This is getting to be a more common practice, especially with the application of a 2-D bar code directly to the board (via laser, ink jet,etc.) Some really major companies are jumping on the bandwagon because it also allows treating each board as a lot of one. It allows process analysis and control. It can allow for mixed lots running through the same lines (for example, a scanner mounted on the chip shooter reads a data matrix symbol to verify the right program and components are loaded on the machine prior to starting its cycle. In situations where there is limited real estate and a desire for a permanent mark (no lost labels), such as medical devices,cell phones, hand-helds, PDAs, etc. you'll find many companies embracing this technology with extremely short pay backs. As more companies, especially contract manufacturers, accept life-cycle responsibilities for the products they produce for their customers (to include warranties, recalls, repairs, replacement under fixed cost contracts) either the customer or the manufacturer is causing the implementation of the tracking to manage accounting data, histories, and document their performance over time. Not something easy to do with a simple part number or a bar code label that can (and does) fall off. For more information about Data matrix, see the link below.
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