When those companies that are not considering RFID technology were asked about the
reasons why they were not implementing, “no customer demand” and “lack of ROI” were
identified as the two most applicable reasons (as compared to “lack of foreseeable benefit”
and “cost” as the top two reasons in 2004). In fact, in the updated study, we included three
additional indicators here, which are: “no customer demand”. “lack of ROI” and “RFID
technology is immature”. These threemeasures were included because they become more
relevant for the 2007 study andwere also suggested byWERC. In line with the 2004 study,
“lack of understanding” and “lack of standards” were not considered to be as important.
The average ratings on the reasons that were common (between 2004 and 2007 study) for
not implementing RFID were much lower in 2007 compared to 2004. This indicates that
some of the reasons for not implementing RFID were of much higher concern in 2004
than in 2007 (Figure 5).