株式会社グローバルインフォメーション
TEL: 044-952-0102
表紙
市場調査レポート

スマートフォンによるモバイル広告/プロモーションおよび家電製品の認証

Mobile Advertising / Promotions and Consumer Enabled Product Authentication with Smart Phones

発行 Vandagraf International Limited 商品コード 290267
出版日 ページ情報 英文 270 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=114.77円で換算しております。
Back to Top
スマートフォンによるモバイル広告/プロモーションおよび家電製品の認証 Mobile Advertising / Promotions and Consumer Enabled Product Authentication with Smart Phones
出版日: 2013年01月31日 ページ情報: 英文 270 Pages
概要

スマートフォンの爆発的増加によって新しいモバイル世界が急速に出現し、様々なアプリケーションにビジネスチャンスをもたらしています。大規模なコンバージェンスは、パッケージング/ラベル変換・印刷産業の多くのセグメントを含め、多くの産業・ビジネスに影響を及ぼし始めています。また、セキュリティソリューションプロバイダー・マーケッターにとっても、ブランド所有者・小売り業者、スマートフォン端末・アプリケーションプロバイダー、およびデジタル印刷機器メーカーなどと同様に多くの影響・機会を提供しています。

当レポートでは、スマートフォンを用いたモバイル広告/プロモーションおよび家電製品の認証市場を取り上げ、市場規模、予測およびビジネス機会などを分析しており、モバイルシステムサプライヤーにとっての潜在的機会と脅威、将来の動向、主要企業のプロファイルなどを提供し、概略以下の構成でお届けいたします。

エグゼクティブサマリー

第1章 イントロダクション

第2章 マーケティング通信の動向

  • マーケティング通信予算
  • マーケティング通信向けのメディア選択
  • ダイレクトマーケティング

第3章 モバイルマーケティング/広告&販促

  • スマートフォン利用の概要
  • 背景:モバイルマーケティング
  • モバイル広告の種類
  • 双方向性モバイルマーケティングの革新
  • モバイルウェブサイトデザイン

第4章 ソーシャルメディアマーケティング

  • ソーシャルメディア直販店/モバイルマーケティングのプラットフォーム
  • ソーシャルメディアマーケティングのネットワーク
  • ソーシャルメディアマーケティング技術
  • ソーシャルメディアマーケティングの動向
  • ソーシャルメディアマーケティングの「口コミ」による急速な伝播
  • ソーシャルメディアによる機会&脅威

第5章 小売り:店舗内ショッピングvs.Eコマース

  • 世界の小売りにおけるいくつかの重要な数字
  • 従来の小売り市場が現在直面している課題
  • 小売り店舗では消費者エンパワーメントに向かう
  • 新世代小売り技術の驚き
  • スマートフォン:小売りで重要な役割を果たす
  • オンライン販促ツール
  • 小売りにおける付属コンテンツ&インタラクティブ(双方向性)エクスペリエンスの種類
  • Eレシートデジタルペーパーレスレシート
  • 第5章の付録

第6章 家電製品の認証

  • 商標保護の動向
  • スマートフォン対応製品の認証
  • モバイルアクションコード製品認証のためのモバイル2D/QRコード
  • スマートフォン対応商標保護の近年の発展
  • ケーススタディ

第7章 モバイルアクションコード

  • イントロダクション:モバイルアクションコード
  • プリンテッド2D/QRコード:モバイルアクションコードによる
  • NFCタグ-組込みデバイス:モバイルアクションコードによる
  • ハードウェアデバイス - VIZKEY - USB技術

第8章 スマートフォン&その他のモバイルデバイスの動向

  • モバイルデバイス概要
  • アプリケーションストアモデル
  • 主な人口統計動向:オンライン
  • データハンドリング&送信動向

第9章 パッケージング&印刷産業の見通し

  • 背景:パッケージング&印刷
  • 従来型パッケージング・「追加コンテンツ」
  • 2D/QRコードの印刷品質要件
  • 印刷におけるデジタル透かしの内蔵
  • コーディングシステム
  • デジタル印刷の中心的役割
  • スマートフォン用の特殊インク&コーティング
  • NFC:プリンター&コンバーターの見通し
  • パッケージング&ラベリングに対する規制の影響
  • コンバーター&プリンターの主な重要指針

付録:主要企業

  • スマートフォン対応エンドユーザー認証
  • マスシリアライゼーション製品/コーディングシステム
  • デジタル透かし(ウォーターマーク)&隠しコード

VANDAGRAF INTERNATIONAL LIMITED について

VANDAGRAFのその他のレポート

著者のプロファイル

確認事項

目次

BACKGROUND TO THIS REPORT

Fuelled by the explosive growth of the ‘smart phone' with its far reaching implications together with other related technological changes, a brave new mobile world is fast emerging that is leading to a host of business opportunities across many types of application.

Significant convergences are starting to impact many industries and businesses, including most segments of the packaging / labels converting and printing industries.

There are also major implications and opportunities for security solutions providers and marketers as well as brand owners and retailers through to smart phone handset and App providers to digital printing equipment builders and others.

This ground breaking Vandagraf report embraces and analyses this new and occasionally bewildering world of mobile engagement and interaction.

The report contains market sizing estimates and forecasts and also identifies business opportunities in this complex and fast moving landscape.

CONVERGING TECHNOLOGIES

These key drivers coupled with highly dynamic growth are causing major (and irreversible) changes to the business environment - And this is set to unleash huge new opportunities for the industries involved.

POTENTIAL OPPORTUNITES (AND THREATS) FOR MOBILE SYSTEMS SUPPLIERS

The dramatic growth of smart phones is having a huge impact on consumer's lives in a wide range of ways. As far as branded products and the potential for brand enhancement is concerned there appear to be two distinct avenues:

  • either smart phone enabled online interactive Marketing Communications - Advertising / Sales Promotions
  • or smart phone enabled online interactive Product Authentication.

Suppliers of smart phone enabled solutions have thus far tended to focus on one or other of the two areas. Suppliers of security solutions may see mobile marketing as a more ‘lightweight' activity compared to the business of crime prevention. While suppliers of mobile marketing and promotional solutions may see the security side as being very specialised.

But the same devices (ie: Smart phones) are at the heart of all this. There are overlapping areas of expertise and skill-sets required to develop smart phone enabled systems for either of the above types of usage.

How long will such functions remain entirely separate within a smart phone?

Significant opportunities may now exist for solution providers focusing on one area of application or the other to explore possibilities to cross over between such applications and / or to develop combination systems.

SHAPING THE FUTURE

As with many facets of modern life, technology is at the heart of this industry-wide change that is taking place. As smart phones and tablets are rapidly becoming the norm, consumers have increased access to additional content and the option to consume and create it in a number of different ways. The increase in connectivity due to Wi-Fi, 3G and now the even faster 4G has also allowed media owners to connect their screens, opening up fantastic opportunities for brands to interact with consumers in new and exciting ways.

SCOPE OF REPORT

GEOGRAPHICAL - Worldwide.

TYPES OF MOBILE DEVICE - In a broad sense, mobile devices are categorically broken down into portable and stationary equipment. Technically, mobile devices are categorised as below:

  • Handheld mobile devices - Smart phones
  • Tablets
  • Laptop PCs

In the context of this report, the primary area of focus is ‘smart phones'.

TYPES OF USAGE

  • Mobile Marketing (advertising & promotion)
  • Product authentication / brand protection.

INDUSTRIES BEING IMPACTED

SUPPLIER GROUPS IMPACTED:

  • PACKAGING / LABELS CONVERTER PRINTERS
  • GENERAL PRINTING & PUBLISHING INDUSTRIES
  • SUPPLIERS OF INKS & COATINGS
  • SUPPLIERS OF DIGITAL PRINTING EQUIPMENT
  • SUPPLIERS OF BRAND PROTECTION SOLUTIONS
  • SUPPLIERS OF DIGITAL PRINTING SOLUTIONS
  • SUPPLIERS OF TELEPHONY & NETWORKING SOLUTIONS

OTHER GROUPS IMPACTED:

  • BRAND OWNERS
  • RETAILERS
  • CONSUMERS

MAJOR TYPES OF TRIGGER

  • Marker based
  • Location based

MAJOR TYPES OF MOBILE ACTION CODES

The major types of ‘mobile action code' technologies:

  • PRINTED 2D / QR CODE SYSTEMS
  • OTHER SMART PHONE ENABLED SYSTEMS WITH PRINTED CODES
  • DIGITAL WATERMARKS EMBEDDED IN PRINT
  • OTHER SMART PHONE ENABLED SYSTEMS - NOT PRINTED
  • SELF AUTHENTICATING SYSTEMS
  • EMBEDDED DEVICES (NFC)
  • HARDWARE DEVICES

Table of Contents

EXECUTIVE SUMMARY

  • REPORT STRUCTURE
  • BACKGROUND TO THIS REPORT
  • RELATIVE GROWTH RATES TELL A STORY
  • CONVERGING TECHNOLOGIES
  • IN SEARCH OF A UBIQUITOUS MOBILE READER DEVICE
  • TWO-WAY TRAFFIC IS TRANSFORMING BOTH MARKETING & PRODUCT AUTHENTICATION
  • POTENTIAL OPPORTUNITES (AND THREATS) FOR MOBILE SYSTEMS SUPPLIERS
  • FOR BRAND PROTECTION SOLUTION PROVIDERS
  • FOR MARKETERS OF BRANDED PRODUCTS
  • NFC VERSUS QR CODES - MOBILE ACTION CODES
  • OPPORTUNITIES & THREATS
    • PACKAGING / LABEL CONVERTERS & PRINTERS
    • BRAND OWNERS
    • RETAILERS
    • CONSUMERS
    • THE DIGITAL PRINTING INDUSTRY
    • EQUIPMENT PROVIDERS
  • THE ENLIGHTENED PACKAGING CONVERTER / PRINTER
  • WHAT CAN BE DONE IN PRACTICE?
  • WHERE THE MONEY GOES - MARKETING COMMUNICATIONS
  • WHERE THE MONEY GOES - COUNTERFEITING LOSSES / BRAND PROTECTION
  • KEY BENEFITS OF SMART PHONE ENABLED BRAND ENHANCEMENT
  • EXPLORING OPPORTUNITIES
  • SHAPING THE FUTURE
  • SCOPE OF REPORT
    • GEOGRAPHICAL - Worldwide.
    • TYPES OF USAGE
    • INDUSTRIES BEING IMPACTED
    • MAJOR TYPES OF TRIGGER
    • MAJOR TYPES OF MOBILE ACTION CODES
    • TYPES OF ADDITIONAL CONTENT & INTERACTIVE EXPERIENCE

1. INTRODUCTION

  • 1.1. SOME KEY FACTORS - BACKGROUND
    • 1.1.1. SUCCESSIVE WAVES OF COMPUTER TECHNOLOGIES DRIVES GROWTH
    • 1.1.2. GROWTH RATES TELL A STORY
    • 1.1.3. CONVERGING TECHNOLOGIES & FORCES
    • 1.1.4. THE REACH OF THE REPORT
    • 1.1.5. SMART PHONES HERALD THE AGE OF INTERACTIVE DIRECT MOBILE MARKETING
    • 1.1.6. TWO-WAY TRAFFIC IS TOTALLY TRANSFORMING MARKETING COMMUNICATIONS
    • 1.1.7. INTERACTIVE EXPERIENCES, CONTENT, TRIGGERING MECHANISMS&CODES
      • 1.1.7.1. TYPES OF INTERACTIVE EXPERIENCE
      • 1.1.7.2. TYPES OF ADDITIONAL CONTENT
      • 1.1.7.3. TYPES OF TRIGGERING MECHANISM
      • 1.1.7.4. TYPES OF MOBILE ACTION CODE
      • 1.1.7.5. 2D / QR CODES VS. NFC - MOBILE ACTION CODES
  • 1.2. SOME KEY DRIVERS
    • 1.2.1. MARKET PENETRATION - MOBILE PHONES
    • 1.2.2. SMART PHONES HERALD THE AGE OF INTERACTIVE DIRECT MARKETING
    • 1.2.3. CONTINUING DYNAMIC GROWTH OF THE ‘APP STORE' MODEL
    • 1.2.4. ECOMMERCE IS DRAWING SHOPPERS AWAY FROM TRADITIONAL RETAIL STORES
    • 1.2.5. REGULATORY TRENDS IN PACKAGING - DRIVING INNOVATION IN BRAND PROMOTION
  • 1.3. WHO STANDS TO BENEFIT - INDUSTRIES IMPACTED - OPPORTUNITIES & THREATS
    • 1.3.1. SUPPLIER GROUPS IMPACTED
      • 1.3.1.1. PACKAGING/LABELS CONVERTER PRINTERS
      • 1.3.1.2. GENERAL PRINTING & PUBLISHING INDUSTRIES
      • 1.3.1.3. SUPPLIERS OF INKS & COATINGS
      • 1.3.1.4. SUPPLIERS OF DIGITAL PRINTING EQUIPMENT
      • 1.3.1.5. SUPPLIERS OF BRAND PROTECTION SOLUTIONS
      • 1.3.1.6. SUPPLIERS OF TELEPHONY & NETWORKING SOLUTIONS
    • 1.3.2. OTHER GROUPS IMPACTED
      • 1.3.2.1. BRAND OWNERS - OPPORTUNITIES & THREATS
      • 1.3.2.2. RETAILERS - OPPORTUNITIES & THREATS
      • 1.3.2.3. CONSUMERS - OPPORTUNITIES & THREATS
  • 1.4. MOBILE VERSUS DESKTOP INTERNET USAGE
  • 1.5. BRAND ENHANCEMENT WITH SMART MOBILE DEVICES

2 TRENDS IN MARKETING COMMUNICATIONS

  • 2.1. MARKETING COMMUNICATIONS BUDGETS
    • 2.1.1. TYPICAL SPENDING - TRADITIONAL ADVERTISING & SALES PROMOTIONS
    • 2.1.2. MARKETING COMMUNICATIONS BUDGETS - TRADITIONAL / INTERNET
    • 2.1.3. SALES PROMOTIONS VERSUS ADVERTISING
  • 2.2. MEDIA CHOICES FOR MARKETING COMMUNICATIONS
    • 2.2.1. MARKETING COMMUNICATIONS - TRADITIONAL TOOLS OF THE TRADE
    • 2.2.2. BREAKDOWN OF AVERAGE DAILY MEDIA CONSUMPTION
    • 2.2.3. MAJOR MEDIA TYPES
    • 2.2.4. A SUMMARY OF RECENT TRENDS IN ADVERTISING MEDIA
    • 2.2.5. TRENDS IN ONLINE ADVERTISING BY REGION
    • 2.2.6. OTHER REGIONAL TRENDS IN ADVERTISING
    • 2.2.7. TRENDS FOR PRINTED MAGAZINES & NEWSPAPERS
      • 2.2.7.1. CASE STUDY - DECLINE IN THE UK MAGAZINE PRINTING INDUSTRY
      • 2.2.7.2. AUSTRALIAN NEWSPAPER CIRCULATION SLUMPS
    • 2.2.8. THE NEW MEDIA FORMS ARE DRIVING CHANGES IN THE MIX
    • 2.2.9. THE FUTURE OF TV ADVERTISING
    • 2.2.10. TV ADVERTISING IS THREATENED BY ‘FAST FORWARD'
    • 2.2.11. OUT-OF-HOME (OOH) ADVERTISING
      • 2.2.11.1. OOH ADVERTISING FORMATS
      • 2.2.11.3. MOBILE OOH / DIGITAL OOH ADVERTISING
      • 2.2.11.4. PRINTED BILLBOARD POSTERS VERSUS SCREEN BASED ADVERTISING
      • 2.2.11.5. CASE STUDY - NFC ROLL OUT FOR OOH ADVERTISING ACROSS THE UK
      • 2.2.11.6. CASE STUDY - OOH ADVERTISMENT WITH BOTH QR CODE AND NFC
      • 2.2.11.7. MARKET SIZING SUMMARY - OOH ADVERTISING
  • 2.3. DIRECT MARKETING
    • 2.3.1. MARKET SIZING SUMMARY - DIRECT MARKETING
    • 2.3.2. EMAIL MARKETING
    • 2.3.3. CHARACTERISTICS OF DIRECT MARKETING
    • 2.3.4. EVOLUTION OF INTERACTIVE SEARCH MARKETING SPENDING IN THE US

3. MOBILE MARKETING / ADVERTISING & SALES PROMOTIONS

  • 3.1. AN OVERVIEW OF SMART PHONE USAGE
  • 3.2. BACKGROUND - MOBILE MARKETING
    • 3.2.1. MOBILE MARKETING DEFINED
    • 3.2.2. THE MOBILE MARKETERS TOOLBOX
    • 3.2.3. MARKET SIZING SUMMARY - MOBILE ADVERTISING
    • 3.2.4. MOBILE ADVERTISING EXPENDITURE IN THE US
  • 3.3. TYPES OF MOBILE ADVERTISING
    • 3.3.1. OVERVIEW - SMART PHONE ENABLED MOBILE ADVERTISING
    • 3.3.2. SMS / MMS / P2P MESSAGING MARKETING
      • 3.3.2.1. MESSAGING - BACKGROUND
      • 3.3.2.2. MARKET SIZING SUMMARY - SMS MESSAGING
    • 3.3.3. DISPLAY - BANNERS & RICH MEDIA
      • 3.3.3.1. DISPLAY - BANNERS & RICH MEDIA - BACKGROUND
      • 3.3.3.2. MARKET SIZING SUMMARY - DISPLAY - BANNERS & RICH MEDIA
    • 3.3.4. SEARCH ENGINE MARKETING (SEM)
      • 3.3.4.1. SEARCH ENGINE MARKETING (SEM) - BACKGROUND
      • 3.3.4.2. MARKET SIZING SUMMARY - SEARCH ENGINE MARKETING (SEM)
    • 3.3.5. VIDEO ADVERTISING
      • 3.3.5.1. VIDEO ADVERTSING - BACKGROUND
      • 3.3.5.2. MARKET SIZING SUMMARY - VIDEO ADVERTISING
  • 3.4. INNOVATIONS IN INTERACTIVE MOBILE MARKETING
    • 3.4.1. MOBILE DIGITAL COUPON USAGE
    • 3.4.2. LOCATION BASED MOBILE PROXIMITY MARKETING
    • 3.4.3. IN-GAME MOBILE MARKETING
    • 3.4.4. MEASURING THE EFFECTIVENESS OF MOBILE ADVERTISING - ANALYTICS& METRICS
    • 3.4.5. MEASUREMENT OF RESPONSE RATE METRICS
    • 3.4.6. ALIGNING MOBILE MARKETING WITH SOCIAL MEDIA
  • 3.5. MOBILE WEBSITE DESIGN
    • 3.5.1. MOBILE WEB MARKETING
    • 3.5.2. KEY ATTRIBUTES - MOBILE WEBSITES

4. SOCIAL MEDIA MARKETING

  • 4.1. SOCIAL MEDIA OUTLETS / PLATFORMS FOR MOBILE MARKETING
    • 4.1.1. SOCIAL MEDIA WEBSITES
    • 4.1.2. SMART PHONES & SOCIAL MEDIA
    • 4.1.3. INTERACTIVE ENGAGEMENT
    • 4.1.4. SOME STEPS FOR BRANDS TO EXPLOIT SOCIAL MEDIA - METRICS & ANALYTICS
  • 4.2. SOCIAL MEDIA MARKETING NETWORKS
    • 4.2.1. SOCIAL MEDIA EXPLAINED
    • 4.2.2. FACEBOOK
    • 4.2.3. TWITTER
    • 4.2.4. LINKEDIN
    • 4.2.5. YOU TUBE
    • 4.2.6. BLOGS
    • 4.2.7. P&G SOCIAL MEDIA DRIVEN MARKETING CAMPAIGN - 2012 LONDON OLYMPICS
  • 4.3. SOCIAL MEDIA MARKETING TECHNIQUES
    • 4.3.1. COBRAS & EWOMS
    • 4.3.2. SHARING WITH SOCIAL MEDIA
  • 4.4. TRENDS IN SOCIAL MEDIA MARKETING
  • 4.5. GOING ‘VIRAL'WITH SOCIAL MEDIA MARKETING
  • 4.6. OPPORTUNITIES & THREATS WITH SOCIAL MEDIA
    • 4.6.1. BRANDS & SOCIAL MEDIA
    • 4.6.2. IMPLICATIONS OF SOCIAL MEDIA FOR TRADITIONAL ADVERTISING (PRINT &TV)

5 RETAILING - IN-STORE SHOPPING VS ECOMMERCE

  • 5.1. SOME KEY NUMBERS IN GLOBAL RETAILING
    • 5.1.1. MARKET SIZING SUMMARY - TRADITIONAL RETAILING
    • 5.1.2. MARKET SIZING SUMMARY - COUPONS & ADVERTISING SPECIALITIES
    • 5.1.3. THE RELENTLESS RISE OF OUT OF-STORE RETAILING
    • 5.1.4. MARKET SIZING SUMMARY - ONLINE RETAILING
    • 5.1.5. US RETAIL CHAINS - AVERAGE WEEKLY ATTENDANCE
    • 5.1.6. ONLINE / OFFLINE PURCHASING TRENDS
    • 5.1.7. MOBILE E-COMMERCE IN EUROPE SOARS TO NEW HEIGHTS
  • 5.2. CHALLENGES FACING THE TRADITIONAL RETAIL SECTOR TODAY
  • 5.3. TOWARDS CONSUMER EMPOWERMENT IN THE RETAIL STORE
    • 5.3.1. RETAILER INITIATIVES
    • 5.3.2. SHOPPER EMPOWERMENT - A GUIDING THEME
    • 5.3.3. CUSTOMER LOYALTY & REWARDS
    • 5.3.4. INTERACTIVE STORYTELLING - RETAIL AS A NARRATIVE
    • 5.3.5. OPTIONS FOR RETAILERS
    • 5.3.6. BRIDGING THE GAP - ONLINE / INSTORE RETAILING
  • 5.4. THE WONDERS OF NEW GENERATION RETAIL TECHNOLOGY
  • 5.5. SMART PHONES - A KEY ROLE TO PLAY IN RETAIL
    • 5.5.1. GETTING CONSUMERS BACK INTO RETAIL STORES WITH SMART PHONES
    • 5.5.2. SMART PHONES SET TO BECOME INTEGRAL PART OF IN-STORE SHOPPING
  • 5.6. ONLINE SALES PROMOTION TOOLS
    • 5.6.1. MOBILE DIGITAL COUPONS
    • 5.6.2. OTHER ONLINE SALES PROMOTION TOOLS
  • 5.7. TYPES OF ADDITIONAL CONTENT& INTERACTIVE EXPERIENCE IN RETAIL
    • 5.7.1. TYPES OF INTERACTIVE EXPERIENCE IN RETAIL
    • 5.7.2. TYPES OF SMART PHONE ENABLED ADDITIONAL CONTENT IN RETAIL
      • 5.7.2.1. INTERACTIVE EXPERIENCES USING AUGMENTED REALITY (AR)
      • 5.7.2.2. CASE STUDY -TOYOTA MARKETING CAMPAIGN - FT-86 COUPE
      • 5.7.2.3. CASE STUDY - INSTORE SIMULATION FOR LEGO KITS
      • 5.7.2.4. CASE STUDY - TIC TAC® MINTS AR SHAKE IT UP™ CAMPAIGN
      • 5.7.2.5. CASE STUDY - WAITROSE CHRISTMAS 2011 CAMPAIGN
      • 5.7.2.6. CASE STUDY - KIT KAT VOTING FOR FAVOURITES
      • 5.7.2.7. CASE STUDY - CADBURY GAMES ON CHOCOLATE BARS
      • 5.7.2.8. CASE STUDY - PERSONALISED MESSAGES FOR LACTA CHOCOLATE BAR
    • 5.7.3. SOME USAGE PATTERNS - 2D / QR CODES - US RETAIL
      • 5.7.3.1. SOME TRENDS IN MOBILE ACTION CODES IN RETAILING
      • 5.7.3.2. NOTES ON 2D / QR CODE PLACEMENT IN RETAIL APPLICATIONS
  • 5.8. E-RECEIPTS DIGITAL PAPERLESS RECEIPTS
    • 5.8.1. LAUNCH OF E-RECEIPTS TRANSFORMING MARKET PLACE FOR RETAILERS
    • 5.8.2. E-RECEIPTS - BENEFITS FOR BOTH RETAILERS & SHOPPERS
    • 5.8.3. E-RECEIPTS TECHNOLOGY
  • APPENDICES TO CHAPTER 5
    • APPENDIX 5.1. TRADITIONAL APPROACHES - CONSUMER SALES PROMOTION
    • APPENDIX 5.2. NESTLE KITKAT / KITCASH - CONSUMER SALES PROMOTION - YESTERDAY
    • APPENDIX 5.3. NESTLE KITKAT -WITH GPS FOR COMPETITION - TODAY

6 CONSUMER ENABLED PRODUCT AUTHENTICATION

  • 6.1. TRENDS IN BRAND PROTECTION
    • 6.1.1. TRACK, TRACE & AUTHENTICATE - AN EMERGING TREND
    • 6.1.2. LEVELS OF DEFENSE - 1ST, 2ND & 3RD
    • 6.1.3. CATEGORIES OF BRAND PROTECTION TECHNOLOGIES - 1ST, 2ND & 3RD LEVEL
    • 6.1.4. A LAYERED APPROACH
    • 6.1.5. A COMBINATION OF SECURITY FUNCTIONS & FEATURES
    • 6.1.6. MARKET SIZING SUMMARY - BRAND PROTECTION / FINANCIAL LOSSES
  • 6.2. SMART PHONE ENABLED PRODUCT AUTHENTICATION
    • 6.2.1. OVERVIEW - END USER ENABLED AUTHENTICATION
    • 6.2.2. PROTECTING BRANDS ON THE INTERNET
  • 6.3. 2D / QR CODES TO MOBILE ACTION CODE PRODUCT AUTHENTICATION
  • 6.4. RECENT DEVELOPMENTS SMART PHONE ENABLED BRAND PROTECTION
    • 6.4.1. SMART PHONE ENABLED SYSTEMS WITH PRINTED CODES
      • 6.4.1.1. BITSECURE - SCHREINER GROUP
      • 6.4.1.2. PRINTECHNOLOGICS - TOUCHCODE™
      • 6.4.1.3. TESA PRIOSPOT®
      • 6.4.1.4. YOTTAMARK - HARVESTMARK™
      • 6.4.1.5. OTHER SMART PHONE ENABLED SYSTEMS WITH PRINTED CODES
    • 6.4.2. DIGITAL WATERMARKS EMBEDDED IN PRINT
      • 6.4.2.1. OVERVIEW OF DIGITAL WATERMARKING
      • 6.4.2.2. SMART PHONES & DIGITAL WATERMARKING
      • 6.4.2.3. DIGIMARC - DISCOVER - DIGITAL WATERMARKING
      • 6.4.2.4. IDETECTOR - GSSC - SECURITY INDICIA TECHNOLOGY - DIGITAL WATERMARKING
      • 6.4.2.5. THE DIGITAL WATERMARKING ALLIANCE
    • 6.4.3. OTHER SMART PHONE ENABLED SYSTEMS - NOT PRINTED
      • 6.4.3.1. ALPVISION - CRYPTOGLYPH/ FINGERPRINT
      • 6.4.3.2. INKSURE - HOLOTAG - SMARTSURE
    • 6.4.4. SELF AUTHENTICATING SYSTEMS
      • 6.4.4.1. HEIDELBERG - 1TAG
      • 6.4.4.2. POPIMSCODE
  • 6.5. CASE STUDIES
    • 6.5.1. CASE STUDY - 2D CODES FOR PRODUCT AUTHENTICATION - PHARMA PRODUCT 1
    • 6.5.2. CASE STUDY - 2D CODES FOR PRODUCT AUTHENTICATION - PHARMA PRODUCT 2
    • 6.5.3. CASE STUDY - COMPLIERS GROUP, NL - NFC ENABLED BLISTER PACKS
    • 6.5.4. CASE STUDY - AUTHENTICATION OF PHARMA PRODUCTS IN AFRICA - SPROXIL
    • 6.5.5. CASE STUDY - AUTHENTICATION OF WINE WITH 2D CODES
    • 6.5.6. CASE STUDY - DEVELOPMENTS IN NFC BY NOKIA
    • 6.5.7. SYSTEMS REQUIRING SPECIAL READERS - NOT SMART PHONE ENABLED
      • 6.5.7.1. PROOFTAG - BUBBLETAG
      • 6.5.7.2. HYPERLABEL
      • 6.5.7.3. SINGULAR ID - ENXURE SYSTEM

7 MOBILE ACTION CODES

  • 7.1. INTRODUCTION - MOBILE ACTION CODES
    • 7.1.1. BACKGROUND - MOBILE ACTION CODES
    • 7.1.2. MAJOR TYPES OF MOBILE ACTION CODES
    • 7.1.3. KRAFT CASE STUDY - NFC VERSUS QR CODES - GROCERY
  • 7.2. PRINTED 2D / QR CODES - AS MOBILE ACTION CODES
    • 7.2.1. MARKET ADOPTION OF 2D / QR CODES IN 2011
    • 7.2.2. MARKET SIZING SUMMARY - 2D / QR CODES
    • 7.2.3. WHAT 2D / QR CODES CAN DO AND HOW THEY ARE BEING USED
      • 7.2.3.1. HOW 2D / QR CODES ARE BEING USED TODAY
      • 7.2.3.2. WHO IS USING MOBILE ACTION CODES
    • 7.2.3. TYPES OF 2D / QR MOBILE ACTION CODES
      • 7.2.3.1. 2D / QR CODES
      • 7.2.3.2. THE MICROSOFT (MS) TAG SYSTEM
      • 7.2.3.3. OPERATION OF MS TAG SOLUTION
    • 7.2.4. STRENGTHS OF 2D / QR AND SIMILAR TAG SYSTEMS
    • 7.2.5. CASE STUDY - US POSTAL SERVICE - MOBILE QR CODE PROMOTION
    • 7.2.6. SOME KEY REQUIREMENTS FOR 2D / QR BARCODE CAMPAIGNS
  • 7.3. NFC TAGS- EMBEDDED DEVICES - AS MOBILE ACTION CODES
    • 7.3.1. SUMMARY OF UNIQUE BENEFITS OF NFC
    • 7.3.2. NFC - DEFINED
    • 7.3.3. NFC - ELECTRONIC PURSE
    • 7.3.4. NFC - MOBILE ACTION CODE
    • 7.3.5. NFC - CONNECTING TO ADDITIONAL CONTENT ONLINE
    • 7.3.6. TAGTUM - SMART PHONE ENABLED NFC
    • 7.3.7. SMARTRAC / CLIKSECURE -NFC ENABLED PRODUCT AUTHENTICATION
    • 7.3.8. MARKET SIZING SUMMARY - NFC ENABLED MOBILE PHONE HANDSETS
    • 7.3.9. NFC VERSUS PRINTED 2D DIGITAL CODES FOR SMART PHONE APPLICATIONS
    • 7.3.10. BLUETOOTH VERSUS NFC
    • 7.3.11. NFC ENABLED SMART PHONE REQUIREMENTS
  • 7.4. HARDWARE DEVICES - VIZKEY - USB TECHNOLOGY

8. TRENDS IN SMART PHONES & OTHER MOBILE DEVICES

  • 8.1. A LOOK AT MOBILE DEVICES
    • 8.1.1. TYPES OF MOBILE DEVICE
    • 8.1.2. MOBILE DEVICE FORM FACTORS - SCREEN SIZE CONSIDERATIONS
    • 8.1.3. IN SEARCH OF A UBIQUITOUS MOBILE READER DEVICE
    • 8.1.4. TYPES OF MOBILE PHONE
    • 8.1.5. MARKET SIZING SUMMARY - MOBILE PHONES
    • 8.1.6. MARKET SIZING SUMMARY - SMART PHONES
    • 8.1.7. GLOBAL SMART PHONE PENETRATION IN 2011
    • 8.1.8. OPERATING SYSTEMS FOR MOBILE DEVICES
    • 8.1.8. TABLETS
    • 8.1.9. THE PDA HERITAGE
  • 8.2. THE APP STORE MODEL
  • 8.3. SOME DEMOGRAPHIC TRENDS - ONLINE
    • 8.3.1. BREAKDOWN OF ONLINE POPULATION BY REGION
    • 8.3.2. SMART PHONE USAGE BY REGION
    • 8.3.3. SMART PHONE USE BY AGE RANGE
    • 8.3.4. AN EXAMPLE OF AGE RELATED CONSUMER BEHAVIOUR IN US RETAIL
  • 8.4. DATA HANDLING & TRANSMISSION TRENDS
    • 8.4.1. NETWORKING TECHNOLOGY DRIVERS - 3G, 4G, WI-FI
      • 8.4.1.1. 3G
      • 8.4.1.2. 4G
      • 8.4.1.3. WI-FI
    • 8.4.2. TRENDS IN HANDSET CONNECTIVITY (BLUETOOTH, GPS, WLAN, NFC)
    • 8.4.3. MOBILE MARKETING WITH BLUETOOTH HOTSPOTS
    • 8.4.4. CLOUD COMPUTING

9. IMPLICATIONS FOR PACKAGING & PRINT INDUSTRIES

  • 9.1. BACKGROUND - PACKAGING & PRINT
    • 9.1.1. MARKET SIZING SUMMARY - PACKAGING & PRINT INDUSTRIES
    • 9.1.2. GENERAL PRINT & PUBLISHING- OPPORTUNITIES & THREATS
    • 9.1.3. THE DIGITAL THREAT
    • 9.1.4. PRINTED MATERIALS FOR DIRECT MARKETING
    • 9.1.5. CASE STUDY - DARWILL INC. - A DIRECT MAIL SPECIALIST
    • 9.1.6. PACKAGING - OPPORTUNITIES & THREATS
  • 9.2. TRADITIONAL PACKAGING AND ‘ADDITIONAL CONTENT'
    • 9.2.1. THE ‘REAL ESTATE' ISSUE
    • 9.2.2. PROVIDING ADDITIONAL CONTENT - THE OLD FASHIONED WAY
      • 9.2.2.1. THE TRADITIONAL MULTI-PAGE LEAFLET LABEL
      • 9.2.2.2. BLISTER PACKS WITH ENLARGED PRINT AREA
    • 9.2.3. SMART PHONE ENABLED ADDITIONAL CONTENT - A DIFFERENT LEAGUE
  • 9.3. PRINT QUALITY REQUIREMENTS FOR 2D / QR CODES
    • 9.3.1. CASE STUDY - ELOPAK - PRINTED 2D / QR CODES
    • 9.3.2. NOTES ON PRINTING 2D / QR CODES
  • 9.4. DIGITAL WATERMARKING EMBEDDED IN PRINT
    • 9.4.1. BACKGROUND - DIGITAL WATERMARKING & PRINT
    • 9.4.2. WHAT THIS MEANS FOR THE PRINTER / CONVERTER
    • 9.4.3. MARKET SIZING SUMMARY
    • 9.4.4. VISIBLE VERSUS INVISIBLE DIGITAL WATERMARKING
  • 9.5. CODING SYSTEMS
    • 9.5.1. MASS CUSTOMISATION / MASS SERIALISATION
    • 9.5.2. ENCRYPTED CODING
  • 9.6. A CENTRAL ROLE FOR DIGITAL PRINTING
    • 9.6.1. BRAND OWNERS MOVING FORWARD RAPIDLY WITH DIGITAL PRINT
    • 9.6.2. HISTORY TIME-LINE - DIGITAL PRINTING
    • 9.6.3. A BRIGHT FUTURE FOR DIGITAL PRINTING
    • 9.6.4. THREE GOOD REASONS WHY CONVERTERS SHOULD INVEST IN DIGITAL PRINTING
    • 9.6.5. ECONOMICS OF DIGITAL PRINTING
    • 9.6.6. MARKET SIZING SUMMARY - DIGITAL PRINTING
    • 9.6.8. PROLIFERATION OF DIGITAL PRESS SUPPLIERS TELLS A STORY
  • 9.7. SPECIAL INKS & COATINGS FOR SMART PHONES
  • 9.8. NFC - IMPLICATIONS FOR PRINTERS & CONVERTERS
    • 9.8.1. NFC - KEY COMPETENCIES FOR PRINTERS & CONVERTERS
    • 9.8.2. NOTES ON NFC DEVICES & PACKAGING / LABELS
  • 9.9. THE IMPACT OF REGULATIONS ON PACKAGING & LABELLING
    • 9.9.1. TRENDS IN REGULATORY CONSTRAINTS ON PACKAGING
    • 9.9.3. PHARMACEUTICAL PACKAGING / LABELLING
    • 9.9.4. DRACONIAN NEW CIGARETTE PACKAGING REGULATIONS IN AUSTRALIA
  • 9.10. SOME KEY POINTERS FOR CONVERTERS & PRINTERS
    • 9.10.1. THE SMART PHONE REVOLUTION MEETS PACKAGING & PRINTING
    • 9.10.2. CUSTOMER FACING PRINT BASED PLATFORMS
    • 9.10.3. COMMERCIAL OPPORTUNITIES FOR DIGITAL & TRADITIONAL PRINTING
    • 9.10.4. THE ENLIGHTENED PACKAGING CONVERTER / PRINTER
    • 9.10.5. PACKAGING & PRINT MUST ADAPT TO SURVIVE IN A DIGITAL WORLD
    • 9.10.6. CROSSOVER OPPORTUNITIES - MARKETING / PRODUCT AUTHENTICATION

APPENDICES - LEADING COMPANIES

  • LEADING COMPANIES - SMART PHONE ENABLED END USER AUTHENTICATION
  • LEADING COMPANIES - MASS SERIALISATION PRODUCTS / CODING SYSTEMS
  • LEADING COMPANIES - DIGITAL WATERMARKING & COVERT CODES

ABOUT VANDAGRAF INTERNATIONAL LIMITED

VANDAGRAF REPORTS CURRENTLY AVAILABLE

AUTHOR PROFILES

ACKNOWLEDGEMENTS

Back to Top