Ht issue 13 201102

February 2011 | Volume 4 | Issue 13 www.homai.org
The Holography Times
An endeavour to protect products and people
DUPLICATION
PILFERING
COUNTERFEITING
TAMPERING
REVENUE LOSSES
GOODWILL
DUPLICATION
DIVERSION IN SUPPLY CHAIN
The Holography Times is a quarterly newsletter published
by Hologram Manufacturers Association of India (HoMAI)
BRAND
OWNER
REDUCING BRAND VALUE
NEED TO TAKE
RESPONSIBILIT Y
PILFERING
LOOK-ALIKE
www.homai.org 1

The Holography Times News Bytes
VISIONFOIL 104 H
The real thing
The VISIONFOIL 104 Hologram from BOBST gives you and your customers
the strategic advantage needed to win the war against product and
brand piracy, delivering ultra precise application of every size and
type of hologram currently in the market, plus many that are not yet
commonplace. From banknotes to visas, and from tickets to packaging,
the VISIONFOIL 104 H handles them all effortlessly.
After all, it’s the real thing.
B O B S T G R O U P . C O M
2 www.homai.org

Viewpoint
Dear Reader,
Welcome to the fi rst edition of The Holography Times in
year 2011. Like every edition, we have made our best
efforts to bring you the best of information and latest
updates of the industry.
A New Year gives us an opportunity to refl ect on the year
that was to examine our achievements. It also brings with
it the expectations of a better future. We hope that our
endeavours this year will be even more appreciated than
the last year. In this issue we have consolidated the news,
trends and projections that took place in 2010.
As brand counterfeiting has become a big menace, its
time to change the behaviour and approach of the brand
owners to enable them to safeguard their products and
services from duplicacy.
In our cover story, titled “Brand protection: Challenges and
Solutions’ we have tried to cover the need of creating an
end-to-end solution, which is an intrinsic part of a holistic
brand protection strategy. Aiming at diminishing the
negative impact of counterfeiting to a great level, the story
will make you aware how to go about brand protection in
the best possible way. If brand protection becomes a part
of every brand plan and review process, counterfeiting
can be curbed at a very fast pace and the most valuable
asset, the brand, can be protected.
At the end we look forward to 2011 with great hopes
and also take this opportunity to thank all the reviewers,
editorial board members, advertisers, advisers and above
all, our readers a very happy and successful New Year.
C S Jeena
Editor
In this issue
4-7
News Bytes
8
Brand Protection:
Challenges and Solutions
12
DNP Applies Hologram
Know-How to Develop
Technology to Prevent
Scintillation on Projectors
and Displays Using Laser
Light Sources
An Introduction to IP 14
Tender Updates 15
In 2010
Notable Transaction 16
Market Report Projection 17
Product Launches 18
Upcoming Event, 2011 19
www.homai.org 3

News Bytes
Giesecke & Devrient magic for ID protection
ID documents need to be both
highly secure and easy to handle,
and the MAGIC-ID security feature
from Giesecke & Devrient (G&D)
achieves just that. The Munich-based
technology company has developed
a special technical process that
enables three-dimensional images
to be integrated into ID documents.
By tilting the ID card, the user can
recognize pronounced depth effects
and fl owing movements in the
image. Depending on the design,
contrasting images are also possible.
“Three-dimensional
effects like the ones generated by
MAGIC-ID cannot be imitated
using a photocopier or scanner.
This new process, by means of
which an animated image can be
incorporated in the card body,
offers maximum protection against
forgery. At the same time, the
feature is clearly recognizable to
anyone using the card,” says Hans-
Wolfgang Kunz, Group Executive
for G&D’s Government Solutions
business unit.
MAGIC-ID is suitable for
all types of ID document that need
to be checked quickly and reliably
without technical aids. If you look
at an ID card fi tted with a MAGIC-ID
feature, you get the impression
that the image in it is moving.
The image alters as you change
the viewing angle, but in one
constant fl owing movement. This
special effect in the card means
border police, for instance, have
no trouble detecting whether the
document before them is genuine
or not.
The animated 3D images
are generated by combining a
lens structure with a specifi c
confi guration of pixels calculated
using special software from
G&D. The lens structure can
be easily integrated in the card
during production – no additional
production steps are necessary.
The pixels can be generated either
through a printing process, or via
laser engraving when the document
is personalized.
MAGIC-ID allows
designers much greater freedom
than previously. They are no longer
bound as closely by the size and
pattern of the lenticular as with
conventional fl ipped images. As the
image fl ows uninterruptedly in any
direction – whether horizontally or
vertically – designers can create
complex pictures. Customers also
have the option of having several
images integrated in the card so as
to produce contrasting effects.
MAGIC-ID can be deployed in all
kinds of high-security documents,
including national ID cards and
passports with a PECSEC® or
polycarbonate data page. Other
card applications include, for
instance, company ID cards, legal
services cards, drivers’ licenses,
tachograph cards or electronic
vehicle registration papers in card
format. ■
Source: www.gi-de.com
Bali new holographic liquor tax stamp
The provincial government
of Bali, part of Indonesia is
applying new holographic seals
to all legally-produced alcoholic
beverages sold and distributed
in both Bali and its territories,
the objective being to deter fakes
and illegal imports, minimise
illicit consumption and enable the
government to manage distribution.
The Bali liquor security
seal comprises a custom designed
holographic label with a number of
overt and covert features including
complex registered demetallisation,
microtext and a hidden dynamic
image.
Further security is provided
by a chemical sensitizing agent and
a security ink used in the printing of
the text showing the type of liquor,
the fl uoresces under UV light . In
addition, the label is made from a
tamper evident material that will be
irreparable damaged if removed.
Four different colour
versions of the hologram have
been produced to denote that four
different categories of liquor.
The square-shaped holograms are
affi xed onto the bottles labels to
denote origin and demonstrate that
the liquors have been registered.
They are applied by PURA
Group, the Indonesian integrated
security printer, papermaker and
hologram producer which also
produces Indonesia’s tax stamps for
cigarettes and spirits. ■
Source: www.taxstampnews.com
4 www.homai.org

News Bytes
Security print to accelerate in
central and eastern europe
The security printing market in
central and eastern Europe is
predicted to accelerate over the next
few years, according to a market
report by Pira International.
The company predicts the
market will see a CAGR of 15.2% to
2016, particularly thanks to growth
in the banknote sector as a result
of the accession to the European
Union of some countries in Eastern
Europe, and the fact that Russia is
expanding its rouble production.
Pira said that on 1 January
2011 the euro became legal tender
in Estonia, and Estonia will become
the 17th country to join the euro
area. There are also seven other
Eastern European countries which
may join the Eurozone within the
next fi ve years, although no offi cial
date has been set for several of
these. (see the table)
The ID document sector is
also among those with the highest
growth potential in this region. One
driver could be the US Department
of Homeland Security’s (DHS) Visa
Waiver Program (VWP), which
allows citizens of specifi c countries
to travel to the United States for
tourism or business for up to 90 days
without having to obtain a visa.
Currently, 36 countries
participate in the Visa Waiver
Program, Pira says, but besides the
admission of Greece in 2010, no
new countries have been permitted
entrance since 2008.
This lack of momentum
is largely the result of the current
biometric air exit mandate, which
prevents the DHS from adding
new countries into the program
until the U.S. is biometrically
tracking (through fi ngerprinting) the
departure of foreign visitors from
U.S. airports, Pira notes.
US Congress and DHS see
deployment of biometric exit as a
necessary step toward understanding
the number of visa overstays inside
the U.S. When this is in place it is
likely that other countries in Western
Europe who have reached the level
of compliance with respect to
e-passports will be admitted to the
VWP. ■
Source: www.pira-international.com
A butterfl y
trick
imitating
nature to
prevent
A butterfl y’s iridescent wing scales
Many insects shimmer
in iridescent colours
without possessing the required
pigmentation. This occurs when
light is refl ected and refracted in the
miniscule hollow spaces between
their scales.
A team of researchers led
by Mathias Kolle at Cambridge,
UK, has been successful in imitating
the effect of the Indonesian peacock
butterfl y (Papilio blumei) by using
artifi cial nano-structures. Since the
manufacturing process is highly
complicated, it is well suited to
combat forgery. Kolle believes that
in the future, bank notes will be
printed with iridescent ‘signatures’
to guarantee their authenticity. For
the speckled wings of the peacock
butterfl y have an added advantage
of providing camoufl age: while they
appear blue to their own species, a
enemy would perceive them as
green, like their surrounds. ■
Source: GEO, December 2010
Table: EURO adoption by member states in Eastern Europe
Currency Code Expected Date of Entry
Bulgarian Lev BGN 2014
Czech Koruna CZK 2015
Estonian Kroon EEK January 2011
Hungarian Forint HUF 2014
Latvian Lats LVL 2014
Lithuanian Litas LTL 2014
Polish Zioty PLN 2015
Romanian Leu RON 2015
Source: PIRA International Ltd
www.homai.org 5

News Bytes
RBI contract at centre of
latest De La Rue dispute
The status of contracts with the
Reserve Bank of India is at the
centre of the latest dispute between De
La Rue and its hostile French bidder
Francois-Charles Oberthur Fidiuciaire.
De La Rue rejected an £895-million
bid by privately-owned smart card
maker, Oberthur, last month, dubbing
it opportunistic. However, the French
fi rm hasn’t given up and this week
stoked up tensions by demanding that De La Rue clarify the
situation regarding the latest tender by the RBI for the supply
of 16,000 tonnes of currency paper. Oberthur said it believes
that the contract had been handed to four rivals.
“De La Rue should inform the market if it was an
unsuccessful participant in such key tender or if it was not
even invited to participate in that tender,” said the French fi rm.
Seeking clarity: Oberthur said it was seeking clarity
on the prospects for future business from the RBI as well as
for new business should it lose RBI as a client. De La Rue has
suffered damage to its reputation as a consequence of such
recent events, and the ability of De La Rue to win new profi table
contracts and retain existing customers as a standalone business
has been undermined. As a customer, RBI accounts for around
a quarter of De La Rue’s profi ts.
‘Things are fi ne’: De La Rue said that nothing had
changed regarding the situation in India, since its last update
in November, and that it was in an ongoing dialogue with
the customer concerned and uncertainty remained as to the
ultimate outcome of the issue and its impact on the group.
De La Rue shares have fallen steeply since mid-July,
after the fi rm revealed quality and production irregularities at
one of its paper production facilities. Following a subsequent
investigation, the fi rm found that some employees had
deliberately falsifi ed certain paper test certifi cates for a limited
number of clients. RBI, which is widely understood to be one
of those clients, has never been offi cially identifi ed by De La
Rue.
The crisis triggered the resignation of Mr James Hussey
as chief executive of De La Rue. Mr Tim Cobbold, the former
chief executive of power systems group Chloride took his place,
pledging to deliver on the fi rm’s potential as an industry leader.
Oberthur maintains its ongoing interest in acquiring
De La Rue, and that it included the material risk to the RBI
deal in its bid. ■
Source: The Hindu, Business Line, January 6, 2011
6 www.homai.org

Superfl ux has invested over
$5million in the construction
of security printing and fi nishing
facility with state-of-the-art
equipment for the production of
high quality security to documents
and sophisticated surveillance.
The President/Chief Executive
Offi cer of Superfl ux International
Limited, Tokunbo Talabi, disclosed
this at an interactive session with
journalists in Lagos.
Talabi, who worked in Guaranty
Trust Bank Plc (Nigeria) for
several years and served as head
of the bank’s Financial Institution,
Corporate Banking and Banking
Operations, said he left the bank
to fi ll the then pressing gap in the
provision of high quality security
instruments.
According to him, Superfl ux
has since grown from a two man
trading fi rm to a full fl edged ultra
modern manufacturing facility
in Nigeria, adding that it has
become the market leader and
leading service provider to major
fi nancial institutions, government
agencies in Nigeria and African.
In line with Central Bank of
Nigeria’s directive for security
printing companies to establish
printing facilities in Nigeria
by December 2007, the fi rm
inaugurated its modern facilities
in 2006. “Also, in keeping with
our vision of dominating the
security print market in Africa, a
new facility was commissioned in
Ghana in 2009,”he said.
In its quest for excellence and
quality, the company sought
and engaged highly experienced
professionals from both within and
outside the Nigeria in various fi elds
in order to meet its objectives of
revolutionary customers’ care and
services. ■
Source: www.thenationonlineng.net
News Bytes
Superfl ux
invested
$ 5 million
on security
products
Laser card
secures
italian order
LaserCard Corporation
(NASDAQ:LCRD), a leading
provider of secure ID solutions,
has received an order to supply
additional credentials for Italy’s
Citizen ID Card program, known
as the Carta d’Identità Elettronica
or CIE. The highly secure, multi-technology
ID cards, based on
LaserCard’s optical security media
platform, are used by citizens
for identifi cation and travel. The
order is valued at approximately
$540,000 and is expected to be
delivered by March 31, 2011.
According to LaserCard,
Italy’s Citizen ID Card is used
by security and law enforcement
authorities to verify the identity
of citizens while preventing the
counterfeiting and fraudulent use of
vital documents. The programme
includes special-language ID cards
that are issued to citizens living in
border regions where languages
other than Italian are predominant.
It says a small proportion of the
cards from this order will be printed
in Slovenian.
LaserCard’s multi-technology
ID cards are also used
by two Italian government agencies
— the Ministry of Justice and the
National Police (the Carabinieri)
— to help protect employees
and provide secure access to
government services.
“Italy’s continuing
investment in secure, multi-technology
ID credentials highlights
the country’s commitment to
protecting its internal security and
the security of its borders through
the valid identifi cation of citizens
and government employees,” said
Robert DeVincenzi, president and
CEO of LaserCard. ■
Source: www.lasercard.com
www.homai.org 7

Brand Protection:
Challenges and Solutions
Cover Story
Mr. Pradip Shroff is the President of HOMAI, Board member of IHMA, and
Vice-chairman of PRS Permacel Pvt Ltd. He is a B.Tech from IIT Mumbai,
M.S. from Case Western Reserve University, USA, and accredited by
Coaching foundation India Ltd as a CEO Coach. He has worked with Johnson
& Johnson India for almost 25 years and has been involved in developing
solutions for Brand protection for over 35 years.
Brand has been considered as
one of the most valuable assets
for a company. In today’s world,
several brands are under attack
from various angles. These attacks
can be in the form of counterfeiting,
tampering, pilfering etc. Each of
these lead to erosion of brand value,
loss of market share, profi t and
above all dissatisfi ed customers.
The importance of brand
attack and its impact to the brand
owner, government, society and
consumer has been a matter of
debate and discussion at several
forums. There are several studies
and attempts made to quantify the
loss. However, one important facet
appears to have been missed out in
most of the discussions as to what
is the way out. Is there a solution
and what is the responsibility of
each of the stake holders in the
process of fi ghting this menace?
There are several forums of
industry associations who have sub
committees to discuss the loss to
the industry due to brand attack.
Frequently, these sub committees
end up in recommending to the
government what it can do in
terms of tightening the laws or
enforcement of the laws.
In as much as brand is the
property of a company, the brand
owner or the CEO should assume
the primary responsibility to lead
all the efforts required to protect
the company brand from being
attacked. Each company CEO/
brand owner should take a proactive
approach and not wait for a reactive
approach.
Highlighted below are
some of the case studies or examples
of why the various efforts have not
resulted in arresting brand attacks:
Case 1
A Sales person (perhaps for not
having achieved his sales target)
complains to the Sales Management
that there are duplicate products
available in his territory. The Sales
Manager will perhaps ask him to
buy some samples. These samples,
along with primary information,
are then passed on to the Legal
Department of the company to
initiate action. Legal Department is
either not able to take action or if
the evidence is strong, organisations
are raided but when the raids are
conducted nothing concrete is
found. Perhaps the information
There are several forums
of industry associations
who have sub committees
to discuss the loss to the
industry due to brand
attack. Frequently, these
sub committees end up
in recommending to the
government what it can do in
terms of tightening the laws or
enforcement of the laws.
8 www.homai.org

Cover Story
Analysis /
Change in
Brand
protection
approach
Fig. 1: Integrated Holistic brand protection strategy
about the likely raid was leaked out
and hence no evidence was traced.
Case 2
Based on advance intimation
or use of a private detective a
raid is conducted and goods are
confi scated. The guilty person
is released on bail, the matter is
delayed and the case continues for
years. The counterfeiter opens
another factory and restarts his
business.
Case 3
Another similar example. A
company develops a new track and
trace solution but few infl uential or
dominating Sales persons and the
Distributors rationalise that such
approach will reduce the sales of the
company and forces the company
to withdraw such solutions.
Case 4
A packaging technologist is asked
to fi nd out a technology which is
very novel, but easy to identify.
Unfortunately whatever he adopts
is copied in a short time.
Case 5
A packaging technologist develops
a new technological solution.
Purchasing offi cer fl oats a tender
to all suppliers giving all details of
features and specifi cations required
Designing /
Formation of
Brand Risk
management
Team
Protection /
Usage of
technology
of the product. The order is given
to the supplier who has quoted
the lowest price. This can end up
with several prospective suppliers
who do not supply to the original
company but can now do business
with contributors.
Case 6
A CEO or brand owner feels that
he has tried everything possible
and nothing works because all
previous attempts have been either
copied or have not been easy to use
by customers. Hence, the solution
is not with him but it is with the
government.
These are some of the examples that
clearly indicate that there is a need
to change from stray piecemeal
efforts to total integrated solutions.
The key elements of the need for
total integrated solutions are:
Solutions
By Brand Owners:
There is a need of creating an end-to-
end solution, intrinsic part of a
holistic brand protection strategy;
(see fi g. 1)
1. Analysis / Changes in
approach towards Brand
protection: As a fi rst step,
every CEO or Brand owner
should take the responsibility of
brand attack and need to make
the Brand Risk Management
Monitoring
(BRM) as part of his business
plan, review and report. The
team can comprise of CEO/
Brand owner, / Brand Managers/
Head of Marketing / Product
development/ Sales /Logistic/
Packaging/Manufacturing,
etc and or outside consultant
accountable for brand. The
team can periodically review
the BRM by analysing various
issues like:
i) product categories & markets
ii) buyer profi les
iii) supply chain management
and SWOT analysis of
counterfeiters.
2. Make a customized totally
integrated solution by
increasing the participation of
co-opting consumer, channel
partner conducting verifi cation,
raids or ensuring strong law
enforcement.
3. Use technology: Use a secure
anti-counterfeiting device
comprising overt3, covert4
& forensic5 security feature.
Examples of such tools are
security hologram seal and
labels, tamper evident security
fi lms, and light-sensitive ink
designs. While there are any
number of technologies brand
manager can use, it is better if it
is decided at an early stage with
some basic guidelines such as:
i) Find a vendor who can provide
www.homai.org 9

Fig. 2: Picture of Microsoft website which defi nes its steps in
product protetion.
you overt as well as covert
technologies as it is more
important to select a solution
using multiple technologies;
ii) Get help from trade association
in selecting ethical vendor,
best practices and resources for
fi ghting counterfeiting;
iii) Select the technology in
terms of parameters like how
diffi cult to copy / tamper
evident (preferably patented),
uniqueness, how many
suppliers available, easy to
identify and user friendly;
iv) Solutions should also have
feasibility to be integrated
with the automated production
/packaging line if required,
especially wherever the
volumes are real large;
v) Try to combine low and high
security elements to enhance
protections, for example, by
integrating a sequential or
unique numbers in the solution.
4. Monitoring and developing
an Intellectual property
strategy
Certificate of Authenticity (COA)
A new Certificate of Authenticity (COA) has begun shipping
with various OEM System Builder products as of September 1,
2007.
Note that the prior COA will still be in the market for some time, so please familiarize yourself
with both versions. See below for details.
A COA is a label to help you and your customers identify genuine Microsoft® Windows®
software. Without it, your customers will not have a legal license to run their Windows
software.
COA
By Government:
“Brand Risk Management” should
be treated as part of risk management
under the direct responsibility of
board of directors / brand owners.
The vision and mission statement
should be communicated to all
the stakeholders and customers to
ensure that the Brand Protection
concern is communicated to all
concerned. This can be done
by putting up on the company
corporate governance, annual
report, intranet in text and video.
(for example, companies like HP /
Microsoft have a section on their
website which defi nes their steps
in product protection). (see Fig. 2
and 3).
As an initial step Government
can make mandatory for every
company to incorporate “Brand
Risk Management” as part of
their annual report for welfare of
stakeholders.
Cover Story
New COA:
A
B
D
C
The new COA features two portholes, one in the shape of an ellipse and the second in
the shape of the Windows “flying window” logo. The over-laminate has been removed to
enhance the visibility of the individual paper fibers within each of the portholes.
The embedded metallic thread includes new color transitions that occur when viewed at
an angle.
The new COA contains microprint - a security feature adopted from currency - that is
legible when viewed under a magnifying lens.
The new COA has been changed to a more rectangular shape.
The COA constitutes the end-user’s
proof-of-license and it must be
distributed with the additional
components noted here. A COA
should never be distributed by itself,
without the software it authenticates.
A
B
C
D
Distribution:
Certificate of Authenticity
En
ag
End-user license
agreement (EULA)
Documentation
Hologram
Media
A porthole anti-piracy feature allows the computer chassis to
be visible through a clear hole. Individual paper fibers can be
discerned within the porthole.
An embedded metallic thread with recognizable letters spelling
“Genuine” runs through the label.
The technology strips running down the side of the Certificate
of Authenticity have been eliminated providing a flatter profile
enabling a more acceptable print surface for thermal printers.
The COA does not have a laminate finish.
A
B
C
D
Prior COA:
A
D
C
B
For more information on identifying COAs, visit http://oem.microsoft.com/coa.
Fig. 3: An example of fl yer, which can
be downloaded from microsoft website.
Conclusion:
Negative impact of counterfeiting
can be diminished to a great level
if it becomes a part of every brand
strategy - plan and review process-with
the accountability of the brand
owner towards its most valuable
asset - i.e., Brand.
Fighting counterfeiting is a Brand
issue, when managed well will
result into:
- Consumers getting right products
at right prices;
- Manufacturers gaining higher
market share, increase in brand
value and profi ts;
- Government receiving increased
revenue which can be used for
betterment of society;
- One channel of funding terrorism
will be dried.
Bibliography:
1. HoMAI : Hologram Manufacturers
Association of India.
2. IHMA: International Hologram
Manufacturers Association .
3. Overt Feature: Feature which can be seen
with naked eye.
4. Covert Feature: Features which can be seen
with economical tools i.e. magnifi er glass/
readers etc.
5. Forensic Feature: Which can be tested/ seen
at laborateries.
10 www.homai.org

www.homai.org 11

Techsheet
DNP Applies Hologram Know-How to
Develop Technology to Prevent Scintillation
on Projectors and Displays Using Laser
Light Sources
Developmental
Backdrop
Amid the practical advances
seen in recent years in Light
Emitting Diodes (LED) as the light
source for displays, projectors
and illuminations, laser light-sources
with longer life, reduced
power-consumption, and where
it is possible to downsize the
optical components, have been in
the spotlight as new light sources
following on from LED. Laser
light comprises high straight line
performance, and compared with
LED that tends to diffuse in a radial
fashion, is extremely bright with
high color purity, and as a result,
has superior color reproduction
characteristics. Compared to other
light sources, when used with a
projector it is possible to reduce
the number of optical components
leading to down-sizing, which
further facilitates incorporation
into mobile terminals. And by
switching the high-pressure
mercury lamp, used with currently
available projectors, to laser light
sources, it is possible to remove
the use of mercury. In the case of
laser, however, the light scattered
on the light source unit and screen
that serves as the irradiated surface
interferes with each other, and is
prone to generate speckle noise,
which, as the name suggests,
appears as a fi ne mottled splashing,
which is in turn the cause of
scintillation.
DNP has used volume hologram*
fi lm with its superior mass
production attributes, and has
developed a technology for
reducing this speckle noise. With
currently available technology it
has only been possible to reduce
speckle noise generated by the
light source unit, but with this
newly developed technology it
has become possible to effectively
reduce speckle noise generated
on the screen, and as a result, can
be used with a variety of devices
including rear-projection and
front-projection displays.
Challenges Faced by
Existing Technology
Speckle noise is generated by
the light source unit and the
screen. With existing technology
a revolving diffuser panel is
inserted into the light path, and by
projecting averaged interference
patterns onto the screen, it has
been possible to reduce the speckle
noise originating in the light source
unit. With speckle noise generated
on the screen, however, it has been
possible to reduce this by rotating
Dai Nippon Printing Co., Ltd.
(DNP) has applied the multi-recording
and light-forming
functions of holograms in the
development of technology to
reduce speckle noise that is the
cause of scintillation generated
on projectors and displays that
use laser light sources.
* Volume hologram: A hologram capable of recording extreme amounts of data, with studies presently being made regarding applications to
areas including large-capacity memories. The volume hologram is manufactured by coating a special polymer layer on a fi lm, and making a
3D recording of the interference fringes produced by the changes in the refractive index in that polymer layer. By projecting light onto those
interference fringes a diffraction phenomenon based hologram image is reproduced. As the hologram comprises superior spatial and depth
expression, and the materials and manufacturing process are special, it is extremely diffi cult to counterfeit the hologram, which as a result
can be used for security uses.
12 www.homai.org

Techsheet
the screen, but this required structurally based ingenuity
to spin big-screens, and as a result it was not easy to put
on a business footing.
Overview of the Newly Developed
Technology
The new technology developed by DNP uses volume
hologram functions that reproduce the same image in
the same position no matter which point on the hologram
the light beam is projected upon. By projecting the laser
light source as a beam on various points of the hologram
in a repeated fashion with an optical scanning device,
such as a scan-mirror, the angle of incidence on the
images reproduced on the screen constantly changes, and
generates numerous interference patterns. As a result, the
interference patterns are averaged, and it is possible to
reduce speckle noise. Also, as the laser beam shaping and
homogenizing of light intensity can be carried out with
the hologram, optical components such as the diffuser and
the lens array are no longer necessary. As it possible to
obtain a speckle noise reduction effect, regardless of the
laser beam confi guration or the scope of interference, it is
possible to apply this technology to a variety of lasers. As
the technology can be freely set up to match the uses of
the reproduced image confi gurations, apart from displays
and projectors, envisaged uses include sensors, such as
3D scanners that can capture clear confi gurations with
reduced speckle noise, and image devices.
Interference patterns are equalized by changing the angle of the
scan mirror, and creating a time variation with the progression
angle of the light
Forward Looking Events
DNP will exploit the fact that this newly developed
technology is applicable with a variety of optical devices,
and will make proposals based on this technology to
companies engaged in a broad array of areas, beginning
with optical equipment makers, and images, sensors, and
illuminations. With the cooperation of these companies
we will assess this technology and plan to launch sample
shipments of volume holograms compatible with this
technology from early 2011.
For more information visit : www.dnp.co.jp
Reference
Speckle noise:
Before and after removal of speckle noise.
Speckle noise structure:
Speckle noise types:
Speckle noise generated on the light source side
Speckle noise generated on screen
www.homai.org 13

Industry Updates
Well protected IP is reward to an intellectual mind
Intellect is the only thing that one can claim to be
entirely their own and to protect it, is one’s basic
right. To protect this intellect from its illegal or unlawful
use there are provisions by the Government, called the
Intellectual Property (IP) Rights. An invention, piece of
art, poem, story, product design, brand name all are day
to day examples of the IP.
Role of an Association:
An association can help in identifying and developing
appropriate IP policies for its members. It can further
act as a channel as well as a platform for successful
commercialization and enforcement of IPRs of its
members. It can also provide a single window concept
for helping its members while protecting their IPRs.
Association can supports its members in identifying,
protecting and enforcing the IP Rights in more than one
way. It can promote and mobilize his members to create
and protect their IP in every possible manner.
Identifying Proper Right for your IP:
Since there are many types of IPs possible in single
company or fi rm, they are of different values altogether.
Identifying right IPR for your creations, thus, is of
critical importance and hence must not be ignored
or misunderstood. The table would help you have an
elementary idea about different IPs. (see the table)
Value your IP:
IPs are valued like any other asset in a balance sheet. Just
like other assets, they are valued and accounted during
mergers and acquisitions, joint ventures, selling off and
other business transcations. Further, IPRs promise to
IPs Patent Design Copyright Trademark
Protection for New process or Aesthetic design Expression of Brand Name of
product of a product concept a company or a
product line
Criteria Novelty Novelty Uniqueness Uniqueness
Term 20 years 15 years Life time + 60 10 years
years [Renewable
repeatedly]
Protection Territorial Territorial Worldwide Territorial
Benefi t Monopoly over Monopoly over Monopoly over Monopoly over
the product or the product’s the way of the brand name
process design expression
Government 4, 000/- 1, 000/- Variable in range 3, 500/-
Fee (INR) of 50-500/-
Examples Holography Bottle, container Hologram, HOMAI word
process and website, and logo
machine brochure,
presentation
give huge returns on investments in the form of multiple
revenue generation models, goodwill enhancement,
monopolistic authority in the market, and above all,
invaluable customer satisfaction directly or indirectly.
Conclusion:
With globalization and cross border business
leading multiple point amalgamation of national and
international markets, IPRs prove to be the best security
measures in minimizing risks. On one hand IPRs protect
illegitimate copying of one’s products, on the other, they
provide additional source of income through licensing
and commercialization. Although IPRs do not always
turn into assets and sometimes it may become a fi nancial
liability to maintain the right; if protected and managed
strategically, IPRs can be incredible assets. Nonetheless,
well protected IP is reward to an intellectual mind.
Author:
Shruti Kaushik is Director at Patentwire which is an Independent Patent & Technology
Consulting Firm based in Delhi.
14 www.homai.org

Industry Updates
Tender Updates
Organisation Date State
(Country) Details
Act Procurement Solutions Oct 2010 Australia Government identifi cation cards with
hologram
Printing and Stationary Department Oct 2010 Mumbai, India Supply of 3D hologram sticker
Polskie Radio Regionalna Rozglosnia Oct 2010 Poland Identifi cation of the CD –
W Katowicach holograms and foil
Ofi ciul Roman Pentru Drepturile Oct 2010 Romania Holographic mark / stamps security
De Autor
Ministry of Justice Oct 2010 Kuwait Supply of hologram stamps
Excise and Taxation Department, Oct 2010 India Supply of hologram excise adhesive labels
Government of Punjab
Ministerio Da Educacao Oct 2010 Brazil Holographic security seal
Ministerio Da Educacao Oct 2010 Brazil Holographic label warranty of origin
Javna Ustanova Slutbeni Glasnik Oct 2010 Bosnia and Birth certifi cates with hologram
Republike Srpske Herzigovina
Jodhpur Vidyut Vitran Nigam Ltd Nov 2010 Rajasthan, India Hologram security seal
Direccion De Personal Del Ejercito Nov 2010 Brazil Security hologram
Excise and Taxation Department, Nov 2010 India Supply of hologram excise adhesive labels
Govt of Rajasthan
Ministry of Home Affaris, Kathmandu Nov 2010 Nepal Printing of hologram
CSIR Structural Engineering Nov 2010 Tamilnadu, India Employee identity card with hologram
Research Centre
Varana Co-operative Milk Producers Nov 2010 Maharashtra, India Supply of SMP packing holographic fi lm
union Limited
Research Designs and Nov 2010 Uttar Pradesh, India Tamper proof hologram with
Standard Organisation laser numbering
Directorate of printing, Nov 2010 Maharashtra, India Security hologram on voters identity card
Govt of Maharashtra
Conselho Regional De Medicina Nov 2010 Brazil 2d holographic adhesive security label
Do Distrito Federal
Offi ce of the Head of the Civil Nov 2010 Nigeria Automatic hologram machine
Service of the Federation
ITI Limited, Kerala Dec 2010 India Supply of hologram hot stamping machine
Rural Development Department, Dec 2010 India Hologram muster rolls
Hyderabad
Bangalore Electricity Supply Dec 2010 India High security hologram seal
Company Limited, Bangalore
To get the latest tender, subscription and information email at info@homai.org
www.homai.org 15

Notable Transactions in 2010
Month Acquirer Acquired Outcome Market targeting
Dec 2010
Dec 2010
Sep 2010
Aug 2010
April 2010
HID Global
SICPA
Bilcare Research
Filtrona PLC (Payne Secu-rity
Division)
ActiveIDentity
Mayercord Revenue Inc
Ineous
BP Labels Limited
It will expand HID global logical
access offering and create a
unique portfolio of converged
physical and logical access
solutions.
US will strength SICPA expertise
in tobacco tax stamps for US
states & municipalities
To expand its global presence
and market in high shrink PET,
PVC packaging, aluminium foil
and fi lm manufacturing.
Expansion in the label capability
of coated and security products
division.
Personal identity for
digital interactions
Tobacco tax stamps
New lamination
technologies
Pharma, Cosmetics,
Food Packaging
Month Acquirer Acquired Outcome Market targeting
Sep 2010
16 6
www.homai.org
Hologram Industries
Shiner International Inc
Label Systems Inc and Label
Systems Authentication LLC
(USA)
Shanghai Shifu Film Material
Co. Ltd (SSFMCL)
Hologram Industries continuing
to pursue its strategy of
expanding group technological
offering of anti-counterfeiting
solutions through acquisition.
Will help in enchancing shiner
market show in China domestic
food packaging industry
Holographic security
labels for brand
protection and product
authentication
Chinese food
packaging industry
Acquisition
Joint Venture
Industry Updates
Month First Party Second Party Outcome Market targeting
August 2010 Document Security ATL, Inc a security label ATL will manufacture security The global trade
Systems, INC manufacturer ATL (formerly labels for its pharmaceutical in bogus
(A technology company in Ad Tape & Label Co) establish industry clients containing pharmaceuticals will
the security and protection in 1951 specialize in Document Security Systems, be worth an estimated
services sector which anti-counterfeiting Inc.’s AuthentiGuard® suite of $75 billion in 2010,
develops and manufactures security labels, multi-panel technologies. This agreement is according to the
products and packaging booklet labels, custom die-cut a non-exclusive US license and US-based Center for
containing patented and components, disposable revenue is based on a percentage Medicine in the Public
patent pending optical medical devices, direct mail, of sales. This highly scalable Interest (CMPI).
deterrent technologies). and product labels). relationship provides Document
Security Systems with an
established sales partner for its
enhanced solutions in the secure
label market, as well as access to
major pharmaceutical companies
through ATL.
License agreement

Industry Updates
Market Report Projections 2009-2010
Title of Report / Study Report Contained Key Findings
European Commissions – Annual
statistics related to counterfeit and
pirated goods seized at European
Union (EU) borders in 2009
World Customs organisation
(WCO) Tobacco Report for 2009
HOMAI Report on Pharmaceutical
Counterfeiting and Hologram as
Solution 2010
2nd Indian Hologram Industry from
study 2008-2009-by HoMAI
The future of global security
printing to 2013, PIRA
International
The Future of Global Packaging:
Market Forecasts to 2014
Anti-Counterfeiting and Brand
protection Worldwide outlook
Anti-Counterfeiting Packaging
(ACP) – a Global Business Report
2010-2014
Ten Year Forecasts of Disruptive
technologies in Security Printing to
2020 – PIRA International
It covers statistics related to counterfeuit and
piretrd foods stored at European Union (EU)
boards in 2009
To report on the global illicit trade in tobacco
Report covers market review on Hologram as
solution for Pharmaceutical industry in India
Report covers fi nancial statistics, fi gures and
key rations of hologram industry in India from
2005-2010.
The report provides an in-depth examination of
the global security printing market.
Analysis of the global packaging industry,
broken down by packaging product end use
and country with forecasts to 2014 with
regional profi le of 50 countries.
The report contains information on
technologies being used to deter counterfeit
products including overt and covert, track and
trace software, serialisation and e-pedigree
software. It also contains information about
worldwide legislation and regulations.
The report offers latent demand estimates
and projections for world anti-counterfeit
packaging market. It also covers noteworthy
market trends, growth drivers, challenges,
enumerates recent acquisitions, and other
strategic industry activities. End use sectors
include Pharmaceutical and food products.
Report identifi es and profi les the top 25
disruptive technologies that can be expected to
affect the global security printing industry over
the next ten years to 2020.
- According to report, over 43,500 cases of
goods suspected of violating IP rights were
stopped by customs in 2009, compared with
49,000 in 2008.
- the number of articles detailed dropped from
178 million to 118 million.
- Tobacco tops list of counterfeit as 22.3
million items (defi ned as packs of 20) were
seized.
- 10% increase in illicit tobacco
- 3.4 billion illicit cigarettes produced in 2009
In last 3 years, numbers of pharma companies
which have started using holographic solutions
have been increasing with an average rate of 27
per cent per annum.
The Indian Hologram Industry is increasing with
an average annual increase of 18 per cent in last
4 years.
Valued at just over $9 billion in 2008, the
global security printing market is set to reach an
impressive $20 billion by 2013.
- DOVID market to reach $ 2041 million by 2012
Global packaging sales are expected to reach $
739.9 billion by 2014.
- Anti-counterfeiting and Brand protection
market to grow about 15 per cent annually.
- Value of counterfeit products may reach US $
1 trillion globally in 2010 (The International
Chamber of Commerce and World Customs
organisation)
- The global ACP market is projected to reach
about US 82.2 billion by the year 2015
- Global counterfeit industry generates an
estimated US $ 670 billion annually.
- The patent analysis of anti-counterfeit
packaging market indicates that in 2009, 29%
patents are fi lled in hologram category.
Photopolymer hologram will be the most
disruptive technology in upcoming years.
www.homai.org 17

Product Launches in 2010
Month Product
March Toppan developed new OVD features for Banknotes.
Industry Updates
March HoloTouch Inc, launched patented touchless, holographic human-machine iinterface (HMI)
technology.
April Bobst launched visionfoil 104H ideal for bank note printers applying hologram and or metal stripes
(see ad on page no 2) .
April KAMA launched hologram stamping system.
April SCRIBA developed nu-code technology for identifi cation, traceability, anti-counterfeit, security and
quality control.
May American Company Cybernetic Industrial Corporation (CIC) developed the Grrovewriter, a new
version of its Holoprinter with the capability of writing holographic lenses with various optical
characteristics. Also invented a new type of optical printer called the 3Dstructure Writer.
May Securency launched LATITUDE™. LATITUDE™ is unique to Guardian® polymer
banknote substrate.
June Sony Disc and Digital Solutions (SDDC) developed a method to serialise mass production Lippmann
(or refl ection) holograms.
June Hologram Industries launched DROP® (Digital Recognition of Pattern) a multi-functional
authentication device which combines visual and digital overt and covert authentication with track
and trace functionality. DROP® uses a demetallized hologram both as visual authenticator and as a
laminate to protect the printed features.
August API Holographics launched two new types of holograms with security
combinations suitable for overt, covert and forensic level protection, under
the trade names HOLOSHIELD® for high security documents and
HOLOGUARD® for product protection.
October Toppan introduced Reversegram an ultra high performance security label which can easily determine
authenticity by simply holding a “verifi cation fi lter” over the label.
October OKI Data Corporation introduced a brand protection system using Lippmann photopolymer
holograms combined with a tracking code. The system called Product Control Authentication System
(PCAS) from TUV Rheinland and a Lippmann hologram from Dai Nippon.
18 www.homai.org

Industry Updates
Upcoming Events
Pan-European High Security Printing Conference
March 8-10, 2011, Vienna, Austria
For more details contact: Tel: +44 (0) 1932 785 680
Email: info@reconnaissance-intl.com ;
Web: www.cross-conferences.com/europe
Sino Label
March 9-11, 2011, Guangzhou / PRC, PRC - Hong Kong
For more details contact: Web: www.sinolabelexpo.com
Gulf Print Pack, Dubai
March 14-17, 2011
For more details contact: Web: www.gulfprintpack.com
Cartes in Asia
March 29-31, 2011, Hong Kong
For more details contact: Tel: 852 2294 7726
Email: hongkong@promosalons.com; Web: www.cartes-asia.com
Security Document World 2011
April 4-6, 2011, London, UK
For more details contact: Tel: +44 (0)1322 663006
Email: p.chattin@sciencemediapartners.com; Web: www.sdw2011.com
Cards Asia 2011
April 13-15, 2011, Suntec Singapore, Singapore
For more details contact: Tel: +65 6322 2771
Email: yaling.ng@terrapinn.com; Web: www.terrapinn.com
6th Global Forum on Pharmaceutical Anti Counterfeiting
May 4-6, 2011, London, UK
For more details contact: Tel: +44 (0) 20 7373 6030
Email: info@reconnaissance-intl.com;
Web: www.pharma-anticounterfeiting.com
Interpack 2011, Dusseldorf
May 12-18, 2011, Germany
For more details contact: Email: interpack@messe-duesseldorf.de;
Web: www.interpack.com
The 3rd Tax Stamp Forum
September 13-14, 2011, Washington DC, USA
For more details contact:
Tel: +44 (0)1932 785 680 ; Fax: +44 (0)1932 780 790
Email: info@reconnaissance-intl.com; Web: www.taxstampforum.com
Label Expo Europe 2011
September 28-October 1, 2011, Brussels, Belgium
For more details contact: Web: www.labelexpo-europe.com
Holo-pack.Holo-print 2011
November 9-11, 2011, Las Vegas, USA
Tel: +44 (0)1932 785 680 ; Fax: +44 (0)1932 780 790
Email: info@reconnaissance-intl.com;
Web: www.holopack-holoprint.com
Label Expo Asia
November 29-December 2, 2011, Shanghai / PRC
Web: www.labelexpo-asia.com
The Hologram Manufacturers
Association of India (HOMAI) is a
non-profi t organization established in
1998 to represents and promotes the
interest of hologram industry in India as
well as to fi ght against counterfeiting.
Affi liated with International Hologram
Manufacturers Association (IHMA),
UK it is the only second body of its
type in world. It encourage adoption
of current technologies and standards
for high security so as to stay ahead of
the counterfeiters.
For more details please visit us at
www.homai.org
Published by:
Hologram Manufacturer Association of India
(HoMAI)
Issue Editor:
C S Jeena
The Holography Times is a quarterly
newsletter published by Hologram
Manufacturers Association of India (HOMAI)
with an aim to provide latest developments,
research, articles, patents and industry news
to a wide audience related to Holography in
Indian and World.
The editorial team welcomes your news,
contributions and comments. Please send
your product updates, press releases,
conference announcements or other
contributions to HoMAI:
21-Ground Floor, Devika Tower 6
Nehru Place, New Delhi 110019, India
Telfax: +91 (11) 41617369
Email: info@homai.org
Website: www.homai.org
Designed and Printed by
EYEDEA Advertising
E-439/9, SDV, Charmwood Village,
Faridabad, Haryana (INDIA)
E-mail: eyedeaadvertising@gmail.com
on behalf of HoMAI
Disclaimer: The data used here are from various
published and electronically available primary
and secondary sources. Despite due diligence
the source data may contain occasional errors. In
such instances, HoMAI would not be responsible
for such errors.
www.homai.org 19

20 www.homai.org

Ht issue 13 201102

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