NFC Times Exclusive: As Identiv’s management shifts focus away from the restructuring process the company began in 2013, NFC tags for consumer goods are the company’s heaviest area of investment and largest area of growth, CEO Jason Hart told NFC Times in an interview.

With the restructuring process that Identiv began in 2013 now drawing to a close, according to the company, U.S.-based Identiv appears more firmly committed to NFC than a year ago, with the technology linked to all three of its business segments.

Throughout the restructuring process, Identiv’s leadership had stated several times that the company remained committed to NFC despite the sale of such business units as Tagtrail, an online platform for tag campaign management, which it launched in late 2012.