BXP - Vol 3 No 4 May/June 2019 - A10

A10

}Figure 4

Accountability for Smart Packaging
(Current vs. Future)

collected regarding third parties will risk butting up against

Business functions identified as most responsible for Smart
Packaging (1 = most resp., 12 = least resp.)

privacy laws, and this includes smart packaging.

Question A: Where in your organization does the responsibility
for smart packaging reside today?

Smart solutions that collect consumer data may have to

Question B: Where in your organization should the responsibility
for smart packaging reside in the future?

possibly utilizing such protective mechanisms as "opt-ins" or

Overall Responsibility
for Smart Packaging (Ranked)

be engineered in the light of these emerging regulations,
sanitizing, blinding and aggregating the data.
Depending on the interplay among multiple different stakeholders-the question of who owns the data that the packaging generates will need to be addressed. Some players,

IT/Digital

1

1

Supply Chain

2

2

R&D/Product Development

3

3

Manufacturing Operations

4

4

Purchasing or Procurement

5

5

Sales and Marketing

6

6

and rent, among other things.

Corporate Strategy Development

7

7

Therefore, to capture this opportunity and receive value from

Business Unit

8

8

data, one often only needs one of these rights. The lesson is

Compliance, Risk or Legal

9

9

Brand Design or Merchandising

10

10

Corporate Center

11

11

-

12

CURRENT
INITIATIVES

FUTURE
INITIATIVES

including packagers, have successfully laid claim to customer
data in two ways-first by bringing some unique value contribution to the solution that allows them an ability to bargain
for rights to the data, and second, by realizing that they do
not need "ownership" of the data, so much as they need
"access" to it. Ownership is, in fact, a bundle of rights over
property, including the ability to use, improve, destroy, sell,

that one should not feel obliged to negotiate for ownership

eCommerce

Source: Deloitte analysis

of data, so much as for the few specific rights needed to
capture value.
TECHNOLOGY
Unified Internet of Things technology standards have yet to
take root. Several IoT protocol areas, such as infrastructure,
identification, transport and data protocols each have multiple standards vying for supremacy. The main challenge is the
lack of a single standard around which all parties can build
solutions, which prevents smart packaging from scaling rapidly. As a result, smart packaging players must take a chance

consumers, require sensor technologies that have generally

by either spreading small technology bets across multiple

been too expensive to use on the primary (single unit)

"hands" or betting big on one potential winner.

package, making certain smart applications cost-prohibitive.
At the same time, fragmentation of IoT technical standards
In fact, almost 30% of survey respondents listed business case

creates an opportunity for key non-technology players such

economics as a key barrier to smart packaging. The good

as retailers, brands and packagers to shape the IoT standards

news is that the cost of these sensors is declining steadily and

of the future.

will be seen increasingly on everyday consumer goods.
ORGANIZATION
LEGAL

Internal organizational challenges have also slowed the adop-

Legal challenges include regulatory/privacy and/or data

tion of smart packaging. First, there does not appear to be

ownership concerns. Any context where information is

clear ownership over the smart packaging agenda: responsi-

MAY/JUNE 2019

|

BRAND EXPERIENCE



BXP - Vol 3 No 4 May/June 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 4 May/June 2019

BXP - Vol 3 No 4 May/june 2019
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Moira Cullen
Capturing Brand Value From the Smart Pack
The Toolbox
The Last Word
Augmented Reality Delivers Real Results
High-Tech Fashion
Ndex of Advertisers
The List
BXP - Vol 3 No 4 May/June 2019 - Intro
BXP - Vol 3 No 4 May/June 2019 - BB1
BXP - Vol 3 No 4 May/June 2019 - BB2
BXP - Vol 3 No 4 May/June 2019 - BXP - Vol 3 No 4 May/june 2019
BXP - Vol 3 No 4 May/June 2019 - Cover2
BXP - Vol 3 No 4 May/June 2019 - 1
BXP - Vol 3 No 4 May/June 2019 - Contents
BXP - Vol 3 No 4 May/June 2019 - 3
BXP - Vol 3 No 4 May/June 2019 - 4
BXP - Vol 3 No 4 May/June 2019 - 5
BXP - Vol 3 No 4 May/June 2019 - Editor’s Letter
BXP - Vol 3 No 4 May/June 2019 - 7
BXP - Vol 3 No 4 May/June 2019 - The Scene
BXP - Vol 3 No 4 May/June 2019 - 9
BXP - Vol 3 No 4 May/June 2019 - 10
BXP - Vol 3 No 4 May/June 2019 - 11
BXP - Vol 3 No 4 May/June 2019 - Chief Experience Officer Series: Moira Cullen
BXP - Vol 3 No 4 May/June 2019 - 13
BXP - Vol 3 No 4 May/June 2019 - 14
BXP - Vol 3 No 4 May/June 2019 - 15
BXP - Vol 3 No 4 May/June 2019 - 16
BXP - Vol 3 No 4 May/June 2019 - A1
BXP - Vol 3 No 4 May/June 2019 - A2
BXP - Vol 3 No 4 May/June 2019 - A3
BXP - Vol 3 No 4 May/June 2019 - Capturing Brand Value From the Smart Pack
BXP - Vol 3 No 4 May/June 2019 - A5
BXP - Vol 3 No 4 May/June 2019 - A6
BXP - Vol 3 No 4 May/June 2019 - A7
BXP - Vol 3 No 4 May/June 2019 - A8
BXP - Vol 3 No 4 May/June 2019 - A9
BXP - Vol 3 No 4 May/June 2019 - A10
BXP - Vol 3 No 4 May/June 2019 - A11
BXP - Vol 3 No 4 May/June 2019 - A12
BXP - Vol 3 No 4 May/June 2019 - A13
BXP - Vol 3 No 4 May/June 2019 - The Toolbox
BXP - Vol 3 No 4 May/June 2019 - A15
BXP - Vol 3 No 4 May/June 2019 - A16
BXP - Vol 3 No 4 May/June 2019 - A17
BXP - Vol 3 No 4 May/June 2019 - A18
BXP - Vol 3 No 4 May/June 2019 - A19
BXP - Vol 3 No 4 May/June 2019 - A20
BXP - Vol 3 No 4 May/June 2019 - A21
BXP - Vol 3 No 4 May/June 2019 - A22
BXP - Vol 3 No 4 May/June 2019 - A23
BXP - Vol 3 No 4 May/June 2019 - The Last Word
BXP - Vol 3 No 4 May/June 2019 - A25
BXP - Vol 3 No 4 May/June 2019 - A26
BXP - Vol 3 No 4 May/June 2019 - A27
BXP - Vol 3 No 4 May/June 2019 - A28
BXP - Vol 3 No 4 May/June 2019 - A29
BXP - Vol 3 No 4 May/June 2019 - Augmented Reality Delivers Real Results
BXP - Vol 3 No 4 May/June 2019 - 47
BXP - Vol 3 No 4 May/June 2019 - 48
BXP - Vol 3 No 4 May/June 2019 - 49
BXP - Vol 3 No 4 May/June 2019 - 50
BXP - Vol 3 No 4 May/June 2019 - 51
BXP - Vol 3 No 4 May/June 2019 - 52
BXP - Vol 3 No 4 May/June 2019 - 53
BXP - Vol 3 No 4 May/June 2019 - 54
BXP - Vol 3 No 4 May/June 2019 - 55
BXP - Vol 3 No 4 May/June 2019 - High-Tech Fashion
BXP - Vol 3 No 4 May/June 2019 - 57
BXP - Vol 3 No 4 May/June 2019 - 58
BXP - Vol 3 No 4 May/June 2019 - Ndex of Advertisers
BXP - Vol 3 No 4 May/June 2019 - The List
BXP - Vol 3 No 4 May/June 2019 - Cover3
BXP - Vol 3 No 4 May/June 2019 - Cover4
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