Masterclasses

Morning Session, Monday 28th September
Registration and Coffee:	8.30am - 9.00am
Masterclass 1 Begins:	9.00am
Masterclass 1 Finishes:	12.15pm
Lunch for all attendees:	12.15pm - 12.45pm
Depart for tour:	12.45pm

Speaker:
Raghu Das, CEO - IDTechEx

This masterclass covers technology and markets for beginners and those seeking commercial success. Everything from printed RFID to active RFID technologies; the biggest RFID orders, hot new sectors and technologies. Vital ten year market, territorial and technology forecasts. The session covers:

• Basics of RFID, active vs passive and their hottest subsectors
• Analysis of over 3600 RFID case studies from around the World
• Market trends, successes and failures
• RFID in use, how many tags and systems sold - where and why
• Paybacks - the huge choice - and how many applications are about security and safety not payback
• RFID frequency assessment  
• Standards. Why ISO 14443 outsells others by a big margin. Why EPCglobal is very important but no longer the only show in town. How UHF has cornered many applications by standard and why. Significance of NFC, notably RFID enabled phones
• The RFID value chain, major players and opportunities and where it is easiest to make money
• Who is landing $0.5 billion orders and who is landing orders for tens of millions of dollars: why?
• New applications and advice on entry to market
• The boom in fund raising and acquisitions and technical problems still to be solved that can make you rich
• RFID forecasts and trends 2009-2019

Morning Session, Monday 28th September
Registration and Coffee:	8.30am - 9.00am
Masterclass 2 Begins:	9.00am
Masterclass 2 Finishes:	12.15pm
Lunch for all attendees:	12.15pm - 12.45pm
Depart for tour:	12.45pm

Speakers:
Susann Reuter, Director - IDTechEx
Dr. Andreas Schaller, CEO - Andreas Schaller Technology Consulting
Dr. Neil Chilton - Printed Electronics Ltd
Andrew Flewitt - University of Cambridge

RFID markets doubled in the last three years and they will quintuple in the next ten. The largest opportunity is the tagging of individual items, notably in supply chains, but, for the highest volumes, this calls for an ultra low cost tag, costing little more than a barcode does today. Printed RFID is the most promising technology to achieve this - indeed over 400 organisations are developing the necessary printed transistors. However, printing is often providing the best sensors and antennas on chip based tags as well. Then we have to realise that this is just a part of one of the biggest sea changes in our lifetime - the new electronics consisting of printing electronics and electrics on packages, posters, buildings and more. This is mind blowing because it encompasses tightly rollable, invisible, edible and other forms of electronics never possible before. Replace conventional print with something more compelling, informative and entertaining from e-books to scrolling instructions on medicine combined with prompting and recording what was taken when. This means a $300 billion market from almost nothing in 20 years, including the $40 laptop and ubiquitous power generation and storage from printed photovoltaics, batteries etc.
You do need somewhat technical to fully benefit from this session but the non technical will also leave inspired and informed. We can drill down into technology as much as you require. Many samples and animations will be shown.

• The magic that is possible now and in future.
• Key markets that need printed electronics: reasons why and their technology requirements.
• Creating new markets versus competing with conventional electronics in existing ones.
• Assessment of technologies, companies, strategies and progress so far, including thin film transistor circuits (organic, inorganic semiconductors, nanoparticle silicon) , displays (light emitting vs non emissive and the technologies), sensors, batteries, photovoltaics, actuators and conductive inks.
• Printing techniques - why ink jet and screen printing are most popular but many other technologies are also used.
• Challenges and the roadmap to the full printed electronics toolkit.
• Market forecasts.

Afternoon Session, Monday 28th September
Lunch for all attendees:	12.15pm - 12.45pm
Tours depart:	12.45
Registration:	2.00pm - 2.15pm
Tour returns and Masterclass 3 Begins:	2.15pm
Masterclass 3 Finishes:	5.30pm

Speakers:
Raghu Das, CEO - IDTechEx
Colin Faulkner, Business Development Manager - Jennic
Antti Korhonen, CEO & President - Ekahau
Roger Willmott - Airetrak Ltd

Active RFID, including Real Time Locating Systems and Ubiquitous Sensor Networks, is rising from 11% of the RFID market to 24% in ten years despite that market quintupling. On cue, the half billion dollar orders recently placed are for active RFID and active RFID is a rapidly rising percentage of the 3600 projects updated daily in the IDTechEx RFID Knowledgebase. This masterclass addresses the needs of both potential users and suppliers to understand Active RFID, RTLS and sensor networks from East Asia to Europe and the USA. Which technologies and markets and what comes next? What are the emerging needs and killer applications and how will the market develop over the next ten years? It is all here in interactive form.

• Active RFID technology choices, challenges, opportunities. For example there are about ten incompatible RTLS technologies alone and they are all claimed to be best.
• Active RFID standards - realistic or captive to one company?
• Applications and market forecasts for active RFID 2009-2019 including the wave of RTLS and then the wave of USN adoption. Who will need this?
• Near Field Communication: the active RFID reader in a phone - suddenly one billion out there?
• Active RFID for RTLS, trends, suppliers to watch. How the market is dividing into high performance and low price but no one yet knows how to tackle the biggest potential of all - the ultimate supply chain and ultimate control of all standing assets.
• Ubiquitous Sensor Networks (USN) - trials from building sites to monuments, road surfaces, forest fires, national electricity infrastructure and the Trans Alaska pipeline. Impediments and suppliers to watch.
• Case studies and business cases.
• Activities of leader suppliers.

Afternoon Session, Monday 28th September
Lunch for all attendees:	12.15pm - 12.45pm
Tours depart:	12.45
Registration:	2.00pm - 2.15pm
Tour returns and Masterclass 4 Begins:	2.15pm
Masterclass 4 Finishes:	5.30pm

Speakers:
Susann Reuter, Director - IDTechEx
Heiko Tiedmann, Business Development Manager - Avery Dennison
Dr Steve Thomas - Conductive Inkjet Technology Ltd

Aimed at converters, packagers, labellers, printers, label suppliers, specifiers, buyers and brand owners, this masterclass will explain the full value chain of manufacturing RFID smart labels from design to finished product. Topics include evaluation of manufacturing methods, chip attachment processes, antenna technologies, overprinting and insertion, specifying RFID labels, managing data and best practice. Delegates will be able to handle many different samples and take some away. The session covers:

• Understanding the tag production value chain and entry points
• Evaluation of the choices for manufacturing complete RFID labels, tickets and cards
• How things are made and what they cost
• Manufacturing RFID tag antennas: technologies, performance and cost
• Substrates, inks and adhesives: suppliers, costs and performance
• Chip attach options
• Analysis of routes to high volume manufacture
• Oversupply and undersupply
• Applying RFID to products: required throughput, testing and finish
• Major players, emerging players and unsatisfied needs i.e. opportunities
• Current industry manufacturing capacity and future needs

Morning Session, Thursday 1st October
Registration and Coffee:	8.30am - 9.00am
Masterclass 5 Begins:	9.00am
Masterclass 5 Finishes:	12.15pm
Lunch for all attendees:	12.15pm - 12.45pm
Depart for tour:	12.45pm

Speakers:
Raghu Das, CEO - IDTechEx
Richard Green, CEO - Ubisense
John Rogers, EVP Acquisition Integration & Transition Manager - Bluehill-ID

This masterclass covers the realities of the RFID market. What correlates with success? What makes investors invest? League table of largest RFID companies and lessons from how they got there. Who is rapidly climbing up the league table and why? Leading presenter is Raghu Das MA is CEO of IDTechEx. He has a Natural Sciences honours degree from Cambridge University, where he read physics, mathematics, computer science and material science. He gained technical and marketing experience with RFID when he worked for tag suppliers. At IDTechEx, Raghu is in charge of the consultancy service and the annual Smart Labels USA conferences. He has carried out consultancy in America, Europe, the Middle East and East Asia. He has lectured on RFID, Smart Packaging and Printed Electronics at over forty global events and is co-author of several IDTechEx publications.

• V curve of profit, Boston matrix and other tools to position you optimally in the market.
• Hot countries, technologies and positions in the value chain for profit.
• What can be defended against the impending Chinese onslaught and what can not.
• Who will be the global winners in future and why.
• Large profitable niches how to spot new ones.
• Cash traps, warning signs and lessons of failure.
• The boom in RFID acquisitions analyzed and what comes next.
• The sure touch of Assa Abloy and Zebra Technologies in their focussed acquisition programs compared with others which lack that clarity and consistency.
• The boom in RFID investments analyzed and what comes next

Afternoon Session, Thursday 1st October
Lunch for all attendees:	12.15pm - 12.45pm
Tours depart:	12.45
Registration:	2.00pm - 2.15pm
Tour returns and Masterclass 6 Begins:	2.15pm
Masterclass 6 Finishes:	5.30pm

Speakers:
Raghu Das, CEO - IDTechEx
Jimi Simpson, Product Marketing Engineer - Jennic Ltd

This Masterclass introduces the technology, players and markets for wireless sensor networks.

• What are the different types of wireless sensors, their cost structure and advantages and disadvantage?
• What is the difference between traditional Active RFID, RFID enabled cellphones, Smart Active Labels/ Battery Assisted Passive tags, Real Time Locating Systems (RTLS) and Ubiquitous Sensor Networks (USN) and where are they headed?
• What are leading suppliers and users doing?
• Who is landing the biggest orders and from whom?
• What are the lessons of success and failure?
• How will the technology advance for very different market needs in different industries?
• How do these options translate into split of market now and in future?
• What is the dream for USN - from predicting and controlling disaster recovery to micro-climate in industrial greenhouses - and who is working on which aspect?
• What are the problems to tackle and which industries are early adopters?
• What are the forecasts - are hundreds of billions of sensing tags in prospect - for what?

We will also address developments with energy harvesting. Energy harvesting is the use of technologies to generate electricity from the environment, which can be used to power electronics and electrics. Different technologies can be employed depending on the energy source. For movement, mechanical harvesters can be used (which can work from electrostatic, piezoelectric and electromagnetic movement), light, thermal, EM transmission or Human. Some versions are now even printed. The masterclass covers the technologies involved, how they work, and appraisal of their strengths and weaknesses, relative costs and developments paths. The leading developers are given as are market needs and IDTechEx forecasts. Finally, the masterclass assesses the options for energy storage, looking at the range of batteries, their relative strengths, weaknesses, costs and roadmaps. Thin film, flexible batteries to secondary batteries are covered. Battery technology has not kept up with the development of energy harvesters, and the challenges and needs are explained. The masterclass looks at other options such as super and ultra capacitors and super-cabatteries.