GenuOne's new release of GenuNet allows companies to monitor eBay to help protect their online brands. GenuNet 3.0 features new Online Channel Protection modules that allow companies to proactively patrol online distribution channels, helping them with intellectual property theft, product counterfeiting, gray-market diversion and brand abuse issues.

Through an API license agreement with eBay, the GenuNet 3.0 software queries eBay listings and provides customers who are part of the Verified Rights Owner (VeRO) program with advanced search and filtering capabilities and email alerts. Companies can send automated item-listing discontinuation notices to eBay's VeRO program, or can send warning letters directly to sellers who infringe on a company's property rights.

Suneer Maheshwary, GenuNet Product Manager, said his clients are concerned about three main issues when it comes to online sales of their goods. The first is the improper use of trademarks, including compliance issues. The second issue is the problem of counterfeit goods. And the third issue is the erosion of pricing structures.

Some manufacturers have policies where any sale of new goods online is unauthorized. Others allow only authorized resellers to sell their goods. And manufacturers in the computer and consumer electronics categories want to make sure that eBay sellers don't misrepresent manufacturers' warranties, leaving consumers in the lurch. Maheshwary said GenuOne helps brand holders deal with these issues on online marketplaces.

But what about the consumer who just wants to sell their old Birkenstock sandals on eBay? Will the software terminate their auctions? Maheshwary said his clients are not concerned with the sale of authentic used goods. And GenuNet is an improvement on eBay's VeRO program; eBay doesn't always explain to sellers why their auctions were removed, and doesn't always tell brand holders what action was taken on an offending auction. With GenuNet, there is more dialog among the parties. GenuNet clients can provide eBay with a code that explains the reason for an auction being pulled, for example.

GenuOne's clients include Xerox, Cartier, Bacardi, Kodak and Montblanc. The company said the Online Brand Protection monitoring offered by GenuNet can thwart efforts to steal a company's intellectual property, conduct slander, disseminate misinformation, and illegally leverage its marketing dollars. And its Online Channel Protection helps authenticate reseller channel compliance, identify potential counterfeit and gray-market goods, and profile seller activity for indications of suspicious supply-sourcing.

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