Yes, GDSN is in Rapid Growth Phase, but Does the World Need More Registered Data Pools?

As of today, GS1 indicates there are 28 registered GDSN data pools (http://www.gs1.org/docs/gdsn/gdsn_certified_data_pools.pdf). That’s a 35+% annual growth rate since 2006 when there were 8 registered GDSN pools. In that same period, individual pools have also grown dramatically, and there are now millions of Global Trade Identification Numbers (GTINs) registered.

GDSN has hit the rapid growth phase of adoption. GDSN is proven and the benefits are clear. For suppliers and retailers of any type and of any significant size, the question is not whether to use GDSN, but when. Adoption has obtained a critical mass that now attracts more adopters. Anticipate millions of additional GTINs being registered.

Being in the rapid growth phase doesn’t mean that more registered data pools are warranted. In the near term, GDSN growth will be served more by expansion of existing registered data pools and less by creation of new pools. While some additional registered data pools will be added, most needs will be addressed by the expansion of existing registered data pools to serve additional regional and national markets and specialized industry needs.

In the very long term, it may turn out that there are too many registered data pools, which will trigger consolidation. At that point in time, the large and lean along with some niche specialists will survive in this operationally-intensive business. Then, the number of registered data pools will not grow but shrink.

For the 28 registered data pools in operation today, it’s time to acquire customers. The moves and successes today will determine who will survive as large and lean in the future, who will survive as niche specialist, and who will not survive.