Biometric product marketing expert

How can your biometric firm realize immediate and comprehensive product marketing results?

By working with me, John E. Bredehoft—the biometric product marketing expert.

John E. Bredehoft, circa 2019.

Not “biometric” in terms of medical health information (biometry), but “biometric” in terms of identifying individuals.

I’ve worked in this industry since 1994, marketing several different biometric modalities: fingerprint, face, iris, voice, DNA, and other biometrics. And I’ve also worked with non-biometric factors.

During my 29 years in the industry, I have driven results as:

  • A biometric/identity product marketer at Bredemarket, Incode Technologies, and MorphoTrak (now part of IDEMIA Public Security North America).
  • A biometric/identity/technology content marketer at Bredemarket.
  • A biometric/identity competitive intelligence professional at Bredemarket, Incode, and IDEMIA.
  • A biometric/identity corporate strategist at IDEMIA.
  • A biometric/identity proposal professional at IDEMIA and Printrak (also part of IDEMIA Public Security North America).
  • A biometric product manager at Motorola (the Motorola Solutions part).
Biometric Update short of John Bredehoft, MorphoTrak product marketer, demonstrating MorphoWay at the 2015 show that was then called Connect:ID and is now known as Identity Week. From https://www.youtube.com/shorts/mqfHAc227As.

Some of my greatest product marketing achievements were realized when I technically was NOT a product marketer, most notably when I spearheaded MorphoTrak’s initial successful SaaS proposals for its automated biometric identification system (ABIS).

In summary, I’ve performed go-to-market activities and other campaigns, internal and external content creation, positioning and messaging, research, and related activities for seven generations of ABIS (including three generations that I oversaw as a product manager), video analytics systems, access and border control devices, driver’s license systems, enrollment services, identity verification/authentication systems, and digital wallets.

What can I do for you?

Follow the links below (more than 40) for much more information on my biometric product marketing expertise. All links direct you to blog posts on the Bredemarket website unless indicated otherwise.

If your company needs a full-time product marketer, contact me on LinkedIn.

If your company needs a part-time product marketing consultant, contact me on Bredemarket.

Contact Bredemarket.

Biometry

Robert Young (“Marcus Welby”) and Jane Wyatt (“Margaret Anderson” on a different show). By ABC TelevisionUploaded by We hope at en.wikipedia – eBay itemphoto informationTransferred from en.wikipedia by SreeBot, Public Domain, https://commons.wikimedia.org/w/index.php?curid=16472486.

Robert Plant (not to be confused with Robert Young) once said, “You know sometimes words have two meanings.” Most people don’t use the word “biometrics” the way that I use it. The majority of the world refers to biometrics in terms of biometry, or “the statistical analysis of biological observations and phenomena” or to “measurement (as by ultrasound or MRI) of living tissue or bodily structures.” In other words, someone’s health, not someone’s identity.

More about biometry.

Biometrics

“Who Are You” by The Who. Fair use, https://en.wikipedia.org/w/index.php?curid=11316153.

By way of contrast, the minority of the world refers to biometrics as a way to identify an individual, determine an individual is unique, or classify an individual (is the person male? is the person black?). I’ll discuss uniqueness in the iris section and classification in the face section, but my primary interest is in using a person’s biometrics (something you are) to identify an individual.

Fingerprint

By Frettie – Own work, CC BY 3.0, https://commons.wikimedia.org/w/index.php?curid=6158485.

I’m starting the discussion with fingerprints because I started with fingerprints back in 1994, writing proposals for something called the “Latent Station 2000.” This modality uses the friction ridges on the fingers, palms, and feet to identify an individual. It is alleged, but not scientifically proven, that no two people have the same fingerprints.

Face

By Cicero Moraes – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=66803013.

This modality uses the features of the face to identify individuals, although identical twins cause a problem here.

Faces can also be used to classify individuals. The “Gender Shades” study says NOTHING about identification, but looks at three algorithms that tried to determine the gender and race of people. More recently, companies have used algorithms to classify individuals according to their estimated age.

These don’t involve identification, but instead involve classification—real or fake, old or young.

Iris

From Cleveland Clinic. (Link)

This modality is used by people who intone the name “John Daugman” a lot. Daugman conducted pioneering research in using the patterns of the iris to identify individuals.

Voice

From https://sasv-challenge.github.io/challenge_results/.

When talking about voices, you have to distinguish between speech recognition (knowing what was said) and speaker recognition (knowing who said it). When I began working with voices a decade ago, the technology could distinguish whether Richard Nixon was saying something, or whether Rich Little was impersonating Richard Nixon saying something. More recently, the development of artificial-intelligence powered voice deepfakes has made this process much more difficult (but not impossible).

DNA

By Zephyris – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=15027555.

Deoxyribonucleic acid, or DNA, is another modality for uniquely identifying individuals (although, like faces, it has a problem distinguishing identifical twins). Unlike the other biometric modalities, it began on a scientific, probabilistic basis. Contrast with fingerprints, for which even today the justification for fingerprint individualization is that “we haven’t found the same fingerprint on two individuals yet.” (Take that, Gabriel Guo.)

My primary interest in DNA is in the field of rapid DNA, in which a sample of DNA from a single individual can be processed in either 90 or 120 minutes, depending upon who and when you ask.

Other biometric modalities

From https://www.scienceabc.com/innovation/how-tongue-prints-are-going-to-revolutionize-identification-methods.html.

Fingerprint, face, iris, voice, and DNA are not the only biometric modalities. There are others. Many others.

Non-biometric factors

From Krishamurty Pammi, https://krishnamurtypammi-technology.blogspot.com/p/security-management-two.html.

If you think of biometrics as THE method to identify individuals, your thinking is limited. Biometrics, or something you are, is just one of many factors of authentication (and identity verification).

Whew! That’s a lot of biometric product marketing.

If you have questions, contact me via LinkedIn, Bredemarket, or my other online outlets.