1 / 19

M obi M edia

Mobile Enabled Product Verification System. M obi M edia. Executive Summary. M obi M edia. Powering Rich Mobile Media. Fake + counterfeiting problem is huge for FMCG, Pharma and Auto spares Need of a secure, dynamic, scalable, consumer friendly and cost effective product authenticity tool

tuan
Download Presentation

M obi M edia

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mobile Enabled Product Verification System MobiMedia

  2. Executive Summary MobiMedia Powering Rich Mobile Media • Fake + counterfeiting problem is huge for FMCG, Pharma and Auto spares • Need of a secure, dynamic, scalable, consumer friendly and cost effective product authenticity tool • MobiMediadelivers ‘FakeBuster’ • Hosted Software As A Service, no upfront investments in the system; Usage based charging model • Covers 100% of mobile phones – SMS and Mobile application based solution for Smart Camera phones • Gives powers to consumers to check the authenticity of a product while purchasing • GUI access for customer businesses to view, analyze variety of reports • Based on secure codes and 2D barcodes – to provide a foolproof “Track & Trace” solution --confidential--

  3. Big Efforts to protect a brand! MobiMedia Powering Rich Mobile Media “Bajaj Genuine Parts” and Bajaj logo printed all over the package Bajaj logo and “Bajaj Genuine Parts” printed centrally Consumer education for genuinity test Scratch able hologram to check genuinity Mfg. information and customer care contact Current Scene Problem Solution Current SceneProblem Solution Current Scene Problem Solution --confidential--

  4. Efforts Against Counterfeiting (1) MobiMedia Powering Rich Mobile Media • The global anti-counterfeiting market is expected to grow to $79.3 billion by 2014, at 8.6% CAGR • Asian anti-counterfeiting market has the highest growth rate due to untapped market and significant level of counterfeiting • The current hologram market in India stands at Rs. 4.5 billion • Projected to grow at 15% CAGR over next 5 years • 50% of hologram market is contributed by liquor excise • Pharmaceuticals 20% • FMCG 8% • Auto components 3% Current SceneProblem Solution --confidential--

  5. Efforts Against Counterfeiting (2) MobiMedia Powering Rich Mobile Media • Companies are going the extra mile to protect their genuine products against counterfeiting • Using sophisticated packaging techniques • Complex print patterns on packages • RFID tags • Use of multi-color holograms • Invisible ink digital signatures • Customer care setup with efficient response systems • Consumer education about genuine products and checks Current SceneProblem Solution --confidential--

  6. …Still The Problems Persist in the Industry MobiMedia Powering Rich Mobile Media • The current estimates for counterfeit market in India stand at – • A whopping $5.033 billion for counterfeit goods • $1.9 billion for counterfeit auto parts • $17.7 million for music piracy • The market share lost due to counterfeiting is: • 10% of Soft Drinks and FMCG products, • 20% of liquor and pharmaceuticals • 30% of cosmetics and music CDs and Videos • 45% of automotive spares • Companies not only losing revenue, but also their brand reputation • Nigeria case of counterfeit medicine supplies by Chinese firms tarnished brand image of Indian companies • In 2009, 25,400 deaths and 93,000 injuries were caused by counterfeit auto parts Current Scene ProblemSolution Current Scene Problem Solution Current SceneProblem Solution --confidential--

  7. Limitations of Most Used Anti-Counterfeiting Technologies MobiMedia Powering Rich Mobile Media • Most of the current methods use static data and static checking patterns • No dynamic print unique to product • No dynamic checks possible at Point of Sale / Purchase • All of the security marks, including holograms, are easily copy-able and will very soon be copied • Consumer education is tedious yet necessary • Trace and trackable RFID tags, invisible inks, digital signatures are costly to implement Current Scene ProblemSolution Current Scene Problem Solution Current SceneProblem Solution --confidential--

  8. Our Solution MobiMedia Powering Rich Mobile Media Current Scene ProblemSolution Current Scene Problem Solution Current SceneProblemSolution --confidential--

  9. FakeBuster – Secure Codes delivered on product labels MobiMedia Powering Rich Mobile Media --confidential--

  10. MobiMedia Powering Rich Mobile Media Current Scene ProblemSolution Current Scene Problem Solution Current SceneProblemSolution --confidential--

  11. FakeBuster phone application (1) – scan & check MobiMedia Powering Rich Mobile Media Current Scene Problem Solution Current Scene Problem Solution Current SceneProblem Solution --confidential--

  12. FakeBuster phone application (2) – scan & check MobiMedia Powering Rich Mobile Media Current Scene Problem Solution Current Scene Problem Solution Current SceneProblem Solution --confidential--

  13. FB – Transactions Report MobiMedia Powering Rich Mobile Media Current SceneProblem Solution --confidential--

  14. Powering Rich Mobile Media • A server based solution that associates a set of unique ‘secure codes’ with each company’s product and batch • The set of secure codes is given to the sticker/hologram company • The sticker company prints a secure code under the scratch-able hologram of each sticker • Instructions to use the mobile phone to check genuineness are also printed on the package or sticker – • Send “BAJAJ CSP <scratch-code> PUNE” to 56161700 to mVerifythis product Current Scene ProblemSolution Current Scene Problem Solution Current SceneProblemSolution --confidential--

  15. Powering Rich Mobile Media • The server application checks against the database of this company/product using a Rule Engine • If all tests pass, the consumer gets a positive response. – • “Your Bajaj “Clutch Wire Cable” is genuine. Batch No: ___ : Mfg Date: ___ : Serial Number: ___ : Shipped To: ___” • If the secure code and other details don’t match the consumer gets back a negative response – • “Your product is not genuine; the secure code has already been used” • “Your product may not be genuine, it was shipped to BLR not to PNQ • Later the solution will be extended to use the consumer’s phone camera, Data Matrix Codes and other info printed on the sticker Current Scene ProblemSolution Current SceneProblemSolution --confidential--

  16. Key Benefits Powering Rich Mobile Media • “True” Dynamic Data on each sticker • Rules based checking against earlier transactions • Was this secure code used before? • Was this product package already sold before in the last XX days? • Where was this product shipped to? • Track and Trace ability – GeoFencing • Tracks where transactions are happening from – in real time • Identify ‘Fake Clusters’ • Easy to use for the consumer • Does not need to understand how to read holograms • Consumers know scratch cards already and also know how to send messages to short-codes • The solution fits into the current process and with a partner who is deep into the hologram - sticker business and has several high profile customers for the last 10 years Current Scene ProblemSolution Current SceneProblemSolution --confidential--

  17. Our Partner – Jupiter Technologies Powering Rich Mobile Media • More than 15 years of experience in security labeling, packaging and holograms market • Founded in 1995 and was one of the first companies in India to introduce and popularize hologram stickers in the Indian market for security applications • Range of products – holograms, hot stamping foils, thermal transfer ribbons, magnetic strip tickets • Clientele – Govt. of India, Britannia, Hindustan Lever, Colgate, 3M India, Bajaj Auto • Make FakeBuster labels compatible with current industry labeling practices • Keep FakeBuster on track with upcoming Government regulations about track and trace ability in packaging Current Scene ProblemSolution Current SceneProblemSolution --confidential--

  18. Ready for Launch SaaS Solution MobiMedia Powering Rich Mobile Media • A hosted server application for customer companies and provided as Software as a Service • No need of deployment, maintenance, server space for customer companies • Pay per use pricing model • Customer portal with access to on the fly reports, real time product data modifications • In the next phase, FakeBuster app for mobile phones available for mass download for users • Possible extension to a mobile marketing and advertising service with offers targeted to customers at point of purchase • Genuine / Fake response followed by an offer • Customer loyalty and customer retention is the focus We can get you started for trials within 15 days! Current Scene ProblemSolution Current SceneProblemSolution --confidential--

  19. MobiMedia Powering Rich Mobile Media Thank You Any Questions? --confidential--

More Related