Tag Archives: biometric

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.

Google Gemini.

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.

“Clinical Intent.” Google Lyria. Public Domain.

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.

Stop losing prospects! Use Bredemarket content for tech marketers

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.)

Swivel and Solve (SQ).

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.

Stop losing prospects! Use Bredemarket content for tech marketers

(“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.

Google Gemini.

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.

Google Gemini.

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

Sarah McLachlan. “Found a Job” it’s NOT.

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.

“A Patient Hand.” Google Lyria. Public Domain.

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.

Stop losing prospects! Use Bredemarket content for tech marketers

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.

High-Stakes Biometrics?

This amused me.

I was querying a generative AI tool on behalf of a Bredemarket client, asking a technical question about ICAO Document 9303 (the “don’t smile on your passport” document).

Google Gemini.

And the generative AI tool responded to my prompt with a reference to “high-stakes biometrics.”

I couldn’t let that one slide.

High-stakes biometrics. Google Gemini.

The Really Big Bunch Isn’t Afraid of Biometrics Any More

Are the major tech firms about to drive the relatively miniscule identity/biometric firms out of business?

Don’t be evil: stay away from surveillance

I’ve previously discussed the “big three” in biometrics: currently IDEMIA, NEC, and Thales (although IDEMIA may be replaced by Amadeus at some point). These companies are seemingly big, with billions of dollars in revenue…but they are dwarfed by the “really big bunch” of Google, Meta, and whoever else you throw in the category.

The Really Big Bunch could smash the Big Three in a heartbeat, if they wanted to.

Why haven’t they?

Because they have very active consumer sales that don’t affect IDEMIA and the like, and are terrified that any entry into biometric “surveillance” will adversely affect their lucrative consumer business. So they all concentrated on “don’t be evil.”

This is why Amazon withdrew Amazon Rekognition, Meta and others are cautious about adding facial recognition to consumer products, and Apple loudly proclaims its commitment to privacy.

But is this changing?

First, the mobile driver’s licenses

IDEMIA and Thales offer physical driver’s licenses, and moving into mobile driver’s licenses is a natural. I observed this during my time at IDEMIA, as (then) Gemalto pursued numerous mDL opportunities and IDEMIA responded in turn.

As part of my efforts to educate myself in the driver’s license market dominated by our new corporate overlords MorphoTrust, I attended an AAMVA regional conference several years ago. IDEMIA was obviously there, as was Gemalto. But also attending the conference was Apple. Why? I asked.

Apple wasn’t visible over the next few years as IDEMIA and Thales expanded their mobile driver’s license implementations. But all of a sudden, Apple was visible, as was Google, as was Samsung.

Why? Because these smartphone providers all had their own wallets, and they were adding mDLs to their offerings.

Which meant that someone who wanted a mobile driver’s license could use the convenient smartphone wallet they already had.

Were Apple and Google entering the surveillance state? Of course not, because Apple and Google were really nice people who were providing these wallets for our convenience and benefit. Never mind the facial recognition underpinning their use. There was nothing to worry about. Absolutely nothing.

Until they targeted the airports.

Second, TSA PreCheck

As a former IDEMIA employee, TSA PreCheck was near and dear to my heart. Well, until IDEMIA’s revenue tanked in 2020 when nobody flew or got driver’s licenses…and I lost my job.

But absent a worldwide pandemic, TSA PreCheck had been very very good to IDEMIA, since only IDEMIA offered it. Sure CLEAR had its program, but TSA PreCheck was much cheaper.

Until CLEAR also offered TSA PreCheck.

And Telos did also.

But who cares what these companies are doing? It’s not like a big company like Google is offering TSA PreCheck.

Fast forward to 2026.

“The Transportation Security Administration today announced a new partnership with Google Wallet, introducing a more seamless way for eligible travellers to opt in to TSA PreCheck® Touchless ID. Google Wallet is the first digital wallet to offer this innovative feature, making secure, efficient travel easier than ever.”

Yup, Google and the Department of Homeland Security are now best buddies. To some civil libertarians, this is evil indeed.

What’s next?

So how long until the really big bunch prime contracts for systems such as NGI and HART? They have a responsibility to their shareholders, after all.

Swivel and Solve

Identity, biometric, and technology leaders face product marketing challenges. And the old way may not solve these challenges.

When the old way doesn’t work, pivot to something that will.

Swivel and Solve (B).

Bredemarket, a leading biometric product marketing consultant, provides expert content, proposal, and analysis services.

For identity and biometric firms, Bredemarket is your strike force.

Public Domain.

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.

Stop losing prospects! Use Bredemarket content for tech marketers

(“Swivel and Solve” and “Late Shift Solitude” by Google Lyria, Public Domain.)

Doubly Revealed

I just realized that I unintentionally gave two Bredemarket video posts (one about facial recognition, the other about answer engine optimization) the same title: Revealed.

The first, from January, touches on a common Bredemarket interest regarding facial recognition quality in different distance and lighting conditions.

Revealed (January).

The second, from earlier this month, touches on a very different topic, answer engine optimization for a self-styled leading biometric product marketing consultant.

Revealed (June).

So what will I, um, reveal the next time I use this title?