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ANTI-COUNTERFEITING 29
Tackling the issue typically involves marking individual items with quantities, with the product’s movements throughout the supply
a unique serial number. This can then be tracked through the chain tracked and documented.
whole supply chain from the production line to final point-of-sale.
When brand owners make agreements to enable a third-party
Armed with the information this facility provides, companies to produce licensed products, a security device is typically used to
and anti-counterfeiting agencies can examine products from an ensure authenticity and to help keep track of royalties.
unauthorised retailer or website and pose the question: “How did Sequentially numbered holograms are supplied to the
it get here?” This is an important step in beginning to find out manufacturing site in exactly the right quantity, corresponding to
where the problem lies. the number of items ordered.
Here, the role of the hologram is to act as the security device. It
Track and trace
is an integral part of an all round information toolkit designed to
support the secure ordering, shipping, tracking and control of
Today’s advanced holograms can be combined with track and
components. The inclusion of serial number tracking enables the
trace features, for a unique sequential, encrypted or random
licensor to search the history of a particular part and identify to
serial number or identification with special
whom that item was shipped and when.
self adhesive labels or direct onto the product
using a variety of print technologies.
Conversely, if any items are
discovered in the marketplace
The identity of individual items can be Underwriters Laboratories' (UL) new
linked to packaging through a unique code,
holographic label can be used to
lacking the security label, it is
which in turn can be linked to
authenticate electronic components automatically unauthorised,
thus opening the door to
case ID, pallet ID or
prosecution of the vendor for
container ID. Recording
illicit trading.
of this so called 'parent-
child' relationship
between unit pack, Fighting future crime
carton and pallet is the
Moving forward, the ability of
beginning of an
holograms to incorporate other
electronic pedigree,
data forms and product tracking information will become
which allows the item to be tracked throughout the distribution
increasingly important. It enables holograms to be used for a
chain: from the factory through distribution to the final user.
range of anti-counterfeiting and brand protection applications,
It can also be used to capture important events in a product’s linking on-pack product identification with supply chain
life cycle, such as QA rejects and product returns, creating a management, market enforcement and forensic support services.
flexible database that offers product history and business In this way, the identity and distribution of goods can be
reporting benefits. controlled through a total system solution involving security
Of particular value to component producers is the fact that the
authentication features, tracking mechanisms and investigative
information generated at the labelling stage can be linked to an
services.
enterprise resource planning (ERP) system. In a single database, Unquestionably, one of the keys to the success of hologram
this correlates the data needed for a variety of functions such as technology has been its ability to adapt and find new roles. It is
manufacturing, supply chain management, finance, projects, HR certain that there will be further developments, such as the current
and customer relationship management. efforts to personalise the optical structures of the hologram, that
The move towards outsourcing production might be beneficial
will help expand the role of holograms for anti counterfeiting and
in terms of reducing manufacturing costs, but it has also had a
track and trace purposes.
major impact on the control of brand security and visibility. Here, So, with the seemingly remorseless march of technology and the
track and trace holograms can be integrated into the supply chain resolve of governments, anti-counterfeiting agencies and
security process to help companies control their products, from companies around the world to stand firm in the face of
sourcing proprietary components to manufacture and shipment of international organised crime, as well as the casual opportunist, the
finished goods. hologram is set to become more and more enmeshed in global
Such holograms can be integrated with a secure web interface
supply chains, adding value in the process.
to help eliminate rogue ordering of products. It can also help
authorised distributors pick, pack and ship items in measured www.ihma.org
electronics-sourcing.eu MARCH 2010
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