Mark Powell is the CEO of Electronic Identification Technologies Limited, a single person organisation based in New Zealand with world wide contacts and project contracts. Electronic Identification Technologies is a consulting company specialising in Identification technologies and with a focus on RFID. Starting in 1999, Mark and a team of engineers successfully developed and marketed world leading RFID Reader technologies aimed at the Livestock sector, industrial identification sector and the LPG (Propane) gas cylinder sector. The Reader technologies were sold into 35 countries before the company was acquired by an agri-tech organisation in 2010. Mark Powell now concentrates on RFID consulting projects by assisting organisations understand how and why RFID may assist their organisation, assist them to procure the best RFID solution to meet their specific needs, as well as providing a service to organisations who may have installed an RFID system that is not working as well as anticipated. Mark is on the Technical Expert Group committee of the RFID Livestock ISO standard, the instigator of the UHF in Livestock forum and serves on the National Committee of the NZ Pathfinder Group.