New Balance Opting for Global Brand Security
Boston, MA - June 05, 2002
GenuOne, Inc., a provider of strategic proactive, brand security
solutions today announced the launch of the company and the
presentation of a key customer, New Balance Athletic Shoe, Inc., a
leading international sports shoe manufacturer. GenuOne also announced
the debut of its security-based technology incubator, GenuOne
Technology Capital (GTC).
GenuOne develops, implements and maintains long-term brand
security strategies that fight counterfeiting, gray market diversion,
licensing/royalty fraud and brand exploitation both in the physical
world and on the Internet. GTC is designed to provide applications,
integration, implementation, capital and corporate development counsel
for new companies developing brand security products.
GenuOne provided New Balance with an instant authentication
program, which enables New Balance to obtain instant authentication of
their products anywhere in the world.
"GenuOne offered us a total solution that incorporated
technology-based products and expert services. Other companies were
only offering us technologies with no help on the implementation side,"
said Jim Davis, chairman and CEO of New Balance. "Now, we can track
counterfeiting and fraud violations both on and off the Internet -- all
over the world, at a variety of points in the manufacturing and
distribution cycle. We are very encouraged that our overhead due to
counterfeiting and fraud will decrease significantly."
GenuOne Methodology
GenuOne's brand security solutions are based on a clear set of
strategic objectives that ensure a deep understanding of a client's
needs and objectives. GenuOne's delivery model is a proactive
methodology entitled the Brandsecure™ Solution. This solution is
divided into four segments: GenAssist™, GenuGuard™, GenuNet.com™ and
GenuTrack™.
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GenAssist - GenuOne's recommended entry to a Brand
Protection Strategy. A GenAssist consulting team evaluates the
technical, financial and practical impacts of integrating your business
with one or many GenuOne control or authentication/tracking solutions
for physical products or online intelligence.
Supply Chain Security (SCS) - An assessment is conducted to
identify key susceptibilities in a company's overall supply chain
security level. These assessments enhance the client's control of their
supply chain. An integration plan is devised to incorporate GenuGuard,
our Brandsecure technology portfolio and GenuTrack, our database
tracking system, to protect your products from pilferage, diversion and
counterfeiting.
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GenuGuard - GenuOne's portfolio of machine-readable
authentication and tracking technologies. GenuGuard brings our clients
the most advanced, machine-readable, covert systems available today.
The GenuGuard portfolio includes ink-based, dye, photonic and digital
watermark solutions. The inherent flexibility of these cutting edge
technologies provide for robust applications that protect documents,
packaging, product or content.
GenuOne's experience in product development, quality control
methodology and implementation make us uniquely qualified to deliver
integrated solutions for authentication, tracking and controls.
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GenuNet.com - GenuNet.com helps companies control
online business risks. GenuNet.com provides clients with competitive
intelligence needed to identify unauthorized activity occurring on the
Internet. GenuNet.com's proprietary enabling technology allows us to
probe far beyond the reach of shallow commercial search engines, deep
into the Internet. Enabling technology is programmed and calibrated to
systematically report the intelligence needed to develop comprehensive
e-commerce brand protection strategies.
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GenuTrack - GenuOne's management reports are the key
to policy driven Brandsecure strategies. GenuOne can build a secure
database to view tracked data driven from machine-readable GenuGuard
technologies on client products. A GenuTrack solution can streamline a
company's brand protection intelligence for centralized distribution,
project collaboration and reporting.
"With GenuOne and GTC we are breaking new ground," said Jeffrey
Unger, president and chief executive officer of GenuOne. " With our
strategic, innovative approach to brand security issues, we offer the
business world a long term, total security solution based on our
advanced technology and proven methodologies."
GenuOne Technology Capital (GTC) GenuOne Technology Capital is a
security-focused technology incubator, designed to offer technology
development companies access to GenuOne's applications, integration,
capital and business development. GTC is driven towards security
technology companies who posses a mission to build advanced
machine-readable solutions for authentication, tracking and control, in
both the physical world and online. GTC is the source for GenuOne's
current and future technology needs. Current technology investment
projects include:
- Pitkit Technologies: An Israeli based technology incubator, which
develops leading brand security solutions to control counterfeiting,
diversion and product authentication, specializing in secure printing
and fiber optic technologies.
- OPTID Tech: An Israeli based company, which develops leading
optical solutions for the access control, brand name security and
product authentication markets, through utilizing its unique
technologies and integrated capabilities in the fields of
non-conventional micro-optics, electro-optics and image processing.
Strategic Alliances
GenuOne's strategic alliance partners currently include:
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TD International: A Washington, DC based international corporate
intelligence company that provides GenuOne with Business
Intelligence/Field Monitoring - coordinating a worldwide network of
"feet on the street". TDI expertise includes investigation and
monitoring programs that utilize GenuGuard technologies to authenticate
and track client products.
- Bell Labels: A Maine based manufacturer of quality woven and
printed label products for the apparel, retail, shoe and home
furnishing industries for over fifty years. Together with GenuOne, Bell
Labels is now able to offer a Brandsecure program to their extensive
client base.
Markets
GenuOne is targeting a number of markets with its solutions. These
markets include sporting goods and equipment, brand name apparel,
cosmetics, business consumables and luxury brands.
About GenuOne
GenuOne is an innovative provider of
comprehensive brand security solutions, offering a fully integrated
approach to intellectual property protection. Its technology and
integration services maximize brand dominance and minimize
counterfeiting, product diversion, licensing/royalty fraud and
intellectual property theft in the physical world and on the Internet.
GenuOne's authentication, tracking and control technologies combined
with its integration services allow companies to monitor products
throughout the supply chain cycle, from the initial manufacturing
process to the retailers' shelves, as well as on the Internet. GenuOne
has developed strategic, BrandsecureTM solutions for companies
including New Balance Athletic Shoe, Titleist and Footjoy Worldwide and
Xerox Corporation. Its solutions have empowered these companies to
protect the integrity of their brands. Visit the GenuOne website at www.genuone.com.
This press release contains forward-looking statements as that term is
defined in the Private Securities Litigation Reform Act of 1995. Such
forward-looking statements are subject to risks and uncertainties,
which could cause actual results to differ materially from those
anticipated. The Company assumes no obligation to update the
information contained in this press release.
