WISeAuthentic Product Overview Brochure

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WISeAuthentic digital anti-counterfeiting solution protects goods--collections or high-value series of products--against counterfeiting. WISeAuthentic allows manufacturers and resellers to prove the …

WISeAuthentic digital anti-counterfeiting solution protects goods--collections or high-value series of products--against counterfeiting. WISeAuthentic allows manufacturers and resellers to prove the authenticity of items to their customers, and in turn, for the customers to have confidence in their purchase, investments, and to be able to verify that they are genuine to authorities and other third parties.

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  • 1.     Anti-Counterfeiting Technology for Fine Jewellery, Timepieces and Luxury Products          
  • 2.   TABLE  OF  CONTENTS   WISEAUTHENTIC:  THE  DIGITAL  CERTIFICATE  OF  AUTHENTICITY  ......................................................  2   Introduction  .......................................................................................................................................  2   GLOBAL  ANTI-­‐COUNTERFEITING  SOLUTION  ....................................................................................  3   The  Marriage  of  Fine  Craftsmanship  and  Technology  .......................................................................  3   The  Principle  Behind  Digital  certificates  ............................................................................................  4   Traditional  Paper-­‐based  certificates  ...............................................................................................  4   Digital  Certificates  of  Authenticity  ..................................................................................................  4   A  SUITE  OF  ADDED  VALUE  ..............................................................................................................  5   Form  Factor  Allows  Easy  Authentication  ...........................................................................................  5   Real-­‐time  Sales  Data  ..........................................................................................................................  5   Product  Tracking  ................................................................................................................................  6   Marketing  Capabilities  .......................................................................................................................  6   Proven  Technology  .............................................................................................................................  7   100%  AUTHENTIC  ONLINE  AUCTIONS  OR  RETAIL  SHOP  ..................................................................  7   Be  Genuine  Online  .............................................................................................................................  7   SUCCESS  STORY  .............................................................................................................................  8   Hublot  Genève  ...................................................................................................................................  8   PROTECTING  BRANDS  WORLDWIDE  ...............................................................................................  9   WISeAuthentic  Markets  .....................................................................................................................  9   WISeKey  on  Illicit  Trade  ...................................................................................................................  10   ABOUT  WISEKEY  ...........................................................................................................................  11      
  • 3. The  Anti  Counterfeiting  Solution     2   WISEAUTHENTIC:  THE  DIGITAL  CERTIFICATE  OF  AUTHENTICITY   INTRODUCTION   WISeKey’s  core  business  is  securing  both  people’s  identity  on  and  data  transferring  through  the   Internet.  WISeAuthentic,  the  premier  product  in  WISeKey’s  Digital  Brand  Management  vertical,   expands  this  mission  to  products,  offering  a  bespoke  anti-­‐counterfeiting  solution  used  to   authenticate  the  product  as  genuine,  thus  securing  its  ‘identity’  against  theft.   The  WISeAuthentic  digital  anti-­‐counterfeiting  solution  protects  goods  –  generally  series  of  items,   such  as  luxury  timepiece  or  jewellery  collections  –  against  counterfeiting.  WISeAuthentic  allows   manufacturers  and  resellers  to  prove  the  authenticity  of  items  to  their  customers,  and  in  turn,  for   the  customers  to  prove  it  to  authorities  and  other  third  parties,  such  as  future  buyers  or  even   customs  agents.     At  its  foundation,  the  WISeAuthentic  system  is  based  on  the  concept  of  a  certificate  of  authenticity,   typically  a  printed  paper  document  packaged  and  delivered  with  the  product.  Ultimately,  a  paper   document  is  quite  easily  forged,  thus  offering  no  real  guarantee  that  the  product  is  genuine.  Newer   incarnations  of  the  paper  certificate  which  include  secure  paper,  watermarking  and  RFID  have  all   proven  vulnerable  to  forgeries.     WISeAuthentic  replaces  the  paper-­‐based  certificate  with  a  digital  certificate  stored  on  a   cryptographic  smart  chip.  The  non-­‐duplicability  of  secret  cryptographic  keys  generated  and  stored   on  smart  chips  is  proven.  It  is  based  on  a  combination  of  mathematical  functions,  data  flows  and   electronics.  To  date  and  for  the  foreseeable  future,  its  security  has  never  been  compromised  nor  is  it   expected  to  be  compromised.       Although  it  remains  possible  to  produce  counterfeit  items,  it  is  impossible  to  issue  a  corresponding   certificate  on  cryptographic  smart  chips,  as  this  can  only  be  done  by  a  certification  authority.  It  is   because  of  this  that  WISeAuthentic  can  promise  its  100%  authentic  guarantee.  
  • 4. The  Anti  Counterfeiting  Solution     3   GLOBAL  ANTI-­‐COUNTERFEITING  SOLUTION   THE  MARRIAGE  OF  FINE  CRAFTSMANSHIP  AND  TECHNOLOGY   WISeAuthentic  is  a  bespoke  solution  that  can  be  adapted  for  the  specific  needs  of  a  variety  of   businesses.  Makers  of  fine  jewellery,  watches  and  other  luxury  products  have  a  long  tradition  of   certificates  of  authenticity  attesting  pieces  to  be  genuine.     Digital  certificates  are  impossible  to  forge  and  bring  the  added  value  of  enabling  online  verification   of  the  item.  Furthermore,  the  electronic  data  contained  on  the  cryptographic  chip  can  access  the   entire  pedigree  of  the  object,  documenting  every  sale  and  transfer  of  ownership.  Digital  certificates   of  authenticity  are  bound  to  the  object,  not  the  owner  of  the  merchandise.  This  allows  for  the   authentication  of  a  piece  of  jewellery,  timepiece,  bag  or  other  luxury  product  while  maintaining  the   anonymity  of  the  owner.  Uniquely,  the  digital  certificate  permits  the  remote  revocation  of  the     +     =    
  • 5. The  Anti  Counterfeiting  Solution     4   certification  of  an  item.  If  an  object  is  reported  lost  or  stolen,  the  history  of  the  item  can  be  updated   online  to  reflect  this  event,  thus  protecting  consumers  from  fraud.   THE  PRINCIPLE  BEHIND  DIGITAL  CERTIFICATES   TRADITIONAL  PAPER-­‐BASED  CERTIFICATES   The  concept  of  WISeAuthentic  was  derived  from  the  practice  of  providing  a  paper  certificate  of   authenticity  with  the  purchase  of  a  luxury  product.  This  document  certifies  that  the  merchandise  is  a   genuine  article  and  commonly  includes  the  original  nature  of  the  item,  its  components,  identifying   details  such  as  the  year  of  production  and  the  serial  number  engraved  on  product.  The  document  is   issued  and  signed  by  the  manufacturer.     While  a  charming  memento  for  any  consumer,  the  paper-­‐based  certificate  offers  no  proof  of   authenticity  due  to  the  fact  that  paper  can  be   forged  with  a  comparable  amount  of  effort  already   accessible  to  those  equipped  with  the  means  to   counterfeit  products.  Once  the  product  is  in  the   market,  it  would  not  be  possible,  for  example,  to   identify  that  the  certificate  and  product  originated   from  the  manufacturer.  Furthermore,  only  an   expert  would  be  capable  of  validating  the   authenticity  of  the  product  (as  well  as  the   certificate  of  authenticity)  after  a  physical   examination.   DIGITAL  CERTIFICATES  OF  AUTHENTICITY   The  digital  certificate  of  authenticity,  as  provided   by  WISeKey,  is  issued  and  signed  by  an  authorized   certification  authority.  A  certification  authority,  or   CA,  is  a  recognized  entity  that  issues  digital   certificates.  The  digital  certificate  can  be  stored  on   a  cryptographic  chip,  either  on  a  smartcard  which   references  a  serial  number  or  unique  identification   code  that  can  be  found  on  the  item,  or  on  an  NFC   tag  on  the  item  or  smartcard.   There  are  a  multitude  of  benefits  of  using   cryptography  for  this  kind  of  authentication,  but   the  most  significant  is  that  a  certificate  on  a   cryptographic  smart  chip  or  NFC  tag  cannot  be  forged.  Cryptography  is  a  widely  available,  standards-­‐ based  technology  with  a  reliable  validation  mechanism  that  can  establish  proof  of  product  identity   over  the  Internet  using  strong  authentication.  The  digital  nature  of  the  certificate  also  opens  a   variety  of  options  for  uses  of  online  services  or  e-­‐boutiques.   PAPER  VS.  DIGITAL:  A  COMPARISON   Paper   û Can  be  forged  with  reasonably   accessible  techniques   û No  reliable  signature  or  validation   system  available   û Loss  of  control  after  delivery   Digital   ü Certificate  on  a  cryptographic  smart   chip  or  NFC  tag  cannot  be  forged   ü Based  on  widely-­‐used  and  well-­‐known   PKI  technology   ü Can  be  revoked  if  item  is  lost  or  stolen   ü Encrypted  at  military  and  bank  grade   security  levels   ü Border  patrols  and  other  agents  are   already  equipped  with  digital  readers   ü Based  on  public,  asymmetrical  keys  
  • 6. The  Anti  Counterfeiting  Solution     5   A  SUITE  OF  ADDED  VALUE   FORM  FACTOR  ALLOWS  EASY  AUTHENTICATION   The  original  WISeAuthentic  anti-­‐counterfeiting  solution  stores  the  digital  certificate  on  a   cryptographic  chip  on  a  smartcard.  The  customer  receives  the  item,  packaged  with  the  smartcard   and  a  standard  USB  card  reader.  The  UBS  reader  is  connected  to  a  computer,  allowing  the  smartcard   to  be  inserted  in  order  to  read  the  data  on  the  chip.  These  readers  are  similar  to  those  that  border   patrols  and  customs  agents  use  to  verify  identification  cards.   WISeAuthentic  has  been  enhanced  to  support  Near  Field  Communication  (NFC)  technology.  It  is  now   possible  to  have  the  item  or  a  smartcard  with  a  contactless  NFC  chip  rather  than  a  standard  contact   chip.  The  certificate  is  still  stored  with  the  same  level  of  security,  but  now  an  NFC-­‐equipped  smart   phone  can  be  used  to  read  the  certificate  and  access  the  online  authentication  platform.   It  is  possible  to  protect  some  luxury  products  by  attaching  an  NFC  chip  using  PH-­‐neutral  glue.   Anyone  would  be  able  to  read  the  NFC  tag  with  a  smart  phone  and  immediately  verify  the   authenticity  of  the  object  using  the  online  platform.  Each  time  the  tag  is  read  by  a  smart  phone,  the   action  is  recorded  in  the  item’s  database,  potentially  helping  authorities  locate  stolen  or  lost  goods.   REAL-­‐TIME  SALES  DATA   At  the  time  of  the  sale,  the  reseller  will  activate  the  guarantee.  The  guarantee  details  are  stored  on   the  cryptographic  chip  and,  when  the  reseller  activates  it  at  the  time  of  sale,  this  action  activates  the  
  • 7. The  Anti  Counterfeiting  Solution     6   product  warranty  and  proof  of  authenticity  for  third  parties.  Activation  always  takes  place  online,  so   it  will  not  matter  if  the  sale  is  made  by  a  boutique,  reseller  or  an  auctioning  platform.   The  WISeKey  platform  updates  the  object  database  with  the  record  of  the  sale.  These  details  can   also  be  tracked  online  in  real-­‐time  for  sales  data  completely  independent  of  intermediaries.   Importantly,  WISeAuthentic  always  preserves  the  anonymity  of  the  object’s  owner,  as  only  the   authenticated  item  and  the  reseller  are  recorded.     This  activation  process  enables  the  manufacturer  to  benefit  from  precise  and  real-­‐time  sales  data.     PRODUCT  TRACKING   The  end  customer  will  be  able  to  access  a  web  authentication  platform  using  their  easy-­‐to-­‐read  NFC   tag  or  standard  smartcard.  Following  product  authentication,  the  end  customer  will  have  access  to   such  product  characteristics  as  its  pedigree  or  history,  documentation  or  manuals,  pictures,  and   more.   The  cryptographic  chip  stores  the  product’s  identity,  but  the  item’s  record  is  centralized  so  that  the   information  found  on  the  authentication  platform  can  be  changed  and  updated  as  necessary.  It  is   this  feature  that  allows  the  system  to  assist  in  tracking  stolen  items.   MARKETING  CAPABILITIES   The  end  customer  can  also  be  granted  access  to  an  exclusive  online  platform  using  the  very  strong   authentication  provided  by  the  smartcard  or  NFC  tag.  This  platform  can  become  an  exclusive  social   media  platform  reserved  for  owners.  Manufacturers  can  use  this  system  for  highly  effective   customer  relationship  marketing  purposes.     Markeing   Personalized   messages   Direct  connecion   with  all  your   customers,   without   intermediaries   Ani-­‐ Counterfeiing   Strong  authenicaion   Online  verificaion   Warranty  fraud  protecion   Sellout   Sales  reporing  and  Traceability   Monitoring  of  markets   Gray  market  control  
  • 8. The  Anti  Counterfeiting  Solution     7   PROVEN  TECHNOLOGY   The  WISeAuthentic  solution  is  not  based  on  a  manufacturing  secret.  WISeAuthentic  is  built  on   proven  Public  Key  Infrastructure  (PKI)  technology,  which  has  been  used  in  the  banking  industry  and   national  defense  agencies  for  more  than  20  years.  WISeAuthentic  uses  PKI  to  create  a  digital   certificate  that,  like  an  electronic  fingerprint,  contains  the  product’s  identity  code.   100%  AUTHENTIC  ONLINE  AUCTIONS  OR  RETAIL  SHOP   BE  GENUINE  ONLINE   WISeAuthentic  is  an  anti-­‐counterfeiting  solution  that  uniquely  provides  the  100%  authentic   guarantee  of  a  genuine  item  over  the  Internet.   The  Internet  has  become  an  unparalleled,  or  unavoidable,  sales  network.  Unfortunately,  it  is  the   platform  through  which  most  counterfeit  objects  are  sold.  WISeAuthentic  enables  brands  to  equip   their  products  so  that  they  can  be  identified  online,  certified  as  genuine  before  the  sale  and   therefore  increasing  customer  confidence  in  the  object  as  well  as  the  online  shop.   This  concept  is  applicable  for  any  official  retailers  or  authorized  auctioning  platforms.      
  • 9. The  Anti  Counterfeiting  Solution     8   SUCCESS  STORY   HUBLOT  GENÈVE   Hublot  became  the  first  company  in  the  world  to   protect  all  of  their  watches  with  WISeAuthentic  when   the  solution  was  adopted  by  the  luxury  watch   manufacturer  in  2009.  WISeAuthentic  combines  state-­‐ of-­‐the-­‐art  technology  with  Hublot’s  strong  tradition  of   watchmaking  know-­‐how  to  attain  the  highest  level  of   counterfeiting  protection  for  its  products.  In  addition  to   using  a  smartcard  to  prove  the  identity  of  the  watch,   WISeAuthentic  can  provide  complete  life-­‐cycle   information  beginning  with  the  origin  of  the  watch.     WISeAuthentic  was  rolled  out  to  over  400  boutiques   worldwide.  The  deployment  was  completed  at  the  end   of  April  2009,  and  it  has  received  high  praise  from  the   reseller  network  ever  since.  WISeKey  also  installed  the   solution  in  Hublot’s  manufacturing  and  after-­‐sales   departments  to  provide  customers,  owners  and   resellers  with  additional  value-­‐added  services  in   addition  to  offering  a  fool  proof  method  of   identifying  a  genuine  Hublot  watch.   WISeAuthentic  provides  a  secure  platform  that  is   accessed  via  the  watchmaker’s  website,  allowing  the   watch  to  be  identified  and  authenticated,  along  with   other  post-­‐sales  services  that  are  reserved  uniquely   for  clients.     Hublot’s  management  is  highly  satisfied  with  the   WISeAuthentic  deployment.    Not  only  are  the  risks  of   watches  being  counterfeited  greatly  reduced,  the   sales  are  monitored  in  real  time,  allowing   quantifiable  direct  marketing  activities  and  control  of   the  grey  market.         “ I  am  proud  to  be  the  pioneer   in  this  domain,  as  even  though   imitation  is  flattering,   manufacture  of  counterfeit   watches  is  an  inacceptable   plague  for  the  whole  of  the   watchmaking  industry,  and   we  must  use  every  means   possible  to  fight  it.  ”   −  Jean-­‐Claude  Biver,  Hublot  
  • 10. The  Anti  Counterfeiting  Solution     9   PROTECTING  BRANDS  WORLDWIDE   WISEAUTHENTIC  MARKETS   WISeKey’s  innovative  technology  offers  a  100%   proof  of  authenticity  needed  by  many  industries   affected  by  counterfeiting.    After  three  years  of   research  and  development  in  collaboration  with   the  luxury  goods  industry,  WISeKey  launched  a   Business  Unit  in  2009  dedicated  to  better   understanding  the  needs  of  these  specific   industries.  The  objective  is  to  address  and  fight   the  counterfeit  market,  which  represents   approximately  five  to  seven  per  cent  of  all  world   trade.   Thanks  to  the  proximity  of  our  global   headquarters  in  Geneva,  the  WISeAuthentic   platform  was  developed  with  the  input  of  fine   watchmakers.  The  market  debut  of  the  solution   was  in  collaboration  with  two  luxury  timepiece   manufacturers.  WISeAuthentic  has  been   endorsed  by  the  president  of  the  “Fédération   Horlogère  Suisse”  as  the  best  practice  for  a   global  anti-­‐counterfeiting  strategy.     The  technology,  infrastructure  and  value   proposition  of  WISeAuthentic  has  been   customized  to  support  many  markets  and  their   anti-­‐counterfeiting  efforts,  including:     • Luxury  goods   • Gemstones  (diamonds,  etc.)   • Arts   • Pharmaceuticals   • Aeronautic  parts   WISeAuthentic  solution  is  a  bespoke  solution  that  can  be  tailored  to  suit  specific  business  needs.       WISEAUTHENTIC  BENEFITS   For  the  manufacturer   • Unique  anti-­‐counterfeiting  solution  that   is  impossible  to  forge   • Retroactively  applicable  to  items  already   on  the  market,  such  as  vintage  or   antiques   • Online  lifecycle  tracking  system  of  sales,   delivery  and  after  sales  services   • Control  over  the  grey  market   • Fraud  prevention   • Direct  marketing  to  the  end  customer   without  any  intermediaries   • Easily  deployed   • Uses  proven  technology  based  on  known   standards  and  normal  equipment   For  the  customer   • Simple  method  to  prove  the  value  of  the   acquisition   • Value-­‐added  feature  facilitating  resale   • Proof  of  authenticity  for  third-­‐parties   • Advance  information  on  new  collections   and  limited  editions   • Invitations  to  exclusive  events  and  other   offers   • Peace  of  mind  
  • 11. The  Anti  Counterfeiting  Solution     10   “ From  the  illegal  export  of   protected  commodities  to  the   use  of  supply  lines  by  terrorist   groups  and  transnational   criminal  networks,  illicit  trade   hinders  the  fundamental   building  blocks  of  development,   democracy,  human  rights  and   rule  of  law.  It  supports  corrupt   practices  among  government   officials  and  private  citizens   alike.  The  value  of  illicit  trade   globally  rivals  the  individual  GDP   of  most  members  of  the  G8.  1  ”   WISEKEY  ON  ILLICIT  TRADE   WISeKey  is  a  member  of  the  World  Economic  Forum   Global  Agenda  Council  on  Illicit  Trade.  Established   four  years  ago,  the  Global  Agenda  Councils  are   select,  invitation-­‐only  groups  aiming  to  find  solutions   to  address  major  global  challenges.   WISeKey  has  actively  participated  with  the  Council,   authoring  a  white  paper  and  contributing  to  a  report   on  technologies  used  in  the  fight  against   counterfeiting.,  your  active  participation  and   guidance  will  be  essential  in  ensuring  that  the   Council  delivers  pertinent  insights  and     Recognizing  WISeKey  as  one  of  the  world's  most   relevant  companies  developing  solutions  to  fight   counterfeiting,  WISeKey’s  founder  and  CEO  Carlos   Moreira  was  named  Vice-­‐Chair  of  the  Global  Agenda   Council  on  Illicit  Trade  2012.1                                                                                                                               1  Global  Agenda  Council  on  Illicit  Trade  2011.  http://www.weforum.org/content/global-­‐agenda-­‐council-­‐illicit-­‐ trade-­‐2011  
  • 12. The  Anti  Counterfeiting  Solution   ©  WISeKey  S.A.  2012.  All  rights  reserved.       11   ABOUT  WISEKEY   Wherever security relies on identity, WISeKey has the solution. WISeKey  is  a  leading  information  security  and  identity  management  company,  and  provides   specialized  security  technologies  for  data  protection,  and  effective  identification  and  authentication   of  people  and  objects,  over  closed  networks,  physical  infrastructures,  and  the  Internet  to  ensure   secure  communications  and  transactions,  without  compromising  trust.       With  more  than  a  decade  of  leadership  in  information  security  and  identity  management,  WISeKey’s   solutions  aim  to:     • Protect  you  from  eavesdroppers  and  data  theft  with  its  Mobile  Security   • Protect  your  organization  from  data  leakage  or  theft  with  its  Online  Trust  Solutions   • Protect  your  products  from  counterfeiters  and  the  grey  market  and  offer  direct  marketing   possibilities  with  its  Digital  Brand  Management   WISeKey,  a  World  Economic  Forum  Global  Growth  company,  is  headquartered  in  Geneva,   Switzerland,  and  has  regional  subsidiaries  around  the  world.    Since  1999,  WISeKey  has  successfully   deployed  solutions  to  resolve  advanced  e-­‐security  issues  for  organizations  in  industry  sectors  such  as   defense,  health,  education,  finance,  and  government.   WISeKey  S.A.   World  Trade  Center  II   Route  de  Pré-­‐Bois,  29   P.O.  Box  853   CH-­‐1215  Geneva  15   Switzerland   Phone:    +41  22  594  3000   Fax:     +41  22  594  3001   http://www.wisekey.com   http://www.wiseauthentic.com     For  more  about  WISeAuthentic  and  WISeKey’s  Digital  Brand  Management,  please  contact:   Digital  Brand  Management     Sales  Department     Phone:  +41  22  594  3000   E-­‐Mail:  sales@wiseauthentic.com