Smart Packaging

Mar 29, 2021

Bridging physical and digital worlds

atma.io sets out to reimagine how supply chains operate, how brands connect with individual consumers, and how global organizations can achieve their sustainability and transparency goals.
By:
Elisabeth Skoda

Avery Dennison has announced the launch of atma.io™, a new digital venture that the company says bridges physical and digital worlds. atma.io is a connected product cloud: an end-to-end platform capable of creating, assigning and managing unique digital identities for every physical item in the world.

atma.io reimagines how supply chains operate, how brands connect with individual consumers, and how global organizations can achieve their sustainability and transparency goals. Currently, atma.io manages over 10 billion unique items and adds over 50 new connected products to the platform every second.

“Facing a clear need for item level visibility and the gap in the market, Avery Dennison saw a unique opportunity to stand up a new digital venture to pioneer an industry-leading end-to-end connected product cloud. It’s the expression of our Intelligent Labels vision: A platform that connects physical and digital worlds by assigning unique digital IDs to everyday items. With atma.io, Avery Dennison is now able to bridge both worlds by coupling our progressive family of digital triggers and labelling technologies with the power of data in our atma.io platform all the way to the “wafer” level,“ states Francisco Melo, vice president and general manager, Avery Dennison Smartrac.

Global sportswear brand adidas is utilizing the cloud-based platform for circularity and unique consumer-product interactions. “adidas integrated atma.io’s connected product cloud into our Infinite Play initiative to scale our ability to buy-back products and give them a second life,” said David Quass, global director, brand sustainability for adidas. “The program was the first of many use cases we will look to enable with atma.io and Avery Dennison to achieve our connected product vision and our sustainability goals.”

Designed to be "open, easily integrated and highly flexible", atma.io sets out to solve the ‘market pain’ of supply chains using different digital triggers on products, such as UHF RFID, NFC or QR codes, by enabling all item-level events and product data to be connected in one end-to-end platform. The atma.io app store enables brands to tap into an ecosystem of applications to unlock every connected product use case imaginable, and developers and partners now have the ability to build on top of atma.io's end-to-end platform and unlock new channels for growth.

Businesses will benefit from the ability to ‘join up’ their supply chain. Brands can accurately communicate how a product is made and can launch new business models like recommerce, peer-to-peer commerce, and direct-to-consumer. Consumers can check details such as product provenance and authenticity or information about care and content instructions for apparel items, obtain expiry and recall information for perishable products, and enjoy unique consumer experiences based on the specific context of each product interaction. Besides being chosen for multiple scaled implementations by global brands and retailers, atma.io is also being deployed for food supply chain traceability and developed for real-time temperature monitoring for individual COVID-19 vaccine vials.

Max Winograd, vice president, connected products, Avery Dennison Smartrac and co-founder of atma.io, adds: “The atma.io team has launched the connected product cloud purpose-built for today's world of rapid disruption and digital transformation. Our north star is trust and a more sustainable and connected world. Our platform is designed for anyone to build on top of atma.io to enable every use case for connected products throughout every industry and every step of the value chain.”

atma.io is deployed globally and is now available through channel partners and ecosystem “app store” partners, and via all Avery Dennison business units.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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