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Embedded Packaging Fights Counterfeiting, Enhances Supply Chain Transparency

Kezzler, a serialization business service provider, has created a technology platform for real-time brand protection, track-and-trace, and mass consumer engagement. The new approach aims to change supply chain and logistics processes and practices by providing a secure, unique, and interactive code in every single product that goes to market. Kezzler's new solution can manage trillions of unique and randomized codes that can be used with multiple standard data carriers.

Potential benefits for the electronics supply chain

MaXQ is a digitally interactive embedded packaging and serialization-based platform which captures real-time data and strategic product insight. The solution is a technology developed by a partnership between Kezzler and Amcor, a flexible and rigid plastic packaging company. 

Andrew Stevens, head of research at Gartner, recommends supply chain leaders to evaluate MaXQ, available as a modular Web-based solution and as an integrated solution across Amcor's packaging portfolio, to enable supply chain consolidation. The solution will help OEMs if they need: 

  • Brand protection and traceability capabilities
  • Cost savings from eliminating resource-intensive printing and labeling and the need to invest in embedded security and IT infrastructure
  • The ability to adjust, predict, and react to consumer and market behaviors in real-time
  • Consumer insight and data for areas such as demand sensing and shaping, as well as forecasting

One solution, multiple uses

In an interview in Oslo, Norway Magnar Løken, chief innovation officer and founder of Kezzler, reveals to EBN how innovation and their one of a kind cloud-based solution for real-time brand protection, track-and-trace, and mass consumer engagement are changing and shaping the future of the electronics supply chain. 

Security & encryption fight counterfeiting

“There's a lot of data in your supply chain that you can analyze and then take action. Things become more transparent when you know what is happening,” Løken said. Supply chain can now fight counterfeiting with a unique encrypted code in each pack. “We use an encryption system that makes these codes in trillions without storing them in our system. We use an encryption key and an encryption system to reconstruct them, then we don't have to store them;” added Løken. “When you check a code, it runs an algorithm and gives you an answer. 

Track and trace and consumer engagement are done using the same code. “We store data but we don't store the codes. This is possible thanks to the encryption keys,” Løken told EBN. 

“Electronics manufacturers can get rid of counterfeits, and they can start communicating with their users,” said Løken. “They can check is certain components are genuine and give a guarantee for consumer electronics, for instance; there are a lot of things you can do in the electronics supply chain. In the future, if you put a printer cartridge in your printer and it's a fake cartridge it won't print because it checks the code with our system.”

Track-and-trace: Scanning the product gives you the full history of where the product has been.
Image source: Susan Fourtané

Track-and-trace: Scanning the product gives you the full history of where the product has been.

Image source: Susan Fourtané

Track-and-trace: You can see how long it takes between the points. By scanning the pack you can see the whole story. You see the full inventory of what has happened at each place where the pack has been, Løken said. 
Image source: Susan Fourtané

Track-and-trace: You can see how long it takes between the points. By scanning the pack you can see the whole story. You see the full inventory of what has happened at each place where the pack has been, Løken said.

Image source: Susan Fourtané

“When you look at the data that you can get from supply chain serialization, you can actually optimize the parameters. It can give you a transparency in supply chain that you have not seen before, like in inventory,” Løken said. “You can see the demand shaping. You will see patterns that before you couldn't see because you didn't have the data.”

MaXQ helps supply chain and logistics managers to manage the supply chain with insight and intelligence for a more agile supply chain transformation. 

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