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HID Global Fights Counterfeiting via the Internet of Things

Brazil loses US$34.2 billion annually due to counterfeit products, according to the National Forum Against Piracy and Illegality.
By Edson Perin

Several large companies have begun to adopt RFID and other technologies to deal with the advancement of counterfeiting. In the United States, for example, Blue Bite has launched an authentication package that utilizes HID Trusted Tag services for major European brands, in partnership with Italian company Temera.

"Trademarks are embracing the authentication of their products to protect themselves against the negative effects of counterfeiting," says Mikhail Damiani, Blue Bite's CEO. "We have developed a highly secure and scalable authentication solution that uses NFC technology to help brands and customers cope with a growing problem every day."

One of HID Global's partners is Skute, a U.K.-based company that specializes in helping brands engage with their customers. Skute is using the HID Trusted Tag platform to leverage personalized, real-time experiences so as to increase engagement.

"Our platform is changing the relationship with customers," says Dan Lewis, Skute's CEO, "by offering them secure, authentic and direct access to their favorite artists, athletes, teams and brands, in order to promote unique, direct marketing experiences." This exclusivity is focused on the younger market, especially in the games, toys and music segments. "Skute gives parents the peace of mind that their kids can safely get involved in multiple channels with an IoT ecosystem."

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