It's not completely clear how these tags will work, but the description suggests that the tag will have an RFID chip similar to the Mpico prototypes:
Once checked in, customers just need to hold their smartphone over the electronic tag, which automatically updates with a unique barcode containing their flight details and an easy-to-see view of their bag’s destination. Not requiring a traditional paper tag to be printed and attached, customers can then save precious time by having their electronic tag quickly scanned at the bag drop, going straight through security to relax before catching their flight. It is intended that the patent-pending hi-tech tag can be used time and time again.
It's not clear to me whether Mpico, the tech company that showed off the prototype at SID Display Week 2013, is involved in developing this luggage tag. While Mpico is more than capable of doing the work, I asked and was told that they could not comment. That might be a sign that they are involved, but it could also be a sign that they merely had discussions with whoever made this tag and can't name names due to non-disclosure agreements.
In any case, if you happen to get your hands on one of these tags, drop me a line. I would like to see it, and I will pay shipping.