I forgot about this image, used in this post and inspired by an earlier post.
Tag Archives: biometric
My Algorithm is American Made
The United States of America, like many other countries, displays patriotism. One example is the Oak Ridge Boys song “American Made.”
And the United States of America, like many other countries, commercializes patriotism. One example is the Miller commercial “Made the American Way.”
At the time this commercial was filmed, Miller WAS American made, under the ownership of Philip Morris. Today, of course, Miller is NOT solely American made, with the company owned by Molson Coors with headquarters and executive offices in Chicago, Montreal, and Golden Colorado. Its brand competitor Budweiser is Belgian made.
I am very familiar with cross-border ownership, having worked for Safran (French headquarters) and IDEMIA (French headquarters, but primarily owned by a U.S. investment firm). So when someone asks whether IDEMIA is a U.S. company or a French company, the proper answer is “yes.”
IDEMIA’s major competitors, NEC and Thales, are non-U.S. owned.
And if the Amadeus deal goes through, an American investment firm will NOT own the new entity.
But there are U.S. biometric firms. Bredemarket works or has worked for multiple U.S.-owned/headquartered biometric companies.
One company that is not (yet) a Bredemarket client is ROC (a/k/a Rank One Computing). Since it works with U.S. security agencies, you can bet that ROC echoes the Oak Ridge boys in its marketing. Josh Engelsma:
“For decades, large-scale U.S. biometric identity systems have relied heavily on foreign fingerprint providers. ROC’s performance in the NIST FRIF TE E1N evaluation, including #1 global ranking in Class B slap fingerprints, a critical capture format for high-scale civil and government identity programs, proves that American technology can now lead at the highest levels of global biometric performance.”
It’s hard to predict whether U.S. government agencies will become “more patriotic,” since there are so many good foreign algorithms out there. But don’t count on DHS implementing a system with a Chinese algorithm.
Using the Twins Days Festival For Forensic Research
So you and your twin sibling are off to a gathering called the Twins Days Festival in Twinsburg, Ohio. There are many events in which the two of you can participate. Golf. A hot dog roast. A cornhole tournament. A “double take parade.”
And maybe, just maybe, some forensic research.
Because when you’re talking about the “something you are” identity factor (one of six), twins are more similar than non-twins. I may not be like you, but Mary-Kate is like Ashley. (And if you have to ask who Mary-Kate and Ashley are, you are obviously an immature inexperienced child from the 21st century lacking knowledge.)
But the key question: for the biometric modalities (finger, face, iris, voice, DNA, etc.), are two twins biometrically identical?
(A caveat here: Mary-Kate and Ashley Olsen are actually fraternal twins, not identical twins. But the point remains.)
For years, the Federal Bureau of Investigation and West Virginia University have gone to the Twins Days Festival to collect biometric data. Here’s an account of their 2018 visit.
“Inside the festival, a row of tents known as ‘Research Plaza’ is set up by researchers to conduct a list of surveys and tests. Hundreds of pairs of twins and multiples were surveyed last year.
“’It gives us a unique opportunity to be in an area where twins have congregated,’ explains Associate Professor Jeremy Dawson with West Virginia University. ‘There’s really nothing like it the United States.’
“Dawson works with a research team at WVU and the FBI to learn more about biometric data. ‘If two identical people are in the same database, it creates a problem for identification,’ said Dawson. ‘We hope to collect data that will help us to develop better facial recognition systems.’
“That means finding the subtle differences that make identical twins unique.”
Professor Dawson and his researchers will return to Ohio this year.
The Rescue
This is the story of a rescue.
If your biometric firm needs Bredemarket’s help, fill out the form on the “Content for tech marketers” page below.
What does Bredemarket provide?
Compelling CONTENT Creation
- Blog posts. Among other projects, I’ve authored a multi-month blog series to attract business to a client.
- Case studies and testimonials. Among other projects, I’ve written a dozen case studies to justify a firm’s capabilities to its projects.
- LinkedIn articles and posts. The multi-month blog series was designed for repurposing as LinkedIn articles.
- White papers. My white papers have made the case for the superiority of my clients’ products and services.
Winning PROPOSAL Development
- Proposal services (managing, writing, editing, other). My proposals have won business for Bredemarket clients and for my former employers.
Actionable ANALYSIS
- Analysis services. My market, product, and competitive analyses for Bredemarket clients and former employers have not only gathered necessary information and insights, but have also suggested a path forward.
Attracting the Mongolian Audience
According to WordPress, no one from Mongolia has EVER visited the Bredemarket website.
In reality it doesn’t matter, since I primarily do business with United States companies, and tens of thousands of people from the U.S. visit Bredemarket.
But I can’t achieve my goal of total world domination until I conquer Mongolia.
A lofty aspiration. Mongolia isn’t into being conquered.
So I have to have a…customer focus. Among other things, this means I have to address them in the official Khalkha dialect.
Танай биометрик фирм хэрхэн бүтээгдэхүүний маркетингийн үр дүнд шууд бөгөөд цогц байдлаар хүрэх вэ?
Биометрик бүтээгдэхүүний маркетингийн мэргэжилтэн, Жон Э. Бредехофт надтай хамтран ажилласнаар үүнийг хэрэгжүүлэх боломжтой.
So…did it work?
Clinical Intent
This video has nothing to do with health, but is another repurpose of my thoughts on pivoting.
I went into Gemini Pro mode and told Google Lyria to take “Swivel and Solve” and make it longer. Then I made a new landscape video with images from several others: Forge Your Future, It’s Time, Move Now, and the Koala Identification Factors video. Oh, and also some Proving Humanity promotional material.
When I assembled the final video, the result definitely belongs in the Awareness category. Because the assortment of pictures definitely won’t convert.
It doesn’t even dwell on the pivoting message: namely, that when identity, biometric, and technology leaders face product marketing challenges, the old way may not solve these challenges. When the old way doesn’t work, pivot to something that will.
No, the video doesn’t say any of that.
But if you’ve heard of Bredemarket outside of the video, you already know the marketing and writing services I provide for identity, biometric, and technology firms.
Compelling CONTENT Creation
- Blog posts. Among other projects, I’ve authored a multi-month blog series to attract business to a client.
- Case studies and testimonials. Among other projects, I’ve written a dozen case studies to justify a firm’s capabilities to its projects.
- LinkedIn articles and posts. The multi-month blog series was designed for repurposing as LinkedIn articles.
- White papers. My white papers have made the case for the superiority of my clients’ products and services.
Winning PROPOSAL Development
- Proposal services (managing, writing, editing, other). My proposals have won business for Bredemarket clients and for my former employers.
Actionable ANALYSIS
- Analysis services. My market, product, and competitive analyses for Bredemarket clients and former employers have not only gathered necessary information and insights, but have also suggested a path forward.
Act Now
So how can your tech firm benefit from this content?
If you are ready to stop losing prospects, act now and book a free 30 minute content needs assessment and talk to Bredemarket.
Swivel and Solve, Short and Square
Just for fun I created an alternate version of my June “Swivel and Solve” video, dumping the late shift. (And the strike force.)
But regardless of the form factor, Bredemarket, a leading biometric product marketing consultant, provides expert content, proposal, and analysis services.
My work has produced over $25 million in revenue for nearly two dozen firms.
To solve your challenges, visit https://bredemarket.com/mark/ and schedule a free meeting.
(“Swivel and Solve” by Google Lyria, Public Domain.)
Marketing a Biometric Product Without a Biometric Product Marketing Expert
Bob and Judy had left television production and started a biometric company. Bob handled sales, Judy engineering. As their company grew, they both realized they needed help.
Bob turned to Judy one day. “What we need is a product marketer, but not just any product marketer. We need a biometric product marketing expert. I know a guy-“
Judy cut him off. “Forget it. Any so-called expert is hampered by legacy. We need new thinking.”
As they used to say, you won’t believe what happened next!
All the features
Ron, their new hire, was a fast learner who listened to Judy for hours, soaking up everything she knew until Ron understood every feature perfectly.
Ron assembled his product marketing materials, clearly differentiating the superior technical advantages of his product. Bob then took the materials out on a sales call.
That afternoon Bob returned, dejected.
“The prospect threw the brochures in the trash.”
“Why?” Ron asked.
“They didn’t make sense and didn’t speak to their needs.”
None of the use cases
Ron belatedly realized that the materials didn’t address the benefits the prospect would realize from using Bob and Judy’s biometric solution. And the owners realized that Ron needed to understand the biometric market so that his materials resonated with customers.
So Ron studied the market carefully, spending a lot of time with cops and forensic experts before rewriting his brochures to infuse them with industry knowledge.
A well-prepared Bob flew out to meet his next prospect, a well-known sports team in Chicago.
And returned the next day, dejected again.
“They loved the first hour,” Bob reported, “although all the talk about investigative leads confused them. Then they asked about consent.”
Ron, fresh from police station booking rooms, was confused. “Who needs consent to take bionetrics?”
“Sports teams, banks, hotels, office buildings, hospitals, you name it,” Bob replied. “Especially in Illinois.”
Fumbling Towards Insolvency
Maybe “insolvency” is harsh, but if a biometric firm doesn’t have the embedded knowledge to speak the language of its prospects and customers, the firm’s success will be limited. Immediate expertise is impossible.
Bob, Judy, and Ron may be fictional, but lack of biometric expertise happens in real life. I still remember the time I worked with a company that was bragging about its three-year old NIST FRTE facial recognition accuracy rankings. I gently explained that FRTE results change monthly, with better algorithms appearing all the time. Those old results were worthless.
And your product marketing will be worthless also, unless you understand the many products and many markets.
Bredemarket can help you speak the language of your biometric prospects. Talk to Bredemarket.
International Data Sharing With CARICOM
Local and state governments cooperate, and national and multinational agencies do also.
Anthony Kimery at Biometric Update:
“The Department of Homeland Security (DHS) and the Caribbean Community’s (CARICOM) regional security agency, Implementation Agency for Crime and Security (IMPACS), signed an agreement to create the first multilateral biometric information sharing arrangement established by DHS, extending U.S. immigration vetting and border security checks across participating Caribbean countries.”
Because once someone has data, there is no TECHNICAL reason why they can’t share it with anyone else.
Found Another Job
What if Bob and Judy found ANOTHER job: this time running a biometric company?
They would need help…
Bredemarket 