Brady Corporation Selects HP Global Product Authentication Services to Help Customers Combat Counterfeiting

Fri Jan 25, 2013 7:45am EST

* Reuters is not responsible for the content in this press release.

  PALO ALTO, CA, Jan 25 (Marketwire) -- 
HP (NYSE: HPQ) today announced that Brady Corporation, a world leader in
the development of identification solutions, is working with HP to
deliver a one-stop resource for product tracking and authentication that
helps enterprises protect their brand.

    Brady Corporation is the first authorized reseller of the HP Global
Product Authentication Service (HP GPAS), a flexible, cloud-based
solution that enables clients to identify, locate and combat counterfeit

    According to the Counterfeiting Intelligence Bureau of the International
Chamber of Commerce, counterfeiting is one of today's fastest growing
economic crimes. The counterfeiting industry continues to create
significant and costly problems for global enterprises, creating revenue
loss and damaging brand reputation. For example, counterfeit products
such as pharmaceuticals, electrical and electronics products, as well as
other consumer goods, could put unsuspecting consumers in potentially
threatening situations, and liability often falls with the brand owner.

    Offered by HP Software Professional Services, HP GPAS generates security
codes that Brady Corporation can download and apply to its customized
authentication labels. The process of printing and shipping the labels
occurs within Brady Corporation's secure infrastructure to help eliminate
the potential for theft or fraud. Brady Corporation's facilities are
certified by the North American Security Products Organization (NASPO), a
nonprofit organization that certifies providers of security materials
under a set of operational standards and security protocols.

    "Counterfeiting and product diversion are complex and potentially
detrimental problems that many industries face on a daily basis," said
Matthew Williamson, president, Brady Americas. "By extending HP GPAS
cloud-based capabilities, we offer peace of mind to our customers with
holistic product authentication, tracking services and analytics that
counteract counterfeiting and ensure brand integrity."

    With advancements in smartphone technology, Brady Corporation recognized
the increasing role consumers play in the product-authentication process.
After researching multiple providers of product authentication services,
Brady Corporation selected HP GPAS and signed on to be an HP GPAS
Foundation Partner.

    Part of the HP Converged Cloud portfolio, HP GPAS provides a secure
method for creating security codes and employs a mass serialization
engine that generates unique codes. The real-time download capability of
codes offered by HP GPAS has boosted Brady Corporation's readiness
process to become exponentially faster.

    HP GPAS also features real-time authentication capabilities that enable
supply chain partners and consumers to easily verify products with a
smartphone by scanning a bar code or sending an SMS text all while the
brand owner receives real-time business intelligence and analytics.

    "A company's brand reputation can be severely damaged when consumers
unknowingly purchase inferior counterfeit products that don't perform as
expected," said Michael Garrett, worldwide vice president and general
manager, Software Professional Services, HP. "HP GPAS and Brady
Corporation's combined offering provides a robust and secure solution for
enterprises to detect and eliminate fraudulent activities."

    Brady Corporation is the security print provider for HP Inkjet and
Printing Solutions, and downloads security codes from the HP GPAS portal
for printing on HP-branded labels used around the world. The combined
solution has helped HP Inkjet and Printing Solutions protect its brand
and improve supply-chain efficiencies. 

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