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On-Line Brand Protection gets a Security Boost from PhotoSecure


September 17 , 2008 - PhotoSecure LLC President Wendell Smith has announced a Digital Branding Solution to track and trace products sold on-line. Recent news has highlighted the need for an integrated forensic solution to combat counterfeiting and brand larceny in the product supply chain. The solution includes both internet sale and delivery systems.

The necessity of an integrated track-and-trace solution is validated by a French court's order for EBay to pay 38.6 million Euros ($60.8 million) in damages to the French luxury goods company LVMH.

A July 1st, 2008 article published by The New York Times details the explosion of counterfeiting and the need for a solution to on-line brand protection. PhotoSecure has an effective solution to the seemingly impossible task that EBay and other companies face.

An integrated Track-and-Trace solution, using DNA Matrix™ made readable by SmartDye® and scanned with special bar code readers, is now here. The PhotoSecure solution uses forensic covert DNA marks in combination with overt, transparent, customer legible marks, producing a reliable and inexpensive solution to counterfeiting. Track-and-Trace is going to be every organizations response.

Mr. Smith, also President of Technology Transfer Group, mentioned key points in his speech at the Brand Protection Conference in February 2008. In the supply chain tracking model, Enterprise IT Integration is used to protect the brand, the manufacturers, distributers, and consumers. Various technologies are integrated including; printed forensic DNA marks on brand products, scanners at each point in the distribution chain, and minimal change to internal processes. Click here for more information on Brand Protection as Part of Supply Chain Management.

In a security printing whitepaper available on Mr. Smith's Technology Transfer web site, he shares insights into the Track-and-Trace IT concept:

"Counterfeiting and Brand Identity theft is accelerating with digital copying and printing techniques and with the outsourced remote manufacturing of highly Brand sensitive products. Global products depend on trust and recognition as the trade name and logo become just as important as the quality of the goods. There are larger incentives to cheat, and easy access to sophisticated technologies is encouraging criminals to produce increasingly successful fakes."
  • PIRA International estimates that product counterfeiting represents 5 - 8% of world trade
  • The World Health Organization estimates that 5 - 7% of the world's medicines are fakes
  • Losses to US businesses from the counterfeiting of trademarked consumer products is estimated at $200 billion a year (Dept of Commerce)
Most industries are at risk. The new breed of forgers is attracted by technological advances that make them more difficult to catch than the old. Generally, the counterfeiters have no previous criminal record, and they use equipment which is inexpensive and totally legitimate. HP estimates that they have over 200 million inkjet printers installed worldwide. How do you determine a legitimate print job from a fake with that kind of access to technology?

The advancement of technology and its use by counterfeiters has allowed better copies to be made of both the actual product and the packaging. Modern computers, scanners and color printers have not only made it easier to mimic packaging and documentation, but have also reduced the skill level required to produce passable copies. Technology has also meant that better copies can be made, that are harder to detect and which are easier to slip into the ordinary trade channels used by legitimate commerce. Sometimes counterfeits are mixed with genuine goods, making it difficult to detect the fakes.

Consumers, who are deceived into believing that they bought a genuine article when it was in fact a fake, blame the manufacturer of the genuine product when it fails, creating a loss of goodwill.

By integrating product authentication features into existing inkjet technology, and developing electronic bar code readers sensitive to forensic covert taggants, we provide your customers with protection against counterfeiting and product diversion - a level of security that will allow Brand Owners to recover revenues and market share, track distribution on an ongoing basis to control product piracy, preserve the integrity of their products in the marketplace and increase consumer confidence in their brands.

Click here to read more about the Integrated Track and Trace IT Concept to Combat Product Counterfeiting, Pirating, and Diversion. Topics include Background, Opportunity, Market Facts, Solving Brand Owners Problems, Track-and-Trace, Authenticators and Code Readers, and more.

You are also invited to see the new Polestar LTD web site which is a tremendous resource for finding white papers and speeches on the topic of brand protection through DNA security printing.

PhotoSecure DNA Technologies www.photosec.com • Leading experts in fluorescent and all photonic technologies as combined with DNA into all kinds of inks • Licensing of authenticators and code readers uniquely tuned to security marks.

Technology Transfer Group • www.polestarltd.com • Consultants in Security Printing technologies.

DNA Technologies • www.dnatechnologies.com • Over 15 years of DNA taggants in inks of all kinds for brand protection, anti theft, and document security applications.

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Related Links:
PhotoSecure Home Page
About PhotoSecure
Contact PhotoSecure
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More information:
email: wms@polestarltd.com,
cell: 203 - 550 - 7278
web sites: photosec.com, polestarltd.com, and dnatechnologies.com

PhotoSecure DNA Technologies LLC
470 Atlantic Avenue
4th Floor
Boston, MA 02210

Email: information@photosec.com
Phone: 617 - 273 - 8411
Fax: 617 - 273 - 8001
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