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Tuesday, 28 May 2013 14:48

App launched to combat counterfeiting

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Counterfeit jeans are not just limited to The Simpsons Counterfeit jeans are not just limited to The Simpsons Fox

Counterfeiting costs the global economy over $250 billion annually, but one Aussie entrepreneur is helping retailers fight back.

 The resistance comes in the form of the patent-pending “track and trace” system, used by new app 'Authenticateit.

The first of its kind in the world, Authenticateit’s technology allows brands to track and trace their products throughout the supply chain, prevent unauthorised distribution, grey importing and allows retailers to verify authenticity of goods received from their suppliers

Consumers can simultaneously use the free Authenticateit smartphone app to check an item’s authenticity before purchase to ensure they don’t buy a counterfeit product unknowingly.

According to the company Authenticateit’s system is fully compatible with GS1 global standards making it easy for brands to implement Authenticateit without the cost and hassle of adding additional identifiers. The GS1 Databar was selected as the Unique Product Identifier (UPI) allowing consumers to scan it as barcode to verify the product authenticity and as a product barcode to be used by retailers at point-of-sale.

Authenticateit founder Gennady Volchek said the tool was needed to prevent retailers and consumers from unknowingly selling and buying counterfeit goods sourced from rogue importers.

“The rise of counterfeiting is more prevalent as more retailers and shoppers head online to find better deals," he said.

“Authenticateit enables brands to take immediate action to recall, bar, disable or neutralize unauthorised sales or imports. Today we’re unveiling our app to the world and urging Australian manufacturers and retailers to jump on board to help protect themselves and their customers,” Mr. Volchek said.

Serge Derbin from LeSerge, an Australian company supplying leather goods globally, uses Authenticateit to add value to loyal brand followers as well as protect brands of companies engaging Leserge as the manufacturer for their product.

“We have integrated Authenticateit into our manufacturing process to allow us to protect our brand and the goods we make for other companies, as their success is directly related to our bottom line.”

“Authenticateit also helps us keep track of where our products are sold, providing us with valuable marketing and product development information.

“It’s a powerful tool for us, and I think would benefit any businesses trying to protect its intellectual property.”

The app itself does raise some privacy concerns however, asking to access a user's GPS location and phone identity, at least for Android.

This means the app could potentially be used to give info to retailers on who is attempting to buy counterfeit goods and where. 

The Authenticateit smartphone app is now available to consumers for free download from the App Store and Google Play, while businesses can head to www.authenticateit.com and watch the Authenticateit video to learn more on how to combat counterfeiting.

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