RFID is a key technology for Europe. Today there is a noticeable shift away from the days of RFID pilot projects, and towards a time where organisations are looking to RFID to drive efficiency and innovation. Although Europe is a leading player in thee world of RFID technology, several challenges which are preventing RFID from reaching its full potential need to be addressed. To further the advancement of this technology, coordinated European efforts need to be promoted, specifically i