There are a variety of hungry people (target audiences) who look at your product marketing content. And they all have different needs.
When talking about an elegant water fountain, some readers only care that the fountain works.
Other readers want to know HOW it works. Issues such as support and maintenance are critically important to these folks, but matter little to the first group who simply wants a working fountain.
If you are forced to speak to both target audiences in a single piece of content, how do you do it?
Very carefully.
My preference is to discuss the high-level benefits at the beginning of the content, and save the more technical uptime details and/or feature lists for later in the narrative.
Unless you are ONLY speaking to technical folks, leading with the “plumbing” kills your content. Someone who wants their police agency to solve more burglaries will fall asleep at a mention of 1000 pixels per inch fingerprint resolution or NIST-compliant lower palm print image dimensions.
Stay light, and only go deep to buttress your lightness.
For…a long time I’ve been talking about whether fingerprint evidence is accepted in court. But until now I never had access to an easy-to-use database of court cases.
Here’s an example of the case details for the (current) most recent record:
Case
Commonwealth v. Honsch, 22 N.E.3d 287 (Mass. 2024)
Year
2024
Jurisdiction
Massachusetts
Type of Proceeding
Appellate
Other fields
CourtSupreme Judicial Court of Massachusetts, Hampden
Expert Evidence Ruling Reversing or Affirming on AppealAdmitted
RulingCorrect to admit
Type of EvidenceFingerprint
Defense or Prosecution ExpertProsecution
Summary of Reasons for Ruling
The Commonwealth here presented two latent print analysts as experts. One multiple times that it was his “scientific opinion” that there were three latent prints that were “identified to” the palms of the defendant. The term “scientific” to describe his opinion “arguably verged on suggesting that the ACE-V process is more scientific than warranted,” and there was one instance in which Dolan testified without using the term “opinion.” The court concludes that there was no error because, “viewed as a whole,” his testimony was largely expressed in terms of an “opinion” and his testimony did not claim that the ACE-V process was infallible or absolutely certain.
On the other hand, Pivovar testified that she (i) “identified [a palm print from one of the garbage bags and the print of the defendant’s left palm] as originating from the same source”; (ii) “identif[ied] [another latent print] and the right palm print of [the defendant] as being the same, they originated from the same source”; and (iii) “identif[ied] the [third latent print] as originating from the same source as the right palm of [the defendant] that [she] compared it to.” Pivovar did not frame her testimony in terms of an “opinion” and expressed the identification of the defendant with certainty. This was error. However, the court concluded that Pivovar’s testimony did not likely influence the jury’s conclusion. Defense counsel countered the notion that individualization under the ACE-V methodology is infallible by cross-examining Pivovar on the subjectivity of latent print analysis, the fact that two prints are never identical, and a recent incident in which the Federal Bureau of Investigation erroneously identified a suspect based on an incorrect latent print analysis. The defendant also presented an expert detailing the risks of cognitive bias in latent print analysis. Additionally, the Commonwealth’s other latent print examiner, Dolan, testified as to the same findings as Pivovar. If Pivovar’s testimony had been properly framed as an opinion, there still would have been strong evidence that the prints found at Elizabeth’s crime scene originated from the defendant. Thus, even though we determine that Pivovar’s testimony was erroneously presented as fact, the error did not create a substantial likelihood of a miscarriage of justice.
With all the news about Amazon Fresh closing and more Amazon layoffs taking place, I missed a bit of news about the Amazon One palm-vein technology. But first a bit of history.
“While the idea of contactlessly scanning your palm print to pay for goods during a pandemic might seem like a novel idea, it’s one to be met with caution and skepticism given Amazon’s past efforts in developing biometric technology. Amazon’s controversial facial recognition technology, which it historically sold to police and law enforcement, was the subject of lawsuits that allege the company violated state laws that bar the use of personal biometric data without permission.”
Yes, Amazon was regarded as part of the evil fascist regime even when Donald Trump WASN’T in office.
Amazon One in 2025
Enrolling.
Which brings us to 2025, when Trump had returned to office and I enrolled in Amazon One myself to better buy things at the Upland, California Amazon Fresh. But the line was too long so I went to Whole Foods, where my palm and vein may or may not have worked.
“Amazon One palm authentication services will be discontinued at retail businesses on June 3, 2026. Amazon One user data, including palm data, will be deleted after this date.”
Of course, in Amazon’s case, “limited” may merely mean that billions and billions of people didn’t sign up, so it jettisoned the technology in the same way it jettisoned dozens of stores and thousands of employees.
The June date may or may not apply to healthcare, but who knows how long that will last.
So what now?
In my 2021 post I mentioned three other systems that used biometrics for purchases.
There was the notorious Pay By Touch (not notorious because of its technology, but the way the business was run).
“But the most common example that everyone uses is Apple Pay, Google Pay, Samsung Pay, or whatever ‘pay’ system is supported on your smartphone. Again, you don’t have to pull out a credit card or ID card. You just have to look at your phone or swipe your finger on the phone, and payment happens.”
And they’re so entrenched that even Amazon can’t beat them.
Or as I said after the latest round of Amazon layoffs:
“This, combined with its rebranding or closure of all Amazon Fresh stores, clearly indicates that Amazon is in deep financial trouble.
“Bezos did say that Amazon would fail some day, but I didn’t expect the company to fall apart this quickly.”
An interesting item popped up in SAM.gov. According to a Request for Information (RFI) due February 20, the FBI may have interest in a system for secret biometric searches.
“The FBI intends to identify available software solutions to store and search subjects at the classified level. This solution is not intended to replace the Next Generation Identification System Functionality, which was developed and implemented in collaboration with the FBI’s federal, state, local, tribal, and territorial partners. The solution shall reside at the Secret and/or Top-Secret/SCI level with the ability to support data feeds from external systems. The solution must allow the ability to enroll and search face, fingerprint, palmprint, iris, and latent fingerprints, and associated biographic information with a given set of biometrics.”
Now remember that the Next Generation Identification (NGI) system is protected from public access by requiring all users to adhere to the CJIS Security Requirements. But the CJIS Security Requirements aren’t Secret or Top Secret. These biometric searches, whatever they are, must REALLY be kept from prying eyes.
The RFI itself is 8 pages long, and is mysteriously numbered as RFI 01302025. I would have expected an RFI number 01152026. I believe this was an editing error, since FBI RFI 01302025 was issued in 2025 for a completely different purpose.
Whatever the real number is, the RFI is labeled “Classified Identity-Based Biometric System.” No acronym was specified, so I’m self-acronyming it as CIBS. Perhaps the system has a real acronym…but it’s secret.
If your company can support such a system from a business, technical, and security perspective, the due date is February 20 and questions are due by February 2. See SAM.gov for details.
Bredemarket works with a number of technologies, but it’s no secret that my primary focus is biometrics. After all, I call myself the “biometric product marketing expert,” having worked with friction ridge (fingerprint, palm print), face, iris, voice, and rapid DNA.
The biometric product marketing expert in the desert.
If I can help your biometric firm with your content, proposal, or analysis needs, schedule a free meeting with me to discuss how I can help.
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.
If you missed my May writings, the friction ridges on fingerprints, palm prints, and elsewhere are used for everything from solving crimes to protecting smartphones.
If your biometric company offers a product that harnesses the power of friction ridges to identify people…do your prospects know about how your solution benefits them?
I wanted to write a list of the biometric modalities for which I provide experience.
So I started my usual list from memory: fingerprint, face, iris, voice, and DNA.
Then I stopped myself.
My experience with skin goes way beyond fingerprints, since I’ve spent over two decades working with palm prints.
(Can you say “Cambridgeshire method”? I knew you could. It was a 1990s method to use the 10 standard rolled fingerprint boxes to input palm prints into an automated fingerprint identification system. Because Cambridgeshire had a bias to action and didn’t want to wait for the standards folks to figure out how to enter palm prints. But I digress.)
So instead of saying fingerprints, I thought about saying friction ridges.
But there are two problems with this.
First, many people don’t know what “friction ridges” are. They’re the ridges that form on a person’s fingers, palms, toes, and feet, all of which can conceivably identify individuals.
But there’s a second problem. The word “friction” has two meanings: the one mentioned above, and a meaning that describes how biometric data is captured.
No, there is not a friction method to capture faces. Squishing
If you have to do something to provide your biometric data, such as press your fingers against a platen, that’s friction.
If you don’t have to do anything other than wave your fingers, hold your fingers in the air, or show your face as you stand near or walk by a camera, that’s frictionless.
More and more people capture friction ridges with frictionless methods. I did this years ago using MorphoWAVE at MorphoTrak facilities, and I did it today at Whole Foods Market.
So I could list my biometric modalities as friction ridge (fingerprint and palm print via both friction and frictionless capture methods), face, iris, voice, and DNA.
But I won’t.
Anyway, if you need content, proposal, or analysis assistance with any of these modalities, Bredemarket can help you. Book a meeting at https://bredemarket.com/cpa/