© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1
Fifth Global CongressCancun 2009
Martin Lerigo – Head of Strategic Relations
Cisco Global Brand Protection Group
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2
Cisco Systems: Worldwide Leader in Networking for the Internet
Cisco Products Power the Internet
Cisco Runs Its Business
on the Internet
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 3
Cisco Globally
San Jose, CA
Herndon, VABoxborough, MA
Ottawa, Canada
Raleigh, NC
London
Brussels
Bangalore
Shanghai
Singapore
66,000+ employees in 83 countries
300+ office locations
One-third engineering/IT, one-third sales, one-third all others
Sydney
BeirutDubai
Galway
Buenos Aires
Riyadh
Johannesburg
Boxborough, MA
Moscow
RabatCairo
Mexico City
Sao Paolo
Algiers
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 4
San Jose, CARaleigh, NC
London
BangaloreMadrid Beirut
Hong Kong
Singapore
Moscow
BeijingVienna
Buenos Aires
Global legal support Local investigators KPMG, Ernst & Young,
LBA Industry groups i.e.
BASCAP
Extended Team Expertise
Case managers & engineers
Cisco relationships: manufacturing, legal, engineering, channels, Customer Advocacy.
Cisco Brand Protection
Local & federal police
Government Customs
Enforcement
Cisco Brand ProtectionEffective Multi-Agency Mgmt
Amman Mexico City
BrusselsPewaukee , WI
San Diego, CA
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 5
Counterfeit Flow
Cisco Intellectual
Property
CiscoContract
Manufacturers
ReturnManagement
CiscoTAC
Channel, brokers & Customers
CustomsChina
CustomersChinaBrokers
China
CounterfeitSuppliers
CustomsUS/Europe/
ROW
GlobalBrokers
Channel
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 6
Beijing Shende Networks, 26 June 2008
One of the largest counterfeit syndicates captured in the recent years.
Top online seller with revenue of more than RMB12m per year exporting to various countries in the world including APAC, US, Europe and Emerging Markets.
Raided on 26 June 2008 by the Beijing ECID in 6 locations including offices, warehouses and assembly centres.
Seized 1,836 items of counterfeit "Cisco" products with total value of RMB9m (US$1.3m).
Four shareholders were sentenced from 1 to 1.5 years jail terms and fined up to RMB30,000 each.
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 7
Shende Networks Raid Scenes
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 8
Anti-Counterfeiting Poster campaign 50 posters in 4 main shopping 50 posters in 4 main shopping
malls (Hailong, Top PC, E-malls (Hailong, Top PC, E-World, and Pacific World) in World, and Pacific World) in Zhongguancun area.Zhongguancun area.
Work together with AIC and Work together with AIC and other IT companies in QBPC. other IT companies in QBPC.
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 9
BIG WIN! Operation “Cisco Raider”FBI Major Case 355 Announcement
Announcement– US Departments of Justice and Homeland Security announce an ongoing International Enforcement Initiative dealing with Counterfeit IT on 2/28/2008.
– This ongoing initiative has resulted in more than 400 Cisco counterfeit seizures with an estimated retail value of $76 Million.
– US Customs conducted 28 investigations and managed 6 indictments and 4 felony convictions, with more than 74,000 fakes seized. The FBI’s portion of the initiative, dubbed Operation “Cisco Raider,” resulted in 36 search warrants with approximately 3,500 counterfeit network components identified, and a total of 10 convictions.
– While not under the 355 umbrella, enforcement actions will continue.
© 2006 Cisco Systems, Inc. All rights reserved. Cisco PublicPresentation_ID 10
Priorities for Action/Practical Solutions
Tactical
Training, customs/enforcement – refine and make easy. Make electronically available.
.Link to intelligence sharing.
Lead investigations and assist in prosecutions
Education and awareness programmes.
Strategic
Technology as part of the solution. Technology leading group – customs global database
Political buy-in - Get Priority in G8 and G20
© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 11
Brand ProtectionBrand Protection““Governance Through Awareness”Governance Through Awareness”