Tag Archives: identity

Reducing Biometric Marketing Internal Bias By Using Bredemarket

Identity/biometric marketing leaders continuously talk about how their companies have reduced bias in their products. But have they reduced bias in their own marketing to ensure it resonates with prospects?

I recently talked about the problem of internal bias:

“Marketers are driven to accentuate the positive about their companies. Perhaps the company has a charismatic founder who repeatedly emphasizes how ‘insanely great’ his company is and who talked about ‘bozos.’ (Yeah, there was a guy who did both of those.) 

“And since marketers are often mandated to create both external and internal sales enablement content, their view of their own company and their own product is colored.”

Let’s look at two examples of biometric marketing internal bias…and how to overcome it.

Google Gemini.

Internal bias at Company A

  • Company A does not participate in the U.S. National Institute of Standards and Technology (NIST) Face Recognition Technology Evaluation (FRTE) for technical reasons. 
  • As a result, the company’s marketing machine constantly discredits NIST FRTE, and the company culture is permeated with a “NIST is stupid” mentality. 
  • All well and good…until it runs into that one prospect who asks, “Why are you scared to measure yourself against the competition? Does your algorithm suck that bad?”

Internal bias at Company B

  • Company B, on the other hand, participates in FRTE, FATE, FRIF (previously FpVTE), and every other NIST test imaginable. 
  • This company’s marketing machine declares its superiority as a top tier biometric vendor, supported by outside independent evidence. 
  • All well and good…until it runs into that one prospect who declares, “That’s just federal government test data. How will you perform in our benchmark using our real data and real computers?”

Internal bias at Bredemarket 

Well, I have my admittedly biased solution to prevent companies from tumbling into groupthink, drinking of Kool-Aid, and market irrelevance.

Contract with an outside biometric product marketing expert. (I just happen to know one…me.)

Google Gemini.

I haven’t spent 30 years immersed in your insular culture. I’ve heard all the marketing-speak from different companies, and I’ve written the marketing-speak for nearly two dozen of them. I can ensure that your content resonates with your external customers and prospects, not only with your employees.

All well and good…until…

Reducing internal bias at Bredemarket 

“But John, what about your own biases? IDEMIA, Motorola, Incode, and other employers paid you for 25 years! You probably have an established process that you use to prepare andouillette at home, based upon a recipe from 2019!”

Google Gemini.

I don’t…but point taken. So how do I minimize my own biases?

My breadth of experience lessens the biases from my past. Look at my market-speak from 1994 to 2023, in order:

  • We are Printrak, a nimble private company that will dominate AFIS with our client-server solution.
  • We are Printrak (stock symbol AFIS) a well-funded public company that will dominate AFIS, mugshot, computer aided dispatch, and microfiche.
  • We are Motorolans, and our multi-tier Digital Justice Solution has a superior architecture to that of Sagem Morpho and others.
  • We are MorphoTrak, bringing together the best technologies from MetaMorpho and Printrak BIS, plus superior French technology for secure credentials and road safety…unencumbered by the baggage that weighs down MorphoTrust.
  • We are IDEMIA North America, bringing together the best technologies from MorphoTrust and MorphoTrak for ABIS, driver’s licenses, and enrollment, coupled with the resources from the rest of IDEMIA, a combined unbreakable force.
  • We are Incode, not weighed down with the baggage of the old dinosaurs, and certainly not a participant in the surveillance market.

Add all the different messaging of Bredemarket’s clients, plus my continuous improvement (hello MOTO) of my capabilities, and I will ensure that my content, proposals, and analysis does not trap you in a dead end.

Reducing internal bias at your company 

Are you ready to elevate your company with the outside perspective of a biometric product marketing expert?

Let’s talk (a free meeting). You explain, I ask questions, we agree on a plan, and then I act.

Schedule a meeting at https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers

Identity and Expression

(Part of the biometric product marketing expert series)

Whether you are a human or a non-person entity (NPE) with facial recognition capability, you rely on visual cues to positively identify or authenticate a person. Let’s face it; many people resemble each other, but specific facial expressions or emotions are not always shared by people who otherwise look alike.

All pictures Google Gemini.

But in one of those oddities that fill the biometric world, you can have TOO MUCH expression. Part 3 of International Civil Aviation Organization (ICAO) Document 9303, which governs machine readable travel documents, mandates that faces on travel documents must maintain a neutral expression without smiling. At the time (2003) it was believed that the facial recognition algorithms would work best if the subject were expressionless. I don’t know if that holds true today.

But once the smile is erased, any other removal of expression or emotion degrades identification capability significantly. For example, closing the eyes not only degrades facial recognition, but is obviously fatal to iris recognition.

And if you remove the landmarks upon which facial recognition depends, identification is impossible.

While expression or lack thereof does not invalidate the assumption of permanence of the biometric authentication factor, it does govern the ability of people and machines to perform identification or authentication.

Communicate with the Words of Authority

Biometric marketing leaders, do your firm’s product marketing publications require the words of authority?

John E. Bredehoft of Bredemarket, the biometric product marketing expert.

Can John E. Bredehoft of Bredemarket—the biometric product marketing expert—contribute words of authority to your content, proposal, and analysis materials?

I offer:

  • 30 years of biometric experience, 10 years of product marketing expertise, and complementary proposal and product management talents.
  • Success with numerous biometric firms, including Incode, IDEMIA, MorphoTrak, Motorola, Printrak, and over a dozen biometric consulting clients.
  • Mastery of multiple biometric modalities: friction ridge (fingerprint, palm print), face, iris, voice, DNA.
  • Compelling CONTENT creation: blog posts, case studies and testimonials, LinkedIn articles and posts, white papers.
  • Winning PROPOSAL development: managing, writing, editing for millions of dollars of business for my firms.
  • Actionable ANALYSIS: strategic, market, product, competitive.

To embed Bredemarket’s biometric product marketing expertise within your firm, schedule a free meeting with me.

Make an impact.

Today’s Acronyms are CMMI, ISACA, and NSS

I’m going to discuss the acronyms CMMI and NSS, which I’ve kinda sorta discussed before but never in combination. (And as an added bonus I’ll discuss one more acronym.)

Capability Maturity Model Integrated (CMMI)

Back in February and in April I made passing references to CMMI, which stands for the Capability Maturity Model Integration. But I only mentioned it in passing because my experience is with the older Capability Maturity Model (CMM).

Imagen 4.

Who manages the CMMI?

Information Systems Audit and Control Association (ISACA)

Back in March and in April I either explicitly referenced or implicitly quoted from ISACA, which is the Information Systems Audit and Control Association.

Back in 2016 ISACA acquired the CMMI Institute, which managed CMMI. But the process suites originated earlier.

“CMMI was originally developed at the Software Engineering Institute, a federally funded research and development center within Carnegie Mellon University.”

Imagen 4.

Thus ISACA governs all CMMI-related activity, including assessments and certifications.

Which brings us to…

National Security Systems (NSS) and National Security Solutions (NSS)

‘Cause you know sometimes acronyms have two meanings.

It makes me wonder. And if you’re wondering, this is NOT Imagen 4. By Dina Regine – https://www.flickr.com/photos/divadivadina/465006384/, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=8022602.

Although in this case the two are related.

When a foreign-owned company wants to do business with the sensitive parts of the U.S. federal government, they have to set up a set up an entity that is free from foreign ownership, control, or influence. This is FOCI, a bonus acronym for you today.

Imagen 4.

In the biometric world, there are two notable FOCI-mitigated subsidiaries of foreign companies:

Bringing all the acronyms together

Focusing on IDEMIA National Security Solutions, the company recently made a CMMI-related announcement:

“IDEMIA National Security Solutions (NSS), a subsidiary of IDEMIA, the leading provider of secure and trusted biometric-based solutions, is proud to announce that it has successfully earned re-certification at level 3 of ISACA’s Capability Maturity Model Integration (CMMI®).”

Imagen 4.

You’ll recall that the CMMI levels go up to Level 5. So IDEMIA NSS is not at the maximum CMMI level, but Level 3 is impressive enough to issue a press release.

IDEMIA NSS’ extensive federal government work dictates that it maintain a number of certifications and conformances. CMMI gives the government agencies assurance that IDEMIA NSS provides its products according to specific quality and process improvement standards.

Why Do We Trust SMS?

I hate to use the overused t word (trust), but in this case it’s justified.

“Scammers are aware that people are more likely to open and read a text message rather than an email  The open rates for text messages are more than 90% while the open rates for emails is less than 30%.  In addition, many email providers have filters that are able to identify and filter out phishing emails while the filtering capabilities on text messages is much less.  Additionally, people tend to trust text messages more than emails.  Text message also may prompt a quick response before the targeted victim can critically consider the legitimacy of the text message.”

From Scamicide, https://scamicide.com/2025/09/18/scam-of-the-day-september-19-2025-treasury-refund-text-smishing-scam/

What I can’t figure out is WHY text messages have such a high level of t[REDACTED]. Does SMS feel more personal?

Unlocking High-Value Financial Transactions: The Critical Role of Identity Assurance Level 3 (IAL3)

(Picture designed by Freepik.)

I’ve previously discussed the difference between Identity Assurance Level 2 (IAL2) and Identity Assurance Level 3 (IAL3). The key differentiator is that IAL3 requires either (1) in-person identity proofing or (2) remote supervised identity proofing.

Who and how to use IAL3

Who can provide remote supervised identity proofing?

“NextgenID Trusted Services Solution provides Supervised Remote Identity Proofing identity stations to collect, review, validate, proof, and package IAL-3 identity evidence and enrollment data for CSPs operating at IAL-3.”

And there are others who can provide the equivalent of IAL3, as we will see later.

How do you supervise a remote identity proofing session?

“The camera(s) a CSP [Credential Service Provider] employs to monitor the actions taken by a remote applicant during the identity proofing session should be positioned in such a way that the upper body, hands, and face of the applicant are visible at all times.”

But that doesn’t matter with me now. What matters to me is WHEN we need remote identity proofing sessions.

Mitek Systems’ Adam Bacia provides one use case:

“IAL3 is reserved for high-risk environments such as sensitive government services.”

So that’s one use case.

But there is another.

When to use IAL3 for financial transactions

Governments aren’t the only entities that need to definitively know identities in critically important situations.

What about banks and other financial institutions, which are required by law to know their customers?

Now it’s one thing when one of my Bredemarket clients used to pay me by paper check. Rather than go to the bank and deposit it in person at a teller window (in person) or at an ATM (remote supervised), I would deposit the check with my smartphone app (remote unsupervised).

Now the bank assumed a level of risk by doing this, especially since the deposited check would not be in the bank’s physical possession after the deposit was completed.

But guess what? The risk was acceptable for my transactions. I’m disclosing Bredemarket company secrets, but that client never wrote me a million dollar check. Actually, none of my clients has ever written me a million dollar check. (Perhaps I should raise my rates. It’s been a while. If I charge an hourly rate of $100,000, I will get those million dollar checks!)

So how do financial institutions implement the two types of IAL3?

In-person

Regarding IAL3 and banks, in-person transactions are supported in certain cases, even with the banks’ moves to close branches.

“If you need to initiate a funds transfer payment, an authorized signer for your account may also initiate funds (wire) transfers at any Chase branch.”

Note the use of the word “may.” However, if you don’t want to go to a branch to make a wire transfer, you have to set up an alternate method in advance.

Remote supervised

What about remote supervised transactions at financial institutions, where you are not physically present, but someone at the bank remotely sees you and everything you do? Every breath you take? And every move you make? Etcetera.

It turns out that the identity verification providers support video sessions between businesses (such as banks) and their customers. For example, Incode’s Developer Hub includes several references to a video conference capability. 

To my knowledge, Incode has not publicly stated whether any of its financial identity customers are employing this video conference capability, but it’s certainly possible. And when done correctly, this can support the IAL3 specifications.

Why to use IAL3 for financial transactions

For high-risk transactions such as ones with high value and ones with particular countries, IAL3 protects both the financial institutions and their customers. It lessens the fraud risk and the possible harm to both parties.

Some customers may see IAL3 as an unnecessary bureaucratic hurdle…but they would feel differently if THEY were the ones getting ripped off.

This is why both financial institutions and identity verification vendors need to explain the benefits of IAL3 procedures for riskier transactions. And do it in such a way that the end customers DEMAND IAL3.

To create the content to influence customer perception, you need to answer the critically important questions, including why, how, and benefits. (There are others.)

And if your firm needs help creating that content, Underdog is here.

I mean Bredemarket is here.

Visit https://bredemarket.com/mark/ and schedule a time to talk to me—for free. I won’t remotely verify your identity during our videoconference, but I will help you plan the content your firm needs.

Know Your Recruiter, Tuesday 9/16/2025 Edition

A supposed recruiter on LinkedIn with 2 names (Adriana, and Linda) and only 2 connections (whoops, now 3) tried to scam a friend of mine.

But my friend smelled a rat.

Another employment scammer.

Know your recruiter!

(Hiring rat picture from Imagen 4)

Know your recruiter!

The “How” of IAL3 Supervised Remote Identity Proofing

If the subject of identity proofing is remote, how do you supervise it? Here’s what NIST says:

“The camera(s) a CSP [Credential Service Provider] employs to monitor the actions taken by a remote applicant during the identity proofing session should be positioned in such a way that the upper body, hands, and face of the applicant are visible at all times. Additionally, the components of the remote identity proofing station (including such things as keyboard, fingerprint capture device, signature pad, and scanner, as applicable) should be arranged such that all interactions with these devices is within the field of view. This may require more than one camera to view both the applicant and the room itself.”

If you’re not familiar with the difference between supervised and unsupervised remote identity proofing, please read “The Difference Between Identity Assurance Levels 2 and 3.”