Thinfilm, a leader in NFC (near field communication) smart-packaging solutions using printed electronics, has announced a partnership with Sweden-based Beneli AB (“Beneli”), a provider of  self-adhesive labels and related solutions. The partnership significantly strengthens Thinfilm’s converter program by providing strategic coverage in Scandinavia and the broader European region.

In addition, the relationship extends Beneli’s wireless product offering beyond RFID asset tracking to now include NFC solutions for consumer engagement and authentication applications.

Thinfilm and Beneli will collaborate to deliver Thinfilm’s NFC solutions, featuring both SpeedTap and OpenSense tags supported by a cloud-based software platform, to existing Beneli clients and other leading consumer brands across a range of markets. Beneli maintains a strong presence in the spirits, medical, cosmetics, and tobacco verticals, and also serves the food, pharmaceuticals, and logistics industries. Initial market trials are expected to begin in the second quarter of 2017.

Each SpeedTap and OpenSense tag is uniquely identifiable and virtually impossible to clone, and can be read with the simple tap of an NFC-enabled smartphone or device. Once tapped, tags wirelessly communicate with the cloud, creating a powerful one-to-one mobile marketing platform from which brands can connect directly with consumers. As a result, marketers are able to instantly deliver authentication messages, promotional offers, product news and other relevant content. OpenSense technology also offers additional protection against package tampering and refill fraud.

“I’m very excited about our partnership with Thinfilm and the ability it gives us to deliver more value to our customers,” says Jimmy Sterner, CEO of Beneli. “With Thinfilm’s NFC technology, we can now offer a powerful solutions platform that significantly enhances the ability of brand owners to connect and communicate with consumers.”

Thinfilm views label and packaging integration services as a critical component of its NFC solutions offering. These “conversion” capabilities delivered through qualified partners–in addition to the hardware and software provided by Thinfilm–create a “one-stop shop” path for brands in search of smart packaging solutions. Thinfilm continues to build out its converter program globally,and expects to have approximately 30 vertically specialized partners in place by the end of 2017.

“Our partnership with a European leader, such as Beneli, fills a key geographic need for us and, as a result, significantly extends our conversion services in Scandinavia and throughout Europe,” explains Davor Sutija, CEO of Thinfilm. “The enhanced capabilities Thinfilm gains through this partnership will be critical as we look to meet the growing demands of leading consumer brands, mobile marketers and digital agencies.”