VALMARC introduces new technology and system for exclusive mobile marketing

BOSTON, USA: A group of recognized business technology pioneers is about to introduce a powerful new weapon to arm brand owners in their fight against product counterfeiting and gray market diversion – as well as allow them to regain control of their messaging and marketing to consumers.

Once in place, the new technology and tools developed by the VALMARC Corp. will also allow consumers using special smart phone apps to verify instantly the authenticity of products they are about to purchase. In addition, the VALMARC system has important applications for product safety and inventory control.

The leaders of VALMARC include CEO Pat Costa, president Curtis Howes and CFO Gordon Low. As senior executives of Robotic Vision Systems Inc. (RVSI), Costa and Howes led the early industrialization of the Data Matrix 2-D barcode and turned it into a global standard. Low brings 25 years of executive and leadership experience, primarily in management consulting at Deloitte and McKinsey.

“Branded products are under global assault from a diverse array of new and powerful economic players,” said Costa. “And in this battle, most of the world’s major product brands have been losing ground rapidly. VALMARC innovations furnish effective countermeasures that will allow brand owners to protect their products and brands and regain control of their intellectual property, channels of distribution and access to consumers.”

Central to the VALMARC system is an integrated set of smart phone “apps” and the “VALMARC tag,” which can be applied universally to virtually any packaging or product, giving that item a unique identifier. Since the VALMARC tag and the item’s unique identifier cannot be used by other smart phone apps, the VALMARC system provides brand owners with the most secure process for connecting with their customers and exerting control over the distribution of their products.

Brand owners will be able to establish a private line of communications with individual consumers at the point of purchase.

Anyone with a scanner or smart phone with the necessary app – brand company auditors, consumers or law enforcement officials, for instance – will be able to determine instantly whether an item is authentic or counterfeit. Brand company auditors will be able to determine whether the item is being sold in its intended market or has been diverted from another market.

“VALMARC technology and tools are the result of a great deal of research, thought and analysis,” said Costa, who together with Howes and Low is authoring a book about the economic and marketplace trends that led them to develop their new system of solutions.

“The global financial system is undergoing major upheaval and there’s a critical economic need for brand owners that is not being effectively addressed,” Costa said. “Counterfeit products are becoming rampant and are costing brands and economies billions of dollars and countless jobs each year. The growing diversion of products is destroying corporate profit margins. New technology intermediaries are corrupting and taking control of the mobile marketing message. We believe VALMARC technology, tools and strategy provide effective countermeasures that will allow beleaguered brand owners to fight back, regain control and restore proper balance in the global marketplace.”