[ 24 April 2000 ] CaseTrust to become a Pan-Asian Trust Mark

CommerceNet Asia’s constituents organisations were invited to participate in a Pan-Asian trust mark initiative. Representatives from CommerceNet Japan, CommerceNet Korea, CommerceNet Taiwan, CommerceNet China, CommerceNet US were briefed on the outcome of a pilot programme on a regional trust mark launched in Singapore. CommerceNet Singapore was earlier entrusted the role of spearheading an Asian trust mark pilot programme.

CommerceNet Singapore’s Chief Executive Officer, Mr. Jeh Shyan Wong briefed the meeting on the detailed development and implementation strategies that CaseTrust had undergone since the end of last year. “CaseTrust will be positioned as a localised entity within a Pan-Asian and global framework. That really matters, because, it will be foolish for us to pretend that a generic global scheme originating from Singapore can gain and protects the local consumers, merchants and businesses well. A lot of localisation needs to be done for it to garner the much needed support.”

A Pan Asian CaseTrust scheme takes on a standard identity with core accreditation criteria. This criteria is coupled with localised criteria with differing cultural context. The prominent trust mark implementation is very much a localised affair, with local interest, local corporation and local procedures all coming together upheld by the Pan-Asian arrangement. Overseeing the implementation will be a new CommerceNet Singapore’s spin-off, CaseTrust Limited, which will take on the task of implementing the Pan-Asian trust mark.

The trust mark has gained tremendous support from CommerceNet China, with the organisation nominating a local Hong Kong Consortium to adopt the trust mark for China. Mr. Robert Neely, the Chief Executive of CommerceNet China is moving to adopt the scheme in China. One important aspect of a successful Pan-Asian trust mark is that it is contextualised to Asian environment. One that will also be generic enough to take into consideration the local traditions and culture without compromising good business practice and acceptable standards. In an MOU to be formalised later, CommerceNet Singapore and CommerceNet China will be meeting in Singapore to firm up the details.

CommerceNet Taiwan will be arranging separate meetings on CaseTrust penetration into Taiwan in late-May or early-June with CommerceNet Singapore. A joint seminar on international trust mark is under exploration. Also on the agenda is the possibility of aligning with current trust marks there. CommerceNet Japan on the other hand, is keen not only to get their members involved in the implementation, but may also be involved in the funding of CaseTrust Limited as well. Mr. Hajime Kimura, the current chairman of CommerceNet Asia, requests for detailed investment information and prospectus on CaseTrust to be sent to Japan. He believes that members will be keen to take up equity participation on the project. Separate discussion with Korea will be conducted within the next few weeks on the possibility of bringing CaseTrust to Korea, via the cooperation with CommerceNet Korea.