RFID (Radio Frequency Identification) is a hot topic. This book addresses the phenomenon that there is a lot of enthusiasm for RFID technology among companies, while end customers tend to be more reserved. The aim of this study is a potential analysis that examines both the strengths and weaknesses (current state of RFID technology) as well as the opportunities and threats (future-oriented consideration and evaluation) of RFID technology from the perspective of companies and end customers. Based on the potential analysis, it should become clear how the added value of the technology differs for companies and end customers, and to what extent the interests of companies and end customers contrast with each other. Additionally, the analysis will explore how companies engage and what communication strategies they employ.