Look under "digitally-enabled" business models.
Generically speaking, looking for "operational efficiency" (better yet to be able to tie some form of revenue generation to that product/service enabling the efficiency) through some sort of connected machine/device.
We've all seen/heard of cars and appliances in the home being connected (what's the difference between an air-conditioner, a pallet of goods, an individual item on the pallet, a cow (microchip), a pacemaker, etc., all are capable of being connected using today's technologies)
The disposable microchip device you may be asking about could easily be RFID or similar to chip put into animals (no bigger than a grain of rice) and picked up by scanners. Perhaps future parcels/boxes may have them as part of the "container".
I don't follow it that closely. But the tech enabling this is all around us.
(20min delay)