During the recent CES show in Las Vegas, Authena AGthe leading provider of NFT certificates of ownership and ‘phygital’ authentication at the single SKU level introduces M3TA™, which provides certificates of authenticity and ownership via NFTs linked to physical twins.
The company, based in Zug, Switzerland, began by protecting the authenticity of physical goods in the pharmaceutical, food and luxury markets with its Authena Shield™ and Authena L1VE™ technologies. M3TA ™ is the next evolution of the company’s commitment to provide a connection of authenticity for makers and producers to secure the bridge between the physical product and its digital twin, he said.
It is believed that QR codes, holograms and barcodes can be easily copied, which means that fake products and counterfeiting continue to cost the industry hundreds of billions in lost revenue and put human lives at risk by creating an exploitative forced labor that undermines global ESG goals. In the past all objects were physical, but the explosion of cryptocurrency, avatars, and digital art has brought an explosion of digital objects.
“In the future all objects will have a physical soul and a digital identity, creating a new ‘phygital’ universe,” said Matteo Panzavolta, founder and CEO of Authena, talking about the future of NFTs, Web3, digital twins, and the metaverse. . “But these phygital objects are vulnerable to attacks, leaving consumers exposed to fake physical products and accidentally buying fake NFTs, so it’s useless. Authena solves this for consumers by tapping their smartphones,” he said.
Using powerful, sensor-based IoT blockchain technology, Authena technology puts the power of product authentication at the single SKU level in the hands of consumers. It allows companies to track every touchpoint in the supply chain, including environmental conditions, geo-tracking, border crossing, rough handling and offers NFT authentication with metaverse portability in various, vertical industries, claims.
Using M3TA™, Authena is working with the Adidas team and FIBA Serbian Red Stars to exploit the potential of Web3 by providing VIP fans with NFTs for authentic signed jerseys after the EuroLeague match against Real Madrid in January 2023 – a trend that will become ‘de rigueur’ in the sports season, it is the country. The company also works with leading brands in pharmaceuticals, wine and spirits, fragrances and cosmetics, luxury goods and industrial applications.
According to the company Authena L1VE™ has the smallest rechargeable tracker at the single SKU level and monitors in real time in 185 countries; Authena M3TA™ provides certificates of authenticity and ownership via NFTs linked to physical twins; and Authena Shield ™ is the ultimate authentication platform combined with a physical-digital seal that provides security and authenticity of physical products.
This article was created in collaboration with AIPIA (Active and Intelligent Packaging Industry Association). Packaging Europe and AIPIA join forces to bring news and commentary on the active and smart packaging landscape to a larger audience. To learn more about this partnership, click here.
