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Tag Archives: biometric
What Do You REALLY Know? The Reel!
Do You Know Your Identity/Biometric Competitors…And Yourself?
Do you need identity/biometric analysis from an informed analyst with 30 years of identity/biometric experience?
Do you need:
- Competitor and competitor product analysis?
- Industry analysis?
- Use case analysis?
- Analysis of your own company?
Book a free meeting with Bredemarket and discuss your needs. Click the image below to drive informed analysis with Bredemarket Identity Firm Services.
Educating the Fake Abbott Salesperson
A salesperson from Abbott just contacted me via LinkedIn InMail.
Well, she CLAIMED to be from Abbott. I’m not sure.
Anyway, she said she wanted to “get to know each other” because we are “in the same industry.”
Rather than dismissing the InMail out of hand as a #fraud #scam attempt with a #fakefakefake identity, I embraced the opportunity of a teachable moment and shared Bredemarket’s 2021 post on the difference between biometrics and biometrics. Excerpt:
In my circles, people generally understand ‘biometrics’ to refer to one of several ways to identify an individual.
But for the folks at Merriam-Webster, this is only a secondary definition of the word “biometrics.” From their perspective, biometrics is primarily biometry, which can refer to “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.
Fun fact: if you go to the International Biometric Society and ask it for its opinion on the most recent FRVT 1:N tests, it won’t have an answer for you.
Yeah, “FRVT.” Told you I wrote it in 2021, before the great renaming.
So Abbott salespeople, real or imagined, won’t be interested in what I’ve been doing for the last 30 years. ‘Cause you know sometimes words have two meanings.
But those of you who use biometrics (and other factors) for individualization WILL be interested. Click on the image to find out more.
BigBear.ai’s Digital Identity Products
One of my more popular posts during the past year (October 2023 to September 2024) was one that I wrote way back in 2021, “Pangiam, CLEAR, and others make a “sporting” effort to deny (or allow) stadium access.”
A lot has happened since then. (The aquisition of Pangiam by BigBear.ai closed in March of this year.)
Here is how BigBear.ai describes its digital identity offerings in 2024:
- Pangiam is BigBear.ai’s digital identity brand, harnessing facial recognition, image-based anomaly detection and advanced biometrics with computer vision and predictive analytics.
- Trueface Performs one of the fastest one-to-many (1:N) facial matches with real-time photos, delivering safe and efficient identity verification.
- veriScan™ Securely captures and transmits real-time photos into a biometric matching service supporting access control and biometric boarding/bag tags.
- Dartmouth Delivers real-time image-based anomaly detection for enhanced 3D baggage screening.
All these products, including Dartmouth, were developed before the BigBear.ai acquisition. (Where is Pangiam Bridge?)
We’ll have to wait and see what happens next.
Go-to-Market Partners
The next paragraph is inaccurate.
Go-to-market initiatives have ONLY two audiences: the external prospects who are the hungry people (hopefully) wanting the product, and the internal staff in the company who deliver the product.
You know who I forgot? The partners.
Such as the very important partner for MorphoTrak’s Morpho Cloud back in 2015:
“Morpho worked with Microsoft Corporation to develop a cloud service for Morpho’s flagship Biometric Identification Solution (MorphoBIS). Morpho Cloud is hosted on Microsoft Azure Government, the cloud platform with a contractual commitment to support several U.S. government standards for data security, including the FBI’s CJIS Security Policy. Backed by the Microsoft Azure Government platform, Morpho Cloud complies with the stringent security standards for storage, transmission, monitoring, and recovery of digital information.”
When Names Infringe (Biometric Products Coming to America)
Then there was the time I was performing U.S. go-to-market activities for a global identity/biometric offering.
The product marketing launch went great…
…until the home office received a communication from a competitor.
A competitor with a previously existing product with a name VERY similar to that of our subsequently launched solution.
Oops.
We definitely made a mistake by not thoroughly checking the name.
Of course, with the way that some companies want to imitate the things their competitors do, I’m sure some firms perform this intentionally, rather than accidentally.
(McDowell’s 2017 West Hollywood pop-up image from Buzzfeed, https://www.buzzfeed.com/morganshanahan/we-went-to-a-real-life-mcdowells-from-coming-to-america-and)
In Case You Missed My Incessant “Biometric Product Marketing Expert” Promotion
Biometric product marketing expert.
Modalities: Finger, face, iris, voice, DNA.
Plus other factors: IDs, data.
John E. Bredehoft has worked for Incode, IDEMIA, MorphoTrak, Motorola, Printrak, and a host of Bredemarket clients.
(Some images AI-generated by Google Gemini.)
Always Remember…and Differentiate
I’ve railed against copying the competition with “me too” messaging…and this morning I ate my own wildebeest food and did something about it.
While Bredemarket usually doesn’t mark significant dates, I observed 9/11 on my social channels. While 9/11 is relevant worldwide, it is especially relevant to Bredemarket’s identity/biometrics customers because of its revolutionary impact on our industry.
But I didn’t use the tried-and-true messaging with an image of the former World Trade Center and the words “never forget.” After 23 years, we’ve seen that message thousands of times. It blends into the landscape, like a mention of the band the Dead Kennedys that no longer raises an eyebrow.
So instead I differentiated Bredemarket’s message and said “always remember” with an image of the destruction to the Pentagon. Perhaps that will wake people up to what happened that day.
Apologies to Shanksville. We will always remember you also.
Identity/Biometric Professionals, Does Your Company Need the Right Words?
Identity/biometric professionals require the right words to raise product awareness, influence consideration, or drive conversions.
Bredemarket helps you create the words your prospects and customers must hear now:
- Short-length text such as blog posts.
- Medium-length text such as white papers.
- Longer text such as analyses and proposals.
- Retainer arrangements.
With over 29 years of identity/biometric experience, John Bredehoft of Bredemarket is the biometric product marketing expert that can move your company forward.
If I can help you, book a free 30 minute meeting with me on Calendly.
If you’re not sure about using Bredemarket, here is more information.
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