RFID-System Integration: Jörg Bald, CEO of Waldemar Winckel, in an Interview with „RFID im Blick“

Articles | By Winckel | 12 November 2014

„Information is the oil of the future“

Jörg Bald, CEO of Waldemar Winckel, in an Interview with Anja van Bocxlaer, „RFID im Blick“ discussed the development of customer’s wishes, the role of big data and the generation of information by using new analysis methods.

Since the technological development of RFID has already progressed very far. In the eyes of Jörg Bald the optimizing potential mainly lies in the generation of information and their analysis: RFID opens new sources for data mining – and linking this gained data to form these new sources into information in a centralized system allows the company to analyze existing processes, identify problems and to improve procedures.

Mr. Bald, already in the year 2000, you started to turn RFID into an integral part of Winckel. What can we achieve with RFID and what fascinates you in this context?

Jörg BaldJörg BaldI am fascinated by the fact that RFID-technology offers companies the opportunity to change their processes and their whole environment. The technology’s advantage is simple: RFID allows the automated capture of a huge amount of identification data. The real benefit lies, however, in the handling of this information, since the most effective way to use this identification data is often unclear. RFID serves as a lever to indirectly create much more information than has been possible before. But the one who does not know how to generate such information, is often not able to show the real return on of his investment.

„Interpreting captured position data, we create information. From a still image – an asset was captured at location X – we generate a motion picture using logics.“

What did change in the relationship between Winckel and their customers?

The customer didn’t change. But we altered our sales strategy: Having aligned our offers at the specific requests of our customers in the past, we now develop the customer’s wishes regarding the application together with him before we make him an offer. We present to the customers the approach we are in favor of at a first counseling talk. After that, it’s up to the customer to decide if he wants to go with our philosophy.

Which assumptions are common in all solutions integrated by you?

We follow two guiding principles. The first premise being: „Information is the oil of the future.“ Working in the field of integration and engaging in the RFID-sector, it became apparent for us that more information offers a huge potential for companies. For example, at the retail sector: This field experienced major changes in the past years and is now orientating its products according to information about the consumer, business statistics, and prognoses – thus big data. Development went so far in the technological sector that optimizing potential can hardly be seen there.

Our second premise is: „The basis for the digital gaining of information is the intelligent interpretation of movements.“ Through the enrichment of gained identification data with location data, an initially static image is created. In a second step, movement can be seen. This movement is then valued and interpreted with a system and standardized tools. Interpreting captured position data, we create information. From a still image – an asset was captured at location X – we generate a motion picture using logics.

What value do you ascribe to the centralizing of identification data?

It is not expedient when identification data, due to various reasons, is gained and processed autarchic by different software environments. Another benefit of centralized processing is the avoidance of redundant data storage. In centralized information systems, there are multiple interfaces and therefore many possibilities to act exist. Firstly, data can be directly passed on to the superordinate systems. Secondly, the data can be analyzed and formed into information with various methods before being passed on.

On which innovations are Winckel currently working on?

Being able to gather profound experience while working in the fields of RFID-technology and application for many years, we are currently developing a central and standardized information solution for medium-sized enterprises.

One-stop shopping center with long tradition

The company Waldemar Winckel perceives itself as a full-service provider in the RFID-branch and as a specialist for RFID-based information systems. The company is presenting itself as a one-stop shopping center that offers the customers almost everything regarding information solution from counselling, software, device management, technical integration to consumables. Under the brand identytag®, Winckel manufacturers smart labels and transponders for different sectors.

The production area of the in the year 1861 as a manufacturer of bags for colonial goods and as a printing house founded company conquered a new sector at the advent of information technology. With the initial focus on barcodes, the company started to work with the then regarded future technology RFID technology in the year 2000. At the end of August 2013, the erstwhile core business barcode was sold. Since then, apart from small exceptions, „no label without RFID-transponder is leaving the production site“, says Jörg Bald. The production is characterized by and progressing diversification. By now, for example, identification plates and NFC-enabled beer mats are part of the product range.

Last modified on Tuesday, 02 June 2015 21:47
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