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Ht issue 13 201102


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Ht issue 13 201102

  1. 1. February 2011 | Volume 4 | Issue 13 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 1
  2. 2. 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
  3. 3. The Holography Times 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 3
  4. 4. The Holography Times 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: 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: 4
  5. 5. The Holography Times 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: 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 5
  6. 6. The Holography Times 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
  7. 7. The Holography Times 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: 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: 7
  8. 8. The Holography Times 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
  9. 9. The Holography Times 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 9
  10. 10. The Holography Times 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 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
  11. 11. The Holography Times 11
  12. 12. The Holography Times 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
  13. 13. The Holography Times 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 : 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 13
  14. 14. The Holography Times 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
  15. 15. The Holography Times 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 15
  16. 16. The Holography Times 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 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
  17. 17. The Holography Times 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. 17
  18. 18. The Holography Times 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
  19. 19. The Holography Times 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: ; Web: Sino Label March 9-11, 2011, Guangzhou / PRC, PRC - Hong Kong For more details contact: Web: Gulf Print Pack, Dubai March 14-17, 2011 For more details contact: Web: Cartes in Asia March 29-31, 2011, Hong Kong For more details contact: Tel: 852 2294 7726 Email:; Web: Security Document World 2011 April 4-6, 2011, London, UK For more details contact: Tel: +44 (0)1322 663006 Email:; Web: Cards Asia 2011 April 13-15, 2011, Suntec Singapore, Singapore For more details contact: Tel: +65 6322 2771 Email:; Web: 6th Global Forum on Pharmaceutical Anti Counterfeiting May 4-6, 2011, London, UK For more details contact: Tel: +44 (0) 20 7373 6030 Email:; Web: Interpack 2011, Dusseldorf May 12-18, 2011, Germany For more details contact: Email:; Web: 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:; Web: Label Expo Europe 2011 September 28-October 1, 2011, Brussels, Belgium For more details contact: Web: Holo-pack.Holo-print 2011 November 9-11, 2011, Las Vegas, USA For more details contact: Tel: +44 (0)1932 785 680 ; Fax: +44 (0)1932 780 790 Email:; Web: Label Expo Asia November 29-December 2, 2011, Shanghai / PRC For more details contact: Web: 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 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: Website: Designed and Printed by EYEDEA Advertising E-439/9, SDV, Charmwood Village, Faridabad, Haryana (INDIA) E-mail: 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. 19
  20. 20. The Holography Times 20