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Tesi Definitiva UNIVERSITA’ DEGLI STUDI DI TORINO FACOLTA’ DI ECONOMIA CORSO DI LAUREA IN ECONOMIA E DIREZIONE DELLE IMPRESE RELAZIONE DI LAUREA INNOVATIVI DISPOSITIVI TECNOLOGICI PER UNA MAGGIORE INFORMAZIONE DEL CONSUMATORE NEL SETTORE AGROALIMENTARE: UNO STUDIO AL SALONE DEL GUSTO 2010 Relatore: Prof. Giovanni Peira Correlatori: Prof. Luigi Bollani Dott. Sergio Arnoldi Candidato: Andrea Gino Sferrazza ANNO ACCADEMICO 2010/2011 Ringraziamenti Ringrazio per la stesura di questo lavoro: - il Prof. Giovanni Peira del Dipartimento di Scienze Merceologiche, per avermi seguito e aiutato durante questo lavoro, fornendomi parte del materiale di studio, indicandomi alcune persone cruciali per la buona riuscita della stesura e per la sua completa disponibilità durante quesi mesi di ricerche; - il Prof. Luigi Bollani, del Dipartimento di Statistica e Matematica applicata “Diego de Castro”, per il suo fondamentale contributo nell’impostazione e nell’elaborazione del questionario, proposto durante il Salone del Gusto 2010; - il Dott. Sergio Arnoldi, coordinatore dell’Area Promozione Agroalimentare della Camera di commercio di Torino, il quale ha messo a disposizione tempo e risorse preziose per questo progetto di ricerca, sempre con molta professionalità e competenza; - il Dott. Alessandro Bonadonna del Dipartimento di Scienze Merceologiche, per avermi fornito preziosi spunti per la trattazione; - tutti coloro che mi hanno supportato nella stesura ed elaborazione del questionario, rendendo possibile il raggiungimento degli obiettivi prefissati nei tempi prestabiliti. Ringraziamenti particolari Il primo ringraziamento va a mia madre, l’unica vera persona che mi ha accompagnato in ogni momento durante il mio percorso di studio. Senza di lei, non avrei potuto raggiungere questo importante traguardo. Questo risultato lo divido con te. Ringrazio, senza fare nomi, tutte le persone a me care, famigliari, amici, conoscenti, che in questi anni mi sono state vicino nei modi più disparati, nei momenti di gioia, così come quando pensavo di affondare. Chi conosce il mio percorso sa quello che intendo e queste persone desidero che sappino che su di me, nella vita, potranno sempre contare. Infine un ringraziamento particolare per questo lavoro lo devo a chi, purtroppo, non è più al mio fianco, ma che da sempre è stata, e continuerà ad essere, il mio esempio di vita. Grazie nonna per quello che hai rappresentato per me. Se finalmente ce l’ho fatta, lo devo anche al tuo amore e alla pazienza che, fin da bambino, hai avuto nei miei riguardi. ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! La prima regola di ogni tecnologia usata negli affari è che l’automazione applicata ad un’operazione efficiente ne ingrandirà l’efficienza. La seconda è che l’automazione applicata ad un’operazione inefficiente ne ingrandirà l’inefficienza. (Bill Gates) ! ! ! ! Indice ! Sommario……………………….…………..…………………………………………………pag. 7 ! CAPITOLO 1: L’evoluzione dei sistemi di identificazione: dal codice a a barre alle etichette bidimensionali ………………………………………………………………………………...….pag. 9 1.1. Introduzione: verso l’economia della mobilità…………………………………….….…...pag.9 1.2. Codici a barre: storia e simbologia…..…….…………….………………………...….…pag. 10 1.3. Classificazione dei Codici a barre……………………………………………………… pag. 13 1.3.1. Codici a due spessori…….………………………………………………………pag. 13 1.3.2. Codici a più di due spessori....………………………....……………………….pag. 14 1.3.3. Codici bidimensionali...........................................................................................pag. 15 1.4. Codici Bidimensionali: un balzo innovativo per i Codici a Barre……………..………..pag. 16 1.4.1. Tecnologia………………………………………………………………………pag. 16 1.4.2. Classificazione dei codici bidimensionali............................................................pag. 17 1.4.3. Secure Edge: sviluppo e brevetto del codice 2D-PLUSTM………………………pag. 19 1.5. Il mercato del Mobile Internet in Italia…………………………………………....……pag. 19 1.5.1. Internet alla portata di tutti: Wi-Fi free nel Comune di Torino………………....pag. 25 1.6. Il meccanismo di acquisizione delle informazioni………………………………………pag. 27 1.7. Il Codice QR……………………………………………………………………….…….pag. 29 1.8. Data Matrix……………………………………………………………………………...pag. 31 1.9. Il miglior codice a barre bidimensionale………………………………………………...pag. 32 1.9.1. Dalla carta stampata al web: il caso i-Flyer……………………....…………...pag. 35 1.10. L’impiego dei codici bidimensionali: alcuni casi…………………………………...…pag. 37 1.11. Lo scenario futuro……………………………………………………………...………pag. 39 ! CAPITOLO 2: La tecnologia RFID: evoluzione e prospettive……………………..……pag. 41 2.1. Evoluzione storica………………………………………….……………………………pag. 41 2.2. Le componenti del sistema………………………………………………………………pag. 44 2.2.1. I tag.……………………………..………………………………………………pag. 45 2.2.2. I Reader…………………………………...…………….…………………...….pag. 46 ! 2.2.3. L’Electronic Product Code …………………………..……………………...….pag. 47 2.2.4. Il sistema informativo: Savant…...……………………………………….……..pag. 49 2.3. EPC vs. Codici a Barre……………………………………..……………………………pag. 50 2.4. Le frequenze…………………………………………………………………….…….....pag. 53 2.5. I vantaggi dell’RFId……………………………………………………………....……..pag. 55 2.5.1. La Supply Chain integrata ………………………………………………..….…pag. 55 2.5.2. La gestione del magazzino ……………………………………………...…...….pag. 57 2.5.3. La vendita ed i consumatori..…………………………………………………....pag. 58 2.5.4. Le applicazioni di filiera ……………………………………….……………….pag. 60 2.5.5. Un caso applicativo: tracciabilità agro-alimentare come garanzia di origine dei prodotti. Il Consorzio della Qualità della Carne Bovina della Coldiretti di Milano e Lodi......pag. 62 2.6. Campi di applicazione…………………………………………………………………...pag. 62 2.6.1. La grande distribuzione…………………………………………………………pag. 63 2.6.2. Trasporti……………………………………………………………………...…pag. 65 2.6.3. Identificazione personale……………………………………………………..…pag. 65 2.6.4. Sistemi di pagamento………………………………………………………...….pag. 66 2.6.5. Applicazioni militari…………………………………………………………….pag. 67 2.6.6. Sanità....................................................................................................................pag. 67 2.7. Esempi di applicazioni……………………………………………………….………….pag. 68 2.7.1. Wal-Mart…………………………………………………………………..…….pag. 68 2.7.2. Metro AG……………………………………………………………………......pag. 70 2.8. Sicurezza dei sistemi RFId: criticità e vulnerabilità……………………………..………pag. 71 2.9. Sicurezza e Vulnerabilità……………………………………………………..........……pag. 73 2.10. Sicurezza e Minacce………..…………………………………………………………..pag. 74 2.11. Gestione del rischio e possibili contromisure………………………………………….pag. 75 2.12. Lo scenario futuro……….…….…….…….…………………………………...………pag. 77 2.13. Il panorama italiano………………………………….…………………………………pag. 80 2.14. Criticità ed opportunità per lo sviluppo……………………………………...…………pag. 81 ! CAPITOLO 3: Situazione normativa e standard di certificazione degli strumenti di codifica………………………………………………………………………………………pag. 86 3.1. Fondamenti e Principi del sistema GS1………………………………………………....pag. 86 3.2. Politiche per il Sistema di identificazione……………......………………………...……pag. 88 3.3. Data Carriers: specifiche tecniche per la simbologia dei codici a barre...………...…….pag. 90 3.3.1. Codici a barre lineari – Specifiche della simbologia EAN/UPC……………….pag. 91 ! 3.3.2. Codici a Barre bidimensionali – Simbologia Data Matrix..................................pag. 94 3.4. Standard internazionali…………………………………………………………….…….pag. 97 3.5. Tecnologia RFId: la situazione normativa internazionale……………………………….pag. 98 3.6. L’impegno dell’EPCglobal…….….……………………………………………..…….pag. 101 3.7. L’EPCglobal Network……………………………………..…………………………...pag. 102 3.8. La situazione normativa italiana…………………………………………………..…...pag. 103 3.9. La situazione normativa in USA ed in Cina…………………………………………....pag. 104 3.10. Una normativa moderata e consapevole………………………………………………pag. 105 ! CAPITOLO 4: Codice QR e tecnologia RFId applicati al settore agroalimentare: sistemi innovativi per la valorizzazione della sicurezza e della qualità…………………...……pag. 107 4.1. L’etichetta intelligente e la mozzarella di Bufala: il caso della “Tenuta Vannulo”…....pag. 108 4.2. QR Code come strumento di tutela del Made in Italy: l’olio extra-vergine di oliva del Consorzio Unaprol…………………………………………………………………………....pag. 112 4.3. Il tag sulla bottiglia: l’etichetta intelligente ed i suoi sviluppi nel settore vitivinicolo...pag. 115 4.3.1. Il Portale Vitivinicolo……………………………………………………….....pag. 115 4.3.2. RFId in bottiglia: il progetto Contemporare…………………………….…….pag. 119 4.3.3. Il Winecode………………………………………………………………….....pag. 121 4.4. Le grandi aziende italiane muovono i primi passi verso il futuro dell’etichetta: Latterie Friulane e Giovanni Rana………………………………………………………………….....pag. 123 4.5. Tracciabilità, Protezione del Marchio e Tutela del Consumatore: il Consorzio del Prosciutto di San Daniele…………………………………………………………………………………...pag. 124 4.6. Automazione e qualità: la coltivazione della patata del Fucino………..…...……….…pag. 127 4.6.1. Le fasi operative....................................................................................................pag. 128 4.7. Il valore aggiunto della tecnologia RFId: il caso della Cooperativa Agricola Ortoamico…………………………………………………………………………………….pag. 130 4.8. Il Consorzio Tuscania e la Cantina Sperimentale……………………………………...pag. 133 4.8.1. L’attuazione di un sistema di rintracciabilità in un’azienda vitivinicola…….....pag. 136 ! CAPITOLO 5: Il Salone del Gusto 2010 come palcoscenico per i nuovi sistemi d’identificazione dei prodotti agroalimentari. Lavoro svolto ed analisi dei risultati…pag. 139 5.1. Il progetto…………………….……………………………………………...…………pag. 139 5.2.
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