See this post to understand why the video is only eight seconds long.
As for how I will use this to promote the Bredemarket Identity Firm Services LinkedIn page and Facebook group…I have no words.
Tag Archives: identity
Are My 15 Second Videos Too Long?
You’ve probably noticed that I’ve created a lot of Bredemarket videos lately.
- My longer ones last a minute. That’s the length of a video I haven’t shared in the Bredemarket blog (it’s on Instagram) summarizing my client work over the last four years. My early July identity and Inland Empire reels are almost a minute long.
- But I also make much shorter ones that last about 15 seconds, such as a brief identity video (it’s on Instagram also). My repurposed identity and Inland Empire reels are also that length.
But…
Even Bredemarket’s “short” 15 second videos may be TWICE AS LONG as they should be.
The Microsoft 8 second study
In 2015, Time magazine reported on the results of a Microsoft study:
Researchers in Canada surveyed 2,000 participants and studied the brain activity of 112 others using electroencephalograms (EEGs). Microsoft found that since the year 2000 (or about when the mobile revolution began) the average attention span dropped from 12 seconds to eight seconds.
As many noted, a goldfish’s attention span is 9 seconds.
Some argue that the 8 second attention span is not universal and varies according to the task. For example, a 21 minute attention span has been recorded for drivers. If drivers had an 8 second attention span, we would probably all be dead by now.
But watching a video is not a life-or-death situation. Viewers will happily jump away if there’s no reason to watch.
So I have my challenge.
Ironically, I learned about the 8 second rule while watching a LinkedIn Learning course about the 3 minute rule. I haven’t finished the course yet, so I haven’t yet learned how to string someone along for 22.5 8-second segments.
Biometric Product Marketers, BIPA Remains Unaltered
(Part of the biometric product marketing expert series)
You may remember the May hoopla regarding amendments to Illinois’ Biometric Information Privacy Act (BIPA). These amendments do not eliminate the long-standing law, but lessen its damage to offending companies.
Back on May 29, Fox Rothschild explained the timeline:
The General Assembly is expected to send the bill to Illinois Governor JB Pritzker within 30 days. Gov. Pritzker will then have 60 days to sign it into law. It will be immediately effective.
According to the Illinois General Assembly website, the Senate sent the bill to the Governor on June 14.
While the BIPA amendment has passed the Illinois House and Senate and was sent to the Governor, there is no indication that he has signed the bill into law within the 60-day timeframe.
So BIPA 1.0 is still in effect.
A proposed class action claims Photomyne, the developer of several photo-editing apps, has violated an Illinois privacy law by collecting, storing and using residents’ facial scans without authorization….
The lawsuit contends that the app developer has breached the BIPA’s clear requirements by failing to notify Illinois users of its biometric data collection practices and inform them how long and for what purpose the information will be stored and used.
In addition, the suit claims the company has unlawfully failed to establish public guidelines that detail its data retention and destruction policies.
The Single Solution Microsoft E5 License vs. Best-in-class Individual Solutions
The phrase of the day is “Microsoft E5 License.”
Identity Jedi used is in the 82nd edition of his newsletter.
The biggest threat to every single vendor in the identity space right now are the following words: Microsoft E5 License.
If you read that and shuddered, I’m sorry.
The argument for a single solution
Sounds scary. But isn’t Microsoft here to help? Threatscape makes the case.
The cohesive suite of security and productivity solutions provided by an E5 licence can significantly streamline your technological landscape, doing away with a number of on-premises and SaaS tools.
While many organisations opt for the lower-cost E3 licence, they may find this soon requires a supplementary selection of single-solution tools from alternate vendors to patch gaps in its capabilities.
Too many solutions means confusion, an often-disjointed workflow, potential overlap and overspend, and crucially, increased security risk.
By consolidating your collaboration, productivity, automation, and security solutions into a single trusted vendor platform, IT management becomes simplified, redundant solutions can be axed, and ROI can be better measured.
The Microsoft E5 Security Components
So you get everything from a single source with no finger pointing. What could go wrong?
Plenty, according to those who still think of Microsoft as an evil empire.
Let’s return to the Identity Jedi.
Microsoft is making a compelling case to businesses to consolidate into the Microsoft umbrella of products. The ease of use, and financial motives just make too much sense. Now do those customers get a great IAM experience with that? Meh…kinda. Entra SSO is solid product, Active Directory/EntraID is solid, MIM…well….we don’t talk about MIM.
Microsoft Identity Manager
Well, I will talk about MIM, or Microsoft Identity Manager.
Actually, we’re talking about Microsoft Identity Manager 2016.
Microsoft Identity Manager (MIM) 2016 builds on the identity and access management capabilities of Forefront Identity Manager (FIM) 2010 and predecessor technologies. MIM provides integration with heterogeneous platforms across the datacenter, including on-premises HR systems, directories, and databases.
MIM augments Microsoft Entra cloud-hosted services by enabling the organization to have the right users in Active Directory for on-premises apps. Microsoft Entra Connect can then make available in Microsoft Entra ID for Microsoft 365 and cloud-hosted apps
Is it any good? Sources say that, from a quantitative perspective, Gartner Peer Insights ranks several products higher than MIM’s 4.3 rating, including:
- Okta Advanced Server Access (4.4)
- Ivanti Security Controls (4.5)
- One Identity Active Roles (4.7)
- Imprivata’s SecureLink Customer Connect (4.8)
- Bravura Safe (5.0, 1 rating)
The argument against a single solution
But what of the argument that it’s better to get everything from one vendor? Other companies will tout their best-in-class products. While you’ll end up with a possibly disjointed solution, the work will get done more accurately.
In the end, it’s up to you. Do you want a single solution that is “good enough” and is already pre-made, or do you want to take the best solution from the best-in-class vendors and roll your own?
The (Biometric) Sound of Silence
Identity/biometrics marketers (some of you), why is your company so SILENT?
One way to communicate is by a company blog. Blogging provides clear benefits to the firms that use it consistently.
- In mid-December 2023 I examined over 40 identity/biometrics companies who were blogging in September of that year.
- About one-third of them HADN’T SAID A SINGLE THING to their prospects and customers in the preceding two months.
Bredemarket can help those firms (you know who you are) start creating prospect/customer awareness content now.
Yes, I know we’re right in the middle of summer, and some of you will put this off until next week, or probably the week after next.
- For me, that’s just as well. That gives me more time to create content for your competitors.
- I recently had to delay working with a company because its competitor was ready to move first.
- Good “problem” for Bredemarket to have…but not so good for the slower companies.
Contact Bredemarket…today.
P.S. Originally this was only going to be a social media post that merely cross-referenced part of an old blog post. Yes, I sometimes goof up myself.
And yes, this blog’s title (with a singular “Sound”) was intentional.
Can Your Firm Use Bredemarket’s Analysis Work?
(Part of the biometric product marketing expert series)
Is your firm asking the following questions?
- Who are the competitors in the market for my product?
- Which features do competitive products offer? How do they compare to the features my product offers?
- Which industries do competitors target? How do they compare with the industries my company targets?
- Which contracts have the competitors won? How do they compare with the contracts my company has won?
- How effective is my company’s product marketing? My website? My social media? My key employees’ social media?
Bredemarket can help you answer these questions.
Types of analyses Bredemarket performs
For those who don’t know, or who missed my previous discussion on the topic, Bredemarket performs analyses that contain one or more of the following:
- Analysis of one or more markets/industries for a particular product or product line.
- Analysis of one or more (perhaps tens or hundreds) of competitors and/or competitive products for a particular product or product line.
- Analysis of a firm’s own product or product line, including how it is marketed.
How Bredemarket conducts its analyses
Bredemarket analyses only use publicly available data.
- I’m not hacking websites to get competitor prices or plans.
- I’m not asking past employees to violate their non-disclosure agreements.
How Bredemarket packages its analyses
These analyses can range in size from very small to very large. On the very small side, I briefly analyzed the markets of three prospect firms in advance of calls with them. On the large side, I’ve performed analyses that take between one and six weeks to complete.
- For the small self-analyses (excluding the very small quick freebies before a prospect call), I deliver these under my Bredemarket 404 Web/Social Media Checkup banner. When I first offered this service in 2020, I had a complex price calculation mechanism that depended upon the number of pages I had to analyze. Now I’ve simplified it and charge one of two flat rates.
- Because the larger analyses are of undetermined length, I offer these at an hourly rate under my Bredemarket 4000 Long Writing Service banner. These reports can number 40 pages or more in length, sometimes accompanied by a workbook describing 700 or more competitor products or contracts.
Obviously I can’t provide specifics upon the analyses I’ve already performed since those are confidential to my customers, but I always discuss the customers’ needs before launching the analysis to ensure that the final product is what you want. I also provide drafts along the way in case we need to perform a course correction.
Do you need a market, competitor, or self analysis? Contact me. Or book a meeting with me at calendly.com/bredemarket to talk about your needs (and check the “Market/competitor analysis” check box).
Identity/Biometric Firms: Does Anyone Know Who You Are?
Identity/biometric firms: does anyone know who you are?
Who can help your firm create content?
Who knows identity/biometrics:
- Biometric modalities?
- Verification and authentication factors?
Who can provide content:
- Blog posts?
- Case studies?
- White papers?
- Social media?
- Market and competitive analyses?
I know who can help.
Contact Bredemarket: https://bredemarket.com/contact/
Identity Crisis
Identity professionals, what’s in a name?
You cannot uniquely identity someone by name alone.
A unique identification relies on multiple factors.
If your firm desires to tell a story about how your identity solution surpasses name-based solutions, Bredemarket can help.
Booking a Free 30 Minute Meeting With Bredemarket: Market/Competitor Analysis
If you book a free 30 minute meeting with Bredemarket, you’ll now find an additional option in the “What Type of Content Do You Need?” section: Market/competitor analysis. I’ve done these for years, but never added the option to the form.
My analyses ONLY use publicly available information that is NOT subject to NDA. So you won’t get access to the analyses I’ve performed for other clients, and they won’t get access to the analysis I prepare for you.
While I primarily provide these analyses in the identity/biometrics industry, I’m open to discussing analysis needs in other industries.
Book a meeting to discuss your content needs.
Who You Are, Plus What You Have, Equals What You Are
(Part of the biometric product marketing expert series)
Yes, I know the differences between the various factors of authentication.
Let me focus on two of the factors.
- Something You Are. This is the factor that identifies people. It includes biometrics modalities (finger, face, iris, DNA, voice, vein, etc.). It also includes behavioral biometrics, provided that they are truly behavioral and relatively static.
- Something You Have. While this is used to identify people, in truth this is the factor that identifies things. It includes driver’s licenses and hardware or software tokens.
There’s a very clear distinction between these two factors of authentication: “something you are” for people, and “something you have” for things.
But what happens when we treat the things as beings?
- Like cars with license plates?
- And bots with power?
Who, or what, possesses identity?
License Plate Recognition
I’ve spent a decade working with automatic license plate recognitrion (ALPR), sometimes known as automatic number plate recognition (ANPR).
Actually more than a decade, since my car’s picture was taken in Montclair, California a couple of decades ago doing something it shouldn’t have been doing. I ended up in traffic school for that one.
Now license plate recognition isn’t that reliable of an identifier, since within a minute I can remove a license plate from a vehicle and substitute another one in its place. However, it’s deemed to be reliable enough that it is used to identify who a car is.
Note my intentional use of the word “who” in the sentence above.
- Because when my car made a left turn against a red light all those years ago, the police didn’t haul MY CAR into court.
- Using then-current technology, it identified the car, looked up the registered owner, and hauled ME into court.
These days, it’s theoretically possible (where legally allowed) to identify the license plate of the car AND identify the face of the person driving the car.
But you still have this strange merger of who and what in which the non-human characteristics of an entity are used to identify the entity.
What you are.
But that’s nothing compared to what’s emerged over the past few years.
We Are The Robots
When the predecessors to today’s Internet were conceived in the 1960s, they were intended as a way for people to communicate with each other electronically.
And for decades the Internet continued to operate this way.
Until the Internet of Things (IoT) became more and more prominent.
How prominent? The Hacker News explains:
Application programming interfaces (APIs) are the connective tissue behind digital modernization, helping applications and databases exchange data more effectively. The State of API Security in 2024 Report from Imperva, a Thales company, found that the majority of internet traffic (71%) in 2023 was API calls.
Couple this with the increasing use of chatbots and other artificial intelligence bots to generate content, and the result is that when you are communicating with someone on the Internet, there is often no “who.” There’s a “what.”
What you are.
Between the cars and the bots, there’s a lot going on.
What does this mean?
There are numerous legal and technical ramifications, but I want to concentrate on the higher meaning of all this. I’ve spent 29 years professionally devoted to the identification of who people are, but this focus on people is undergoing a seismic change.
The science fiction stories of the past, including TV shows such as Knight Rider and its car KITT, are becoming the present as we interact with automobiles, refrigerators, and other things. None of them have true sentience, but it doesn’t matter because they have the power to do things.
- Even with this opinionated writer, occasionally a bot is telling me what to write.
- My thermostat is changing my house temperature for my own good.
- It’s only a matter of time before a bot kills someone.
In the meantime, the identification industry not only has to identify people, but also identify things.
And it’s becoming more crucial that we do so, and do it accurately.
Bredemarket 