After Farrell spoke, Maggie Bidlingmaier, Avery Dennison's global director of sales and marketing, addressed the attendees. "It was clear from the start that Avery had all the components [to succeed in the RFID market]," she stated. "We had the manufacturing expertise, the technology and the channel partners. Even in the dark days, I knew we would be the market leader. The challenge will be to maintain that spot, because a lot of people are gunning for it."