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.

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.

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

The MOSIP “Standard”

I’ve previously discussed the false impression that standards achieve recognition via a free, fair, universal consensus. In truth, standards are bullied through the process by one or more interested parties, who then shut out competitors that don’t comply with their…I mean, the industry’s standard.

Meanwhile, companies that don’t comply with the standard ridicule it and say how the standard stifles innovation and brings the whole industry down.

For example, in a few years smartphone manufacturers will complain that the EU’s adoption of USB-C as a universal common charger standard will cause the EU to lag behind when new charging technologies emerge.

Which brings us to MOSIP.

What is MOSIP?

So what does this acronym stand for, and what does it mean?

“The Modular Open Source Identity Platform was established in 2018 to support governments in providing its residents with an official form of the most important human asset – identity.

“As nations around the world proceed on their digital transformation journeys towards true digital economies, a robust and secure national ID system is the crucial first step. With a foundational national ID system in place, a government can build effective civil registries, and service delivery systems, serving the population in a myriad of ways. Among other benefits, robust systems like these enable faster disaster relief, climate resilience, ease of starting new businesses, and better access to financial inclusion, healthcare, and education.”

Established and incubated in Bangalore, India, MOSIP is aligned with the United Nations Sustainable Development Goals and supported by the Gates Foundation and others.

In case you didn’t get the drift, the MOSIP people aren’t regular visitors to Mar-a-Lago.

But their principles align with the goals of many biometric companies that have chosen to list their MOSIP-compliant products on the MOSIP Marketplace.

The marketplace categorizes MOSIP-compliant solutions into six categories:

  • Registration devices.
  • Authentication devices.
  • ABIS (Automated Biometric Identification Systems).
  • SDKs (Software Development Kits).
  • Print devices.
  • Labs.

I won’t list all the MOSIP-compliant solution providers, but there are many of them, including two of the “big three” biometric firms, NEC and Thales.

Any questions?

MOSIP but not MOSIP

I hear a question from the back row from a guy wearing a multicolored wig.

Falco in “Rock Me Amadeus.” From https://youtu.be/cVikZ8Oe_XA.

After all, the third of the “big three,” IDEMIA, has advertised that it provides MOSIP solutions.

“The Togolese Agency for Identification, ANID-TOGO, has partnered with IDEMIA and Atos to build a national biometric eID system based on the Modular Open Source Identity Platform (MOSIP). IDEMIA and Atos will design, build, test, and run a biometric national eID solution for Togo based on iris, face, and fingerprint recognition technology.”

Sounds impressive…until you scan the MOSIP Marketplace and find no listed solutions from IDEMIA or ATOS.

Because “based on” does not equal “compliant with.”

I can say that Bredemarket’s seven-question process is based upon some marketing standard or another, but that doesn’t mean that an independent third party has certified my compliance, or even stated its conformance.

So why doesn’t IDEMIA offer MOSIP-compliant solutions?

Honestly, I don’t know. I haven’t had regular official contact with IDEMIA in years, and the person that I know who just rejoined IDEMIA probably doesn’t know either.

So I have no authoritative answer, but Google Gemini provides this very unauthoritative answer as to IDEMIA’s MOSIP non-compliance:

“IDEMIA’s core business model historically relies on end-to-end, proprietary solutions. MOSIP, by contrast, is an open-source framework designed specifically to prevent vendor lock-in by letting governments mix-and-match components from different tech providers.”

Let’s assume for the moment that Gemini is right in this case. So while IDEMIA may be willing to speak about a solution in Togo “based on” MOSIP, when IDEMIA goes after a critically important opportunity in the FBI or the CIA or the BBC (you know the rest), it’s going to provide a solution based upon IDEMIA-authored components such as its own MorphoKit software development kit.

Knowing full well that the U.S. Federal Bureau of Investigation doesn’t give a hoot about MOSIP compliance.

Because it’s not critically important in that market.

Know Your Market

Some biometric vendors focus on the developing world, some adopt the developing world as a secondary opportunity, and others just don’t care because their real revenue comes from elsewhere.

Where should your company focus its attention?

Bredemarket can help your company with analysis, and provide focused content as the analysis progresses. (Analysis is never complete. Things change.)

If Bredemarket can help you decide if MOSIP compliance is worthwhile or worthless, schedule a free meeting.

How Can Iris Firms Stand Out?

Visibility.

With Bredemarket’s help in content, proposals, and analysis.

“Optical Lock.” Google Lyria. Public Domain.

Book a free meeting at https://bredemarket.com/mark/

Stop losing prospects!

Examples of what Bredemarket can write for your firm to attract prospects:

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.

Not That Matrix

Sometimes you choose illusion. But sometimes you choose truth.

Not That Matrix. “Quarterly Close” by Google Lyria. Public Domain.

Yes, this is a topic I previously addressed in “The Matrix” on June 19. And in “On Threats” that very same day.

And I even pre-shared the audio track “Quarterly Close” well before sharing the video.

But once you ASK what the threats are, you can ACT on them.

Let me help your identity, biometric, or technology firm with analysis. Schedule a free meeting with Bredemarket.

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.

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

I’m a CPA, Not a CPA

Where MY “CPA” stands for Content, Proposal, and Analysis.

Yes, I’ve talked about this since October 2024, but with the help of Canva, Google Gemini, and Google Lyria I’m addressing it again.

I’m a CPA, Not a CPA.

So don’t come to me with your accounting needs.

But if you have content, proposal, and/or analysis needs, set up a meeting with me to discuss them.

Compelling CONTENT Creation

I have created (over) 22 types of content, including:

  • Blog posts.
  • Case studies.
  • Data sheets.
  • White papers.

The entire list of both external and internal content is listed in “The 22 (or more) Types of Content That Product Marketers Create.” (For more on internal content, see “Analysis,” below.)

Winning PROPOSAL Development

I have helped identity/biometric and technology firms submit proposals to governments and enterprises.

More details on my proposal services page.

Actionable ANALYSIS

I have performed analyses of markets, companies and competitors, products, and websites and social media.

See the list of internal content I have created in this blog post.

On Threats

Ask about threats so you can act on them.

If you didn’t already realize it, “the matrix” is a SWOT matrix. And since SWOT includes weaknesses and threats, it’s not pretty.

I said it before.

“Whenever a product marketer asks a generative AI engine to prepare a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)…the PMM is intentionally asking for negative weakness and threat information.”

The weaknesses are bad enough, but the threats are truly debilitating because you have less control over them.

“In a SWOT analysis, threats are external factors that are beyond your control and pose challenges to your business. Factors like increased competition, economic volatility, evolving regulatory landscapes, or even changing market trends are examples of threats.”

But once you ASK what the threats are, you can ACT on them.

  • If the threats affect you but not your competitors, you can plan for them and try to mitigate them.
  • If they affect your competitors but not you, you can take temporary advantage of them while no one else is paying attention.
  • And if they affect everyone in your industry, you may (or may not) want to launch industry wide lobbying efforts.

But you can’t do anything if you refuse to recognize the threats.

Bredemarket provides expert SWOT analyses and other analyses for identity, biometric, and technology firms.

Schedule a free meeting with Bredemarket to discuss your needs while I ask probing questions.

Schedule a free meeting here.

Or just blow the whole thing off and watch some videos.

The Matrix.
The Seven Questions I Ask.

(June 29: “Not That Matrix” is here.)