The Holography Times by C S Jeena

www.homai.org

February 2011 | Volume 4 | Issue 13

TThe Th he Holographyy Times

PL IC AT

IO N

An endeavour to protect products and people

DUPLICATION PI

REDUCING BRAND VALUE

COUNTERFEITING

PIL

FER

ING

LOOK-ALIKE

YC PL

GOODWILL

RE VE NU EL OS SE S

TAM PE RIN G

WHEN BRANDS ARE AT RISK www.homai.org ww www w ww.h ww .ho hhoomai ma m aaii.o .or o g is a quarterly newsletter published The Holography Times by Hologram Manufacturers Association of India (HoMAI)

BRAND OWNER

KE A T TO LIT Y D E NE IBI S N PO 1 RES

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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, itâ&#x20AC;&#x2122;s the real thing.

B O B S T G R O U P . C O M

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Viewpoint In this issue Dear Reader, Welcome to the ﬁrst 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 reﬂect 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

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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

Tender Updates

In 2010 Notable Transaction

Market Report Projection

Product Launches

Upcoming Event, 2011

19 3

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Giesecke & Devrient magic for ID protection anyone using the card,” says HansWolfgang Kunz, Group Executive for G&D’s Government Solutions business unit.

D 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 ﬂowing 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

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 fitted with a MAGICID 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 flowing 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 specific configuration 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 ﬂipped images. As the image ﬂows 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: www.gi-de.com

Bali new holographic liquor tax stamp

he 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 ﬂuoresces 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 afﬁxed 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: www.taxstampnews.com www.homai.org

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Security print to accelerate in central and eastern europe

he 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 five years, although no official 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 specific 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 ﬁngerprinting) 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: www.pira-international.com

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

A butterfly trick imitating nature to prevent

A butterﬂy’s iridescent wing scales

any insects shimmer in iridescent colours without possessing the required pigmentation. This occurs when light is reflected 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 butterfly (Papilio blumei) by using artificial 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 butterfly have an added advantage of providing camouflage: while they appear blue to their own species, a enemy would perceive them as green, like their surrounds. ■ Source: GEO, December 2010

Source: PIRA International Ltd www.homai.org

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RBI contract at centre of latest De La Rue dispute

he 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 ﬁrm 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 ﬁrm.

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 profitable 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 profits. ‘Things are fine’: 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 firm revealed quality and production irregularities at one of its paper production facilities. Following a subsequent investigation, the firm found that some employees had deliberately falsified certain paper test certificates for a limited number of clients. RBI, which is widely understood to be one of those clients, has never been officially identified 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 firm’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

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Superflux invested $ 5 million on security products

The Holography Times

uperflux has invested over $5million in the construction of security printing and finishing facility with state-of-the-art equipment for the production of high quality security to documents and sophisticated surveillance. The President/Chief Executive Officer of Superflux 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 fill the then pressing gap in the provision of high quality security instruments. According to him, Superflux has since grown from a two man trading firm to a full fledged ultra modern manufacturing facility

Laser card secures italian order

aserCard 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, multitechnology ID cards, based on LaserCard’s optical security media platform, are used by citizens for identiﬁcation 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

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in Nigeria, adding that it has become the market leader and leading service provider to major financial 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 firm 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 fields in order to meet its objectives of revolutionary customers’ care and services. ■ Source: www.thenationonlineng.net

other than Italian are predominant. It says a small proportion of the cards from this order will be printed in Slovenian. LaserCard’s multitechnology 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, multitechnology ID credentials highlights the country’s commitment to protecting its internal security and the security of its borders through the valid identiﬁcation of citizens and government employees,” said Robert DeVincenzi, president and CEO of LaserCard. ■ Source: www.lasercard.com

Cover Story

The Holography Times

Brand Protection: Challenges and Solutions 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.

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.

rand 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, proﬁt and above all dissatisﬁed customers.

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.

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 ﬁghting 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.

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 www.homai.org

Cover Story

The Holography Times

Analysis / Change in Brand protection approach

Designing / Formation of Brand Risk management Team

Protection / Usage of technology

Monitoring

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 conﬁscated. 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 inﬂuential 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.

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:

Case 4

Solutions

A packaging technologist is asked to ﬁnd out a technology which is very novel, but easy to identify. Unfortunately whatever he adopts is copied in a short time.

By Brand Owners:

Case 5

1. Analysis / Changes in approach towards Brand protection: As a ﬁrst step, every CEO or Brand owner should take the responsibility of brand attack and need to make the Brand Risk Management

A packaging technologist develops a new technological solution. Purchasing officer floats a tender to all suppliers giving all details of features and specifications required www.homai.org

There is a need of creating an endto-end solution, intrinsic part of a holistic brand protection strategy; (see ﬁg. 1)

(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 profiles 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 verification, 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 films, 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

Cover Story

The Holography Times

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

B A C

New COA: A

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.

Distribution: Certiﬁcate of Authenticity

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.

Documentation

En End-user license ag agreement (EULA)

Hologram Media

Prior COA:

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.

D C B

For more information on identifying COAs, visit http://oem.microsoft.com/coa.

Fig. 2: Picture of Microsoft website which deﬁnes its steps in product protetion.

ii)

iii)

iv)

you overt as well as covert technologies as it is more important to select a solution using multiple technologies; Get help from trade association in selecting ethical vendor, best practices and resources for ﬁghting counterfeiting; Select the technology in terms of parameters like how difﬁcult to copy / tamper evident (preferably patented), uniqueness, how many suppliers available, easy to identify and user friendly; Solutions should also have feasibility to be integrated with the automated production /packaging line if required, especially wherever the volumes are real large; Try to combine low and high security elements to enhance protections, for example, by integrating a sequential or unique numbers in the solution.

Monitoring and developing an Intellectual property strategy

Fig. 3: An example of ﬂyer, which can be downloaded from microsoft website.

By Government:

Conclusion:

“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 deﬁnes their steps in product protection). (see Fig. 2 and 3).

Negative impact of counterfeiting can be diminished to a great level if it becomes a part of every brand strategy - plan and review processwith the accountability of the brand owner towards its most valuable asset - i.e., Brand.

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.

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 proﬁts; - Government receiving increased revenue which can be used for betterment of society; - One channel of funding terrorism will be dried. Biblography: 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. magniﬁer glass/ readers etc. 5. Forensic Feature: Which can be tested/ seen at laborateries.

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Techsheet

The Holography Times

DNP Applies Hologram Know-How to Develop Technology to Prevent Scintillation on Projectors and Displays Using Laser Light Sources Dai Nippon Printing Co., Ltd. (DNP) has applied the multi-

Developmental Backdrop

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.

mid the practical advances seen in recent years in Light Emitting Diodes (LED) as the light source for displays, projectors and illuminations, laser lightsources 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 ďŹ ne mottled splashing, which is in turn the cause of scintillation. DNP has used volume hologram* ďŹ 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

* 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 film, 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 difficult to counterfeit the hologram, which as a result can be used for security uses.

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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.

The Holography Times

Reference Speckle noise:

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 conďŹ 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 conďŹ gurations, apart from displays and projectors, envisaged uses include sensors, such as 3D scanners that can capture clear conďŹ gurations with reduced speckle noise, and image devices.

Before and after removal of speckle noise.

Speckle noise structure:

Speckle noise types:

Interference patterns are equalized by changing the angle of the scan mirror, and creating a time variation with the progression angle of the light

Speckle noise generated on the light source side

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.

Speckle noise generated on screen

For more information visit : www.dnp.co.jp www.homai.org

Industry Updates

The Holography Times

Well protected IP is reward to an intellectual mind

ntellect 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.

IPs

Patent

Design

Trademark

Protection for

New process or product

Aesthetic design of a product

Expression of concept product line

Brand Name of a company or a

Criteria

Novelty

Uniqueness

Term

20 years

15 years

Life time + 60 years repeatedly]

10 years [Renewable

Protection

Territorial

Worldwide

Territorial

Benefit

Monopoly over the product or process

Monopoly over the product’s design

Monopoly over the way of expression

Monopoly over the brand name

Government Fee (INR)

4, 000/-

1, 000/-

Variable in range of 50-500/-

3, 500/-

Examples

Holography process and machine

Bottle, container

Hologram, website, brochure, presentation

HOMAI word and logo

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: Identifying Proper Right for your IP: Since there are many types of IPs possible in single company or ﬁrm, 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

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 ﬁnancial 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.

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Industry Updates

The Holography Times

Tender Updates Organisation

Date

State (Country)

Details

Act Procurement Solutions

Oct 2010

Australia

Government identiﬁcation cards with hologram

Printing and Stationary Department

Oct 2010

Mumbai, India

Supply of 3D hologram sticker

Polskie Radio Regionalna Rozglosnia W Katowicach

Oct 2010

Poland

Identiﬁcation of the CD – holograms and foil

Oﬁciul Roman Pentru Drepturile De Autor

Oct 2010

Romania

Holographic mark / stamps security

Ministry of Justice

Oct 2010

Kuwait

Supply of hologram stamps

Excise and Taxation Department, Government of Punjab

Oct 2010

India

Supply of hologram excise adhesive labels

Ministerio Da Educacao

Oct 2010

Brazil

Holographic security seal

Ministerio Da Educacao

Oct 2010

Brazil

Holographic label warranty of origin

Javna Ustanova Slutbeni Glasnik Republike Srpske

Oct 2010

Bosnia and Herzigovina

Birth certiﬁcates with hologram

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, Govt of Rajasthan

Nov 2010

India

Supply of hologram excise adhesive labels

Ministry of Home Affaris, Kathmandu

Nov 2010

Nepal

Printing of hologram

CSIR Structural Engineering Research Centre

Nov 2010

Tamilnadu, India

Employee identity card with hologram

Varana Co-operative Milk Producers union Limited

Nov 2010

Maharashtra, India

Supply of SMP packing holographic ﬁlm

Research Designs and Standard Organisation

Nov 2010

Uttar Pradesh, India

Tamper proof hologram with laser numbering

Directorate of printing, Govt of Maharashtra

Nov 2010

Maharashtra, India

Security hologram on voters identity card

Conselho Regional De Medicina Do Distrito Federal

Nov 2010

Brazil

2d holographic adhesive security label

Ofﬁce of the Head of the Civil Service of the Federation

Nov 2010

Nigeria

Automatic hologram machine

ITI Limited, Kerala

Dec 2010

India

Supply of hologram hot stamping machine

Rural Development Department, Hyderabad

Dec 2010

India

Hologram muster rolls

Bangalore Electricity Supply Company Limited, Bangalore

Dec 2010

India

High security hologram seal

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Industry Updates

The Holography Times

Notable Transactions in 2010 Acquisition Month

Acquirer

Acquired

Outcome

Market targeting

Dec 2010

Hologram Industries

Label Systems Inc and Label Systems Authentication LLC (USA)

Hologram Industries continuing to pursue its strategy of expanding group technological offering of anti-counterfeiting solutions through acquisition.

Holographic security labels for brand protection and product authentication

Dec 2010

HID Global

ActiveIDentity

It will expand HID global logical access offering and create a unique portfolio of converged physical and logical access solutions.

Personal identity for digital interactions

Sep 2010

SICPA

Mayercord Revenue Inc

US will strength SICPA expertise in tobacco tax stamps for US states & municipalities

Tobacco tax stamps

Aug 2010

Bilcare Research

Ineous

To expand its global presence and market in high shrink PET, PVC packaging, aluminium foil and ﬁlm manufacturing.

New lamination technologies

April 2010

Filtrona PLC (Payne Security Division)

BP Labels Limited

Expansion in the label capability of coated and security products division.

Pharma, Cosmetics, Food Packaging

Outcome

Market targeting

Will help in enchancing shiner market show in China domestic food packaging industry

Chinese food packaging industry

Joint Venture Month Sep 2010

Acquirer Shiner International Inc

Acquired Shanghai Shifu Film Material Co. Ltd (SSFMCL)

License agreement Month

First Party

August 2010 Document Security Systems, INC (A technology company in the security and protection services sector which develops and manufactures products and packaging containing patented and patent pending optical deterrent technologies).

166

Second Party

Outcome

Market targeting

ATL, Inc a security label manufacturer ATL (formerly Ad Tape & Label Co) establish in 1951 specialize in anti-counterfeiting security labels, multi-panel booklet labels, custom die-cut components, disposable medical devices, direct mail, and product labels).

ATL will manufacture security labels for its pharmaceutical industry clients containing Document Security Systems, Inc.’s AuthentiGuard® suite of technologies. This agreement is a non-exclusive US license and revenue is based on a percentage of sales. This highly scalable 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.

The global trade in bogus pharmaceuticals will be worth an estimated $75 billion in 2010, according to the US-based Center for Medicine in the Public Interest (CMPI).

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Industry Updates

The Holography Times

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

It covers statistics related to counterfeuit and piretrd foods stored at European Union (EU) boards in 2009

- 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 (deﬁned as packs of 20) were seized.

World Customs organisation (WCO) Tobacco Report for 2009

To report on the global illicit trade in tobacco

- 10% increase in illicit tobacco - 3.4 billion illicit cigarettes produced in 2009

HOMAI Report on Pharmaceutical Counterfeiting and Hologram as Solution 2010

Report covers market review on Hologram as solution for Pharmaceutical industry in India

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.

2nd Indian Hologram Industry from Report covers ﬁnancial statistics, ﬁgures and study 2008-2009-by HoMAI key rations of hologram industry in India from 2005-2010.

The Indian Hologram Industry is increasing with an average annual increase of 18 per cent in last 4 years.

The future of global security printing to 2013, PIRA International

The report provides an in-depth examination of the global security printing market.

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

The Future of Global Packaging: Market Forecasts to 2014

Analysis of the global packaging industry, broken down by packaging product end use and country with forecasts to 2014 with regional proﬁle of 50 countries.

Global packaging sales are expected to reach $ 739.9 billion by 2014.

Anti-Counterfeiting and Brand protection Worldwide outlook

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.

- 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)

Anti-Counterfeiting Packaging (ACP) – a Global Business Report 2010-2014

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.

- 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 ﬁlled in hologram category.

Ten Year Forecasts of Disruptive technologies in Security Printing to 2020 – PIRA International

Report identiﬁes and proﬁles the top 25 disruptive technologies that can be expected to affect the global security printing industry over the next ten years to 2020.

Photopolymer hologram will be the most disruptive technology in upcoming years.

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The Holography Times

Industry Updates

Product Launches in 2010 Month

Product

March

Toppan developed new OVD features for Banknotes.

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 identiﬁcation, 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 reﬂection) 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. Nanomap (Covert) - A hidden map of a country or province secluded within a 0.5mm dot

October

Toppan introduced Reversegram an ultra high performance security label which can easily determine authenticity by simply holding a “veriﬁcation ﬁlter” 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.

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Industry Updates

The Holography Times

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: info@reconnaissance-intl.com ; Web: www.cross-conferences.com/europe Sino Label March 9-11, 2011, Guangzhou / PRC, PRC - Hong Kong For more details contact: Web: www.sinolabelexpo.com Gulf Print Pack, Dubai March 14-17, 2011 For more details contact: Web: www.gulfprintpack.com Cartes in Asia March 29-31, 2011, Hong Kong For more details contact: Tel: 852 2294 7726 Email: hongkong@promosalons.com; Web: www.cartes-asia.com Security Document World 2011 April 4-6, 2011, London, UK For more details contact: Tel: +44 (0)1322 663006 Email: p.chattin@sciencemediapartners.com; Web: www.sdw2011.com Cards Asia 2011 April 13-15, 2011, Suntec Singapore, Singapore For more details contact: Tel: +65 6322 2771 Email: yaling.ng@terrapinn.com; Web: www.terrapinn.com 6th Global Forum on Pharmaceutical Anti Counterfeiting May 4-6, 2011, London, UK For more details contact: Tel: +44 (0) 20 7373 6030 Email: info@reconnaissance-intl.com; Web: www.pharma-anticounterfeiting.com Interpack 2011, Dusseldorf May 12-18, 2011, Germany For more details contact: Email: interpack@messe-duesseldorf.de; Web: www.interpack.com 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: info@reconnaissance-intl.com; Web: www.taxstampforum.com Label Expo Europe 2011 September 28-October 1, 2011, Brussels, Belgium For more details contact: Web: www.labelexpo-europe.com 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: info@reconnaissance-intl.com; Web: www.holopack-holoprint.com Label Expo Asia November 29-December 2, 2011, Shanghai / PRC For more details contact: Web: www.labelexpo-asia.com www.homai.org

The Hologram Manufacturers Association of India (HOMAI) is a non-profit organization established in 1998 to represents and promotes the interest of hologram industry in India as well as to fight against counterfeiting. Affiliated 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 www.homai.org

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: info@homai.org Website: www.homai.org Designed and Printed by EYEDEA Advertising E-439/9, SDV, Charmwood Village, Faridabad, Haryana (INDIA) E-mail: eyedeaadvertising@gmail.com 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.

The Holography Times