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

Brady Corporation Selects HP Global Product Authentication Services to Help 
Customers Combat Counterfeiting 
PALO ALTO, CA -- (Marketwire) -- 01/25/13 --  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 activities.  
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-authenticati
on 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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Editorial contacts 
Diana Wong
HP
+1 650 236 6037
diana.wong2@hp.com 
www.hp.com/go/newsroom 
 
 
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