Identity/biometrics/technology marketing and writing services
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.
My professional experience spans DNA, face, friction ridge, iris, and voice.
But I’ve looked at many other modalities.
See the full list here.
I’m able to select my three target videos by memory, but I want to make sure I can select this one also. (Its name references a radio station.)
If you prefer the text version of my biometric product marketing expertise, it’s here:
Different moods, but both videos emphasize (not empathize) Bredemarket’s biometric product marketing expertise.
If your firm wants to speak to biometric prospects and customers, you need someone who speaks the language.
As a customer whose name I won’t mention recently said to me, “You have to know what FRTE [VENDOR NAME REDACTED] [NUMBER REDACTED] means.” (An algorithm submission to the U.S. National Institute of Standards and Technology Facial Recognition Technology Evaluation (FRTE), either the 1:1 test or the 1:N test.)
But even more important is why a vendor’s algorithmic submission matters…and why it may not matter. Ah, the nuances…
I’ve written about these nuances for almost two dozen firms. Perhaps I can write for your firm. Click below and book a free meeting with Bredemarket.
I just realized that I have never told the FULL story of FpVTE 2003 in the Bredemarket blog. I’ve only told the problem part, but not the solution part. Bad on me.
I told parts of this in a 2023 post entitled “The Big 3, or 4, or 5? Through the Years.” One of the pivotal parts of the story was when the “big 4” became the “big 3.”
It happened like this:
These days the U.S. National Institute of Standards and Technology (NIST) is well known for its continuous biometric testing, but one of its first tests was conducted in 2003. At the time, there were four well-recognized fingerprint vendors:
There were a bunch of other fingerprint vendors, but they were much smaller, including the independent companies Bioscrypt and Identix.
I was a product manager at Motorola at the time, managing the server portion of the company’s automated fingerprint identification system (AFIS), Omnitrak. This featured a modernization of the architecture that was a vast improvement over the client-server architecture in Series 2000. The older product was still in use at the Royal Canadian Mounted Police (RCMP), but Motorola was in the process of installing Omnitrak in Slovenia and upgrading existing systems in Oklahoma and Switzerland.
Yes, I’ve worked in biometrics for a while.
This is the environment in which NIST released its Fingerprint Vendor Technology Evaluation of 2003 (FpVTE 2003).
“FpVTE 2003 consists of multiple tests performed with combinations of fingers (e.g., single fingers, two index fingers, four to ten fingers) and different types and qualities of operational fingerprints (e.g., flat livescan images from visa applicants, multi-finger slap livescan images from present-day booking or background check systems, or rolled and flat inked fingerprints from legacy criminal databases).”
So the companies listed above, among others, submitted their algorithms to FpVTE 2003. After the testing, NIST issued a summary report that included this sentence.
“Of the systems tested, NEC, SAGEM, and Cogent produced the most accurate results.”
You can see how this affected Motorola…and me. We were suddenly second-tier, via independent confirmation.
We first had to go to the RCMP and admit that we weren’t as accurate as other systems. This came at a particularly bad time, since the RCMP was engaged in a massive system upgrade of its own. While Motorola’s FpVTE performance was not the ultimate deciding factor, we lost the massive RCMP system to Cogent.
But Motorola did something else at the same time.
The accuracy of an automated fingerprint identification system falls in the laps of the algorithm developers, whether the vendor develops its own algorithms or buys a third-party algorithm from another AFIS vendor.
Motorola developed its own algorithm…and one of the R&D leaders was Guy Cardwell.
Motorola held a User’s Conference after the FpVTE results announcement, and Cardwell spoke to our customers.
Now of course that in itself means nothing unless we actually DID better. The R&D team went to work and improved the algorithm, and continued with other advances such as supporting complete 1000 pixel per inch systems as Sweden demanded.
But from a product marketing perspective, Motorola’s initial messaging to its customers was critically important.
Because if Motorola didn’t publicly address its FpVTE 2003 performance, then the only people talking about it would be Cogent, NEC, and Sagem Morpho.
And you don’t want to let your competitors deliver your message and steal your prospects.
More Lyria experimentation. Hear my previous effort.
And consider the services Bredemarket provides.
If you’re an identity/biometric marketing leader who requires content, proposal, and analysis expertise from a biometric product marketing expert, make sure you read the following:
It will be worth your while.
Bredemarket markets to identity/biometric firms that market to their own prospects.
And this quote from Aja Frost at HubSpot is relevant to anyone who markets to anyone, and wants to attract attention from people using Google Gemini, ChatGPT, and other large language models to answer questions. You need to practice answer engine optimization (AEO).
“In the old world, you’d be publishing ‘The Ultimate Guide to Content Marketing.’ And in the AEO world, you are publishing ‘The Ultimate Guide to Content Marketing If You Work at a Logistics Company in New Jersey’ because answer engines surface highly relevant, contextualized, tailored information to every person who is using them.“
HubSpot preaches something very similar to Never Search Alone: when you cast a wide net, there are too many holes.
This reminded me that I need to narrow my focus whenever possible and address the issues important to marketing leaders at identity and biometric firms.
What types of “highly relevant, contextualized, tailored information” do identity/biometric prospects need?
What types of customer-focused benefits resonate with them?
How can a biometric product marketing expert help identity/biometric firms?
Why don’t you ask me, and we can work together to create that highly relevant content?
Lee Densmer recently shared an email on “Your guide to understanding the costs of an effective content program.” Now Densmer is technically a competitor of Bredemarket (albeit a slightly more successful one), but you can always learn from the market.
A good chunk of her email was devoted to her statements on how much content should cost. It turns out that my rates are in the ballpark that she described.
But that’s not the most important part of the email. The key observation comes at the end.
“If you want to create high-quality blog posts, engaging videos, or targeted social media campaigns, you will need to pay for skilled writers, designers, videographers, and social media experts.
“No, it doesn’t come cheap. But remember that for every dollar spent on content marketing, you get 3 in return, and that content marketing brings 6x the ROI of other marketing tactics.”
I’ve seen similar statistics before.
If you want Densmer to work with you on your content, subscribe to her newsletter and interact with her.
But while Densmer is wonderful…she’s not the biometric product marketing expert.
You need to talk to Bredemarket about that.
1Kosmos and Fischer Identity (discussed previously) announced a partnership on February 4 to bring “high-assurance identity verification and passwordless authentication to colleges and universities.”
The press release also noted why educational identity is important.
“Higher education institutions are increasingly targeted by identity fraud schemes, including “ghost students,” synthetic identities, and financial aid fraud. At the same time, universities must support digital access for students, alumni, faculty, and staff across fragmented IAM environments that span legacy systems, modern cloud platforms, and third-party services.”
Let’s look at the what.
- Verify student, alumni, and staff identities using high-assurance proofing and biometric verification
- Reduce financial aid and enrollment fraud caused by synthetic or stolen identities
- Strengthen assurance across fragmented IAM environments spanning legacy and modern systems
- Enable strong, passwordless authentication based on verified digital identity that is reusable and persists across enrollment, academic access, and alumni engagement
If your company provides educational identity solutions, and your message isn’t getting out to your prospects, perhaps you need to talk to the biometric product marketing expert, Bredemarket.
Bredemarket can write your biometric company’s product marketing content.
Bredemarket