GS1 has formed a Mission Specific Working Group to "define a standard structure for URIs” connecting products to the Web with GS1 identifiers, whether a 2D bar code, a QR code, a Near Field Communication (NFC) tag or an ultrahigh-frequency (UHF) RFID tag, or any combination of those technologies. A specification would enable a single QR Code or NFC tag to support smartphone interaction for consumer-facing applications as well as access to Global Trade Item Number (GTIN) for point-of-sale (POS) transactions. With a Web address for each product item, data and applications in the cloud can connect between QR or NFC and RFID on the same item. Learn how GS1 identifiers with web identities can aid in the organization and consolidation of transaction data and driving direct to consumer applications. Hear how products connected to the Web can provide consumers with increased visibility into a product, while also enabling stores and brands to better understand product purchases and consumer behavior.