In this exclusive interview, Kirsten Newquist, CEO of Identiv, explores the forefront of IoT innovation as she discusses the challenges, solutions, and future trends in custom-engineered IoT tags and labels.
IoT Business News: While the IoT industry has made strides with standardized RFID and wireless solutions, where do you see these off-the-shelf options starting to fall short?
Kirsten Newquist: In the early days of IoT, standardized RFID inlays were designed for straightforward use cases, most notably in retail apparel. Now, as IoT expands into more complex product categories and use cases, these standard solutions increasingly fall short in meeting these evolving needs.
Many items, like small vials, metal containers, or liquid-filled packaging, are difficult to digitize with off-the-shelf tags due to form factor, materials, or environmental conditions. At the same time, companies are demanding more intelligence than just product ID and location – they want sensor data and real-time insight. That’s where specialized IoT comes in: we design and produce purpose-built IoT solutions that account for physical constraints and deliver reliable performance in all kinds of conditions.
Identiv specializes in custom-designed inlays and tags. Can you walk us through the process of developing a custom inlay, from initial concept to full-scale production? What are the key considerations at each stage?
At Identiv, the development of a custom inlay is a structured, collaborative process designed to ensure high-quality, application-specific solutions. From initial concept through to full-scale production, we follow a clear path with defined checkpoints and customer involvement at every step:
Initial Engagement and Requirement Gathering: We begin by working closely with the customer to fully understand their application and technical requirements. This involves a cross-functional team from R&D, Product Management, Project Management, and Sales. Our goal at this stage is to gather all necessary details to recommend the most effective and efficient solution within the capabilities of the RFID/BLE technology.
Design and Development: Once requirements are clear, our R&D team begins designing the custom inlay. Throughout the design phase, the customer is kept informed of progress through regular updates from Sales or the Project Manager. If questions arise or challenges emerge, we proactively schedule calls with the customer to jointly develop solutions.
Prototyping and Qualification: After the design is finalized, we provide the customer with hand-built prototypes for evaluation and qualification. This step is critical for validating the performance and compatibility of the inlay within the customer’s intended application.
Pilot Production and Scale-Up: Once prototypes are approved, we move into pilot production at our manufacturing facility. This allows us to fine-tune the process and ensure quality and consistency before transitioning to full-scale production.
Quality Assurance and Stage Gate Reviews: Throughout the project, we apply Identiv’s internal stage gate process to ensure quality assurance at key milestones. Each stage includes formal leadership reviews and approvals, reinforcing accountability and alignment.
Risk Management Across All Phases: Risk management is integrated across the entire lifecycle of the project—from concept through production. This proactive approach helps us anticipate and mitigate potential issues early, ensuring smoother execution and reliable delivery.
A key differentiator in our process is the way we integrate with our customers’ teams: We don’t see ourselves as just a supplier—we see ourselves as true partners. Our customers frequently highlight this collaborative approach as a major advantage of working with Identiv. Our shared commitment to finding the best possible solution sets the foundation for long-term success.
What are some of the most challenging form factors or materials you’ve had to work with, and how did you overcome them?
Applications involving metal or liquids are among the most challenging, as these materials can interfere with RF performance. In many cases, the biggest hurdle isn’t just signal interference but durability in real-world environments. For example, plastic pallets in the grocery supply chain must endure intense sanitation processes after every use. We work closely with our partners to develop solutions that not only meet stringent customer requirements but also maintain performance and reliability throughout their lifecycle.
How does Identiv ensure performance and reliability in RF-challenging environments like metal surfaces, liquids, or temperature extremes?
As there is no “one tag fits all requirements” in this industry, we develop application specific solutions to address the environmental needs of each particular application. Our team draws on a broad range of past customer projects as a starting point. We pick adhesives which meet the respective surface, temperature and other requirements. Some tags need to peel off easily, whereas other tags are not supposed to peel off at all. We address topics like surface materials and shapes. Round and cylindrical objects which need to be tagged are challenging and need a particular peel strength.
When our products face harsh environments such as liquids, chemical treatments, or extreme temperatures, we utilize specific top layers and lamination techniques. This ensures the underlying antenna and chip are protected and prevents the various layers from delaminating. To verify this protection, we conduct immersion tests, wash cycles, and other quality assurance processes tailored to the specific needs of each application.
Metal surfaces are perhaps the most challenging due to the potential interference with the RF field. We have developed a range of ways to address this issue, such as using ferrite materials or spacer materials. Most solutions require some level of customization to ensure optimal performance in the customer’s specific use case and environment.
Identiv’s solutions are deployed in sectors like pharma, healthcare, and logistics. How do the needs of these industries differ, and how does Identiv tailor its approach accordingly?
It depends on where the solution is deployed – said differently, the use case. Pharma and medical devices, as part of the healthcare ecosystem, are regulated industries. Any product that is used in close proximity to the patient will have clinical, safety, and quality requirements that Identiv must be aware of and comply with. For example, a label may need to have an adhesive that is safe for patient use.
Logistics, in the context of healthcare, will impose requirements that relate to the safe transportation of pharmaceuticals in accordance with the quality and regulatory specifications of the manufacturer. For example, the manufacturer may require the product be transported within a very specific temperature range to ensure the stability of the drug.
In all cases, Identiv proactively works with the manufacturer and understands the requirements upfront as part of the design and development process. Drawing on our deep engineering expertise, we can ensure the product meets all the required standards as part of the manufacturer’s specifications.
Custom-engineered solutions sound inherently more complex. How do you balance customization with scalability and cost-efficiency?
We achieve a balance between customization and scalability by employing a dual strategy – a robust core channel business built on our standard product designs, and targeted growth initiatives in high-value segments like healthcare and logistics. We work closely with our partners and customers to deliver tailored solutions based on the latest RFID and BLE technologies. This customer-centric approach, supported by our best-in-class manufacturing in Thailand and world-class R&D, ensures both cost-efficiency and scalable growth.
What recent trends or customer demands are driving innovation in specialized IoT tags and labels?
There are several macro trends driving IoT adoption across industries, including digital transformation, supply chain modernization, and rising consumer demand for transparency. Businesses and consumers can reap the benefits from specialized IoT solutions, from increased efficiency and visibility to improved product safety, quality, and sustainability.
Looking ahead, what role do you see application-specific IoT playing in the broader evolution of connected devices and smart products?
Looking ahead, application-specific IoT will play a critical role in shaping the next generation of connected devices and smart products. As more products become digitized, they generate increasing volumes of raw data, which fuels more advanced analytics and insights.
This process enables smarter products that can respond to their environment, optimize performance, and deliver greater value throughout their lifecycle. Application-specific designs will also provide the precision and context needed to train more effective AI models, helping the industry evolve from simple connectivity to true operational intelligence.
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