DMReview.com welcomes new columnists James Williams and Marlo Brooke of Avatar Partners, who will share their expertise in the realm of synchronized value chain focusing on radio frequency identification. Watch for their column each month.

Much is touted about RFID usage in conjunction with shipping and the supply chain. Yet through the forest of "mandatory compliance" we can overlook the most obvious fruits of opportunity with RFID. Although perhaps less breathtakingly bleeding edge, the practical business benefits of RFID for internal optimization provide great motivation for taking a look at RFID's more practical usages.

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