Countering a counterfeit
Karine Tan, Supplies Program Manager, AP, Imaging & Printing Group, HP, shares with Zafar Anjum what HP has been doing to protect its products in Asia.
1. HP has to incur a lot of loss owing to counterfeit cartridges. Can you quantify this loss? How much globally and how much in Asia?
The diligence of the HP anti-counterfeiting programme in the Asia Pacific region has resulted in law enforcement agencies successfully confiscating more than 20 million units of counterfeit cartridges, packaging, and components in the last four years.
On a global level, HP maintains an aggressive approach to anti-counterfeiting and has conducted nearly 5,000 investigations in 88 countries over the last four years. This activity has resulted in the seizure of over 30 million units worth of counterfeit printing products worldwide over this same period.
2. Apart from harming HP's business, how does it harm consumers?
A counterfeit product is a product which has been made to look identical to or substantially indistinguishable from the genuine or original product, usually for the purpose of deceiving consumers. Counterfeiting of printing supplies usually involves the illegal printing of HP-branded boxes, labels and security seals. Often refilled cartridges containing inferior inks and toners are used and inserted into this packaging that closely resembles genuine HP packaging. The counterfeit cartridges are ultimately purchased by consumers who believe them to be genuine.
HP's commitment to the customers is the driving force behind the vigilance of our anti-counterfeit team, as we understand how the sale of counterfeit HP products negatively impacts our customer and the HP brand. With counterfeit HP print cartridges, customers purchase what they often assume to be a genuine HP product, but they instead receive a cartridge that provides them with inferior print quality at best and often times a cartridge that fails to perform at all. Potential damage to the printer might also occur. In addition, the yield of a counterfeit print cartridge is very low, resulting in a lower number of possible printouts. Through our anti-counterfeiting efforts, HP is determined to protect our customers and our brand.
3. What steps has HP been taking in Asia to counter the counterfeits? Have the efforts been successful?
HP strives to protect all individuals that may be adversely impacted by counterfeiting, and works hard to protect its customers from becoming unknowing victims of this activity.
HP alerts and educates customers on how to identify counterfeit products through the following means:
- Incorporating Anti-Counterfeit (ACF) alerts into new HP products.
- For example, most new printers will alert customers when a cartridge that has been previously depleted is inserted into their printer - indicating that the cartridge is not an Original HP supplies product and may be counterfeit. If this happens, customers who believe they have purchased a new, genuine cartridge should be suspicious of that cartridge's authenticity and return it to the place of purchase.
- HP also helps customers protect themselves from purchasing counterfeit supplies by encouraging them to:
- Purchase products through established and reputable retail and commercial channels
- Avoid purchasing products from auction sites or from vendors outside of the customer's immediate geography.
- Avoid products that are advertised as "discontinued" or "second quality."
- Avoid products that are advertised as "locally made" HP or a "second quality" HP - HP doesn't make such products.
- Understand that if the price of a product is too good to be true, it probably is.
In addition, HP has partnered with local law enforcement agencies to ensure the successful seizure of counterfeit products in Asia. HP vigorously defends its brand and intellectual property for Original HP supplies by engaging in industry-leading anti-counterfeiting practices to combat the fraudulent manufacture, distribution, and sale of counterfeit HP supplies products.
The diligence of the HP anti-counterfeiting programme in the Asia Pacific region has resulted in law enforcement agencies successfully confiscating more than 20 million units of counterfeit cartridges, packaging, and components in the last four years.
On a global level, HP maintains an aggressive approach to anti-counterfeiting and has conducted nearly 5,000 investigations in 88 countries over the last four years. This activity has resulted in the seizure of over 30 million units worth of counterfeit printing products worldwide over this same period.
4. How does HP authentication system work?
Currently, all HP cartridge packaging in the Asia Pacific region displays a security seal with colour shifting technology that helps consumers identify original HP supplies.
The HP Mobile Authentication tool features a QR code on both HP Original ink and toner cartridge security labels. After checking for the label's holographic properties to verify authenticity, customers can capture the QR label with a smartphone to access HP Mobile Authentication and validate the label. Valid labels generate a confirmation message, which indicates that the cartridge has a valid code. Invalid labels generate a warning message and a link for more information at HP's anti-counterfeit information website.
Customers who do not have the ability to scan QR codes can also validate the new label before they open the box. They can simply enter the alphanumeric code printed next to the QR Code, shown on the new security label at the HP Mobile Authentication website. The URL for this website is printed on the new security label. (2)
To use HP Mobile Authentication, customers should perform the following steps:
1. Visually check the label. The new HP Mobile Authentication label features holographic image-shifting properties in addition to the QR code. Customers should perform the following steps to visually verify that the label is valid:
- Tilt box front to back to see 'OK' and 'ü' move in opposite directions.
- Tilt box right to left to see 'OK' and 'ü' move in the same direction.
2. If the package includes a new Mobile Authentication label, a smartphone QR code reader can capture the security code. Error! Bookmark not defined.
3. View the response from HP.
5. Does it help to use apps and social media to spread awareness against counterfeits?
Yes, the use of apps is helpful in raising awareness against counterfeits. HP has created a mobile application called HP eSupplies which features the HP Mobile Authentication tool, allowing customers to scan the label on the product packaging with a mobile device to verify the authenticity of their HP ink or toner cartridges. Alternatively, for those who do not own a smartphone, they can authenticate the cartridge online via the website www.hp.com/go/ok
The app is currently available in Australia and Singapore and will be made available to more countries in Asia Pacific soon.