Transshipped At A Cost
Boston-based GenuOne has periodically addressed AGMA members, updating them on its technologies and systems for protecting brands and products from counterfeiting and diversion. Salil Godika, vice president/general manager for GenuOne's TraceGuard product line (which uses overt and covert tags to document a product as it travels through manufacturing and distribution), last month said his division is in the early pilot stage with its first clients in the consumer electronics industry.
AGMA promotes its cause through its Web site, www.agmaglobal.org, through the mass media and by participating in Senate hearings. This year, AGMA will begin to hold regional councils around the globe. It also runs a tip line for reporting gray market or counterfeit infringements to its members. The company now wants to build stronger ties with industry trade organizations such as CEA.
Briscoe admits "We haven't had as much a focus on a retail distribution model, but if we had more consumer-focused manufacturers join, then we could expand that. Many of the best practices we have developed so far would be easily transferrable to the retail distribution model."