This paper presents an argument that unique opportunities exist in Japan for the deployment of Radio Frequency Identification (RFID) Technology, quite possibly right down to consumers' hands, fueled by strong demand (willingness to accept and to pay) for mobility, convenience, and safety. If positioned correctly as "consumer empowering technology", rather than "supplier control technology", RFID will be accepted by Japanese consumers as a convenient and people-friendly tool, and its potential benefits will be fully realized.
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