Home Smart 100 2010 Fryamz (SMART 100)

Fryamz (SMART 100)


The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

This innovation initially came to life when…

I removed the number plates from my car only to realise the rattling I had been constantly hearing on the car was from these same number plates scratching my paintwork. I thought there must be a better solution to stop this from happening but when I searched, I could not find anything that protected the car from the number plates or could stop the rattling that occurred from the plate. I then set to work designing a product that would not only cushion the plate, stopping rattling and damage, but also offer the consumer many unique designs to choose from.


The purpose of this innovation is to…

Stop the damage caused to a vehicle’s paintwork and to prevent noise by rattling number plates, while offering the consumer a product that will allow them to customise the appearance of their vehicle. In addition, they are simple to install.

It does this by…

Cushioning the plate against the vehicle, as it is made of 100% Silicone Rubber and has a uniquely designed webbed back that ensures no contact is made between the steel plate and the body of the vehicle. It also covers and exposed sharp plate edges. We also have a version called “Double Up”, which incorporates an acrylic front cover.


This innovation improves on what came before because…

No other number plate protector addressed the issue of the number plate being directly installed to the car’s paintwork with no cushioning in between. In addition, all other number plate protectors worldwide were made of plastic or steel and ours is the first to be made of a flexible and cushioning material; i.e., silicone rubber.

Its various benefits to the customer/end-user include…

It allows the consumer to easily install a protective device that stops noise generated by the plate and also stops damage. It also has many different designs, shapes, and colours to allow the consumer to have choice when purchasing.


In the past, this problem was solved by…

The problem was not being solved previously. There are acrylic covers that protect the front of the plate, but none that also protect the car from the plate. Most consumers only realised the damage when they removed the plates and could never source the “rattling” noise that the plates produced. We are also the first to offer unique designs.

Its predecessors/competitors include…

Acrylic protectors that only protect the face of the number plate and plastic frames, which offer no protection at all but display an advertising message such as the car dealer where the car was purchased.


It is made for…

All vehicles that carry a number plate and particularly for consumers who wish to protect their vehicles’ paintwork from scratching or to prevent the rattling associated with number plates that in most cases is directly installed to the body of the car. It also offers the appeal of being able to customise the appearance of your vehicle, with 11 initial designs on the market. Designs, shapes, and colours will frequently change very much like a fashion range does to prevent over-saturation of the designs in the market. There is also much room for corporate or promotional applications with the product.


It is available for sale through…

Car accessory stores, car detailers, tyre store,s and many other outlets that appeal to car owners. Being a patented product, we are also in the process of rolling it out globally.

Our marketing strategy is to…

Gain market exposure by being available in as many retail outlets as possible and then generating exposure of the availability of the product with live demonstrations, etc. We are also running an in-depth PR and marketing campaign that will demonstrate the benefits and unique designs of the product.


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To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.