Mr. John Krotzer

John Krotzer, market segment manager at Markem Corp. (Keene, NH), concurred: "For example, customer-specific part numbers and logos can be applied to generic parts to customize them.As the supply chain consolidates, the need to actually change logos and other formerly static information on parts is growing.One related trend we have observed is the growth in the use of DPM as a means of adding brand equity to a commodity product."

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Mr. Krotzer stated that customers today are often requiring their suppliers to provide total traceability on every part they deliver: "[Customers] want to know exactly when, where, and sometimes which worker manufactured a particular part, so that any problems later on can be identified and corrected in an efficient manner."

DPM equipment can also be used to communicate, in different languages, customized messages such as handling, assembly, or warning instructions, to customers.Additionally, in an effort to cut costs and gain more shelf space, some manufacturers are using DPM as a replacement for packaging.Mr. Krotzer noted that by placing a bar code and logo directly on a tool, packaging costs and cycle times can be reduced.

Another rising use for DPM is security against counterfeiting and gray-market distribution. "[This is a] major concern for large companies and high-end retailers, [which] now spend an average of two to three million dollars annually to prevent such subterfuge," explained Mr. Harrison. "Miniature marks and graphics with encrypted data, such as the Xerox DataGlyph, are being successfully developed and tested."

FIGURE 6.THIS QUARTZ CRYSTAL oscillator has been laser etched with a 5-mil, 8-character (ECC 100) Data Matrix code measuring less than 2 mm square.Photo courtesy of Microscan Systems Inc.