LEIBRANDT, Robert
DEPARTMENT OF DEFENSE
UID Policy Office
3060 Defense Pentagon Room
Washington, DC 20301
robert.leibrandt@osd.mil
Rob Leibrandts primary duties the Department of Defense include gaining support in both the International Standards and Industrial partner communities for Item Unique Identification (IUID). He leads policy formulation for Program Management, Engineering and Logistics Implementation of UID and is the procurement lead for Information Assurance. He is the champion for the adoption and implementation of International standards to uniquely identify, mark and register individual assets for use through life within DoD and the supplier community. Rob is the chair of Allied Committee 327, Working Group 5 which has proposed lifecycle management guidance for NATO implementation of UID of Items, consistent with NATO Standardization Agreement (STANAG) 2290 titled "Unique Identification (UID) of Items". He is the 2008 recipient of Automatic Identification and Mobility (AIM) Global's Don Percival Award and was awarded the US DoD Exceptional Civilian Service award for his success in gaining US implementation, International recognition and broad acceptance of US DoD required UID of Items. In 2009, Mr. Leibrandt received the Honorable Mention Award in the Asset Tracking category during the ID World People Award Ceremony. Rob is a 1986 graduate of the University of Missouri-Rolla where he earned a degree in Mechanical Engineering and holds a Masters in Business Administration. He also graduated from the Industrial College of the Armed Forces in 2001. Summary of AIDC Accomplishments STANDARDS NATO Committees  Has presented AIDC, Information Exchange and IUID concepts to multiple NATO bodies including the Asset Tracking Working Group (ASTWG), Codification Board (AC/135) and Life Cycle Management Group (AC/327). Rob has served as the chair of the AC/327 UID Strategy Ad-hoc Group and is the proposed Chair of the AC/327 UID Strategy Working Group to evaluate and propose NATO policy for UID of Items. His efforts in direct support of the ASTWG contributed directly to the ratification of NATO Standardization Agreement (STANAG) 2290 which defines UID of Items as an ISO 15459 and 15434 compliant Data Matrix Mark and supporting data management to ensure unique serialization of critical NATO and national assets. ISO/IEC SC31  Rob serves as the Office of the Secretary of Defense representative and has maintained the need for consistency of DoD requirements with ISO/IEC SC 31 standards to the greatest extent possible. This has resulted in fervent support for 15434 and 15459. He also serves as the formal liaison from SC31 to SC4. MIL-STD 130 - Rob is the primary advocate of Item Unique Identification (IUID) and for mandating AIDC for all item marking via MIL-STD 130L through 130N. His efforts have resulted in not only a fully defined requirement for minimum IUID marking using the ECC 200 Data Matrix , but specifically inclusion of a stated preference for all item marking to apply Machine Readable Identification (MRI) using the ECC 200 Data Matrix. To date nearly 2.5 million items marked to this standard with IUID have been delivered to the DoD on 5000 contracts from 1000 contractors. MIL-STD 129  Recognizing that items that are marked using MRI are often retained in their item, case or container until installation and that often this packaging could not be breached to confirm the item received is the unique item Rob realized that a solution was needed. The answer he saw was to embed the unique identification as identification marking in the existing PDF417 symbol, along with the data normally included in the linear (Code 39) identification bar codes, on the unit, intermediate and exterior containers, and pallets as part of the identification markings. This promotes greater use of the PDF 417, embeds the unique identification of the packaged items in the symbol and leverages existing infrastructure/processes to integrate the data. AIM TSC - Participated in the development and review of the Aim DPM Quality Guideline DPM-1-2006 and was one of the two primary proponents for a proposed 2-D Judge development project. ATA Spec 2000  Rob is the DoD representative responsible for ensuring initial and continuing compatibility of the US DoD IUID requirement with the Air Transport Association marking and business processes. His positive working relationship with the ATA, industry partners and service providers resulted in recognition of the US DoD IUID approach using ISO 15434 syntax as an equivalent to standard ATA marking. PROJECT SUPPORT DoD Support  In his present position Rob has been involved in the support, funding and/or execution of approximately 25 DoD pilot projects that involved parts marking, Automatic Data Capture and Information Exchange demonstrating the value of AIDC, IUID and ISO 10303. AIDC Use Case Project  Responsible for the establishment and facilitation of a project to evaluate 95 use-case scenarios for imaging device evaluation and distributing the resulting data to the industry and the detailed results to DoD program managers for their use in infrastructure decision making. PRESENTATION AND PUBLICATIONS Rob has published interviews and supported articles DoD Leaders including: Director, Defense Procurement and Acquisition Policy; Under Secretary of Defense for Acquisition, Technology and Logistics; Deputy Under Secretary of Defense for Acquisition and Technology; and Deputy Director Program Planning, Development and Implementation. In addition his articles have been published in the Defense AT&L Magazine, Program Manager Magazine, Defense Standardization Journal and others. He is a frequent speaker at corporate, industry and defense conferences and a strong advocate for expansion and utilization of AIDC including modification of long-held business practices that hinder the capture and exchange of product data. 2010 UPDATE As an update to the numbers - Rob has educated almost 10,000 and DoD contractors on 2D Data Matrix implementation and the benefits of Auto ID. He heads up the NATO Asset Tracking Committee with which he successfully won adoption of the 2D Data Matrix symbology and the components of the UID Policy as the basis for global adoption. His monthly newsletter now goes out to approximately 7,000 people.