BrandArena: HP Launches Mobile Authentication to Help Protect Customers against Counterfeits

Friday, 28 October 2011

HP Launches Mobile Authentication to Help Protect Customers against Counterfeits

In line with its continuous leadership in cloud based innovation, the world’s largest technology company, HP has announced that Original HP ink cartridge and Original HP toner cartridge packaging will feature HP’s newest-generation security label where customers can verify the authenticity of the product using HP Mobile Authentication and an internet connected device.

According to a release issued recently by the company, the development creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure at the convergence of the cloud and connectivity, creating seamless, secure, context-aware experiences for a connected world.

The Mobile Authentication is part of HP’s wider global Anti-Counterfeit program (ACF), an industry leading initiative designed to protect customers from fraudulent printing supplies and guard against substandard performance. HP Mobile Authentication helps assure customers at the point of purchase that they’re buying the expected quality and reliability of Original HP supplies.

In August 2011, HP first launched Global Authentication Service (GAS), based on HP’s own sophisticated algorithm technology, to fight against global counterfeiting. This cloud-based track-and-trace solution was originally developed by HP Labs – the company’s central research arm – and the HP Software Professional Services Cloud Services Innovation Center to monitor goods in HP’s supply chain.

“HP has been making great strides to protect customers from mistakenly purchasing counterfeit printing supplies. HP Mobile Authentication is one of many measures we have implemented as part of our wider anti-counterfeit initiative, which over the last four years has assisted authorities in the seizure of nearly nine million pieces of fake printing supplies products and components in EMEA.” said Tina Rose, HP Europe, Middle East and Africa (EMEA) ACF Marketing Program Manager.

HP Mobile Authentication enables HP customers to authenticate Original HP printing supplies in a few simple steps. After checking the security label’s holographic properties to verify authenticity, customers can capture the new security label feature, the Quick Response (QR) code, with any internet connected device that has downloaded a QR code reader, such as a smartphone or tablet.

Customers who do not have the ability to scan QR codes can also validate the new label before they open the box. They simply enter the alpha numeric code printed next to the QR code, shown on the new security label, at the HP Mobile Authentication website. The URL for the website is printed on the new security label.

It is precisely HP´s cloud-based infrastructure which ensures that these codes cannot be replicated and there is a fast response time for users. HP inkjet print boxes manufactured for the CISMEA sub-region , and in early 2012 Original HP toner cartridge packaging worldwide has begin to feature the new security label from September 2011.

In addition to HP Mobile Authentication and other anti-counterfeit measures, HP partners with law enforcement agencies around the world to ensure the disruption of the manufacturing and distribution of counterfeit products. Through these partnerships, HP has conducted nearly 5,000 investigations in almost 90 countries over the last four years, resulting in the seizure of more than 30 million units of counterfeit cartridges and components over this same time period.

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