Design Con 2015

Crowdsourcing the Counterfeiting Problem

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pocharle
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Re: Re : Crowdsourcing the Counterfeiting Problem
pocharle   5/29/2014 9:15:20 PM
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I agree. That's why context is so important. But all in all, it's still risk business & damaging as a whole.

Hailey Lynne McKeefry
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Re: Re : Crowdsourcing the Counterfeiting Problem
Hailey Lynne McKeefry   5/29/2014 3:22:19 PM
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The potential downfall caused by countetfeit components ranges from merely inconvenient to truly life and death. I think about electronic content in vehicles, airplanes, medical electronics. Failures in these areas can have dire consequences.

pocharle
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Re: Re : Crowdsourcing the Counterfeiting Problem
pocharle   4/30/2014 5:49:16 PM
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Hailey,

That is a good & different perspective that I didn't count. It's undeniably damaging when counterfeits cause issues in the marketplace. If the brand recognition truly only lies with the original manufacturer, it will be a black eye for them.

Hailey Lynne McKeefry
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Re: Except
Hailey Lynne McKeefry   4/29/2014 6:05:02 PM
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@fwlymburner, thanks for the comprehensive response. I agree with it all... It'll be interesting to see how the community develops. Peer experience is always helpful.

fwlymburner
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Re: Except
fwlymburner   4/29/2014 5:00:01 PM
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@Hailey  Thanks for the welcome.  I couldn't agree more, reviews are just one tool in the arsenal in combatting the challenges of obsolescence, counterfeit, and hard-to-find parts.  The challenge we saw was that there was nearly nowhere to go on the web to find any type of review at all!  Most information that is available is kept behind logins and regulations.  We think the combination or collaboration, ratings & reviews, proactive planning, and understanding of process, procedures, and standards are the winning combination.  

Specifcally to ratings and reviews there are many ways to establish validity. 
  1. Quantity of Reviews on the Product - a single reviewer can be good but will almost always be biased in some way.  True reviews come from the masses.  Those same masses have a way of filtering bogus reviews as well :)
  2. Quantity of Reviews by a Reviewer - If a reviewer writes once (good or bad) they are most likely biased as well.  Either they were burned or delighted... single experiences are valuable but never the end all be all.  Its consistency that means everything.  So looking to see how many reviews the person has written and what about it a good way to judge.  I myself tend to only rate games... because they are my passion.  If I wrote a review on a vaccuum it would carry less weight that if I wrote a review on a new game.
  3. Quality - Short is not sweet when it comes to reviews.  If someone has written a review with no arguements it should be dismissed.  Most of the fraudulent reviews end up being "I loved it" "it was great" but reading a three paragraph review about someones experience can always be valuable.
  4. Website Repuation - Trust is earned.  Having been a member of eBay for nearly 15 years I trust its ratings and reviews/reputation system.  They are constantly improving and tweaking.  

I'll leave you with a story.  My boss recently had to change out his projector in his home theater.  When he bought the first one it was in a store, with professional help, install, etc.  The total cost was more than my first car cost.  When he did the replacement he did it all without talking to a single sales person.  Replaced the entire system using only ratings and reviews on various sites.  And his system is amazing and he got some great deals.  

Now if this 60+ year old, non-web savvy guy can use this methodology the incrediably smart engineers and procurement professionals can too to make their purchases less risky.  Counterfeit is growing like crazy (we project 17-22% per year) Let's try something new cause the same ole same ole of the past twenty years isnt stopping the problem.

Hailey Lynne McKeefry
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Re: Except
Hailey Lynne McKeefry   4/29/2014 4:47:42 PM
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@fwlymburner, that would make a great article or live chate and i'd love an introduction. Please feel free to shoot me an email and i'll gladly take your help: hailey.mckeefry@ubm.com

Hailey Lynne McKeefry
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Blogger
Re: Except
Hailey Lynne McKeefry   4/29/2014 4:46:35 PM
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@fwlymburner, welcome to the conversation! I think that user reviews can be helpful... especially as a community develops. A regular contributor starts to gain credibility (or lose it) based on the thoughts that he or she has offered. Further, a review is just one tool of many...i don't think anyone is going to make a big and important purchase decision based on a single review but it can be a helpful part of a broader investigation.  What would you say are some of the ways that you could use to judge the helpfulness of a review?

Hailey Lynne McKeefry
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Blogger
Re: Re : Crowdsourcing the Counterfeiting Problem
Hailey Lynne McKeefry   4/29/2014 4:43:48 PM
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@Pocharie, the shift you are talking about is going from the price tag to true price. We need to start thinking about the price of recalls, brand tarnshiment and poor customer expereince caused by counterfeit components.

fwlymburner
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Stock Keeper
Re: Except
fwlymburner   4/29/2014 1:04:41 PM
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@rich Nope.  Just my experiences being in B2B high-tech social for the past 5 years, having managed about 15 communities (many in the semiconductor space.)  I was part of the team that deployed ratings and reviews for Texas Instruments and am well versed in the methodologies to prevent such fraud.  Hey I'm not saying it doesnt happen, just that in my experiences in the electronics space it hasnt been a problem.  Maybe this would be a good article for EBN, an interview on this with the heads of social at all the major tech companies, I know most of them and would be happy to introduce.

fwlymburner
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Stock Keeper
Re: Except
fwlymburner   4/29/2014 12:53:51 PM
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@Rich  You are correct that there is fraud in the commercial ratings world, but honestly its a small percentage and most saavy readers can detect the BS reviews easily.  Quanity also helps!  In addition on TGBN we are deploying one of the most advanced ratings and review systems out there, a review goes through two review processes and then also can be reported by users.  We also have tied the reviews to the community members reputation system therefore allowing how much they contribute to be tied to the power of their rating.  As a supply chain expert I would love to see your reviews of suppliers you have dealt with on TGBN!!

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