This is joint Webinar between Cypheme and Red Points sheds light on the role of new age technology in the fight against counterfeits both offline and online.
You get to learn about:
1. The benefits of AI in brand protection
2. How to recover your revenue with anti-counterfeit tech
3. How to stop people from counterfeiting your products
All right so um welcome to today’s um webinar we are glad to have you guys come on board to this joint webinar between ourselves which is siim um providers of physical brand protection solution and we have our partners here red points they specialize in online brand protection solution and we’ll be
Having two speakers for today um so the session will be as follows so we basically start off with um sion’s presentation that is our presentation and this will be led by Jill um Jill bonabo he is the sales director for siim um he’s been the sales director for um
For almost I think Sal director for cing for for close to five years or more a long time yeah a long time yeah and he has over 20 years experience in that’s a counterfeit industry and brand protection um having worked in diverse fields and um currently working with
Siim in Paris France we also have um Steven Lavin he is the partnership manager for red points um basically he’s been in the space for more than five years and specializing in online brand protection and improving your brand for different different businesses across board through the Globe online so this
Is what the schedule would be like we for start with um presentation and um after we done with c’s presentation and Steven that is that’ll be led by Jill and then Steven would come in with the red points part of the presentation and subsequently to which we would take questions and answers but
That does not stop you from sending your questions and your your questions during the presentation so if you look down um you would see there a place with a question mark on your screen you could basically just click on on that and then send your questions there during the
Presentation and if need be if it’s an agent question we could go straight to answer that straight up if not we’ll take you to the end of the presentation um also you can leave your comments in the chat SE section as you can see down there and then we’ll be
Glad to have you participate actively as a collaborative or a communicative we do not expect this to go um Beyond an hour we are hopefully looking at about 45 minutes worst Cas scenar so um I would at this moment you the floor so that he starts with his
Presentation um right away so basically J presenting on the portion of um J can continue that yes okay then uh we are specialize in artificial intelligence for authentification uh we protect product but also ID card or bank notes um they have a real impact in real life
About the technology let’s see uh this video for example uh we protect an anti-cancer drugs for large farm Laboratory and based on the information of our technology the Chinese police arrest 18 cont it’s a great operations and the the the brand win $3 million in this operations then it’s a
Lot of money and uh we save more than 700 life per years uh because fake anti-cancer drugs kill kill people okay uh how does it work uh you have just to stick the the security label on your product and everybody can check uh the authenticity uh with
Ours applications and uh when it’s real you can send some marketing content uh information about the product we have also some loyalty program uh everybody can check the the authenticity of their product and uh if it’s fake of course we say it’s a fake um it’s a fake but uh how can we
Trap the cont and hereas an explanations with an example of a brand we protect in Switzerland median uh because um each time a customer make an authentification with his smartphone is send us to our server a photo uh and what time for this brand Medan will receive this photo and
Obviously is not a label like this one it’s just a conterfeit who makes some test because when you put our label on your product cont and no choice to copy us uh and is going to make a lot of test to understand our technology uh because he want the fake
Made answer real on the app then you make a lot of test he send us a lot of photo and we have the G locations and it’s a trap uh let’s see let’s see uh this photo uh of course uh we say it’s invalid because obviously
It’s a copy we have also the full address uh of this cont feature and we answer invalid we have the day the time the geolocations and uh we know at this time this person makes some test uh to cop us uh what is uh very strange uh this person at the same
Address have also original label in hand and if you analyze that photo uh you can see the background paper is there directly came from the r and this label is not stick on the product uh and normally only the median factories should have this kind of
Label uh out when the the Box leave the factories the label is sck on the product then this person this cont feature uh try to make some test and have some factories label uh then is very strange and we have all the proof of that uh on the morning this person was
On that flat uh on that building and we to to make a lot of test in fact and we put a JPS blackout Zone uh on the entire building that’s mean uh all the person go in that building and try to do an authentification we answer invalid and following this action is
Very funny because that person moved to another place to make a lot of other test then we decide to delete uh all the label uh they they they have in hand all the label they have in and and with all these informations all that proof the the photo and the locations
The address the date the time uh median are able to to to join that person uh and to to to to stop before that’s move forward uh because we detect the first the the head of the Contra Network because is that person who make the test I can show you uh more in
The in I can show you How yes then uh we have a web app and you can put that web app uh in your website uh you customer distributor they have no limitations can just take a photo of of the seal and this photo is sent to our server and at this time our artificial intelligence
Uh Analyze That label to answer you if it’s real or a fake one for example this one is a is a fake one and it’s really a fake one is very good fake made by our printer and honestly if you have the two label in Hand by your eyes you can’t
Make the difference but the the artificial intelligence are able to tell you this one is real this one is fake of course uh we give a full dashboard like this one this dashboard is a world map where you could see and follow all the authentification
Uh made by your customer if I take this example this person make an authentification at this time this date uh they make an authentification of this label because each label have a unique number that is very important uh By Your Side you can see the image this person take to make the authentification
And uh he make this authentification exactly at this place on this house then this is the the first step uh we have a full geoc calization and we use the GPS of the telephone then is very precise locations but with only locations uh you don’t know uh if it’s
Just a customer who takes some fake or a cont try to make some test and on our server we receive all the photo and we I just received the photo I took to se before uh we received that photo and at this time we have another artificial intelligence who analyze the photo we
Receive and the background of the photo for example this one is very suspicious because the the label is not stick on the product of course uh is just on the paper card uh behind they have a a computer and the the AI can detect all of this and send to
Some siim analyst uh to take decisions uh like like I show you and this is very important because by the photo we have the proof and we know exactly uh where is the conterfeit in which factories and by this way we have a lot of success uh
To detect and uh arrest a lot of quter feature and uh is the best way to stop it and we have a very good result on it now so uh the benefit of course is to elimate quter feature to increase your Revenue to detect the criminal act of
Counterfeiting even and before its begin but uh our solution is not just a label with authentification uh is the full Services we offer you day after day uh to protect your brand so thanks for your session J um sorry we had a bit of um Miss up M up during
Um when I was trying to share my screen earlier um thankfully we able to get back on track and thanks Jill for for stepping into correct that so um thanks for presentation we already have a few questions but I think I would let um Stephen take over with his presentation
And then we’ll address the questions at the end of Steven’s um s session so Steven the Floy is yours all right thank you so let me share Screen all Right do you see the presentation yes perfect okay so well first of all thanks for hosting this webinar together and and welcome everyone we’ve already addressed the the reasons for going towards a solution with online counterfeits and with offline sorry and and this part is more
About the online part the two are very well connected and I’m sure everyone here understands the reasons why you should protect your brand online but just to give you a bit of a an introduction to the problematic that we face um I took just this short sentence from an oecd
Study and because it’s it’s showing two parts of the problem when it says there are 12 to 24 million e-commerce sites and the 13 largest they represent more than 60% of the sales generated um so if we look at that that means on the one hand we have the 13 largest they are
Marketplace e-commerce so they have millions of resellers billions of listings and millions of new listings every day so it’s impossible to monitor this kind of volume without proper technology for the 60% for the 13 largest and then on the other side we have the remaining 40% of sales that are split
Across millions of smaller independent website and here it’s the second part of the problematic with so many independent small websites there is also no way you can control your brand presence online without proper technology um so that’s the first let’s say issue that we see when we try to
Monitor a brand online uh the second part is that coners and scammers they are getting smarter and smarter we all know that and and I’m just showing two examples that are let’s say clearly showing that we need technology uh the first one is when we have a brand that’s
Only visible in a picture here this was a picture leading to a website that was scamming users potential buyers and they’re not using the name of the brand at all in the Facebook post you can only see it through analyzing the picture and detecting that that brand is mentioned
Here that’s one example the second one is maybe even harder because we’re talking about a design infringement that is not using the official pictures of that brand that means if you’re looking with a simple reverse image search which is what common Technologies can do you wouldn’t find that product and this is a
Listing from from the platform Alibaba and you can see the keywords being used in the title they are so basic that if you were to use Simple keywords to search for potential infringements you could be scrolling through pages and pages of Alibaba without ever finding that particular listing so because scammers counter
Feers are getting also smarter and smarter there is a real need for powerful technology not just random Technologies uh and I I just showed these two examples of day-to-day products but just so you know a bit more about red points we are not limited to that we protect uh even more Industrial Products
And as you can maybe recognize from a few examples on this slide we also protect Digital Services so we really have Technologies adapted to all the different types of infringements that we see uh for today because we are talking about physical products that are also protected offline uh the focus is more
On the offline protection um but really we need to adapt our Technologies to the different kinds of infringements we find for offline I’ve summarized here the four main types that we see from from left to right it would be from the most common type to the least common in terms of
Volume uh and also from the least complex in terms of technology to the most complex maybe so brand abuse cases is probably what we see the most and a trademark being infringed and and being used in products that may be actual counterfeits as well or maybe just individual products that
Are using a brand they are not authorized to which are a bit easier to detect because usually with keyword algorithms and a little bit of logo recognition depending on the brand we can detect this um and up to the fake websites that require access to different types of databases for
Websites or designs and copyright abuses which require a powerful image technology and probably sometimes a combination of different image Technologies so I’ll explain a little bit the Technologies um but just before I jump into that a quick explanation of when does it make sense to implement
That and and I use this gif as an example because it’s exactly that moment when we see this happening the the wakamo effect as it’s called that’s when we typically need to implement a solution like red points um the traditional methods that are used otherwise they work well for example if
You use a low firm if you just do some manual or low Tech as we call it monitoring um it’s usually fine if you’re seeing maybe one of your main competitors that you can identify that is stealing some Innovation from you that is usually rather well handled in
The hands of a low firm and we collaborate actually with a lot of low firms because we complement in a part that the low firms cannot handle which is this part when we start seeing a wacka effect with resellers appearing on different platforms through different profiles and where it’s just impossible
To get rid of that volume and just trying to identify them might be very very difficult uh and physical Solutions like the one Jill just presented they help to get a physical address to get some identification that would help you to use the data from online and combine it with other data identifies
Counterfeits but it’s it requires really both otherwise some in some cases if you can’t identify there is only one solution which is to use powerful technology to automatically detect and remove these links so the process that we have at right points is very simple uh it follows three main steps which are
Detect validate and remove um for the detection part what’s important to understand is how the technology work because it’s very different from traditional Technologies um if we look at the traditional approach usually you would have very targeted Search keywords uh so you would put the name if
We take the name of a famous shoe brand you would put the name of that trademark and you would look for Associated maybe product names and maybe do a little bit of reverse image search for the famous products you’re looking for but because these results are usually reviewed by
Analysts um the the Search keywords have to be targeted otherwise they would bring tons and tons of irrelevant results that only a technology can discard efficiently and an analyst would just lose an enormous amount of time to review all these results and spot the ones that are actual fakes so red points
Approach um allows us to use broad Search keywords and that’s the main difference and we can afford to do that which means we bring large volumes of information to our platform because we know that when they are within our platform um let’s say we have to protect
A famous shoe brand we might put in just shoe and and monitor an entire category of product which is just an enormous amount of data but because once they are in our platform we can use image Technologies to automate which means automatically confirm infringement and also automatically discard others this
Allows us to monitor such a large amount of of data um and these Technologies I’m going to mention the two main ones that are probably the most trendiest uh because of recent evolutions of how Quant feers act uh they would be the object recognition which means we train an
Algorithm to detect an object in a picture so if this is the object we’re looking for we’re going to train with a lot of images the algorithm so that after this it’s able to recognize this object regardless which picture which angle it is used um and that’s because
Counterfeits tend to take more and more often their own pictures instead of using the brands official images which means we can’t use a catalog of images that already a technology that we still use a lot but it’s outdated in these particular situations and then the other uh
Technology that we use more and more is the optical character recognition which allows us to read information from a picture and this is crucial because it allows us to both automatically validate cases and um and automatically detect uh an infringement as well so we could for example um well
Read the information to confirm that it is the product or the brand that we’re looking for that is being used that’s one part but we we could also use outside of the information that’s on the packaging sometimes counterfeiters will add a WhatsApp number the name of a shop
That they use that they add on top of every picture they produce and this could allow us to match this name with a blacklist and automatically confirm that this is a counterfeit product so there is a lot of options how to use this technology and and this is one that we
Use more and more because we see it more and more relevant but it’s only a few technologies that we use um and we use these Technologies as I said both to validate and to to detect and to automate sorry um and I’m going to show you on our platform how it looks like
Because everything that we gather that we collect is reported on this platform that allows our clients to review in a very easy way what’s happening with their brand so um you would have here access to the information about current infringements current uh enforcement so once we start
The removal process um we can with these Technologies also set up some priority rules so that you can have more critical case meaning also if you have only 10 minutes to address this week this topic then you can quickly go to the most relevant points all of that using um
Combination of criterias and Technologies and and the validation part of the platform so you can see here of course a lot of information about top platforms top sellers but the the platform is also used for validating results which can be done either automat atically or manually and the idea is
That if the brands are willing to do it we try to automate as much as possible with filters and and combinations of Technologies which can be uh based on the on the price on the shipping country on the stock that they own transactions that the item receives usually is also
An indicator of whether it’s likely a fake or not so we can use a lot of that information which we can also combine with some technology um and an example um is what we call the bad known bad images that means if we see this
Image and we know that this is not a product from the from the company or at least there are indicators in that picture that this is not an official product we can set up some rules based on this image associated with the name of a brand and automatically confirm
These cases or if we are using official images we can combine them if we know that it’s this product combined with a price Which is less than 50% of the official retail price then we can also automatically um remove that infringement so there are a lot of combinations possible so that we
Automate things and what’s not automated our clients review it in our platform and they can very quickly take decisions and say well they review this item which comes from eBay from that particular seller with this price and this many transactions um if they want to review it directly
From from the list they can do it so or you can enter here a more detailed view with a description of the product and and based on that you can take the decision whether to enforce or not so like I said either automatically or manually you have the possibility to
Very quickly send all the infringements to enforcement process uh and then red points takes care of the of the full enforcement process meaning we collaborate really well with third parties such as marketplaces um third parties which are host and registers for independent websites or social media in order to
Automatically configure the sending of a takeown notice so the idea is that it’s extremely easy for a customers they are only involved for the manual validation if they want to or we can try to automate as much as possible and then our platform uh offers a lot of reports
Here it’s a training example so we don’t have any proper results but you would be able to see the success rate a ranking of domains ranking of of products and a lot of details including if for some reason we’re not able to remove a link the exact um reasons why the platforms
Are not removing these links so you can address this with your Law Firm or whoever is in charge of the the IP strategy so we try to provide as much information as possible about what um what we do and some of this information is actually really relevant when
Combined to together with the offline data that you would get from a solution like CM because it really allows to connect the dots um our platform could for example detect that there is a stellar with specific criterias for a product or a network of resellers that are offering a counterfeited good but we
Might not be able to identify the location where these products are ship from we may know that they are from Philippines but we might not know exactly where and when you start identifying a larger Network that’s where you might want to check on cm’s platform the fake tags that were scanned
In that particular region territory uh and with this maybe try to find out if there is a connection between the two information so there is really a lot of data here that can be used to to cross check information and one last point about um about our
Our solution is that in some cases we can even go one step further which is the the litigation so red points is not a low firm but we partner with uh a company that allows us to litigate when we have clear cases um of large counterfeits and and this allows us to
To go after a large number of resellers at once block their accounts freeze the funds available in their accounts and at the end of this of this litigation lawsuit the the um sorry the compensations that are that are given they are usually quite high and compensate quite
Well the the efforts knowing that this is also a program that doesn’t have any any extra cost on top of the protection it’s just when we see that we have this possibility to offer this we definitely we definitely offer it and we have clear examples here with three companies that
Have been with us in the program where the compensations are really relevant and and really clearly shows that we can go even one step further than simply removing these um these infringements um and with that I’m done too so I think we can go to the questions thank you
Stephen thanks the L for your session and um thanks Jill also it sort of clearly shows the the importance of both online and offline brand protection and now we tiing in the linkages between the two um we have some questions from participants um I think the first one
Was during jail session and it’s from Gideon he says he actually has two questions so ask the first one and then when jel answers I’ll ask the second one he says I understand um if I understand you properly um cers of your customer are to to scan your label with their
Phone how do you motivate them to actually do this on hold on J I think I put your mute hold on sorry hold on let me unmute you I was some feedback from you earlier yeah all right so good so good good questions um uh depending of the country taking
Authenticity uh is sufficient motivating factor uh to get uh your customer to scan it uh if your customer is in Asia Middle East Latin America there is no questions uh but we often combine our technology with marketing program uh for example we have a loyalty program uh and
Customer can turn some point not for authenticity uh warranty registration scan to access to product documentation or instructions um and of course we will check the authenticity and do all the services behind uh but is very good idea uh to link marketing program to our Solutions
Uh is good way to to make money because uh it give you access to customer personal data with their consents and is win-win for everyone that’s great um he has a follow-up question he says um you mentioned that you have proof of counter with pictures taken do you provide these pictures to your
Clients yes of course of course uh I show you we provide you with a complete dashboard when you can track all the activity yourself uh you can see the photo and the locations uh the date the time um but don’t worry when you have an attack we
Will contact you and send you all the evidence and uh address you know it’s a long-term partnership and uh we work and in hand with our customer awesome awesome okay so the next question question is for stepen um it says um what is the percentage accuracy of your solution and also is a
Solution globally available everywhere yeah thanks J for for the question so the accuracy of the solution it depends what percentage we’re talking about if we’re talking the success rate which I think you mean which would be out of everything that we try to enforce how much is actually removed um depending on
Industries it would be in general above 90% um but depending on industry and type of infringement we may face some issues so if we take the typical fashion fashion accessory Cosmetics Industries typically we are above 95% success rate uh but if we take for example infringements that are more difficult
Like design infringements it might be difficult because sometimes the platform they accept only very specific rights and we might not be able depending on which rights the company owns to effectively remove so we always try to look for alternative if we cannot use this maybe we can use copyright but it’s
Not always possible so in some cases we end up having a success rate which is rather towards 90 or including Below in some cases um but that’s why also we report all the reasons why we can’t enforce so that companies can review if it’s because of a lack of Ip right because
You didn’t own designs in this specific country then maybe that’s something you can review with your low firm and see if you should register your designs or your trademarks in new territories and and regarding the the solution yes it’s available everywhere it’s Global um we don’t have any any
Limit and the channels that we cover as well of course we establish for each company the the relevant ones but it’s it’s entirely Global all right um that’s great um we have another question for you Stephen it says does red Point have a trial program before somebody actually subscribe or purchases Your
Solution yeah so so thanks cartic for for the question um so we don’t have a trial program per se because well as as many companies with technology the cost of M menting are quite high and and we work with annual agreements but we even though we cannot try the removing part
What we do is that we offer free audits so we can definitely run an audit with a brand or an example of Ip rights products uh to show you on our platform that’s entirely free what can we detect and based on that that allows us as well
To see where the problem is so what we should protect because maybe doesn’t make sense to cover social media or maybe it does but we need to do this audit to know and this is completely free and and we can definitely do organize this yes that’s awesome that’s awesome I
Think give will take we are almost about one hour um so far into this presentation and I believe that this brings us off to the end of um the webinar um thanks for attending those of you who actually did um we appreciate your time and um we happy to be able to
Tell you what the importance of having online both online and offline brand protection for your business and how it can help you actually increase your revenue for Q4 as you close out 2023 um this is very important um kindly note that we will send you a copy of
This um webinar probably in the next couple of hours so that you can have something to refer to so you can always go back and and look at it you can always send me an email um from the email notifications you got then I’ll forward it to either Jill or Steven um
Subsequently so my email is emuel sf.com can always send it to me and I’ll forward it um accordingly to to them so that we can take it out from there thanks for coming and thanks Jill and Steven for your time as well and then until you guys thanks everyone bye bye everybody bye-bye
Bye