More Related Content Similar to Risk & Reward: Protecting IP and Growing Revenue with Product Authentication Systems (20) Risk & Reward: Protecting IP and Growing Revenue with Product Authentication Systems1. Risk & Reward :
Protecting IP and Growing
Revenue and Brand Value
Forget copy proof - Be irreproducible
3. © Authentic Vision
Impact of Counterfeiting
• Lost Revenue for Brands
• Risk to Lives
• Cost to the Economy
• Undermining of IP
• Erosion of Brand Value
Despite efforts, this is a growing problem
4. © Authentic Vision
Supply Chain Complexity
Counterfeits
3rd Shift Products
Volume Under-reporting
Gray Market
and Diversion
Training Costs Audit Costs Brand Damage
False Warranty Claims
MANUFACTURER
LICENSEE
PRODUCT DISTRIBUTOR
IMPORTER
CUSTOMERCUSTOMS RETAIL
PARTNER
$ $ $ $$
Operational, Preventative and Enforcement Groups are not
being supported effectively
5. © Authentic Vision
Solution Challenges
• Not enough investments in technology
• Industry not demanding leading edge solutions
• Cost effectiveness
• Industry attempting to come together e.g. A2C2;
but approaches remain fragmented
6. © Authentic Vision
Current Solutions Are Failing
Serial No & QR Codes
Easy to copy
ü Every copy is fully functional
ü Can be generated by everyone
Holographic Feature
Cosmetic only
ü Mainly cosmetic & passive
ü Leaves visual verification to user
ü Presents unverifiable authenticity
ü Look-a-likes available on Alibaba
NFC & RFID
Expensive
ü Expensive, $0.3-$1 per tag
ü Metals and liquids block signal
ü Most solutions are cloneable
ü For trained experts only
ü Cumbersome for consumers
ü Need dedicated Equipment
ü Post-mortem examination
Covert / Proprietary
Complicated
8. © Authentic Vision
Two Potential Areas of Disruption
• Data Services Applications
• Bad News : Too many point solutions
• Good News : Easier to deploy
• Opportunities for consolidation, predictive analytics, AI/Deep Learning,
Blockchain
• Smart Authentication technologies
• Strong preventive tool when combined with broad education
• Supports Brand Protection and IP enforcement professionals
• Builds consumer confidence and loyalty
9. © Authentic Vision
Authentic Vision – Who We Are ?
• Recognized as technology leader in
mobile authentication
• Board with Top Executives from
Dolby, Sony and Adobe
• 20 employees and 25 external experts
• Supported by Dolby Family Ventures,
Gronova Vision, TAKKT AG
• Supported by AWS and FFG
WORLD CUSTOMS
ORGANIZATION
GRONOVA VISION
10. © Authentic Vision
Authentic Vision – What We Do ?
Use real-time scanning insights to
geo-locate fake attempts and
actively control your channels.
SMART DATA
Secure your products with our
irreproducible tag, so unique
even we can‘t replicate it.
IRREPRODUCIBLE
TAGGING
Use any smartphone to
authenticate products without
dedicated training or hardware!
SIMPLE SCAN
11. © Authentic Vision
Mobile Product Authentication & Value Added Services
Everyone becomes an authentication expert without dedicated training or hardware!
Read Secure Irreproducible Tag Instant Authentication
Result
Enables Secured
Value Added Services
• Customer Communications
• Product Registration
• Content Redemption
• Loyalty Campaigns
• Product Sales
• Warranty Compliance
• Direct to Customer Sales
• Service Uplink and Spare Parts
• Annual Security Check
• Digital Services and Entitlements
12. © Authentic Vision
Customers
Levensohn Vineyards
Wine
Tellurium Q
Audio Cables
HDMI
Licensing Compliance
Guala Closures Group
Spirits
PowerCigs
E-Cigarettes
FERAGEN
Medical
Melasan
Sports Nutrition
Women’s Best
Sports Nutrition
Orthera
Medical
Lamina Technologies
Industry Tooling
Vulli
Toys
Elsewedy Electric
Building Materials
ReSensive
Cosmetics
Adlight
Building Materials
14. © Authentic Vision
Potential Strategic Approaches
• Definition and adoption of Technology Standards
• Manufacturer investments in technology that would
prevent counterfeiting
• Encourage collaboration of solution providers
• Concerted investments in market education
• Resources in enforcement
15. © Authentic Vision
Technology Standardization
• Create a standardization process
• Include all stakeholders - industry players, technology
providers, law enforcement
• Mandated or Optional Standards
• Minimum levels of specifications for technology
• Cover product authentication and data services
• Specific timeframes for implementation
• Require building of consumer awareness
• Place FRAND obligations for price protection
16. © Authentic Vision
Market Education
• Promotion of products is required to grow businesses
• We don’t think twice about it if we are marketers
• We need to think about this while promoting authenticity
• Education of the market is a social responsibility
• Companies need to staff, resource and fund the effort
for success
17. © Authentic Vision
Resources in Enforcement
• Important to support law enforcement with tools
• Key to staff and fund this important functional area
• Bad actors need to be penalized and made an example of
18. © Authentic Vision
Headquarters
Authentic Vision GmbH
Josef-Mayburger-Kai 114
5020 Salzburg, Austria
Tel: +43 720 98 44 60
info@authenticvision.com
www.authenticvision.com
North America
Authentic Vision Inc
1005 Market St, Suite 210
San Francisco, CA 94103
Phone: 310 600 8907
jm@authenticvision.com
www.authenticvision.com