Digimarc: The Barcode of Everything

The Takeaways: Digimarc Report from “The Road”

It was a busy May and June for the Digimarc team. We traveled everywhere from Phoenix to Singapore to speak to and learn from leaders involved with opportunities around advanced barcode identification. Here are some photos and high-level takeaways from our travels:

From the Gartner Conference: connected packaging to solve supply chain challenges.

2018 Gartner Supply Chain Conference (Attended by 2,200 supply chain executives)

  • The rise of the Digital Business is gaining traction for optimization with improved productivity and better customer engagement or transformation through new business and operating models
  • Digital technologies like advanced analytics and Internet of Things (IoT) have the highest potential to change retail and manufacturing over the next five years
  • The new persona of Supply Chain leaders are engineers, integrators and pioneers
  • Digital bets showing promise include connected packaging, real-time vision and image technologies and the digital shelf

Digimarc’s Larry Logan delivers the keynote address at AIPIA Americas.

AIPIA Americas (Leaders from Active & Intelligent Packaging Summit Americas)

  • The ubiquity of more and more smartphone savvy products, particularly those using augmented reality (AR) and virtual reality (VR)
  • Digital print customization and serialization
  • Pharmaceutical industry recognizing serialization and traceability can improve their active and intelligent packaging performance
  • Active technologies for food waste and monitoring gaining more traction as retailers “see the light” on its application for “Best Used Before…” labels

Digimarc’s Melissa Circle (left) and Jennah Jevning at GS1 Connect.

GS1 Connect (Industry innovators, GS1 Standards experts and trading partners)

Some highlights from the keynote session of Bob Carpenter, GS1 US president and CEO

  • Advancements like blockchain, computer vision and machine learning require large, accurate and structured data sets to deliver maximum value
  • Think of the concept of “new paint over rotten wood.” New technology can act like paint, but if your master data is poor, you will be replacing that wood and repainting shortly.
  • Anything that can be connected, will be connected. Standards of interoperability are essential to the consumer Internet-of-things.
  • Identification of everything makes anything possible

Esko representatives introduced Digimarc Barcode during one of their presentations.

EskoWorld 2018 (Brand leaders, graphic and structural designers, trade shops, sign makers and packaging and label converters)

  • Consumers are looking for more engaging experiences, including more accessible and detailed product information, and complete consistency between the digital and the brick and mortar experience
  • Esko has positioned itself as the “Platform for Packaging,” creating a linked set of applications and integrated partner functionality that addresses the full-package lifecycle – from initial design into physical reality
  • EskoWorld, once the domain of prepress and printing operations, now also hosts a growing number of brands seeking to manage package artwork and related assets through the creation and production process

One of the many panel discussions at the Consumer Goods Forum Global Summit.

Consumer Goods Forum Global Summit (over 1,000 CEOs and C-level members from 44 countries)

  • Increased focus on blockchain to provide certainty around supply chains, ingredient purity and supplier practices
  • Traditional grocers expanding their offerings and financial models, such as Grab (an Uber service) run by leading Singapore retailer FairPrice. Similar to other expansive models in Asia, such as WeChat
  • Increasing convergence between offline and online. Online-only operators still seeing need to create brick-and-mortar presence. Having a physical store gets them closer to consumers, and consumers still enjoy shopping trips (social experiences)
  • Consensus on the power of data as a competitive differentiator, but how to balance this with growing concerns over privacy

The Digimarc team was also at the CODE Conference, for a full report on our takeaways, click here.

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