• by Gavin O'Malley , Staff Writer @mp_gavin, March 27, 2014

UPS is doing its best to keep up with consumers’ increasingly high expectations for real-time tracking and delivery times, but the necessary infrastructure can’t be implemented overnight. So Rob Russell, director of social, mobile, and digital communications at UPS, told attendees of OMMA Atlanta on Thursday. “No, we don’t have markers and GPS on every package,” Russell said. Without question, however, “We’re using mobile to deliver value.” Meanwhile, while taking a conservative approach to technology adoption, UPS is experimenting with 3D printing or what Russell prefers to call “just in time manufacturing” in several U.S. locations. As for drones, Russell said, “Well … we’re looking at that.”