Post on 17-Nov-2014
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08/04/23 Authent-P-013 v0.2w
Cambridge Network – Consumer Products SIG event – 26th May 2010
Ruth Thomson
Genuine Products, Genuine Benefits - Setting the scene
REAL FAKE
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Context
This presentation was given at the inaugural Cambridge Network Consumer Products & Supply Special Interest Group meeting.
The event was entitled ‘Genuine Products, Genuine Benefits’.
There were 2 other presentations from
– Colin Peacock, Director, On Shelf Availability, Shrink & Brand Protection for P&G.
– Franck Bourrieres, COO of Prooftag
http://www.cambridgenetwork.co.uk/events/article/default.aspx?objid=69668
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We work across a wide range of security and brand protection technologies
Data AnalysisSecure
CommunicationsSystem
IntegrationReader
DevelopmentDistributed
Secure Systems
Disposable Authentication
Authentication System Design
Software Architecture
Smart PackagingBrand Protection
StrategyVulnerability
Analysis
Background to Cambridge Consultants
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For today’s talk…
…what could this mean for authentication?
+Consumer trends
= ?
Counterfeiting trends
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I’d like to suggest that in a world where there is increasing communication and empathy between consumers and brands, Could it be that some of the systems set up to authenticate products could also provide a powerful new marketing tool to engage your consumers?
In other words, providing a means of delivering genuine benefits as well as genuine products?
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For today’s talk…
…what could this mean for authentication?
+Consumer trends
= ?
Counterfeiting trends
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BRAND TRANSPARENCY
• Consumer Power!
• ‘See Through’ Brands
• Demand for conversation with brands
• ‘Right of Reply’
Consumer trends
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Consumer trends
BRAND TRANSPARENCY - examples
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Consumer trends
BRAND TRANSPARENCY - examples
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NOW GENERATION
“I don’t want it in 10mins, I want it NOW!”
Immediacy of… access to information… service… products…connectivity… people….is now an expectation
Life on-line has become ‘real time’
Aided and abetted by increased connectivity
Consumer trends
1.8 billion consumers are now online + >4B mobile phone
subscriptions worldwide
http://www.internetworldstats.com/stats.htm and UN report
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Consumer trends
NOW GENERATION - examples
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Consumer trends
NOW GENERATION - examples
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GREEN
‘Eco-’ everything!
Increasing consumer awareness of C footprint
‘green credentials’ are now required
Consumer trends
ECO – EVERYTHING!
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Consumer trends
GREEN - examples
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Consumer trends
GREEN - examples
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Consumer trends
GREEN - examples
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SERVICE IS THE NEW SELLING
In the past.. brands sold products
Then… + brands sold the aspiration of a lifestyle
Now…. + brands are assisting people with their day-to-day lives
Consumer trends
“It has never been more important to turn your brand into a service. Jaded, time-poor, pragmatic consumers yearn for service and care,
while the mobile online revolution (it's finally, truly here!) makes it possible to offer uber-relevant services to
consumers anywhere, anytime.” (trendwatching.com)
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Consumer trends
SERVICE IS THE NEW SELLING - examples
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Consumer trends
SERVICE IS THE NEW SELLING - examples
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For today’s talk…
…what could this mean for authentication?
+
?
Consumer trends TRANSPARENCY NOW Generation GREEN Service is the New Selling ……
= ?
Counterfeiting trends
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For today’s talk…
…what could this mean for authentication?
+
?
Consumer trends TRANSPARENCY NOW Generation GREEN Service is the New Selling ……
= ?
Counterfeiting trends
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Historically associated with forging of bank notes, counterfeiting has spread into other potentially less challenging but more lucrative areas
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What is the impact of counterfeiting? What are the trends?
It’s a BIG problem - Impact on world trade estimates range from $200B to $700B
The SCOPE is increasing – there is a notable shift from luxury to common products
Increasing REGULATION
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Further trends in counterfeiting
Increasing skill of the counterfeiter
Increasing infiltration of legitimate supply chains
– Counterfeit goods are no longer restricted to informal markets
Increasing use of the internet as a distribution channel
BUT there is an opportunity to use authentication as a marketing tool
– authentication as a ‘value add’ rather than a ‘necessary evil’?
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Technology + rigorous system level thinking
Combating counterfeiting…
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… + understanding user interactions
Combating counterfeiting…
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Layers
– Layers in-terms of technology
– Tamper evident / tamper proof
– Track & trace , serialisation
– Authentication - overt / covert / forensic
– Layers in-terms of strategy
– Law enforcement is a stakeholder
– IPR
– Use of technology
– Education of stakeholders
Combating counterfeiting…
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Today’s talk…
Counterfeiting trends Size and scope increasing Regulations increasing Skill of counterfeiters increasing Infiltration of legitimate supply chains Use of internet increasing ……
…what could this mean for authentication?
+Consumer trends TRANSPARENCY NOW Generation GREEN Service is the New Selling ……
= ?
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Genuine Products AND Genuine Benefits
= another ‘layer’ of protection + enhanced consumer engagement
1. What’s the business benefit that consumer authentication could bring to your brand?
2. Can authentication in the hands of the consumer compensate for weaknesses within the supply chain?
3. What makes an authentication technology good for your consumers?
+Consumer trends Counterfeiting trends
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