Out of Scope) • Systemically match units to case to invoice / ASN (mid-term-Out Of Scope) • Systemically streamline claims resolution and charge-back process by using EPC read data for ePOD through claims mitigation and defense. (long term) 2007 EPCglobal Inc

  38. Project Plan Overview • Determine case and unit level read rate for M&E shipments being received at retailers at potential key defined read points: • Receiving dock door • Backroom/sales floor transition • Shelf / Mobil read points • Trash Compactor • Secondly, determine the ROI enablers of using SSCC read data for receiving by comparing dwell time of receiving dock door read to ASN receipt, capturing accuracy of ASN/manual receiving to assumed SSCC read receipt. • Data Layout • Retail Commitment in Live Environment • Definition of what items at what levels • Lastly determining the potential resource elimination of reduced charge-back resolution process through the three ePOD data streams. 2007 EPCglobal Inc

  39. Success Criteria • Visibility to Speed of shipments to sales floor (dwell time) • Visibility to Increased accuracy of physical inventory • Visibility to Reduction of resources used to resolve charge-backs • Visibility to Reduction of manual and emergency orders to resolve physical inventory errors • Visibility to Reduction of time spent in stores scanning inventory to improve physical inventory • Expectation of Read Rate ? By Read Point ? MGMT ? • Dependency on WS1 2007 EPCglobal Inc

  40. Work Breakdown Structure • Each of the following use case tests will need to be repeated for each DVD enclosure (packaging type) and /or tag position that is determined by WS1: • Retail Store Receiving • Retail Backroom • Retail Floor/ End Cap / Promotional Display • Point of Sale • Standardized Testing Plans across all test labs. 2007 EPCglobal Inc

  41. Customer Awareness/Education • Shelf / In Aisle Signage/ Flags • Consumer Handouts at Service Desk • Exit / Entry Signage • EPC seal on pallet / case / item • Meeting with Elizabeth Board • Standard Industry Approach under EPC Global supported by published corporate policies • Awareness • Security • Options • Accountability 2007 EPCglobal Inc

  42. Feedback Process • Optimize Communication • Conference call cadence • Weekly notes update via EPC template • Utilize EPC website for document sharing • Consistent communication between work streams • Accelerate Communication • Tag Testing Results fed back into WS1 • Placement • Performance 2007 EPCglobal Inc

  43. Retailer Participation • Handle Specific Use Case(s) • Test Multiple Types of Tags from Multiple Suppliers • Tag needs to perform well throughout the entire store (sales floor, backroom, stock room, dense packed, loose, boxed, etc.) • Tag needs to perform well with all hardware. • Tags need to perform well on a variety of surfaces (plastic, metals, specialties, etc.) 2007 EPCglobal Inc

  44. Rules of Engagement • Responsibilities and Breakdown of Work Assignments • Assign named individuals to WS • Ensure tests and results are unbiased and transparent • Generate timeline, risks, and strategy for consumer education • Adhere to current EPC Global guidelines as feasible • Generate recommendations and plan to support M&E tests in 2007 • Contribute to long term strategy for consumer education and privacy. 2007 EPCglobal Inc

  45. WS2: Goals to Accomplish X • ASN – to be provided by suppliers • SGTIN, SSCC or Both ?SGTIN, SSCC on mixed • Point of Sale/ Exit Doors – remove from scope • WS2 – Visibility / WS3 – Validation • Standardized Test Plans – in process (WS1 lab revisions) • Privacy Concerns – Standard Approach through PPSC - in process - Feedback to Elizabeth Board, EPC Links, Call Centers, Comm. Committee. • Co-Chair Get-Togethers – agreement – need date • Small Tag Testing Sample X X X X 2007 EPCglobal Inc

  46. WS2: Goals to Accomplish (cont) • Read Point Specifics-move to WS1? • Tag Format / Layout WS1 + WS2 • Frequency and File Type 1x/weekly + daily/street WS3 XML thru EPC Global • Receipt Messaging – remove from scope • WS3 Report Templates – in process • Retailer Commitments - in process • What’s being tagged,Qty and How? WS1 X X X 2007 EPCglobal Inc

  47. WS2: Goals to Accomplish (cont) • Read Point Expectations: • Reader Management Expectations 2007 EPCglobal Inc

  48. Assumptions • Allow any optimized tag type as specified by WS1 into WS2 for piloting with defined read points using EPC compliant GEN2 readers. • Live Product • Arrive in stores 9/1/07 • New Release Only • Tagged Product: Promotional Pallets / PDQs, Cases, Catalogue • Defined by EPC • Limit Packaging • SGTIN • No Process Change vs. Process Change to facilitate or improve Read Rates 2007 EPCglobal Inc

  49. Agenda • Overview • WS 1 Manufacturing Update • WS 2 Retail Update • WS 3 Data Analytics Update • Work plan and method • Contacts 2007 EPCglobal Inc

  50. Work stream 3 WS3 – Data Exchange, BI (business intelligence) • This group consist of consulting partners, software providers, and studio VMI disciplines working to drive value out of the RFID data that is collected.  They also help set KPI’s for the tests in support of BI goals. • Leverage EPC Global Data Exchange WG • Review/incorporate GDS, NARM, and other GS1 commerce and numbering initiatives • Determine data elements, and prioritize • Determine technology transfer methods both short/long term • Co-Chairs • Calvin Lee – True Demand • Doug Grossman – Fox 2007 EPCglobal Inc