Kodak's Traceless technology addresses a problem that globalization is only going to make worse. Not only does counterfeiting cost global business approximately $700 billion annually, but there are also liability issues and the less-measurable costs of additional customer service and brand erosion. In the world of fighting fakes, Kodak is an accidental innovator. Originally, the company was trying to figure out how to secure documents such as passports and visas that use Kodak ink products. Then they realized that the technique could be used on virtually any product in any industry because, "Everything has some printing on it," says Steven J. Powell, GM and director of Kodak's security solutions. And Kodak itself has also fallen victim: its digital camera batteries have been knocked off.
Kodak's willingness to talk openly about the larger issue and its solutions has also differentiated it from its competitors. "Companies fear that if they talk about the problem, they'll inadvertantly tip off counterfeiters," says Mark Roberti, editor of RFID Journal, which covers the industry. But Kodak believes that talk is exactly what's needed.