Tag Archives: biometric product marketing expert

Why Biometric Marketing Experience Beats Biometric Marketing Immaturity

I know that the experts say that “too much knowledge is actually bad in tech.” But based upon what I just saw from an (unnamed) identity verification company, I assert that too little knowledge is much worse.

As a biometric product marketing expert and biometric product marketing writer, I pay a lot of attention to how identity verification companies and other biometric and identity companies market themselves. Many companies know how to speak to their prospects…and many don’t.

Take a particular company, which I will not name. Here is the “marketing” from this company.

  • We have funding!
Google Gemini.
  • We offer lower pricing than selected competitors!
  • We claim high facial recognition accuracy but don’t publish our NIST FRTE results! (While the company claims to author its technology, the company name does not appear in either the NIST FRTE 1:1 or NIST FRTE 1:N results.)
  • We claim liveness detection (presentation attack detection) but don’t publish any confirmation letters! (Again, I could not find the company name on the confirmation letter lists from BixeLab or iBeta.)
Google Gemini.

So what is the difference between this company and the other 100+ identity verification companies…many of which explicitly state their benefits, trumpet their NIST FRTE performance, and trumpet their third-party liveness detection confirmation letters?

If you claim great accuracy and great liveness detection but can’t support it via independent third-party verification, your claim is “so what?” worthless. Prove your claims.

Now I’m sure I could help this company. Even if they have none of the certifications or confirmations I mentioned, I could at least get the company to focus on meaningful differentiation and meaningful benefits. But there’s no need to even craft a Bredemarket pitch to the company, since the only marketer on staff is an intern who is indifferent to strategy.

Google Gemini.

Because while many companies assert that all they need is a salesperson, an engineer, an African data labeler, and someone to run the generative AI for everything else…there are dozens of competitors doing the exact same thing.

But some aren’t. Some identity/biometric companies are paying attention to their long-term viability, and are creating content, proposals, and analyses that support that viability.

Take a look at your company’s marketing. Does it speak to prospects? Does it prove that you will meet your customers’ needs? Or does it sound like every other company that’s saying “We use AI. Trust us“?

And if YOUR company needs experienced help in conveying customer-focused benefits to your prospects…contact Bredemarket. I’ve delivered meaningful biometric materials to two dozen companies over the years. And yes, I have experience. Let me use it for your advantage.

Expertise is Everywhere

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.

Expertise is everywhere.

Take the first step to biometric dominance. https://bredemarket.com/mark/

Biometric Product Marketing Expert? Strategic. Biometric Product Marketing Writer? Tactical.

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.

Stop losing prospects! Use Bredemarket content for tech marketers

My Biometric Video One-Two Punch

Different moods, but both videos emphasize (not empathize) Bredemarket’s biometric product marketing expertise.

So what?

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.

Stop losing prospects! Use Bredemarket content for tech marketers

Delivering Bad News: How Motorola Overcame the FpVTE 2003 Results Announcement

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.

The problem part

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:

  • Cogent Systems.
  • Motorola, which had acquired Printrak.
  • NEC.
  • Sagem Morpho, which had acquired Morpho.

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.

Yes, I am the biometric product marketing expert.

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.

I’m a loser, baby. Google Gemini.

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 solution part

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.

  • It wasn’t a flashy presentation with smoke and mirrors.
  • It wasn’t an accusatory presentation calling NIST a bunch of crooks.
  • It was basically Guy, on stage, saying that we didn’t do well.
  • And that we would do better.

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.

Stop losing prospects! Use Bredemarket content for tech marketers

Identity/Biometric Marketing Leaders: In Case You Missed It

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.

Landscape. Biometric product marketing expert.

Why Identity/Biometric Prospects of Marketing and Writing Firms Benefit from Specificity

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.

Google Gemini.

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?