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Development, implementation and evaluation of integrated logistics chainpsilas visibility, traceability and usability based on use of the RFID (radio frequency identification) standards has already begun globally. However it is proceeding at a very slow rate in Australia. A key reason for this is the lack of a needs-driven technology roadmap for RFID land of opportunities derived from the shared experiences of the Australian logistics industry. This paper proposes such a needs-driven technology roadmap to prototype a business value-added framework for the Australian logistics industry to build RFID applications. Initially we investigate the key elements of the needs-driven technology roadmap. Next, we illustrate what the Australian logistics industry needs to do pro-actively to fully benefit from the proposed technology roadmap, given their particular logistics activities. Finally, we make some suggestions for the collective vision of the RFID land of opportunities available in the Australian logistics industry.