Counterfeiting: World fastest growing industry

1. The Holography Times
The Holography Times
Vol. 6, Issue 18 June 2012 | Volume 6 | Issue 18
Japan
China $ 75 billion
$ 60 billion
Indonesia
$ 4.8 billion
South Korea
$ 14.2 billion
Australia
$ 2.89 billion
HoMAI quarterly newsletter
www.homai.org
Endeavour to protect products and people
Counterfeiting
World’s fastest growing industry
United States
$ 225 billion
Mexico
$ 75 billion
Germany
$ 32.25 billion
Canada
$ 30 billion
Russia
$ 29 billion
Hungary
$ 4.6 billion
France
$ 8.5 billion Turkey
United Kindom
$ 21.6 billion
Brazil
$ 15 billion
Colombia
$ 4.5 billion
Paraguary
$ 12 billion
$ 6 billion
Italy
Saudi Arabia
$ 4 billion
$ 9.3 billion
India
$ 5.09 billion
We MAKE It
They FAKE It...
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2. The Holography Times
Vol. 6, Issue 18 News Bytes
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3. The Holography Times
Vol. 6, Issue 18
Viewpoint
Dear Readers,
Welcome to the 18th issue of The Holography Times.
Counterfeiting is emerging as world fastest growing
industry and currently estimated to represent up to 10
percent of world trade. The last decade has experienced
a boom in counterfeited products, which is no longer
limited to luxury goods.
With the increasing problem, all over world brand owner
and organisation adopted various anti-counterfeiting
technologies. But in absence of global standard,
choosing an right anti-counterfeiting security solution
was a complicated feat.
To counteract this problem, in 2009, ISO initiated to
develop standards respectively for tackling counterfeiting
of material goods and fraud. The Standards “ISO
12931, Performance criteria for authentication tools
for anti-counterfeiting in the fi eld of material goods”
are published on June 2012. (http://www.iso.org/iso/
catalogue_detail?csnumber=52210).
This issue brings our cover story on “Fight against
counterfeiting: world fastest growing industry” along-with
highlight on the new ISO standards 12931. These
all will help you in choosing the right strategy and
solutions against counterfeiting. Apart from this, the
issue also covers, industry updates including news,
patents, fi nancial analysis and much more.
Do send us your feedback / critics as always at
info@homai.org.
With Regards,
Editor
In this issue
Fight against
counterfeiting;
world fastest
growing industry
By C S Jeena
6
12
ISO 12931:
Anti-counterfeiting solutions
to gain back profi ts
By Jean-Michel Loubry
Engaging consumer in
brand authentication
By Adam Scheer
13
News Bytes 4
Industry Updates
Corporate Scoreboard 15
Counterfeit Seizure Report 17
Global Patents 18
Upcoming Events 19
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4. The Holography Times
Vol. 6, Issue 18
News Bytes
Liquor bottles in Jammu & Kashmir
to carry HEAL
It will be the 20th state in the country to adopt the practice aimed at
increasing revenue and checking sale of spurious liquor
New Delhi: Jammu & Kahsmir
will be the 20th state in the
country that will shortly make a
mandate for all liquor companies
to use holographic exsice
adhesive label (HEAL) on their
bottles to prevent counterfeiting.
This year three States Jharkhand,
Jammu & Kashmir and Goa have
announced starting using EAL in
aim to increase state revenue and
curb illicit liquor.
According to Mr. Pradip
Shroff, President, Hologram
Manufacturers Association of
India (HoMAI) “It reafirms the
hologram’s position as a pre-eminent
security feature in the
global anti-counterfeiting ight.
Usage of HEAL’s by various state
excise departments provides
them an authentic tool to
differentiate illicit liquor and
helps in ighting against anti-counterfeiting.
Mandated usage
of HEAL’s by States like Uttar
Pradesh, Tamil Nadu, Uttrakhand,
Madhya Pradesh, Pondicherry,
Delhi, Chhattisgarh, etc. has not
only minimized the tragedies due
to spurious liquor but have also
substantially increased the excise
revenue collection by more than
20-25 percent.”
Source: www.homai.org
Did You Know?
State and Union Territory (UT) in India using HEAL/EAL’s with annual capacity
State/Union Territory Year of Introduction* Annual Volume (crore) in 2011
Andhra Pradesh 1996 2,64
Chattisgarh 2005 72
Goa (in Process) 2012 NA
Haryana 2009 90
Himachal Pradesh 2011 7
Jammu and Kashmir (in process) 2012 NA
Jharkand (in process)1 2012 54
Karnataka 2002 240
Kerala 2002 70
Madhya Pradesh 2007 72
Meghalaya 2009 NA
Orissa 2007 48
Punjab 2011 50
Rajasthan2 2005 72
Sikkim 2010 NA
Tamil Nadu 1999 300
Uttrakhand NA 15
Uttar Pradesh 2001 180
Delhi (UT) 2009 36
Puducherry (UT) 2006 12
1 Figure of Jharkhand are for year 2012.
2 State excise department stopped the usage of HEAL since November 2010;
NA Not Available
1 crore = 10 million
source: www.homai.org
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5. The Holography Times
Vol. 6, Issue 18
News Bytes
Holorad won UTAH innovation award
Salt Lake City, USA: Holorad
a privately held LLC located
in salt Lake city, USA had
won the prestigious 2012
UTAH innovation award for
development of “Glasses-free
color animated 3D holograms”.
The award was presented by
Senator Orrin Hatch and Richard
Nelson, President and CEO of the
Utah Technology Council.
“Our glasses-free 3D holograms
offer a thrilling and engaging
experience for the observer,
with broad applications in
advertising, entertainment,
consumer products, and medical
imaging. Holorad appreciates this
recognition and is honored to be
considered among Utah’s leaders
in innovation,” said Daniel Burman,
President and CEO of Holorad.
Founded in 2005, the company
proprietary technologies
enable the production of deep
glasses-free color animated
3D holographic images
for advertising signage,
entertainment and event venues,
consumer products, and medical
imaging. Holorad’s “Glasses-Free
Color Animated 3D Hologram”
technology allows the observer
to reach in and interact with 3D
holographic images. ■
Source: www.holorad.com
API launched chrome brand security
API Holographics has
launched enhanced chrome-based
hot stamping security
foil for use on vehicle number
plates. Speciically designed to
be weather and heat resistant,
chrome foil adheres to a range of
different relective substrates and
can be used to print wallpaper or
registered holographic images
onto vehicle license plates.
Chrome foil joins the company’s
extensive range of pigment and
holographic foils to offer what is
being positioned as the “complete
package” for government
and vehicle registration
organisations. The pigment foils
can be either plain or inscripted
with the customer’s own text
speciically for the numbers and
letters of a licence plate, while
the company’s holographic
foils are perfect to add different
levels of security to 3rd licence
plate labels, tax discs and other
windscreen permits.
API Holographics’ Managing
Director Stephen Clarke
comments: “In the last year, we
have actively been looking to
improve and expand our offering
of security solutions, while
making them more targeted at
the end user. With the launch
of the chrome foil, we feel we
now have the complete package
of formidable, fully integrated
security solutions that can help
governments, vehicle registration
organisations and transport
organisations worldwide stay one
step ahead of the counterfeiters
and tax evaders.” ■
Source: www.apigroup.com
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6. The Holography Times
Vol. 6, Issue 18
Fight against
counterfeiting;
World fastest growing industry
By C S Jeena
Counterfeiting is emerging as the world fastest growing industry and
represent up to 10 percent of world trade. Termed as crime of 21st
century, it is affecting almost all economies and sectors. As per sources,
alone in pharma, the illicit sales is increasing with more than 12 percent
annually worldwide, nearly twice the pace of legitimate pharma. The
conditions is almost similar in other segment / sectors. The article also
highlights the solution / strategy which can be the fi rst preventive step to
fi ght against this global emerging problem.
Table I: Alphabetical Index of Black Market Products
Counterfeit Sector Value in USD
Aircraft parts 2 billion
Alcohol 1 billion
Auto parts 45 billion
Batteries 23 million
Clothing 12 billion
Cosmetics 3 billion
Drugs 200 billion
Electronics 169 billion
Foods 49 billion
Fake Diplomas and Degrees 1 billion
IDs and Passports 100 million
Lighters 42 million
Money 182 million
Pesticides 735 million
Purses 70 million
Shoes 12 billion
Sporting Goods 6.5 billion
Tobacco 4 billion
Toys 34 billion
Watches 1 billion
Weapons 1.8 billion
Source: www.havocscope.com/products/
Growth, proit, loss, capital,
infrastructure, changing trends…
these terms may sound generic
but form the very basis of all
industries, across the globe.
While these inherent attributes
co-exist from the very genesis of
any commercial venture, another
aspect that has emerged as one of
the most common components of
the industrial DNA is Counterfeit.
Have you come across brands
like Colget or Sunsleek or Fair
Lonely or a Godreg refrigerator?
If you thought them to be typing
errors, it is time for a reality check.
These brands do exist. They look
the same, feel the same, taste or
work the same…the differentiating
factor from the original is quality.
They are Counterfeits!
Be it FMCG, Pharma, Currency,
Electronics, Cosmetics or Auto;
name the industry or the product
category and one can easily ind
the counterfeit/fake versions
(As indicated in Table I). What
has further pushed this parallel
market is the opening up of the
global economy and the challenges
posed by the globalization. The
result is absolute violation of
IPR, loss to nation revenue and
staggering brand value.
6 www.homai.org

7. Vol. 6, Issue 18 Cover Story
The Holography Times
Global Penetration
Counterfeit is a global crime, a
fraud plaguing all economies
alike with all countries are
attempting to ight this growing
menace through their respective
regulatory matrix. “The
International Anti-Counterfeiting
Coalition (IACC)” has claimed it
to be problem scoring revenue
losses of almost USD 600 billion,
per annum1.
It is crucial to note that
Counterfeiting as a problem
does not exist in isolation. Over
the years, it has emerged as an
organised crime, as the illegal
money once again gets circulated
back in the market through illegal
vehicles like smuggling, human
traficking, gambling and money
laundering, among others.
The Federal Bureau of
Investigation has termed it as
“Counterfeiting – Crime Of 21st
Century”. According to agency,
in comparison to counterfeiting,
bank robberies account for
less than $100 million per year,
globally. Today, counterfeiting has
spread across the globe affecting
developed as well as non-developed
countries.
After the sectoral snapshot,
here is a global mapping of top
20 counterfeit markets and the
extent of counterfeit that exists
in some of the leading economies
today (As detailed in Table II).
While it samples the economic
loss, the huge amount of human
capital being lost on account of
spurious drugs and products
remain unaccounted for.
Table II: Ranking of top 20 counterfeit markets
Country Name Value in USD
United States 225 billion
Mexico 75 billion
Japan 75 billion
China 60 billion
Germany 32.25 billion
Canada 30 billion
Russia 29 billion
United Kingdom 21.6 billion
Brazil 15 billion
South Korea 14.2 billion
Paraguary 12 billion
Italy 9.3 billion
France 8.5 billion
Turkey 6 billion
India 5.094 billion
Indonesia 4.8 billion
Hungary 4.6 billion
Colombia 4.5 billion
Saudi Arabia 4 billion
Australia 2.896 billion
Source: www.havocscope.com/products/
1. International Anti-Counterfeiting Coalition [About Counterfeiting], https://iacc.org/
about-counterfeiting/
www.homai.org 7

8. The Holography Times
Vol. 6, Issue 18
Cover Story
Monitoring
developing IP
strategy
Protection /
usage of
technology
Designing /
Formation of
brand risk
management
Figure 1: An end to end holostic brand protection strategy for brand owner.
The road to
Counterfeits…
Going by the numbers and
lack of awareness, one can
easily say that counterfeiting is
being seen as not a crime but a
lucrative business opportunity.
Proliferation of counterfeits
is a compound impact of a
number of socio-economic and
legal patterns. For instance,
the tightening of the banking
norms left black marketers with
a lot of unused capital, which
they happily re-invested in this
parallel market, which promised
them immediate and largergains.
The changed priorities of the
legal system in wake of larger
national threats like terrorism
that made way for a smooth
trade of the fakes; acceptance
of fakes in the industry as an
essential trait; cost-effectiveness;
easy availability; closeness to
the original; aspirational value
attached with brands and the
growing social boom, which has
offered multitudes of platforms
of buying products. According
to a study conducted by Gallup
survey, counterfeiting is viewed
as a crime of easy proits and easy
production with little or no risk
to the producers and sellers.
Solutions:
The road ahead…
What the Brand owners can do?
The solution to this ever-growing
menace lies at the very core of the
product i.e. a dire need to create
an end-to-end holistic brand
Adopt new
ISO
Standards
12931
protection strategy (See igure 1).
This strategy can be broken into
various stages.
1. Analysis / Changes in
approach towards Brand
protection: As a irst
step, every CEO or Brand
owner should take the
responsibility of brand
attack and make Brand
Risk Management (BRM)
an intrinsic part of his
business plan, review and
report. The team may
comprise of CEO/ Brand
owner; Brand Managers;
Head of Marketing, Product
development, Sales, Logistic,
Packaging, Manufacturing
or outside consultant
accountable for the brand.
The idea is to curb the
penetration of counterfeits,
across levels. The team can
periodically review the BRM
by analysing various issues
like:
i) Product categories
markets
ii) Buyer proiles
iii) Supply chain management
and SWOT analysis of the
counterfeiters.
2. Make a customized
integrated solution: This
can be done by increasing
the participation of co-opting
consumer or
channel partner and by
conducting veriication,
raids or ensuring strong law
enforcement.
team
Analysis /
change in brand
protection
approach
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9. Vol. 6, Issue 18 Cover Story
The Holography Times
3. Emphatic use of
technology: Use a secure,
anti-counterfeiting device
comprising overt, covert
forensic security features
like security hologram seals
and labels, tamper evident
security ilms and light-sensitive
ink designs.
While there are number of
technologies available in
the market, it is advisable to
choose smart and at the right
time while keeping track of
some basic guidelines like:
i. Find a vendor who can
provide you overt as well
as covert technologies as
it is important to select
a solution using multiple
technologies.
ii. Seek help from an
established trade
association to select ethical
vendor, best practices
and resources to ight
counterfeiting.
iii. Select the technology in
terms of the dificulty to copy
/ tamper evidence posed
by it (preferably patented),
uniqueness, availability of
suppliers, identiiable and
user friendliness.
iv. Solutions should also
have feasibility of being
integrated with the
automated production /
packaging line if required,
especially wherever the
volumes are very large.
v. Try to combine low and
high security elements to
enhance protections, for
example, by integrating
sequential or unique
numbers in the solution.
4. Monitoring and
developing an Intellectual
property strategy: The
technology solution can
be helpful in identifying
and authenticating the
original from counterfeit. It
is however very important
that a planned surveillance
program be in place to
constantly monitor that
there is no infringement.
Equally important when
an infringement is seen, an
immediate action must be
taken so that the guilty is
punished and others sitting
on the “fence” are deterred.
5. Adopt New ISO Standards
12931 “Performance
criteria for authentication
tools used in anti-counterfeiting
or material
goods”: The new ISO
12931 will be a very
useful document for any-one
who wants to follow
globally accepted standards
and approach to ighting
against the counterfeit.
The ISO document can
be seen on http://www.
iso.org/iso/catalogue_
detail?csnumber=52210. It
is strongly recommended
that all brands who want to
have a safety net of a global
standard, should plan to
comply with this standard.
The new ISO 12931 will be
a very useful document for
any-one who wants to follow
globally accepted standards
and approach to fi ghting
against the counterfeit.
www.homai.org 9

10. The Holography Times
Vol. 6, Issue 18
Cover Story
Consumer education on
ill effects of counterfeiting
Figure 2: An initial anti-counterfeiting strategy for Government
What the Government
can do (See igure 2)?
1. Amendment in Company
Law: As an initial step,
Government can make it
mandatory for every company
to incorporate “Brand Risk
management” as a part of their
annual report forstakeholder
welfare.
‘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 the protection of brand
and product and that the same
message is received by all.
This can be done by stating
it on the company corporate
governance, annual report
and intranet in text and video.
For example. companies like
HP / Microsoft have a section
on their website that deines
their steps towards product
protection.
2. Consumer education on ill
effects of counterfeiting:
The Government should
start educating consumer on
ill effects of counterfeiting.
Educating consumers can play
off. For example the success
of IACC college outreach
campaign in which students at
US universities were educated
about the issues associated
with counterfeiting. Similarly
Government can start such
program at management
Encourage companies /
Organisation to adopt new
ISO Standards 12931
institutes and Universities
educating the youth, marketing
students, consumers and
Brand manager the ill effects of
counterfeiting and importance
of Brand Protection.
3. Encourage companies/
Organisation to adopt new
ISO Standards 12931: Further,
the Government can encourage
brand owners to adopt and
implement new ISO Standard
12931—a new weapon termed
as “Performance criteria for
authentication tools used in
anti-counterfeiting or material
goods”. Published on 1 June
2012, it has been designed
to help the brand owners in
identifying most relevant anti-counterfeiting
solution to meet
the company / organisation
strategy.
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 proits
- Government receiving
increased revenue, which can
be used for betterment of the
society
Amendment in Company
Law - Brand Risk
Management should be
treated as part of risk
management under
Corporate Social responsibility
10 www.homai.org

11. The Holography Times
Vol. 6, Issue 18
Cover Story
www.homai.org 11

12. The Holography Times
Vol. 6, Issue 18
New Standards
ISO 12931: Anti-counterfeiting Solutions to
gain back proits!
By Jean-Michel Loubry
Author is a specialist of traceability solutions and Chairman of ISO/ Project Committee 246 “Anti-
Counterfeiting Tools” and a technical traceability expert on authentication standards. He is an
electronics engineer and graduate in strategic management, and has made his career in major hi-tech
companies of the telecommunication sector, starting in research and development, then pre-sales
manager for export markets, and product marketing manager. He managed the French national
traceability center from 2006 to 2011. He can be contacted at +33 (0)6 42 47 58 56 or by email at
jmloubry@gmail.com.
Counterfeiting is not something
that just happens to luxury
goods. Believed to account for
up to 10% of global commercial
transactions, all markets are at
risk of fakes and forgeries.
Because they are not regulated
many counterfeited products
present dangers to the health
and safety of individuals. Not
only they distort competition
and violate intellectual property
rights of legitimate producers,
undermining fair trade and
distorting tax revenues, but they
also generate risks for consumers,
users and the supply chain.
Counterfeiting can signiicantly
reduce the proitability of
legitimate business. The risks are
important: loss turn-over, stolen
know-how, loss jobs and wrongful
lawsuits following accidents
caused by counterfeit products
(that are almost impossible to
prove as such).
These costs can compromise the
long-term survival of a business.
It is therefore crucial to protect
products and material goods,
especially in turbulent economic
times, when businesses must
maximize their proitability.
Choosing an anti-counterfeiting
security solution today is a
complicated feat. Although
many options exist, a lack of
harmonized requirements
distorts comparison.
The ISO project committee, ISO/
PC246, Anti-counterfeiting tools,
has developed a standard that
deines the performance criteria
for authentication solutions
used to combat counterfeiting
of material goods ». This new
standard, referenced as ISO
12931, is objective-oriented
and applicable to all anti-counterfeiting
security solutions.
Choosing only the best
The irst step in the ight against
counterfeiting is to deine a
strategy:
• Select a product
• Establish where and how it
is produced
• Look at how it is distributed
• Decide who and how it can
be controlled
• Determine the level of risk.
“All markets are at risk of fakes
and forgeries”
The security solution chosen for
protection against counterfeiting
will depend on the answers to
these questions. The standard
will help businesses to select the
most relevant anti-counterfeiting
solution to meet the company’s
strategy. It will also make it
easier to compare and verify
the required performance level
with that promised by security
vendors. In particular, small
businesses lacking the resources
to conduct similar investigation
will beneit from ISO 12931.
Suppliers too will beneit
standardized criteria to better
present the performance of the
security solutions they offer.
The standard will also facilitate
the implementation and usage of
anti-counterfeiting solutions. By
harmonizing global efforts, ISO
12931 will ensure that the ight
against counterfeiting is even
more effective.
The standard will be useful for
brand owners, suppliers and
authorities. All of these groups
have been involved in the project
since the very beginning, when
the Association française de
normalisation (AFNOR), ISO
member for France, prepared
the original proposal for this
International Standard in 2008.
ISO/PC246 enjoys a diverse and
international collaboration and
a strong willingness to succeed -
in a good sign for both users and
producers of material goods who
are victims of fake and forgeries.
ISO 12931:2012 is published on
the ISO website since June 1st.
12 www.homai.org

13. The Holography Times
Vol. 6, Issue 18
Global View
Engaging Consumers in
Brand Authentication
by Adam Scheer
Adam Scheer is the senior director, strategic marketing and
business development, of JDSU’s Advanced Optical Technologies
business. Prior to his current role in JDSU’s Advanced Optical
Technologies business, which he assumed in May 2010, Scheer
was Marketing Director for the JDSU Authentication Solutions
Group, a position he took on following JDSU’s purchase of
American Bank Note Holographics, Inc.
(“ABNH”) in February 2008. Before joining
ABNH, Scheer served as a senior executive
in the technology and chemical industries.
Scheer holds a B.A. in history, cum laude,
from Williams College and an M.B.A. in
management, earned with distinction, from
New York University’s Stern School of Business
where he was named a Stern Scholar.
Illegal pharmaceutical sales
are increasing at more
than 12 percent annually
worldwide—nearly twice
the pace of legitimate
pharmaceuticals—and
could be on pace to become
a $75 billion industry.
Supply drivers include
the advent of inexpensive
and sophisticated imaging
technologies and the growing
range of distribution channels
facilitated by the Internet.
Undermining the proitability
and brand integrity of major
pharmaceutical irms, these
threats endanger millions
of people who rely on the
authenticity of prescription
and over-the-counter drugs.
Government actions to
slow the proliferation of
fraudulent pharmaceuticals
through regulation and
law enforcement can only
address the supply drivers;
counterfeiting is also driven
by powerful demand drivers
and government alone
cannot control substances
for which there is a high
domestic demand fulilled
by enterprising criminal
organizations. To adequately
address the root cause of
counterfeiting, the consumer
needs to be part of the solution.
Indeed, consumers consciously
or not are often complicit
counterfeiting. Very often, if
they think they are getting
something close to the real
thing for a substantially lower
cost, they will look the other
way. With pharmaceuticals,
they may not understand
why purchasing product
through authorized channels
is important or why certain
products are dificult to
obtain without a doctor’s
prescription. They may also
be willing to take chances
with something cheaper as
long as a big-name brand logo
is afixed to the front of the
item and printed on the box.
So, with all these factors
working against them,
how can drug companies
protect their brands without
alienating consumers? There
are, in fact, quite powerful
solutions.
Government actions to
slow the proliferation of
fraudulent pharmaceuticals
through regulation and
law enforcement can only
address the supply drivers
www.homai.org 13

14. The Holography Times
Vol. 6, Issue 18
Global View
Consumers often greet
authentication with a groan.
Authenticating identity can
mean long lines at airports.
Authenticating a credit card can
mean pulling out a driver’s license
as backup. Proving that “you’re
you” online means remembering
any number of usernames and
passwords. Consumers are
willing to do it, but there’s rarely
any joy in it.
The key for drug manufacturers
trying to engage consumers in
effective authentication is to create
a positive experience: entertain
the user in some fashion and
show that they’re getting value.
The simplest way to entertain is
to offer visually pleasing graphics.
For example, holograms can be
constructed that show elaborate
motion. Labels can integrate
these holograms with pigments
that shift colors as viewing angles
change.
These visually pleasing, overt
features work because the
expertise and materials needed
to create and manufacture
sophisticated, pigmented
holograms and labels are hard to
obtain. Counterfeiters can’t create
holograms with lip images and
microtext in a garage, nor can they
buy sophisticated pigments on
the open market. Consumers can
immediately tell the difference
between a highly designed,
expensive-looking label and a
cheap knockoff. And it’s a pleasing
experience: the consumer sees
the quality and relishes the value.
Digital tools can complement
overt visual effects to both
enhance the robustness of an
authentication program and
to engage the consumer in a
different way. One example is
where a product’s ID is tracked
throughout the distribution cycle
and the customer purchase. With
this technique, the customer’s
involvement in the process
generates a stronger brand and
greater customer loyalty. Here’s
how it can work:
• The manufacturer generates
an ID code for a particular
product.
• A specialized printer integrates
the code onto a sophisticated,
overt-authentication label.
• The manufacturer afixes the
label to the product and/or its
packaging.
• Tracking data for the code is
managed by a data center:
when and where it was
shipped, customs information,
when it was sold and by whom,
etc.
• The end-consumer can go
online and register the code
in exchange for a warranty,
special offer, or other incentive.
The customer experience
reinforces the exclusivity of
the brand and opens a line of
communication between the
customer and the manufacturer.
This increases brand loyalty and
offers greater sales opportunities
for the manufacturer. It is a
win-win solution that can
reduce losses to counterfeiting
signiicantly.
The counterfeiting of
pharmaceuticals is a serious,
expensive problem. The
technologies and techniques are in
place to stop a large proportion of
it. Fortunately for manufacturers,
stopping this kind of fraud can
improve the customer experience,
increase margins, and generate
even stronger brand loyalty.
The key for drug
manufacturers trying to
engage consumers in
effective authentication is to
create a positive experience:
entertain the user in some
fashion and show that they’re
getting value. The simplest
way to entertain is to offer
visually pleasing graphics.
14 www.homai.org

15. The Holography Times
Vol. 6, Issue 18
Industry Updates
Corporate Scoreboard:
Financial analysis: Hologram Industries, France
Hologram Industries SA, provider of anti-counterfeiting
and authentication solutions based on
optical and digital technologies worldwide Q1 FY12
results shows positive results in expectations. The
company reported sales of €9.7 million for Q1 FY12
an increase of 7% in comparison to sales of €9 million
(Q1 FY11) a year ahead. For the irst quarter 2012 the
sales volume from new business amounted to € 1.5
million, up 26% from the same period in 2011.
Slow growth in comparison to last 4 Quarter:
The growth of irst quarter sale by 7% is although less
in comparison to last consecutive four quarter sales
for FY 2011 in which company sales grow by more
than 20%.
Table 1: Quarterly comparison of sales
Sales FY FY Change FY Change
€ million 2010 2011 2012
Q1 6.5 9.0 +40% 9.7 +7%
Q2 8.9 11.3 +26% - -
Q3 8.1 9.9 +23% - -
Q4 8.5 12.9 +53% - -
Total 32.0 43.2 +35% 9.7 -
Continuation of strategy for developing in US:
The company had announced the inalization of a
new production site in the US in continuation with
successive acquisition of Secure Mark Decal and
Label Systems Authentication. The plant with space
of approximately 53,820 ft2 based in Trumbull
(Connecticut) will be devoted to the manufacturing
of holograms, security printing and authentication
labels, notably for vehicles and brand protection.
Through this company wish to improved productivity
and better structure in terms of security and for
ramping up production volumes in North America
which accounted for 16% of total group revenue in
2011.
Table 2: Revenue by geographical market (€ million)
Market FY 2010 FY 2011 Q1 FY 2012
Western Europe 13.1 (41%) 14.4 (33%) 3.8 (39%)
Eastern Europe 6.2 (19%) 7.9 (18%) 2.1 (21%)
America 6.7 (21%) 6.5 (15%) 1.3 (14%)
Asia Pacifi c 4.0 (13%) 11.2 (26%) 2.2 (22%)
Africa middle east 2.0 (6%) 3.1 (7%) 0.3 (4%)
Total 31.9 (100%) 43.2 (100%) 9.7 (100%)
New Order in Asia America:
The company has been elected by China Mexico
to provide solutions for passport. In China which
issues more than 10 million passport every year, the
company is selected to provide holographic laminates
for its new electronic passport.
Outlook:
Based on current order book and commercial
forecasts, the company is expecting for revenue for
more than 50 million for year 2012.
Source: Company / HOMAI Research / Thomson Reuters / Bloomberg
www.homai.org 15

16. The Holography Times
Vol. 6, Issue 18
Industry Updates
Corporate Scoreboard
Key igure of packaging companies in India
Full Year Latest Quarter TTM
Company Name Equity FV BV RONW Sales NP CPS EPS Sales NP EPS NP
Rs. Cr. % Rs. Cr. Rs. Cr. Rs. Rs. Rs. Cr. RS. RS. Var%
AMD Industries 19.17 10 58.20 5.30 136.20 5.80 6.60 2.80 33.70 -1.20 5.0 270
Bilcare 23.54 10 409.40 10.40 749.10 70.40 45.80 29.90 198.70 15.30 29.90 -19
Cosmo Films 19.44 10 170.70 16.50 952.60 47.60 38.20 23.70 203.10 7.20 23.70 12
Emmbi Polyarns 16.49 10 28.40 5.80 75.40 2.60 2.20 1.60 27.90 1.0 1.80 -
Essel Propack 31.32 2 43.70 7.00 482.30 48.80 4.90 3.10 122.10 24.0 3.10 11
Ester Inds. 31.45 5 41.10 58.20 683.90 -13.90 2.0 - 183.50 -6.20 - PL
Everest Kanto 21.43 2 48.60 4.70 376.30 22.60 4.0 1.80 58.80 -21.20 - PL
Flexituff Intl. 21.73 10 107.50 22.10 489.10 27.40 18.50 12.50 148.20 8.10 15.50 -
Garware Ply. 23.31 10 169.10 69.40 787.0 35.10 32.90 15.0 183.30 .50 15.0 -83
Glory Polyfi lms 59.47 10 23.50 0.50 164.40 0.50 1.60 .10 37.50 - - PL
Hind. Tin Works 10.40 10 85.80 14.10 246.70 5.70 9.70 5.40 50.40 0.70 5.40 -50
Jindal Poly Films 43.02 10 409.60 43.60 2316.60 179.10 62.10 41.60 562.10 10.80 41.60 -70
Kaira Can 0.92 10 203.90 11.20 110.80 2.0 28.60 21.60 23.80 0.50 24.80 -18
Kanpur Plastipa. 7.96 10 25.60 15.40 117.50 3.0 5.90 3.60 51.40 5.20 12.30 182
Karur KCP Pack. 11.25 10 140.50 6.30 422.20 7.4 16.40 6.50 102.0 -0.7 6.50 -6
KCCL Plastic 10.53 10 9.30 - 0.70 - 0.10 - 0.10 - - PL
Manjushree tech. 13.55 10 60.30 19.70 216.20 14.80 24.80 10.70 70.80 14.80 13.30 -4
Max India 52.91 2 112.10 -2.50 421.60 -57.50 - - 169.50 -57.50 - 72
Mold–Tek Technol 4.66 10 46.80 4.2 19.00 0.90 6.80 1.60 6.80 0.90 2.2 -9
Neo Corp Intern 38.02 10 31.10 18.60 224.90 14.20 4.40 3.70 67.50 14.20 4.30 -49
Oricon Enter. 20.51 2 44.10 2.0 47.20 8.90 .90 0.70 12.0 8.90 1.1 40
Paper products 12.54 2 52.00 17.10 821.30 48.40 12.50 7.30 207.80 48.40 7.50 -11
Plyplex Corpn. 31.98 10 99.30 71.00 843.50 176.20 6.50 53.50 188.40 176.20 26.20 -95
Rollatainers 10.01 10 55.60 - 48.90 -10.50 - - 14.40 -10.50 - 41
Sh. Rama Multi. 31.73 5 30.60 - 96.30 13.10 5.70 2.10 16.10 13.10 .70 PL
Signet Indus. 29.19 10 12.50 17.30 432.00 5.80 2.60 1.80 134.0 5.80 - PL
TPL Plastech 7.80 10 31.20 32.30 97.60 6.70 11.60 8.30 34.90 6.70 3.60 -41
Ufl ex 72.21 10 184.90 27.70 3073.20 143.50 37.30 19.90 810.70 143.50 19.90 -15
Venlon Ent. 26.12 5 5.50 - 105.40 4.40 2.10 0.80 7.50 4.40 - PL
* Latest quarter igure are as on June 24, 2012
Note: TTM = Trailing Twelve Month, FV= Face Value, BV= Book Value, RONW= Return on Net Worth, NP= Net Proit,
CPS = and EPS = Earning Per Share.
Source: www.capitalmarket.com
16 www.homai.org

17. The Holography Times
Vol. 6, Issue 18
Industry Updates
Counterfeit Seizure Report
This section updates reader about the various seizures reported in Indian newspapers.
D/M/Y News Title Sector Reported in Media
9/4/2012 Fake marksheets: FIRs against 8 students Fake Document The Times of India
10/4/2012 Fake currency looding bank Currency Counterfeiting Deccan Chronicle, Hyderabad
12/4/2012 Fake IPL tickets racket busted, 2 arrested Entry Tickets Indian express
12/4/2012 Fake mark sheet scam, another student charged Fake Document Indian express
16/4/2012 Two Punjab men held for using fake papers for VISAS Fake Document Indian express
16/4/2012 Woman arrested for printing fake currency Currency Counterfeiting Indian express
16/4/2012 CBI crack racket of fake IT return and refunds Fake Document Indian express
17/4/2012 Fake papers used to get US, German visas Fake Document Mint Delhi
24/4/2012 Fake currency notes seized Currency Counterfeiting Times of India Mumbai
28/4/2012 Insurance agents held with fake papers (Delhi) Currency Counterfeiting Financial Express
30/5/2012 Fake currency racket busted, 3 held Currency Counterfeiting Tribune, Delhi
30/4/2012 Another case of fake driving licence registered Fake Document
8/5/2012 West Bengal tops list of fake ration card holders Fake Document New Indian Express, Chennai
11/5/2012 Techie held for fake visa consultancy service Fake Document Deccan Chronicle, Hyderabad
14/5/2012 Illicit liquor seized in Kathua, Jammu Illicit Liquor Deccan Herald, Delhi
14/5/2012 Fake ayurvedic drug factory seized Pharma Counterfeiting
24/5/2012 Four held for counterfeiting currency Currency Counterfeiting Times of india
29/5/2012 Fake stamp worth Rs 5 crore seized in Bihar Fake Document NewIndian express chennai
31/5/2012 Fake passport scam: Two cops dismissed Fake Document Tribune, Delhi
For detailed, subscribe to HoMAI press monitor or e-mail at info@homai.org
www.homai.org 17

18. The Holography Times
Vol. 6, Issue 18
Industry Updates
Global Patents - Authentication
Publication Title Int. Application Applicant / Inventor
DD.MM.YYYY Class Number
18.05.2012 WO/2012/063117 -Process for Carrying- B29C 59/14 PCT/IB2011/002641 Plasma Solution S.R.L. /
Out Anti-Counterfeiting Labels Provided D’agostino, Riccardo
with Invisible Identifying Signs
Brief Abstract: The present invention deals with a process for the realization of labels endowed with an invisible identiication
drawing to use as an effective method for preventing counterfeiting. This is based on treatments able to give different surface
properties to different domains of polymeric materials, paper materials and materials of other kind (e.g. hydrophilic areas
alternating with other hydrophobic areas, areas with charge alternating with neutral areas, acid areas alternating with basic
areas, etc) according to pre-set drawings, by means of an appropriate system of masks. The drawing obtained with our method
will be totally invisible to the naked eye, but a commercial highlighter runned over the labels will allow to highlight a secret
drawing applied to the batch identiied by the said labels.
18.05.2012 WO/2012/062658 -Photopolymer C08G 18/22 PCT/EP2011/069418 Bayer Materialscience
Formulation for Producing Holographic Ag/ Hönel, Dennis
Media
Brief Abstract: The invention relates to a photopolymer formulation, comprising at least one polyol component, a polyisocyanate
component, a write monomer, a photoinitiator, and a catalyst, wherein the photopolymer formulation has an activation
temperature 8300 K. The invention further relates to a method for producing a holographic medium, to a holographic medium
that can be obtained according to the method according to the invention, and to the use of a holographic medium according to
the invention for producing a hologram.
16.05.2012 2453320 -Multilayer volume hologram, G03H1/02 11192806 Dainippon Printing Co
and label for multilayer volume Ltd / Toshine Tetsuya
hologram fabrication
Brief Abstract: In the multilayer volume hologram 1 of the invention, the adhesive layer 5, volume hologram 6 and surface
protective ilm 7 are laminated on the application member 2 in this order, and the breaking strength of the hologram layer
should be larger than the peel strength between the surface protective ilm and the volume hologram layer and smaller than
the peel strength with which the hologram layer is peeled off the application member and the breaking strength of the surface
protective ilm. This multilayer volume hologram provides a more improved protection for the volume hologram. A portrait
replacement or falsiication of an information area ensures that the volume hologram layer can break down. Thus, more
reliable counterfeit-prooffness is achievable..
24.05.2012 WO/2012/066360 -Improvements in or B41J 2/175 PCT/GB2011/052279 Domino Printing
Relating to Inkjet Printers Sciences Plc / Morgan,
Jonathan
Brief Abstract: The invention provides a method of embodying data in a security code and programming the control system
of a continuous inkjet printer to extract the data from the code and, using that data, to calculate a viscosity/temperature
relationship.
03.05.2012 WO/2012/055507–Pigments C09C 1/00 PCT/EP2011/005276 Merck Patent Gmbh/
Mathias, Marcus
Brief Abstract: The invention relates to pigments based on platelet-shaped substrates that are coated multiple times. Said
pigments are characterized in that there are at least eight layers [layers (A) - (H)] on the substrate, a SiO2 layer (= layer A)
being located directly on the surface of the substrate. The invention also relates to the use of said pigments inter alia in paints,
coatings, automobile paints, powder coatings, printing inks, securityprinting inks, plastics, ceramic materials, glasses, paper, in
toners for electrophotographicprinting methods, in seeds, in greenhouse ilms and tarpaulins, as absorbers in the laser marking
of paper and plastics, in cosmetic formulations, for producing pigment pastes with water, organic and/or aqueous solvents, and
for producing pigment preparations and dry preparations.
For more visit at www.wipo.int/patentscope/search
18 www.homai.org

19. The Holography Times
Vol. 6, Issue 18
Industry Updates
Upcoming Events
Pack Plus South 2012
July 6-9, 2012, Hyderabad, India, www.packplus.in
PABS – Product Authentication and Brand Security Conferences 2012
Sep 11-12, 2012, Chicago, IL, UA, www.awa-bv.com
7th Security Document Summit
Sep 12-14, 2012, Beijing, China, www.cids.com.cn
11th Asian, Middle East African High Security Printing Conference
Sep 24-26, 2012, Dubai, UAE, www.cross-conferences.com
Security Printer’s Conference Exhibition
Oct 17-19, 2012, Bordeaux, France, www.intergraf.eu
Holopack Holoprint 2012
Oct 28-30, 2012, Vienna, Austria, www.holopack-holoprint.com
Label Expo India 2012
Oct 29- Nov 1, 2012, New Delhi, India, www.labelexpo-india.com
Global forum on Pharmaceutical Anti-Counterfeiting
Nov 27-29, 2012, Washington DC, USA, www.pharma-anticounterfeiting.com
Pack Plus 2012
Dec 7-10, 2012, Greater Noida, Delhi NCR, India, www.packplus.in
Banknote 2012
Dec 10-13, 2012, Washington, USA, www.banknoteconference.com
About HoMAI
The Hologram Manufacturers
Association of India (HoMAI) is the
world’s 2nd and Asia only association
representing hologram industry.
Published by:
Hologram Manufacturer Association of India
(HoMAI)
Issue Editor:
C S Jeena
The Holography Times is a quarterly newsletter published
by 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:
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Nehru Place, New Delhi 110019, India
Telfax: +91 (11) 41617369
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Despite due diligence the source data may contain occasional
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Cover: Cover graphics show the top 20
counteriet maket around the world.
Source: www.havocscope.com
www.homai.org 19

20. The Holography Times
Vol. 6, Issue 18
20 www.homai.org