Identity/biometrics/technology marketing and writing services
The Italian baseball players, fueled by espresso, defeated the U.S.
But who can help you defeat your competitors?
The strategic biometric product marketing expert, and…
…the tactical biometric product marketing writer.
Oh, wait…they’re the same person: John E. Bredehoft of Bredemarket.
Take the first step to biometric dominance. https://bredemarket.com/mark/
I remember the first time I saw someone talking to himself.
I was working in Motorola’s Anaheim office at the time. For those of you who remember the “triangle” office, I was walking down the hall from the factory floor to the lunchroom. And there was someone I didn’t recognize walking the other way down the hall, talking to himself.
Or at least it looked like it.
In reality, he had an earpiece in his ear which could also pick up his voice, and he was talking on his phone. The phone was presumably tucked away in a pocket and couldn’t be seen, so if you didn’t see the earpiece, you’d assume that he was talking to himself.
This was probably in the middle of my time at Motorola (2000-2009), and smartphones hadn’t really taken off yet. Perhaps the guy was using a smartphone, but my guess is that he had a good old flip phone.
If he had a smartphone, he’d be looking at it.
While I happen to be typing this post on a laptop, I just as easily could have typed it on my smartphone. Those devices are so prominent today.
But ZDNET asserts that smartphones will go away.
“Right now, mobile phones are the main hub of our personal device ecosystem. But as AI integrates into glasses, rings, headphones, and portable form factors, we could see our very own handsets step off center stage, and these wearable devices take their place.”
ZDNET’s assertion appears in article about Qualcomm, a leading manufacturer of the chips that drive these newer wearable devices. These new chips offer greater computing (seven times faster), less power demand, and therefore longer battery life (coupled with the ability to charge up to 50% in 10 minutes).
With these more powerful wearables, ZDNET anticipates that the wearables will become less of a smartphone accessory and more of a smartphone replacement.
But if the smartphones go away, then my future blog posts will be written as I walk down the hall.
Talking to myself.
If you’re not familiar with the complete history of the Eagles, you may not know that they began as practitioners of country rock. Their early songs were therefore softer than the ones from the Joe Walsh years.
One of those songs (actually later, but earlier in feel) was “Lyin’ Eyes.”
And it contains a lyrical oddity.
Glenn Frey and Don Henley could tell stories with the best country songwriters. And this was no exception, with a tale of a woman seeking solace outside of her marriage. Her life gets more scattered, until the singer turns judge and announces, “My, oh my, you sure know how to arrange things.”
But before that, when the singer is merely telling the story, the woman needs to seek solace.
So the singer says what the woman is doing:
“She is headed toward the cheatin’ side of town”
Now this is a lyrical fiction.
To my knowledge, no town in California or anywhere else enforces residential zoning regulations that segregate cheaters from non-cheaters. When “the boy” in the song rented his apartment (in Buena Park?), he didn’t need to indicate his receptiveness to desperate housewives. (Different decade, I know.)
So if the cheatin’ side of town is not a geolocation, is it perhaps tied to another factor of authentication?
Such as the sixth factor—somewhat you why?
After all, you could use non-identity biometrics such as respiration to discover the intent of a woman, whether she is driving
Cheaterland is a state of mind. My, oh my.
And if I may interject an author’s note, I am VERY impressed with Google Gemini (Nano Banana 2) for knowing what a “Thomas Brothers Map” is. Except that I had to change my story setting from North Hollywood to Buena Park to match the images.
“Life in the Fast Lane,” of course, would need a Los Angeles County map.
Your company probably spends a lot of money exhibiting and presenting at trade shows and conferences. And you probably email your prospects and customers about your participation in these events.
But what about the people not on your mailing list?
You can do what the Biometrics Institute has done and create an events page on your website. As I write this, the Biometrics Institute’s events page lists upcoming appearances from March to June, including both in-person events and (for those of us nowhere near Sydney) online events.
How many Biometrics Institute members (and non-members) have their own events pages? One major identity firm (I won’t name it) has an events page…with no events.
But even if you don’t have a web page per se, you can email your prospects and customers as mentioned above. Another identity firm just sent me an email listing several future events, their dates, their locations, and why I would want to go to any of these events.
Do your prospects know about your upcoming events? Bredemarket can help you create a blog post, social media post, email, or even some web page content so that your prospects can see you. Let’s talk.
By the way, here are all the services Bredemarket provides.
Only one of Bredemarket’s clients has given me nearly-unfettered privileges in its WordPress and LinkedIn accounts.
Yes, this seemingly violates the principle of least privilege, but it turns out I needed the enhanced WordPress access.
I initially had the ability to write drafts, but this did not allow me to fully incorporate graphics into my draft posts. So I obtained the higher privilege, but never used it to post anything.
I could, and did, post on my client’s LinkedIn account, but even that was coordinated.
The company eventually paused its activities, and my access to its WordPress and LinkedIn accounts (and other accounts) was no longer necessary, and those privileges eventually were rescinded.
But this was unusual. For most of my clients, I throw my work over a wall, and the client takes it from there.
Which is as it should be. After all, I shouldn’t be self-approving my client blog posts. What’s next, approving my payments?
Back in July 2023 I wrote a post about irises that referred to the last name “Daugman” a lot. With reason. The following paragraphs are adapted from that post.
Why use irises rather than, say, fingerprints and faces? The best person to answer this is John Daugman. (At this point several of you are intoning, “John Daugman.” With reason. He’s the inventor of iris recognition.)
Here’s an excerpt from John Daugman’s 2004 paper on iris recognition:
(I)ris patterns become interesting as an alternative approach to reliable visual recognition of persons when imaging can be done at distances of less than a meter, and especially when there is a need to search very large databases without incurring any false matches despite a huge number of possibilities. Although small (11 mm) and sometimes problematic to image, the iris has the great mathematical advantage that its pattern variability among different persons is enormous.
Daugman, John, “How Iris Recognition Works.” IEEE TRANSACTIONS ON CIRCUITS AND SYSTEMS FOR VIDEO TECHNOLOGY, VOL. 14, NO. 1, JANUARY 2004. Quoted from page 21. (PDF)
Or in non-scientific speak, one benefit of iris recognition is that you know it is accurate, even when submitting a pair of irises in a one-to-many search against a huge database.
Daugman died the year after I wrote my 2023 post, but his biography and accomplishments are listed here.
Daugman received A.B. and Ph.D. degrees at Harvard University and taught there before joining Cambridge University, where he was Professor of Computer Vision and Pattern Recognition. He also held chairs at universities in Europe and Japan. His honors included the Information Technology Award of the British Computer Society, and the OBE, Order of the British Empire.
If you’re on a platform such as Facebook, you sometimes receive advertisements that are VERY specific. Such as, “This is the perfect drink holder for California white males over the age of 50!” It’s almost as if they know everything about you…because they do.
Unless you implement privacy restrictions and don’t allow platform advertisers to reference your personal information.
Of course, if the advertiser isn’t able to narrowcast directly to you, the advertiser will broadcast to everybody.
And Facebook will start showing you advertisements in Chinese.
And if you complain to Facebook and ask why you’re seeing Chinese ads, Facebook will simply reply, “We are prohibited from using your personal information. Since there are a billion Chinese, we take a guess that you’re Chinese and show you those ads.”
Which brings us to age and social media.
Back when Marky Mark created The Facebook, he initially targeted college-age users. But as time went on, Facebook and its competitors started aiming for younger ages.
This makes sense. Advertisers want to target consumers who are suspectible to changing their minds and are not set in their ways. So while a super kewl soft drink manufacturer isn’t going to target me, it is going to target 18 year olds…and 16 year olds…and 14 year olds…and 12 year olds.
A recent DKC report stated that 42% of all household spending is influenced by 8- to 14-year-olds, and that this age group is DIRECTLY spending over $100 billion per year.
So you can bet that advertisers are clamoring to purchase ad time on Facebook, TikTok, and the other social media services to get a pipeline to the brains of these 8 to 14 year olds…whoops, 12 to 14 year olds, since most social media services require you to be at least 12 years old to have an account.
But what if access to that entire age group is cut off entirely?
We’re seeing all over the world that jurisdictions are enacting or trying to enact bans on the use of social media for people under 16 years of age. The latest country to propose such a move is Indonesia:
“Authorities in the country, which is Southeast Asia’s largest economy, said Friday they expect social media platforms to deactivate the accounts of under-16s from March 28, starting with YouTube, TikTok, Facebook, Instagram, Threads, X, Bigo Live and Roblox.”
In other words, all the popular sites that teens love.
And in certain jurisdictions, the companies will implement age verification and age estimation technology to ensure that kids don’t like about their ages to get in.
Assuming these prohibitions stand, this causes a huge problem for B2C marketers that target teens: how do you market to them when the direct pipelines to this age group are cut off?
I’m just thankful that Bredemarket and its clients sell to adults. You don’t really see 13 year olds buying biometric technology.
I’ve previously discussed the difference between the terms “multimodal” and “multifactor.”
Multimodal is often (though not exclusively) used to discuss the use of different biometric modalities. For example, when Motorola’s Biometric Business Unit was acquired, we joined an organization (Sagem Morpho) that specialized in three biometric modalities: finger, face, and iris.
As you can imagine, the “which biometric is best” wars simply do not apply to the multimodal folks. Unlike someone committed to tongue biometrics because that’s all they do, a multimodal biometric vendor can say “this one’s best here, this other one’s best there.”
So I was a bit surprised to see the recent Biometric Update article, “Iris ID debuts in NIST FRTE 1:1.”
I had some catching up to do.
After all, I was aware of the history of Iris ID (yet another New Jersey iris company) and its spinoff from LG, and although I don’t think I’ve ever met Mohammad Murad, I’ve certainly heard of him.
But Iris ID has branched off from just irises. Here’s what it exhibited at Identity Week America in September 2025:
“Highlighted in the Iris ID booth are the latest advances in multi-modal biometric technology, where iris and face recognition are combined in fully contactless solutions. These innovations are designed to deliver fast, frictionless throughput while ensuring accuracy and reliability, even in high-throughput environments.”
For what it’s worth, the Iris ID “001” algorithm tested in NIST FRTE 1:1 wasn’t an overwhelming world-beater, not even cracking the top 100 in any of NIST’s many, many categories (the best performance was in BORDER:BORDER).
But everyone has to start somewhere.
Just don’t get eyes and faces confused.
A biometric product marketing writer can help.
When I first encountered facial recognition companies in the 1990s and early 2000s, the rules were pretty clear.
Their algorithms needed to identify people by their permanent features, not their temporary ones.
Don’t identify someone by a beard or a lipstick shade, but by what is usually always present: eyes, nose, ears…and mouth.
After all, it wasn’t like people were going to lose their mouths or anything.
Until 2020, when everyone started covering up their mouths.
And the algorithms had to adapt.
It’s tough when you operate in both the strategic and tactical spheres.
Especially when you realize that “biometric product marketing expert” may sound lofty and strategic.
So to clear up the confusion, I am also a biometric product marketing writer.
Because I write.
A lot.
Articles, blog posts, case studies, data sheets, proposals, social media, web pages, white papers, and more.
If your biometric firm needs help getting your writing out, let’s talk.
Bredemarket