Radio Frequency Identification (RFID) has recently (2005) become a sizzling topic for discussion (Lewis 2004). It is not only the subject of conversations among engineers but also the center of focus for venture capital investors and start-ups. However, behind these glamorous scenes, there are many failures in product launches, unsuccessful business operations, and worth thinking business opportunities. Is it our expectation for this revolutionary technology too high or the business strategy is fundamentally wrong? As with other emerging new technologies, adequate distribution channels are required to bring commercialized RFID products to people’s daily lives. However, as with different commercial products, dissimilar product nature and characteristics require different distribution channel strategy. / Radio Frequency Identification (RFID) has recently (2005) become a sizzling topic for discussion (Lewis 2004). It is not only the subject of conversations among engineers but also the center of focus for venture capital investors and start-ups. However, behind these glamorous scenes, there are many failures in product launches, unsuccessful business operations, and worth thinking business opportunities. Is it our expectation for this revolutionary technology too high or the business strategy is fundamentally wrong? As with other emerging new technologies, adequate distribution channels are required to bring commercialized RFID products to people’s daily lives. However, as with different commercial products, dissimilar product nature and characteristics require different distribution channel strategy.