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Published June 29, 2009  |
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Equation unveils digital anti-theft system
Its associate firm expects the system to be fully implemented by some retailers by 2010
By ZEINAB YUSUF
THE flip side of a problem in the marketplace is very often a business opportunity. Just ask Eddie Chng, chief executive officer of Equation Corp. To deter thefts in the electronics industry, Mr Chng has invented the Digitally Safe (DiSa) anti-theft system - a patented system that has already won two prestigious Plus X awards in Germany. The product, launched by Equation's German-based associate company DiSa Digital Safety, allows small electronic devices such as flashcards, USB sticks, mobile phones and MP3 players to be encrypted with a security code at the point of manufacture. This code can only be decoded by a retailer - after a consumer has paid for the device - failing which the device will not function. Over a few drinks in 2004, a former business client - now managing director of DiSa, Matthias Claus - told Mr Chng of the challenges facing retailers in Germany. Mr Chng immediately saw an opportunity to fill a gap, putting to use his experience in the electronics engineering industry. He strongly believes the global downturn and financial crisis have provided him a great opportunity through DiSa. 'When the economy is fine, retailers tend to overlook losses from theft, but in times like these, every cent counts - and this is when a system like DiSa is needed,' he says. Mr Chng tried to launch the product in April 2007 - during the bull run - but realised that retailers had other things on their mind and cutting costs was not a priority. Still, he was undeterred. Confident of his product, he held on patiently and took some time to better understand the market. His patience paid off because, according to him, the re-launched product 'has been very successful and the response is more than we can cope with'. DiSa Digital Safety has already forged a partnership with MediMax, a major retailer that owns over 100 stores across Germany and has begun trying the DiSa system in 13 of them. DiSa Digital Safety expects the system to be fully implemented by some retailers by 2010. The business model works by charging manufacturers per code allotted to each product, while retailers pay for the unlocking device. Codes are priced depending on the nature of the product, from 50 euro cents (S$1) to five euros. The unlocking device costs a one-time 200 euros. Each product bears a unique identification. Mr Chng says there is no way duplication can occur because every number is tracked in the company's database. Currently, retailers use huge plastic boxes to encase small electronic items to defer theft - a process that is labour-intensive and expensive, says Mr Chng, who has received plenty of inquiries about DiSa. 'We believe the huge cost savings brought about by using DiSa will be a key attraction for many major retailers in Germany and possibly later, in the rest of Europe,' he says. 'DiSa not only saves costs but also improves the efficiency of their sales staff in stores.' Optimism about the product's success, Mr Chng hopes the anti-theft system will be expanded to cover all electronic items, making DiSa a worldwide brand name. |
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Why You Need DiSa
The objective of disa digital safety is to protect electronic consumer products and to reduce costs such as inventory differences, transport insurance rates and special logistic processes for manufacturers and retailers. disa digital safety is being supported by its technology partner Ternary Technologies Pte Ltd. in Singapore to accomplish its global goals.
| Can you imagine presenting flashcards, SIM-cards, MP3-player or USB-Sticks in a large container in retail stores? Instead they are delivered in blister or in basically bigger packaging than the actual product. However this does not fully protect against burglary. This is why customers frequently find these products in additional plastic security boxes on the retailers’ shelves. These plastic boxes however have serious disadvantages: |
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The damages through burglary add up to 68 billion Euros worldwide. This is 1.36 per cent of the retail stores business volume. The main reason for this is burglary through suppliers, personnel and customers. These alarming numbers were identified by the reputable British Centre for Retail Research in their Global Retail Theft Barometer. This means, for Europe, that goods worth 27.5 billion Euros were stolen in one year, during the timeframe investigated (07/2006 to 06/2007). This implies a Europe-wide »theft tax« of 58 Euros per consumer per year. Despite the modern retail security systems in which retailers have invested 7.8 billion Euros (0.34 percent of their business volume), Europewide goods worth 1.26 of the retail business. volume have been stolen. |
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The handling of the digital anti-theft system by disa digital safety is very simple.The system can easily be integrated into the manufacturing process and supply chain. With the disa activator digital products are made workable again at the checkout in retail stores. For more information please contact the disa team who can answer your questions in detail. |
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The disa anti-theft system for digital products is most effective when potential thieves know about the protection. That is why it is so important that they know that disa-protected products will only work when they have been paid for and activated. Therefore disa digital safety does not only inform retailers and manufacturers about this innovative system, but also consumers. The most important medium for disa´s professional communication is the logo, which should be printed on every disaprotected product. It tells everybody who is interested in a labeled product that it is not worthwhile taking this product without paying. At the point of sale there is more potential to inform consumers with diverse material such as ceiling anglers. With active public relations initiatives, disa digital safety can inform consumers about the new protection system for electronic products. Customers can find more information on our website www.digitalsafety. de |
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What advantages would you gain, if your digital products such as flashcards, SIMcards and MP3-players could be protected effectively during the production process, so they would be useless for thieves? You could minimise cost intensive logistics and storing processes and your costs would shrink significantly. |
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Imagine the consumer electronics industry could protect digital products during the production process in an effective way, so that they would not be any use to thieves. Most of the security systems in retail stores today would not be necessary. disa digital safety now presents a striking anti-theft system for the first time. With it Flashcards, SIM-Cards, USB-Sticks,MP3-Players and other digital articles can be locked during the production process. At the checkout the product is paid for and unlocked with the disa activator. Through this system the products are made workable again at the checkout. For this process the cashier needs a maximum of five seconds. |