Security Sales & Integration May 2023 - 43

cations in which biometrics could enhance the
user experience, and yet very few integrators are
offering such solutions. Some simple changes
to how biometrics are marketed to security
stakeholders can open the floodgates to lucrative
sales opportunities. The key is to sell convenience
above all else.
A Unified Effort
Manufacturers of biometric solutions have
not made it easy for security integrators. Integrators
are problem solvers. The biometric
industry has not done enough to tie its technology
to clearly defined problems within the
security space.
Look at the example set by the smartphone
industry. Companies like Apple started with a
specific user need and then leveraged biometrics
to develop a solution. In physical security,
biometric solution manufacturers have tended
to focus on their technology, toss it into the
marketplace, and then say, " Hey, here's a great
tool. Figure out where to use it. " It's been a
solution looking for a problem.
At the same time, manufacturers of other
technologies have excelled in solving the same
problems that biometrics could address. Most
notably, mobile credentials have become a
mainstay of access control systems, augmenting
the need for cards and fobs and offering users
and system administrators a more convenient
experience. While one can legitimately argue
that biometrics would deliver an even better experience
in 99% of installations, mobile raised
the bar so much that the incremental value of
biometrics has become a hard sell.
Furthermore, biometric
companies
must
work more closely with integrators to ensure
their technology is easy to implement and install.
Many companies are now doing this.
However, compared to devices like IP cameras
that have been plug-and-play for years, biometrics
has catching up to do.
Supporting
integrators
includes
them to educate customers about the technology
and address the pushback it may receive.
Social media has amplified perceptions that
biometric identity solutions violate user control
over Personally Identifiable Information
(PII). Manufacturers must provide integrators
with the marketing tools and messaging to aggressively
counter the narrative and refocus the
conversation on convenience.
We know that when the story becomes
securitysales.com
helping
about convenience rather than security, the
public is largely willing to push aside its worries
about PII and privacy. Growing enrollment
in the CLEAR program at airports is
a perfect example. Biometrics are being used
for a security application - screening passengers.
However, the benefit to the public is
one of convenience - breezing through TSA
checkpoints.
A recent study by the CMO Council found
that 81% of customers prefer to do business
with companies that do a better job of recognizing
and verifying their identity simply,
quickly and safely. The same research reports
that 44% of respondents believe biometric
authentication is an easier and better form of
verification. While this study focused on inPrinceton
Identity's Access200
offers an intuitive interface
that gives the user a fast,
frictionless experience for
enrollment and identification.
It integrates into the company's
Identity Cloud Server (or
on-premises appliance) for
centralized management.
MAY 2023 Security Sales & Integration 43
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Security Sales & Integration May 2023

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