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Tomorrow’s
Value Chain
How blockchain drives visibility,
trust and efficiency
What is
Blockchain?
Looking beyond
the Value Chain
Index
Future adoption
in the industry
How to
get started
Impact on the
Supply Chain
Blockchain at work
in the Value Chain
p.14
p.10 p.26
p.30
p.22p.6
Many traditional supply chain
transactions remain inefficient, ex-
pensive and vulnerable. Blockchain,
a transformational, inter-enterprise
application, is at the forefront of solv-
ing these problems.
Blockchains – distributed ledgers that
create an unchangeable and shared
record of every transaction associat-
ed with an asset – create an unbroken
chain of trust from source to consum-
er. Each record is time-stamped and
appended to the preceding event.
Blockchains are ideal for manag-
ing inter-enterprise processes, and
have the potential to generate break-
throughs in three areas: visibility,
efficiency and trust.
Blockchain provides all parties se-
cure and universal visibility into all
transactions to finally solve the sup-
ply chain problems that the industry
has been facing for decades. As a
trusted system of record, blockchains
can also incorporate new data sourc-
es, such as the Internet of Things (IoT),
and harness the power of cognitive
computing so all ecosystem part-
ners can make better decisions and
increase efficiency. It solves the his-
toric mistrust between organizations,
including fear that information might
be passed on to a competitor. Today,
even when information is shared, it’s
often not fully trusted.
According to Gartner, Inc., blockchain
is one of the top 10 strategic technol-
ogy trends for 2017(1). Early adopters
in the fast-moving consumer goods
industry are already creating eco-
systems and deploying blockchain to
strengthen trust, transparency and
efficiency in the supply chain.
Blockchain will fundamentally change
how companies interact and do busi-
ness together. In this report, produced
for The Consumer Goods Forum and
its End-to-End Value Chain Learning
Series, IBM is delighted to share how
this technology will impact the val-
ue chain for retailers and consumer
goods manufacturers. We hope our
insights will highlight the value block-
chain can bring to your organization
and help you get started on this trans-
formational journey.
Executive
Summary
76
What is
blockchain?
98
Shared
Ledger1
The core of blockchain is a shared,
distributed ledger among an ecosys-
tem of partners. The shared ledger
creates a single system of record or
single version of the “truth”. It is an
append-only ledger of digitally signed
and encrypted transactions that is
replicated across a network of peers.
Smart
Contract2
Smart contracts contain business
logic that is attached to transac-
tions. Smart contracts encapsulate
participant terms of agreements for
the business that takes place on the
network; they are stored on the val-
idating nodes in the blockchain and
triggered by transactions. This auto-
mates business processes that cross
organizational boundaries in a secure
and decentralized manner.
Privacy3
Blockchain provides a private, secure
network for transactions in which all
parties have complete visibility. The
privacy of the blockchain ensures
confidentiality, authenticity and secu-
rity of each transaction.
Consensus4
Instead of relying on a third par-
ty, such as a financial institution, to
mediate transactions, members in a
blockchain network use a consensus
protocol to agree on ledger content,
and cryptographic hashes and digi-
tal signatures to ensure the integrity
of transactions. Consensus ensures
that the shared ledgers are exact
copies, and lowers the risk of fraudu-
lent transactions, because tampering
would have to occur across many
places at exactly the same time.
A blockchain is a distributed ledger
that records transactions among
multiple parties efficiently and
in a secure, permanent manner.
The ledger is a trusted inter-en-
terprise system of record for all
permissioned parties in a business
ecosystem. Each party agrees to the
network-verified, transaction-en-
suring consensus. The blockchain
provides complete visibility to par-
ties’ transactions and ensures
security and authenticity. (See fig-
ure 1). The parties can use smart
contracts that enable automated
transactions without the need for
intermediaries or delays. 	
Blockchain establishes a ‘single ver-
sion of the truth’ beyond the bounds of
just a single enterprise to include the
entire ecosystem. All parties in the
blockchain can authenticate the data
they share, including manufacturers,
suppliers, distributors, transportation
providers, retailers, banks, and gov-
ernmental agencies. Anything that
can be digitized can be put on the
blockchain from product codes and
serial numbers to contracts, images,
videos and more. It can reveal where
an asset is at any point in time, who
owns it or is handling it, and what
state it’s in.
Blockchain’s trusted system of re-
cord allows for unprecedented
collaboration for inter-enterprise
processes. Without compromising
the security or competitive advan-
tage of their own company, supply
chain professionals can access the
information on transactions they
needtoquicklymakesmartdecisions.
It is relatively straight-forward for
ecosystem participants to integrate
easily into the blockchain using stan-
dard application program interfaces
(APIs) and open-source technology.
A blockchain that is open and
ready for business will contain
the following capabilities:
By providing a single version of all
transactions, blockchains provide
the visibility all parties need to make
better decisions throughout the
product lifecycle, improve efficiency
through automation and ensure trust
for suppliers as well as consumers that
products are safe and authentic.
What is blockchain?What is blockchain?
1
2
3
4
10
Impact
on the
Supply
Chain
1312
While today’s supply chains are in-
creasingly complex and diverse, they
are still riddled with inefficiency and
rely heavily on paperwork, manual
processes and hundreds of people to
perform tasks.
Clearly, this represents an immense
challenge that will require compa-
nies to have universal insight into
goods throughout the chain, re-imag-
ine their processes and integrate
with partners across the supply chain
more than ever.
Blockchain provides a transformational
opportunity for enterprises to address
these challenges by:
Saving time
and cost1
Blockchain can reduce transaction
times from days to seconds, it also
eliminates the need for intermediar-
ies to resolve disputes and reduces
overhead costs.
Reducing
enterprise
risk2
Blockchain gives greater traceabil-
ity, allowing companies to ensure
product authenticity and safety,
limit fraud and reduce over- and un-
der-stock situations.
Increasing
trust between
suppliers,
partners, and
consumers3
With shared processes and systems
of record, all parties reach consen-
sus on every transaction. Blockchain
gives increased transparency, lead-
ing to better decisions for suppliers,
proven provenance for products and
greater consumer confidence.
Blockchain has the potential to
change many fundamental processes
in the consumer products and retail
supply chain and will support an un-
precedented level of visibility, process
optimization and collaborative de-
mand management.
SHARED  REPLICATED  PERMISSIONED
A B C
D E F
Party D’s records Party A’s records Bank records
Party C’s records Party B’s records Auditor records
THE
DISTRIBUTED
LEDGER
Distributed ledgers can
become the foundation of
a robust system of trust,
a decentralized
platform for massive
collaboration.
Party D’s records Party A’s records Bank records
Party C’s records Party B’s records Auditor records
Figure 2
Impact on the Supply Chain
1
2
3
Blockchain
at work in
the Value
Chain
16
Figure 3gure
SUPPLY
CHAIN
Using Blockchain
Traditional, based on EDI
PO Create
/ Change
ASN
POD 
Invoice
Load TLoad
Tender Response
POD
Invoice
RETAILER
Buyer
DC
Accts
Payable
SUPPLIER
Order
Management
Transportation
Accts
Receivable
SYSTEMS
OF RECORD
SYSTEMS
OF RECORD
SYSTEMS
OF RECORD
CARRIER
Load
Tendering
Driver
Accts
Receivable
RECONCILIATION
REPORTS
RECONCILIATION
REPORTS
RECONCILIATION
REPORTS
PO Create
/ Change
ASN
POD 
Invoice
Load TLoad
Tender Response
POD
Invoice
RETAILER
Buyer
DC
Accts
Payable
SUPPLIER
Order
Management
Transportation
Accts
Receivable
CARRIER
Load
Tendering
Driver
Accts
Receivable
Figure 4igure 4 RECONCILIATION
REPORTS
RECONCILIATION
REPORTS
RECONCILIATION
REPORTS
Smart Contracts
Secure
Real Time
B l o c k c h a i n
Using
blockchain
to improve
supply chain
visibility
In the digital world, consumers are
demanding accurate, real-time in-
ventory information, faster service
and low or no-cost shipping. This re-
quires a transparent, efficient and
agile supply chain. Estimates of the
impacts of lack of supply chain visi-
bility are around $300 billion globally,
with even greater top and bottom-line
impact due to out-of-stocks and
transportation inefficiencies.
In addition, there are significant
threats to businesses. The advent
of eCommerce requires retailers to
be accurate with their forecasting,
merchandising and assortment, or
face losing business to their com-
petitors. Brick and motor retailers
are under increasing pressure from
e-commerce companies. This is ex-
emplified by Amazon and its drive to
deliver a wide range of products fast-
er to the consumer. To achieve this
degree of speed and agility, compa-
nies will face increasing pressure to:
•	 improve demand forecasting
•	 reduce transportation costs
•	 reduce out-of-stocks and
•	 ensure high levels of customer
satisfaction.
Clearly, this represents an immense
challenge. It will require companies
to re-imagine their processes and
integrate with partners across the
supply chain more than ever before.
The technology
As shown in Figure 3, the exchange
of inter-enterprise information has
traditionally been through EDI and
portals. In some cases, these trans-
actions are still paper-based or use
tools such as Excel or e-mail. While
EDI does an excellent job of provid-
ing point-to-point messaging for this
exchange, it needs to be supplement-
ed by tools within each enterprise to
provide context and status. Each en-
terprise may have its own version
of the truth, so these versions will
have to be reconciled periodically
to arrive at the true picture and set-
tle transactions. And, since the EDI
transactions are between two par-
ties, the rest of the partners in the
supply chain are unaware of the
transaction. Any planning they do is
merely reactionary.
For example, when a retailer trans-
mits an order to the manufacturer,
the retailer is often unaware of when
the transport company moves the
product from supplier to the retailer’s
distribution center (DC). The retailer
can only confirm when it receives the
goods in the DC.
As shown in Figure 4, these inherent
lags can be addressed with block-
chain technology. As a shared ledger,
blockchain allows the retailer, suppli-
er and transport companies to work
off the same data – a single version
of truth. As each partner updates the
block, the trusted, real-time data can
be used to optimize forecasting and
transportation planning.
Blockchain at work in the Value Chain
1918
Improving
food safety,
traceability
and trackability
Providing transparency is critical to
keeping the trust of everyone in the
ecosystem, from suppliers and con-
sumers. Consumers increasingly
demand to know more information
regarding where products are made
and what they contain. Ultimately,
consumers want to ensure that the
food they consume is safe.
IntheU.S.alone,itisestimatedthereare
about 48 million food-borne illnesses
of which 128,000 require hospitaliza-
tion(2). To prevent outbreaks of these
illnesses,regulators are increasing the
requirements for tracking products
through the entire supply chain to im-
prove food safety. This is essential to
a company’s ability to meet food safe-
ty requirements and rapidly react to
product recalls.
With blockchain, food products can be
digitally tracked at every stage of the
value chain from suppliers to store
shelves and ultimately to consum-
ers. Digital product information such
as farm origination details, batch
numbers, factory and processing
data, expiration dates, storage tem-
peratures and shipping details are
digitally recorded in the blockchain.
Each piece of information can provide
critical data points that potential-
ly reveal food safety issues with the
product. Equally as important, the
information captured in each trans-
action is agreed upon by all members
of the business network. Once there
is a consensus, it becomes a perma-
nent record that cannot be altered.
This permanence ensures that all in-
formation about the chain is accurate.
The record created in the blockchain
can also help retailers better manage
the shelf-life of products in individual
stores and further strengthen safe-
guards related to food authenticity.
The Technology
In traditional supply chains, compa-
nies typically capture data on batches
of product using a combination of
systems and manual paper trails. If
a company must recall its product,
it is a cumbersome process, laden
with inefficiency and inaccurate data.
The average recall costs roughly $10
million in operational costs alone,
not including damage to brand rep-
utation and loss of sales. In addition
to the fragmented data, companies
must support disparate regulatory
requirements. The regulations may
be country-specific, category-specific
and in some cases, differ among the
regions of the same country.
With its distributed network ar-
chitecture, blockchain is uniquely
positioned to improve visibility and
collaboration across the supply chain.
Retailers, suppliers and distributors
can append any type of data including
pictures, video, periodic feeds from
sensors, etc. to the blockchain net-
work for their areas of responsibility.
This creates an end-to-end view of
an individual lot all the way from the
source to the consumer. This data is
shared transparently across the en-
tire network.
The proof of work is authenticated
based on consensus. This ensures the
data is accurate, verifiable and trusted.
Reducing
fraud and
establishing
authenticity
for high value
luxury goods
Proving authenticity and transpar-
ency is essential in the world of
consumer products and retail. This is
particularly true for high-value, luxu-
ry items. Without a strong regimen for
authenticity, companies are vulnera-
ble to fraud and theft. Some estimates
say counterfeit products may cost the
global economy up to $250 billion a
year(3). In the jewelry market alone,
the cost of fraud to insurers tops $2.5
billion a year (4).
By creating a chain of data that cannot
be altered, blockchain is well-suit-
ed for tracking high-value, luxury
goods and other items where buyers
want full insight into the origins and
ownership trail of the goods. Strong
confidence in product authentici-
ty and provenance can significantly
raise consumer trust and brand repu-
tation over time.
The Technology
Using current paper-based processes,
it is very difficult to prove authenticity
in high-value goods such as dia-
monds. Instead, with blockchain, clear
product attributes can be captured
and registered using consensus. By
entering photographic images, scans,
and inspection results on the block-
chain, confidence in authenticity and
full trust can be obtained.
Blockchain traces
meat products
What
A practical way to envision a blockchain is in trac-
ing meat products from the farm all the way to
the consumer. Consider the many steps in the
process from shipping livestock to processing
and packaging the meat and finally to stocking in
supermarket shelves. This process is laden with
regulations, storage  transport requirements,
and handoffs from suppliers and partners.
How
Each transfer is registered on the blockchain. The
slaughter house updates the blockchain with the
data regarding the lots that are created based on
a single animal. Batches or lots are then shipped
to consumer product companies as raw materials.
The movement of these batches are cataloged by
the transport company, while the manufacturing
company updates the blockchain with data that
records where these lots were consumed and the
finished good’s batch number. The final step is the
transfer of the product to the retailer through the
distribution network. At each step of the process
important data can be entered into the blockchain,
creating an unchangeable record of the flow of a
batch or lot.
Benefits
•	 Improved track  trace capabilities for the
consumer  industry result in decreased re-
sponse time to product recalls
•	 Enhanced food flow has material impact on
shelf life management
•	 Lower compliance costs
Blockchain provides
real time visibility
What
By capturing the real-time GPS position of de-
livery trucks, companies can redirect the truck
based on out-of-stock situations at individuals
stores. Knowing the latest status of a purchase
order can help improve truck utilization for the
transportation company, while also enabling the
retailer to improve forecast accuracy.
How
Since the blockchain can capture both structured
and unstructured data (images, video links, sen-
sors), it can enable clearer communication and
documentation. This further reduces disputes be-
tween parties as to what really happened – in turn
saving time and money while enabling the service
provider to get paid on their invoices faster.
Benefits
•	 Trusted  holistic view into goods arriving
allowing for more effective  faster order ful-
fillment
•	 Decrease in dispute resolution time
•	 Proof of delivery to meet delivery require-
ments by vendors
Blockchain at work in the Value Chain
2120
Using
blockchain to
track global
trade and
shipments
With increasing the number of small
suppliers scattered around the world,
international trade is becoming more
complex. Organizations such as
banks, importers, exporters, ports,
customs agents, terminal operators
and shipping / transport companies
are all involved in the various “touch
points” of international trade. Yet
even with an abundance of data, blind
spots are many:
•	 Has our supplier sent a full order?
•	 Are we missing documentation?
•	 Did the ship depart the port
on time?
The paperwork in some current
processes is very labor and time in-
tensive – often never digitized. One
major shipping company cites that
15% of their import/export cost is
spent on air courier for customs pa-
perwork alone. Paper documents in
some countries are hand-carried to
government offices for stamps or
authorization and flown across inter-
national borders for presentation at
the customer’s location. Various doc-
uments could be involved, including
letters of credit, bill of ladings, cus-
toms documents and more.
In many shipping scenarios, process-
es and systems have been developed
in more-or-less “in-country silos.”
Current manual processes — such as
labor, courier or other manual expens-
es — can add up substantially across
these silos. The digitization and shar-
ing of this documentation provides
trust, authenticity, and efficiency.
With blockchain, one of the key as-
pects of adding documents to the
shared ledger is the consensus step.
All the parties can participate in
building consensus and can agree
to the rules by which the transac-
tion and documents posted must
comply. See Figure 5 below to view
a sample dashboard.
Although in the early stages, benefits
are beginning to play out for those us-
ing blockchain in international trade.
These include:
•	 Authorities, shippers and freight
forwarders can have a shared
view of the state of documents.
•	 Digitally-signed documents are
harder to forge than paper doc-
uments.
•	 Manual courier or labor expens-
es can be substantially lowered or
eliminated.
•	 Customsprocessescanbeexpedited.
•	 Process notification of the next
participant in a workflow can be
automated, rather than requiring
human intervention.
Additionally, as banks get involved in
the chain, conditioned payment can
be further automated using smart
contracts. As a result, remittance
times can be shortened significantly.
Blockchain
Certifies
Flowers
What
Sending a bulk shipment of flowers overseas
can generate dozens of documents. The docu-
ment that certifies flowers to be hygienic and
insect-free must be stamped and signed by nu-
merous parties. It must then be transported by air
to the import destination because customs agents
do not trust a scanned version. One small error
could result in significant delays.
How
Costs can be lowered using a blockchain ap-
proach to create a digital chain of paperwork and
documents. It also builds trust as partners in the
supply chain can precisely track the location of
the containers during their international journey.
And, they have the security of knowing the con-
dition of goods as they cross borders and change
owners.
Companies can also embed logistics rules in the
blockchain, such as the temperature range and
humidity range for the shipment. Thermometers
or sensor devices can record data on the tem-
perature and humidity throughout parts of the
blockchain to ensure compliance to these stan-
dards for product acceptance.
Benefits
•	 Increase speed of resolution
•	 Air courier expense eliminated
•	 Various customs paper processes digitized
•	 Opportunity to add IOT for sensing condition
of goods
Blockchain
authenticates
jewelry
What
Using blockchain and smart contract technolo-
gy, a company called Everledger can provide B2B
traders, insurance companies, consumers and
others with a trusted history of a diamond’s au-
thenticity and ownership that cannot be changed.
How
Once a diamond is registered on their blockchain,
the permanent records provide a clear audit trail
to reduce fraud, theft and trafficking. Diamond
certification houses can capture detailed diamond
characteristics on more than 40 data points, such
as carat, cut, color and clarity. They can then link
this information to a laser inscription on the bot-
tom of the stone.
Combined with high definition photography, all
this data is written into the blockchain creating a
permanent, digital thumbprint of the item.
Benefits:
•	 Minimize fraud – 65% of fraudulent crimes go
undetected
•	 Address problems of double financing
•	 Reduce amount of conflict stones through im-
proving identifiability
Figure 5Figure 5
Traditional, based on EDIBlockchain can assist in various international trade processes
Visibility into the state of shipments and state of goods can be recorded.
Malay Bank Malay Grower Logged on as
Port Kelang
Port of
Hamburg
Berlin
Customs
Berin’s Fresh
Cuts
Berlin Bank
Blockchain at work in the Value Chain
Looking
beyond
the Value
Chain
24
Blockchain represents a new way to
collaborate and conduct business. It
provides trust and transparency in
a world that sometimes is lacking
in both. These attributes make it an
ideal solution for many uses includ-
ing supply chain visibility, trust and
efficiency. Wherever there is friction
across interdependent, inter-enter-
prise processes, blockchain can help.
In enterprises there are often a num-
ber of siloed departments that must
complete reconciliations of com-
plex transations. They are typically
fraught with friction and disagree-
ments in departments such as:
payables processing
dispute management
loyalty program management
trade promotions management
Entities that are global often have
multiple operating concerns that
require harmonization. This can of-
ten require numerous accounting
teams to manually reconcile the
transactions and ensure integrity in
the operations and accurate finan-
cial reporting.
Any instance where there are du-
plicate data and tasks or a lack of
trusted data are ripe for the kinds of
disruption and reinvention possible
using blockchain.
Looking beyond the Value Chain
1
1
4
3
2
2
4
3
Future
adoption
in the
industry
2928
By 2018, we expect
substantial momentum
in blockchain
implementations for
consumer products and
retail companies globally.
By 2020, we expect that
nearly two-thirds of the
retail and consumer
goods industries will
have blockchains in full
production.
Future adoption in the industry
Driven by initial deployments, block-
chain will gain traction in the industry
with market innovation leaders, in-
dustry groups and, in some cases,
regulatory organizations. IBM’s Insti-
tute of Business Value projects that
15% of the market will have block-
chain initiatives in production in 2017.
How
to get
started
3332
Blockchain is a powerful tool in es-
tablishing trust and transparency,
creating visibility and driving effi-
ciency. The greatest benefits will be
realized when ecosystems partic-
ipate in a shared system of record
from source to consumer.
To get started with blockchain
technology, we recommend that
retailers and consumer goods
companies do the following:
Identify a lead
blockchain
opportunity1
Identify the most compelling use cas-
es by considering where blockchain
might provide the highest value for
your organization. Experiment with
blockchain technology where the at-
tributes will drive rapid impact.
Select a
project to get
started2
Consider focused proofs of concept
and incrementally expand scope for
major business results. Identify eco-
system partner(s) with whom you can
collaborate.
As shown in Figure 6, three core prin-
ciples are at the core of blockchain
for successful use in business eco-
systems.
Scale your enterprise
and ecosystem
Use insights from earlier, more lim-
ited projects to implement larger
efforts through process re-engineer-
ing and systems integration.
Leverage
data for
collaboration3
Leverage blockchain to collaborative-
ly improve demand forecasting and
inventory optimization. Once a trust-
ed system of record is in place, new
data sources, connected devices and
cognitive computing can be applied
for even greater benefits. Supply
chain professionals will be able to
improve collaborative demand fore-
casting, reduce disruptions, speed
processes and significantly decrease
all types of waste and fraud. This will
drive even more agility, efficiencies
and trust.
Expectations from consumers and
partners have never been higher. To-
day’s enterprise needs the ability to
move quickly, nimbly, and securely to
keep up with the pace of the market.
With blockchain, your organization
can create the value chain of tomor-
row today.
Learn more at
www.ibm.com/consumerproducts
Three core principles of blockchain
The foundation of the in-
dustry processes, both the
technology and the community,
need to be open: Open source, Open
governance, Open ecosystem
Enable untrusted parties to work
together by leveraging permissions
and identity to ensure data and trans-
actions are protected and consistent
Blockchain needs to be built in a
robust technology environment
providing security, confidentiality,
auditability, reliability and scalability
Figure 6Figure 6
How to get started How to get started
1
2
3
About IBM
For more than a century, IBM has
been providing businesses with
the expertise needed to help con-
sumer goods companies win in
the marketplace. Our researchers
and consultants create innovative
solutions that help clients become
more consumer-centric to deliv-
er compelling brand experiences,
collaborate more effectively with
channel partners and align demand
and supply. For more information on
our consumer product solutions, see
www.ibm.com/consumerproducts
With deep industry expertise and
a comprehensive portfolio of retail
solutions for merchandising, supply
chain management, omni-channel
retailing and advanced analytics, IBM
helps deliver rapid time to value for
our clients. We help retailers antic-
ipate change and profit from new
opportunities. For more information
on our retail solutions, please visit:
www.ibm.com/retail
About The Consumer Goods Forum
The Consumer Goods Forum (“CGF”)
is a global, parity-based industry net-
work that is driven by its members
to encourage the global adoption of
practices and standards that serves
the consumer goods industry world-
wide. It brings together the CEOs and
senior management of some 400
retailers, manufacturers, service pro-
viders, and other stakeholders across
70 countries, and it reflects the di-
versity of the industry in geography,
size, product category and format. Its
member companies have combined
sales of EUR 3.5 trillion and directly
employ nearly 10 million people, with
a further 90 million related jobs es-
timated along the value chain. It is
governed by its Board of Directors,
which comprises more than 50 man-
ufacturer and retailer CEOs.
For more information, please visit:
www.theconsumergoodsforum.com.
Authors
Brigid McDermott, VP Blockchain
Business Development, IBM
Kaushik Malladi, Associate Partner,
Retail  CPG Center of Competence,
IBM Global Business Services
Kevin Abele, Solutions Manager – Con-
sumer Products, IBM Global Markets
Jake Harkins, Portfolio Marketing Man-
ager, IBM Global Consumer Industry
Contributors
Laurence Haziot, Global Managing
Director, IBM Consumer Industry
Steve Laughlin, Global Industry Gen-
eral Manager, IBM Consumer Industry
Patricia Waldron, Global Director, Dis-
tribution Sectory Industry Marketing
Nikos Kourtis, VP, Business Develop-
ment – IBM Consumer Industry
Chris Davin, Partner VP, Senior Client
Partner, IBM Global Business Services
Stephen Leng, Senior Managing Con-
sultant, IBM Global Business Services
About
References:
Gartner, Inc., Gartner Symposium/ITxpo, October 2016. See
http://www.gartner.com/newsroom/id/3482617
Centers for Disease Control and Prevention,
Estimates of Foodborne Illness in the United States,
August 2016. See
https://www.cdc.gov/foodborneburden/
USA Today, 9 most counterfeited products in the USA, March 29, 2014.
LexisNexis, True Cost of Fraud Study, 2016. See
http://www.lexisnexis.com/risk/insights/true-cost-fraud.aspx#sthash.QYPy6WNj.dpuf
© 2017 The Consumer Goods Forum and IBM. All Rights Reserved.
The Consumer Goods Forum and IBM, and their respective marks and logos used herein, are trademarks or registered
trademarks of their respective companies. All other company, product and service names mentioned are the trademarks
of their respective owners and are used here in with no intention of trademark infringement.
No part of this document may be reproduced or copied in any form or by any means without written permission from
The Consumer Goods Forum and IBM.
www.theconsumergoodsforum.com
www.ibm.com/consumerproducts

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Tomorrow’s Value Chain: How Blockchain Drives Visibility, Trust and Efficiency

  • 1. Tomorrow’s Value Chain How blockchain drives visibility, trust and efficiency
  • 2. What is Blockchain? Looking beyond the Value Chain Index Future adoption in the industry How to get started Impact on the Supply Chain Blockchain at work in the Value Chain p.14 p.10 p.26 p.30 p.22p.6
  • 3. Many traditional supply chain transactions remain inefficient, ex- pensive and vulnerable. Blockchain, a transformational, inter-enterprise application, is at the forefront of solv- ing these problems. Blockchains – distributed ledgers that create an unchangeable and shared record of every transaction associat- ed with an asset – create an unbroken chain of trust from source to consum- er. Each record is time-stamped and appended to the preceding event. Blockchains are ideal for manag- ing inter-enterprise processes, and have the potential to generate break- throughs in three areas: visibility, efficiency and trust. Blockchain provides all parties se- cure and universal visibility into all transactions to finally solve the sup- ply chain problems that the industry has been facing for decades. As a trusted system of record, blockchains can also incorporate new data sourc- es, such as the Internet of Things (IoT), and harness the power of cognitive computing so all ecosystem part- ners can make better decisions and increase efficiency. It solves the his- toric mistrust between organizations, including fear that information might be passed on to a competitor. Today, even when information is shared, it’s often not fully trusted. According to Gartner, Inc., blockchain is one of the top 10 strategic technol- ogy trends for 2017(1). Early adopters in the fast-moving consumer goods industry are already creating eco- systems and deploying blockchain to strengthen trust, transparency and efficiency in the supply chain. Blockchain will fundamentally change how companies interact and do busi- ness together. In this report, produced for The Consumer Goods Forum and its End-to-End Value Chain Learning Series, IBM is delighted to share how this technology will impact the val- ue chain for retailers and consumer goods manufacturers. We hope our insights will highlight the value block- chain can bring to your organization and help you get started on this trans- formational journey. Executive Summary
  • 5. 98 Shared Ledger1 The core of blockchain is a shared, distributed ledger among an ecosys- tem of partners. The shared ledger creates a single system of record or single version of the “truth”. It is an append-only ledger of digitally signed and encrypted transactions that is replicated across a network of peers. Smart Contract2 Smart contracts contain business logic that is attached to transac- tions. Smart contracts encapsulate participant terms of agreements for the business that takes place on the network; they are stored on the val- idating nodes in the blockchain and triggered by transactions. This auto- mates business processes that cross organizational boundaries in a secure and decentralized manner. Privacy3 Blockchain provides a private, secure network for transactions in which all parties have complete visibility. The privacy of the blockchain ensures confidentiality, authenticity and secu- rity of each transaction. Consensus4 Instead of relying on a third par- ty, such as a financial institution, to mediate transactions, members in a blockchain network use a consensus protocol to agree on ledger content, and cryptographic hashes and digi- tal signatures to ensure the integrity of transactions. Consensus ensures that the shared ledgers are exact copies, and lowers the risk of fraudu- lent transactions, because tampering would have to occur across many places at exactly the same time. A blockchain is a distributed ledger that records transactions among multiple parties efficiently and in a secure, permanent manner. The ledger is a trusted inter-en- terprise system of record for all permissioned parties in a business ecosystem. Each party agrees to the network-verified, transaction-en- suring consensus. The blockchain provides complete visibility to par- ties’ transactions and ensures security and authenticity. (See fig- ure 1). The parties can use smart contracts that enable automated transactions without the need for intermediaries or delays. Blockchain establishes a ‘single ver- sion of the truth’ beyond the bounds of just a single enterprise to include the entire ecosystem. All parties in the blockchain can authenticate the data they share, including manufacturers, suppliers, distributors, transportation providers, retailers, banks, and gov- ernmental agencies. Anything that can be digitized can be put on the blockchain from product codes and serial numbers to contracts, images, videos and more. It can reveal where an asset is at any point in time, who owns it or is handling it, and what state it’s in. Blockchain’s trusted system of re- cord allows for unprecedented collaboration for inter-enterprise processes. Without compromising the security or competitive advan- tage of their own company, supply chain professionals can access the information on transactions they needtoquicklymakesmartdecisions. It is relatively straight-forward for ecosystem participants to integrate easily into the blockchain using stan- dard application program interfaces (APIs) and open-source technology. A blockchain that is open and ready for business will contain the following capabilities: By providing a single version of all transactions, blockchains provide the visibility all parties need to make better decisions throughout the product lifecycle, improve efficiency through automation and ensure trust for suppliers as well as consumers that products are safe and authentic. What is blockchain?What is blockchain? 1 2 3 4
  • 7. 1312 While today’s supply chains are in- creasingly complex and diverse, they are still riddled with inefficiency and rely heavily on paperwork, manual processes and hundreds of people to perform tasks. Clearly, this represents an immense challenge that will require compa- nies to have universal insight into goods throughout the chain, re-imag- ine their processes and integrate with partners across the supply chain more than ever. Blockchain provides a transformational opportunity for enterprises to address these challenges by: Saving time and cost1 Blockchain can reduce transaction times from days to seconds, it also eliminates the need for intermediar- ies to resolve disputes and reduces overhead costs. Reducing enterprise risk2 Blockchain gives greater traceabil- ity, allowing companies to ensure product authenticity and safety, limit fraud and reduce over- and un- der-stock situations. Increasing trust between suppliers, partners, and consumers3 With shared processes and systems of record, all parties reach consen- sus on every transaction. Blockchain gives increased transparency, lead- ing to better decisions for suppliers, proven provenance for products and greater consumer confidence. Blockchain has the potential to change many fundamental processes in the consumer products and retail supply chain and will support an un- precedented level of visibility, process optimization and collaborative de- mand management. SHARED REPLICATED PERMISSIONED A B C D E F Party D’s records Party A’s records Bank records Party C’s records Party B’s records Auditor records THE DISTRIBUTED LEDGER Distributed ledgers can become the foundation of a robust system of trust, a decentralized platform for massive collaboration. Party D’s records Party A’s records Bank records Party C’s records Party B’s records Auditor records Figure 2 Impact on the Supply Chain 1 2 3
  • 9. 16 Figure 3gure SUPPLY CHAIN Using Blockchain Traditional, based on EDI PO Create / Change ASN POD Invoice Load TLoad Tender Response POD Invoice RETAILER Buyer DC Accts Payable SUPPLIER Order Management Transportation Accts Receivable SYSTEMS OF RECORD SYSTEMS OF RECORD SYSTEMS OF RECORD CARRIER Load Tendering Driver Accts Receivable RECONCILIATION REPORTS RECONCILIATION REPORTS RECONCILIATION REPORTS PO Create / Change ASN POD Invoice Load TLoad Tender Response POD Invoice RETAILER Buyer DC Accts Payable SUPPLIER Order Management Transportation Accts Receivable CARRIER Load Tendering Driver Accts Receivable Figure 4igure 4 RECONCILIATION REPORTS RECONCILIATION REPORTS RECONCILIATION REPORTS Smart Contracts Secure Real Time B l o c k c h a i n Using blockchain to improve supply chain visibility In the digital world, consumers are demanding accurate, real-time in- ventory information, faster service and low or no-cost shipping. This re- quires a transparent, efficient and agile supply chain. Estimates of the impacts of lack of supply chain visi- bility are around $300 billion globally, with even greater top and bottom-line impact due to out-of-stocks and transportation inefficiencies. In addition, there are significant threats to businesses. The advent of eCommerce requires retailers to be accurate with their forecasting, merchandising and assortment, or face losing business to their com- petitors. Brick and motor retailers are under increasing pressure from e-commerce companies. This is ex- emplified by Amazon and its drive to deliver a wide range of products fast- er to the consumer. To achieve this degree of speed and agility, compa- nies will face increasing pressure to: • improve demand forecasting • reduce transportation costs • reduce out-of-stocks and • ensure high levels of customer satisfaction. Clearly, this represents an immense challenge. It will require companies to re-imagine their processes and integrate with partners across the supply chain more than ever before. The technology As shown in Figure 3, the exchange of inter-enterprise information has traditionally been through EDI and portals. In some cases, these trans- actions are still paper-based or use tools such as Excel or e-mail. While EDI does an excellent job of provid- ing point-to-point messaging for this exchange, it needs to be supplement- ed by tools within each enterprise to provide context and status. Each en- terprise may have its own version of the truth, so these versions will have to be reconciled periodically to arrive at the true picture and set- tle transactions. And, since the EDI transactions are between two par- ties, the rest of the partners in the supply chain are unaware of the transaction. Any planning they do is merely reactionary. For example, when a retailer trans- mits an order to the manufacturer, the retailer is often unaware of when the transport company moves the product from supplier to the retailer’s distribution center (DC). The retailer can only confirm when it receives the goods in the DC. As shown in Figure 4, these inherent lags can be addressed with block- chain technology. As a shared ledger, blockchain allows the retailer, suppli- er and transport companies to work off the same data – a single version of truth. As each partner updates the block, the trusted, real-time data can be used to optimize forecasting and transportation planning. Blockchain at work in the Value Chain
  • 10. 1918 Improving food safety, traceability and trackability Providing transparency is critical to keeping the trust of everyone in the ecosystem, from suppliers and con- sumers. Consumers increasingly demand to know more information regarding where products are made and what they contain. Ultimately, consumers want to ensure that the food they consume is safe. IntheU.S.alone,itisestimatedthereare about 48 million food-borne illnesses of which 128,000 require hospitaliza- tion(2). To prevent outbreaks of these illnesses,regulators are increasing the requirements for tracking products through the entire supply chain to im- prove food safety. This is essential to a company’s ability to meet food safe- ty requirements and rapidly react to product recalls. With blockchain, food products can be digitally tracked at every stage of the value chain from suppliers to store shelves and ultimately to consum- ers. Digital product information such as farm origination details, batch numbers, factory and processing data, expiration dates, storage tem- peratures and shipping details are digitally recorded in the blockchain. Each piece of information can provide critical data points that potential- ly reveal food safety issues with the product. Equally as important, the information captured in each trans- action is agreed upon by all members of the business network. Once there is a consensus, it becomes a perma- nent record that cannot be altered. This permanence ensures that all in- formation about the chain is accurate. The record created in the blockchain can also help retailers better manage the shelf-life of products in individual stores and further strengthen safe- guards related to food authenticity. The Technology In traditional supply chains, compa- nies typically capture data on batches of product using a combination of systems and manual paper trails. If a company must recall its product, it is a cumbersome process, laden with inefficiency and inaccurate data. The average recall costs roughly $10 million in operational costs alone, not including damage to brand rep- utation and loss of sales. In addition to the fragmented data, companies must support disparate regulatory requirements. The regulations may be country-specific, category-specific and in some cases, differ among the regions of the same country. With its distributed network ar- chitecture, blockchain is uniquely positioned to improve visibility and collaboration across the supply chain. Retailers, suppliers and distributors can append any type of data including pictures, video, periodic feeds from sensors, etc. to the blockchain net- work for their areas of responsibility. This creates an end-to-end view of an individual lot all the way from the source to the consumer. This data is shared transparently across the en- tire network. The proof of work is authenticated based on consensus. This ensures the data is accurate, verifiable and trusted. Reducing fraud and establishing authenticity for high value luxury goods Proving authenticity and transpar- ency is essential in the world of consumer products and retail. This is particularly true for high-value, luxu- ry items. Without a strong regimen for authenticity, companies are vulnera- ble to fraud and theft. Some estimates say counterfeit products may cost the global economy up to $250 billion a year(3). In the jewelry market alone, the cost of fraud to insurers tops $2.5 billion a year (4). By creating a chain of data that cannot be altered, blockchain is well-suit- ed for tracking high-value, luxury goods and other items where buyers want full insight into the origins and ownership trail of the goods. Strong confidence in product authentici- ty and provenance can significantly raise consumer trust and brand repu- tation over time. The Technology Using current paper-based processes, it is very difficult to prove authenticity in high-value goods such as dia- monds. Instead, with blockchain, clear product attributes can be captured and registered using consensus. By entering photographic images, scans, and inspection results on the block- chain, confidence in authenticity and full trust can be obtained. Blockchain traces meat products What A practical way to envision a blockchain is in trac- ing meat products from the farm all the way to the consumer. Consider the many steps in the process from shipping livestock to processing and packaging the meat and finally to stocking in supermarket shelves. This process is laden with regulations, storage transport requirements, and handoffs from suppliers and partners. How Each transfer is registered on the blockchain. The slaughter house updates the blockchain with the data regarding the lots that are created based on a single animal. Batches or lots are then shipped to consumer product companies as raw materials. The movement of these batches are cataloged by the transport company, while the manufacturing company updates the blockchain with data that records where these lots were consumed and the finished good’s batch number. The final step is the transfer of the product to the retailer through the distribution network. At each step of the process important data can be entered into the blockchain, creating an unchangeable record of the flow of a batch or lot. Benefits • Improved track trace capabilities for the consumer industry result in decreased re- sponse time to product recalls • Enhanced food flow has material impact on shelf life management • Lower compliance costs Blockchain provides real time visibility What By capturing the real-time GPS position of de- livery trucks, companies can redirect the truck based on out-of-stock situations at individuals stores. Knowing the latest status of a purchase order can help improve truck utilization for the transportation company, while also enabling the retailer to improve forecast accuracy. How Since the blockchain can capture both structured and unstructured data (images, video links, sen- sors), it can enable clearer communication and documentation. This further reduces disputes be- tween parties as to what really happened – in turn saving time and money while enabling the service provider to get paid on their invoices faster. Benefits • Trusted holistic view into goods arriving allowing for more effective faster order ful- fillment • Decrease in dispute resolution time • Proof of delivery to meet delivery require- ments by vendors Blockchain at work in the Value Chain
  • 11. 2120 Using blockchain to track global trade and shipments With increasing the number of small suppliers scattered around the world, international trade is becoming more complex. Organizations such as banks, importers, exporters, ports, customs agents, terminal operators and shipping / transport companies are all involved in the various “touch points” of international trade. Yet even with an abundance of data, blind spots are many: • Has our supplier sent a full order? • Are we missing documentation? • Did the ship depart the port on time? The paperwork in some current processes is very labor and time in- tensive – often never digitized. One major shipping company cites that 15% of their import/export cost is spent on air courier for customs pa- perwork alone. Paper documents in some countries are hand-carried to government offices for stamps or authorization and flown across inter- national borders for presentation at the customer’s location. Various doc- uments could be involved, including letters of credit, bill of ladings, cus- toms documents and more. In many shipping scenarios, process- es and systems have been developed in more-or-less “in-country silos.” Current manual processes — such as labor, courier or other manual expens- es — can add up substantially across these silos. The digitization and shar- ing of this documentation provides trust, authenticity, and efficiency. With blockchain, one of the key as- pects of adding documents to the shared ledger is the consensus step. All the parties can participate in building consensus and can agree to the rules by which the transac- tion and documents posted must comply. See Figure 5 below to view a sample dashboard. Although in the early stages, benefits are beginning to play out for those us- ing blockchain in international trade. These include: • Authorities, shippers and freight forwarders can have a shared view of the state of documents. • Digitally-signed documents are harder to forge than paper doc- uments. • Manual courier or labor expens- es can be substantially lowered or eliminated. • Customsprocessescanbeexpedited. • Process notification of the next participant in a workflow can be automated, rather than requiring human intervention. Additionally, as banks get involved in the chain, conditioned payment can be further automated using smart contracts. As a result, remittance times can be shortened significantly. Blockchain Certifies Flowers What Sending a bulk shipment of flowers overseas can generate dozens of documents. The docu- ment that certifies flowers to be hygienic and insect-free must be stamped and signed by nu- merous parties. It must then be transported by air to the import destination because customs agents do not trust a scanned version. One small error could result in significant delays. How Costs can be lowered using a blockchain ap- proach to create a digital chain of paperwork and documents. It also builds trust as partners in the supply chain can precisely track the location of the containers during their international journey. And, they have the security of knowing the con- dition of goods as they cross borders and change owners. Companies can also embed logistics rules in the blockchain, such as the temperature range and humidity range for the shipment. Thermometers or sensor devices can record data on the tem- perature and humidity throughout parts of the blockchain to ensure compliance to these stan- dards for product acceptance. Benefits • Increase speed of resolution • Air courier expense eliminated • Various customs paper processes digitized • Opportunity to add IOT for sensing condition of goods Blockchain authenticates jewelry What Using blockchain and smart contract technolo- gy, a company called Everledger can provide B2B traders, insurance companies, consumers and others with a trusted history of a diamond’s au- thenticity and ownership that cannot be changed. How Once a diamond is registered on their blockchain, the permanent records provide a clear audit trail to reduce fraud, theft and trafficking. Diamond certification houses can capture detailed diamond characteristics on more than 40 data points, such as carat, cut, color and clarity. They can then link this information to a laser inscription on the bot- tom of the stone. Combined with high definition photography, all this data is written into the blockchain creating a permanent, digital thumbprint of the item. Benefits: • Minimize fraud – 65% of fraudulent crimes go undetected • Address problems of double financing • Reduce amount of conflict stones through im- proving identifiability Figure 5Figure 5 Traditional, based on EDIBlockchain can assist in various international trade processes Visibility into the state of shipments and state of goods can be recorded. Malay Bank Malay Grower Logged on as Port Kelang Port of Hamburg Berlin Customs Berin’s Fresh Cuts Berlin Bank Blockchain at work in the Value Chain
  • 13. 24 Blockchain represents a new way to collaborate and conduct business. It provides trust and transparency in a world that sometimes is lacking in both. These attributes make it an ideal solution for many uses includ- ing supply chain visibility, trust and efficiency. Wherever there is friction across interdependent, inter-enter- prise processes, blockchain can help. In enterprises there are often a num- ber of siloed departments that must complete reconciliations of com- plex transations. They are typically fraught with friction and disagree- ments in departments such as: payables processing dispute management loyalty program management trade promotions management Entities that are global often have multiple operating concerns that require harmonization. This can of- ten require numerous accounting teams to manually reconcile the transactions and ensure integrity in the operations and accurate finan- cial reporting. Any instance where there are du- plicate data and tasks or a lack of trusted data are ripe for the kinds of disruption and reinvention possible using blockchain. Looking beyond the Value Chain 1 1 4 3 2 2 4 3
  • 15. 2928 By 2018, we expect substantial momentum in blockchain implementations for consumer products and retail companies globally. By 2020, we expect that nearly two-thirds of the retail and consumer goods industries will have blockchains in full production. Future adoption in the industry Driven by initial deployments, block- chain will gain traction in the industry with market innovation leaders, in- dustry groups and, in some cases, regulatory organizations. IBM’s Insti- tute of Business Value projects that 15% of the market will have block- chain initiatives in production in 2017.
  • 17. 3332 Blockchain is a powerful tool in es- tablishing trust and transparency, creating visibility and driving effi- ciency. The greatest benefits will be realized when ecosystems partic- ipate in a shared system of record from source to consumer. To get started with blockchain technology, we recommend that retailers and consumer goods companies do the following: Identify a lead blockchain opportunity1 Identify the most compelling use cas- es by considering where blockchain might provide the highest value for your organization. Experiment with blockchain technology where the at- tributes will drive rapid impact. Select a project to get started2 Consider focused proofs of concept and incrementally expand scope for major business results. Identify eco- system partner(s) with whom you can collaborate. As shown in Figure 6, three core prin- ciples are at the core of blockchain for successful use in business eco- systems. Scale your enterprise and ecosystem Use insights from earlier, more lim- ited projects to implement larger efforts through process re-engineer- ing and systems integration. Leverage data for collaboration3 Leverage blockchain to collaborative- ly improve demand forecasting and inventory optimization. Once a trust- ed system of record is in place, new data sources, connected devices and cognitive computing can be applied for even greater benefits. Supply chain professionals will be able to improve collaborative demand fore- casting, reduce disruptions, speed processes and significantly decrease all types of waste and fraud. This will drive even more agility, efficiencies and trust. Expectations from consumers and partners have never been higher. To- day’s enterprise needs the ability to move quickly, nimbly, and securely to keep up with the pace of the market. With blockchain, your organization can create the value chain of tomor- row today. Learn more at www.ibm.com/consumerproducts Three core principles of blockchain The foundation of the in- dustry processes, both the technology and the community, need to be open: Open source, Open governance, Open ecosystem Enable untrusted parties to work together by leveraging permissions and identity to ensure data and trans- actions are protected and consistent Blockchain needs to be built in a robust technology environment providing security, confidentiality, auditability, reliability and scalability Figure 6Figure 6 How to get started How to get started 1 2 3
  • 18. About IBM For more than a century, IBM has been providing businesses with the expertise needed to help con- sumer goods companies win in the marketplace. Our researchers and consultants create innovative solutions that help clients become more consumer-centric to deliv- er compelling brand experiences, collaborate more effectively with channel partners and align demand and supply. For more information on our consumer product solutions, see www.ibm.com/consumerproducts With deep industry expertise and a comprehensive portfolio of retail solutions for merchandising, supply chain management, omni-channel retailing and advanced analytics, IBM helps deliver rapid time to value for our clients. We help retailers antic- ipate change and profit from new opportunities. For more information on our retail solutions, please visit: www.ibm.com/retail About The Consumer Goods Forum The Consumer Goods Forum (“CGF”) is a global, parity-based industry net- work that is driven by its members to encourage the global adoption of practices and standards that serves the consumer goods industry world- wide. It brings together the CEOs and senior management of some 400 retailers, manufacturers, service pro- viders, and other stakeholders across 70 countries, and it reflects the di- versity of the industry in geography, size, product category and format. Its member companies have combined sales of EUR 3.5 trillion and directly employ nearly 10 million people, with a further 90 million related jobs es- timated along the value chain. It is governed by its Board of Directors, which comprises more than 50 man- ufacturer and retailer CEOs. For more information, please visit: www.theconsumergoodsforum.com. Authors Brigid McDermott, VP Blockchain Business Development, IBM Kaushik Malladi, Associate Partner, Retail CPG Center of Competence, IBM Global Business Services Kevin Abele, Solutions Manager – Con- sumer Products, IBM Global Markets Jake Harkins, Portfolio Marketing Man- ager, IBM Global Consumer Industry Contributors Laurence Haziot, Global Managing Director, IBM Consumer Industry Steve Laughlin, Global Industry Gen- eral Manager, IBM Consumer Industry Patricia Waldron, Global Director, Dis- tribution Sectory Industry Marketing Nikos Kourtis, VP, Business Develop- ment – IBM Consumer Industry Chris Davin, Partner VP, Senior Client Partner, IBM Global Business Services Stephen Leng, Senior Managing Con- sultant, IBM Global Business Services About References: Gartner, Inc., Gartner Symposium/ITxpo, October 2016. See http://www.gartner.com/newsroom/id/3482617 Centers for Disease Control and Prevention, Estimates of Foodborne Illness in the United States, August 2016. See https://www.cdc.gov/foodborneburden/ USA Today, 9 most counterfeited products in the USA, March 29, 2014. LexisNexis, True Cost of Fraud Study, 2016. See http://www.lexisnexis.com/risk/insights/true-cost-fraud.aspx#sthash.QYPy6WNj.dpuf
  • 19. © 2017 The Consumer Goods Forum and IBM. All Rights Reserved. The Consumer Goods Forum and IBM, and their respective marks and logos used herein, are trademarks or registered trademarks of their respective companies. All other company, product and service names mentioned are the trademarks of their respective owners and are used here in with no intention of trademark infringement. No part of this document may be reproduced or copied in any form or by any means without written permission from The Consumer Goods Forum and IBM. www.theconsumergoodsforum.com www.ibm.com/consumerproducts