What should companies be thinking about today?

I think the good news is that the industry really is tuning in and participating in the key activities, like the EPCglobal Health and Life Sciences business action group. In that way, many of the industry associations have established the right forms for understanding all of the issues and challenges. I don't know that this can be any huge surprise, unless, of course, they're not participating in these types of forums, in which case there will be perhaps a very rude awakening for those who just haven't been paying attention.

As with any new technology or a change in processes in business and supply chain relationships, there come different challenges around change management, training, and organizational models. Those are the kinds of things that aren't as talked up right now as some of the other issues around technology, price performance, pedigree consistency, and authentication.