Adam Bannister

Editor, IFSEC Global

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Adam Bannister is editor of IFSEC Global. A former managing editor at Dynamis Online Media Group, he has been at the helm of the UK's leading fire and security publication since 2014.
October 10, 2018

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Working with the insider threat

brand authentication

HID Global ramps up investment and partnerships to combat counterfeiting with HID Trusted Tag Services

HID Global has expanded its range of global partnerships with businesses that deliver front-end experiences to global brands and consumers.

The major global player in ‘trusted identity’ solutions says it’s also ramping up investment in its IoT-based brand protection services.

HID Trusted Tag Services securely authenticates products with a tap of an Android or iOS phone – from production through every stage of the distribution process and at the point of sale.

This protects major brands against counterfeiting and associated costs and reassures consumers, who can verify the authenticity of their purchases.

“As a pioneer of brand protection, HID is able to quickly leverage Apple’s NFC read capabilities to drive mass adoption and help the average consumer avoid being duped by counterfeit products,” said Mark Robinton, director of business development and strategic innovation at HID Global.

“Our solution opens a secure channel for brands to engage directly with consumers.” Mark Robinton, director of business development and strategic innovation, HID Global

“Our solution goes beyond adding trust to the global supply chain; it also opens a secure channel for brands to engage directly with consumers as part of their brand loyalty strategy.”

New York City-based partner Blue Bite has launched an authentication suite using HID Trusted Tag Services for major European brands, in partnership with Italy-based Temera.  “Brands are adopting product authentication to help protect against the negative effects of counterfeiting,” said Blue Bite CEO Mikhail Damiani.

“We’ve developed a highly secure and scalable authentication solution that uses the power of NFC to empower both brands and customers alike in their fight against this growing issue.”

Ahmer Beg, founder and CEO of Toronto-based partner Authentic or Not, said: “With our patented technology, we are in the business of adding intelligence to products and unlocking real-world engagement with consumers. HID Trusted Tag Services provide the secure bridge between products and the digital world to make this possible.

“We see a future where counterfeit goods can be easily rooted out and brands can provide customers with VIP experiences through our platform.”

In London, Skute uses HID Trusted Tag Services to unlock real-time, ‘hyper-personalised’ experiences to foster engagement between brands and their fans.

“Our platform is shifting the paradigm in fan engagement by giving consumers secure, authentic and direct access to their favourite musical artist, athletes, teams and brands, all via a variety of creative form factors so organisations can facilitate exclusive direct marketing experiences,” said Dan Lewis, CEO of Skute.

“This exclusivity translates to the younger market too – in industries such as gaming, toys and music – where Skute gives parents peace of mind that their children can safely engage with various channels in a ‘ring-fenced’ IoT ecosystem.”

“Changing the game”

AusNFC, which is based in Tasmania, Australia, allies HID Trusted Tag Services to its web app, Old Kimpton Distillery and McHenry Distillery.

“We believe that HID Trusted Tag Services are changing the game for securely authenticating brands,” said Larry Hower, AusNFC CEO. “Being able to stay connected and engage with their consumers as part of building brand loyalty was a deciding factor when Old Kimpton Distillery and McHenry Distillery chose HID for brand protection.”

HID Trusted Tag Services combine HID’s cloud authentication services with NFC tags, which come in multiple form factors to authenticate brands in a variety of product shapes and sizes. Embedded into each product during the manufacturing process, the tags are read by NFC-enabled smartphones (both Android and iOS v11 and newer).

HID says it’s impossible to clone or copy embedded tags thanks to their cryptographic capabilities. HID’s cloud authentication service incorporates additional security features that protect personal data in a closed environment during brand authentication and engagement with consumers.

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