Biometrics and Wireless Technology - Assignment Example

Biometrics and Wireless Technology We are living in a world where personal identification standards are rising higher and higher by the day. Biometric technology is fast becoming the identification process. It's processing is based on the unique physiological and behavioural characteristics that human beings possess. The term Biometrics specifically means measurement of living objects quantitatively (Miller 1994). Biometrics is one of many methods defined under Automatic Identification and Data Capture (AIDC) techniques (Biometrics: The Unique Identification of Human Characteristics). This technology is now the more favoured method of identification over traditional methods like password and PIN identifications. High numbers of passwords and PINs are generated on a daily basis as more and more people are settling in with the pace of technology. These PINs and passwords are saved electronically on database servers, which at some point may run out of space. In this scenario, the better choice for a person is to be her or his own password. In today's market many types of biometrical identification tools are available such as fingerprinting, face recognition, finger and hand geometry, iris recognition, voice and signature recognition (von Graevenitz 2003). Biometric data collected using sensors are converted to digital formats for storage into computer databases. Fingerprinting biometrics has been long in use by the crime solving agencies and immigration authorities. However, technologies to use iris, face, and voice for recognition are still in their infancy. According to the founder and chairperson of CardTech/SecurTech, Ben Miller, biometric technologies have been in use since 1968. The University of Georgia was a pioneer in the use of biometric technology when in 1973 the university set up a hand-scanning system that helped restrict entry into its all-you-can-eat dining halls. Advanced Technology's Affect on Marketing Communications and Advertising Fingerprinting, iris recognition, retina recognition, face recognition, and hand recognition have been successfully implemented in various commercial products. It is necessary to understand the procedure each of these technologies use. Digital scans of fingerprints records unique characteristics such as whorls, loops, ridges, and arches of each hand. Fingerprints are then stored in image formats or encoded character strings. This technology is cost effective and very accurate (Biometrics 101). Irises are also a unique characteristic that can be scanned saved in a digital format. Since irises remain unchanged after surgery or with the use of glasses or contact lenses, this technology is fast gaining popularity (Biometrics 101). Retina recognition systems are used in some high-risk facilities such as military installation systems. This technique is considered the most accurate among all available biometrics technologies. However, the installation cost for this technology is high (Biometrics 101). Face recognition systems analyse the facial geometry of a person and can verify a person's identity within a very short time and from a distance of 2 feet (Biometrics 101). As the internet age has progressed and matured, it has seen the advent of wireless technologies, which have brought flexibility of communication, as wireless systems do not need any physical connections. Transmission of data in wireless systems takes place through radio frequency. The popularity of wireless devices such as mobile phones, PDAs, smart phones, and other handheld devices is at its height at this time. Karygiannis and Owens (2002) recognised that wireless networks are at the same risk as wired networks but they are also vulnerable to a few new security threats due to the limitation of wireless protocols. For security implementation, in wireless systems biometric technology is getting a lot of attention as it provides an extra level of security. It can be used as a stand-alone security device or along with another protection system. Agencies that need higher levels of security may integrate biometrics with wireless smart cards or wireless laptops or other wireless devices and use biometric data instead of username and password for network access (Karygiannis and Owens, 2002). Using biometrics for security is increasing at a rapid pace. Fingerprint recognition sensors on cell-phones have become very common in Japan (Boyle 2006). The implementation of this technology has become more cost-effective and many experts foresee its use in public-sector markets and by the consumers. Identity theft has become very common and to avoid these risks biometrics can be adequately used. Use of "electronic wallets", as stated in the report by Sanford Bernstein analyst Emme Kozloff, is believed to reduce the possibility of fraud and identity theft (Boyle 2006). Moreover, biometric systems allow merchants to efficiently confirm a customer's identity, verify payment history, increase security of the payments, improve overall efficiency, reduce fraud, and lower transaction and processing costs (Burtzloff 2002). Imagine you are driving down a street and feeling like having a coffee somewhere, but don't know where. You're wireless may suddenly flash a message at you that Starbucks is close at hand (privacyrights.org 2002). Many retail stores like Albertson and Wal-Mart are currently testing biometric payment systems that will let you pay for purchases by the punch of your finger. When used for the first time, the fingerprints are registered and linked with the account (checking or credit card) from where the payment has to be made. At checkout the customer has to just swipe her or his finger and the payment is automatically done from the linked account. Pay By Touch and BioPay are two systems that are being tested and implemented (Wong 2005). "Biometric payments are the safest because no information is passed to the merchant," said Donita Prakash, vice president of marketing at BioPay (Wong 2005). An additional plus for the store using biometrics is the way they can track customers' buying habits and offer special promotions through "loyalty programs", thus eliminating coupons (Burtzloff 2002) Biometrics on the computer involves a small fingerprinting scanning which saves and transmits digital image as a password and can make Internet shopping more secure (Burtzloff 2002). With the rise in concerns about national and global security, immigration and asylum, the official UK travel document will also have a microchip along with a photograph in it. The chip will hold biometric data and will be compulsory in all passports, new or renewed, from 2007-2008 (Wong 2005). Ease of use, security, special functions, accountability, lowering costs, reduced fraud, navigation, convenience: all these things will be what biometric and wireless companies advertise as their strengths, their best features. The biggest market they currently have are security companies and companies that need security (authentec.com 2006). Chain stores that want to use biometrics for payment purposes will be part of the initial biometric market. In the wireless market cell phone users allow advertising on their phones. Everything Wireless, originally known as Cellular Works, was founded by Swedlow and Link in 1993. They marketed accessories for cellular phones and other wireless products through print and online catalogs, matching the fastest growing product category with the fastest growing distribution methods. Then they launched the first Internet site ever to market wireless products. A new communication mode, text messaging-or Short Message Service (SMS)-provides an extraordinary opportunity for companies and organizations of all industries to differentiate themselves. Using text messaging, for instance, a ski resort can send reports on ski conditions to their guests. (LaPlante 2006) Another marketing plan uses WiFi access to draw consumers into the bars, coffee houses, restaurants, etc. where free wireless service is offered (Ellsworth 2002). Below is a chart that shows the number of hits various businesses get via wireless advertising on the WiFi Zone website. Last hit dates range from 6/05 to 3/06 since the inception of the website's advertising in March of 2003. From Broadband Wireless Exchange Magazine Interesting products are beginning to show up such as the wireless heart monitor watch by Oregon Scientific that has a wireless chest strap transmitter (bizrate.com 2006). Promotion of products such as this plan their strategies to be aimed at medical facilities. Distribution is always a marketing consideration. It doesn't help to have advertising for a product if the product can't be distributed to that area. Wireless communications is solving the distribution of some products, such as magazines and newsletters, by offering subscribership via their wireless device (Kewney 2004). This cost cutting scheme is a big consideration for businesses, and in the end, for consumers as well. One of the most interesting things about wireless devices for the businessman who is trying to market a product is the LACK of anonimity of his customer (digitalripple.com 2006). Other methods of selling offer limited amounts of data about the customer and have forced advertisers and marketers to seek demographic data and do surveys and more. Selling to a wireless customer can afford the advertising business information on the exact location of the customer, present-day personal details about the customer and spending habits, and a possible myriad of data that will match customer needs with that moment, rather than the possible needs of the following months. Marketing has only customer satisfaction and planning as its clout in company boardrooms. Advertising with "M-Commerce" will be quick, personal and offer benefits. Security issues are being resolved every day (digitalripple.com 2006). Privacy issues are finding their way into legislative areas and need some resolution. Changes in marketing strategies after the 1950's, when marketing departments emerged, had a scattered approach to advertising and public relations. Doing market research is important but relying on it alone is a mistake. It is important to have long range plans as well as short range ones that accommodate the changing technologies. In Three Steps For Mobile Marketing, Mike Baker says of mobile marketing, "As we learned with the emergence of the internet, in-medium interactive advertising is powerful and effective." Using the colorful mediums within MMS of animation, graphic displays and audio, companies can enhance their ad campaigns. Contextual display advertising, or banner ads, seem to be having a strong impact, as well. Summary "We as our own password" has become very conceivable in present times ((Boyle 2006). Biometrics data such as fingerprinting was in use at some level since mid 1900s. However, collection and processing of biometric data has evolved since then (Biometrics 101). Thus, biometric data does not need to stop at scanning and storing fingerprints. Technologies to scan iris, retina, and face and hand geometry have expanded the scope of biometrics. Even though, fingerprinting is still the most common method, the use of iris and face recognition is on the rise too (Biometrics 101). Wireless networks can be vulnerable to some security threats as some of them lack proper protocols (Karygiannis and Owens, 2002. In that scenario, the use of biometrics has found a new avenue. Fingerprint recognition cell phones in Japan have allowed consumers to have secure communications and misuse of their cell phones in case they were misplaced (Miller 1994). Biometric technology is also being adapted at some stores to solve issues related to - identity theft, checkout timing, and processing time. Internet shopping can also be made secure by plugging a finger scan device (Wong 2005) (Biometrics 2005). Companies can secure its wireless network by using biometric data for logging into the internal network system (Authentec.com 2006). This can help completely phase out the third party intrusion and/or 'time-cheating' by the employees. Many countries in the European Union, including United Kingdom and Netherlands now require their residents and visitors to have identity cards that have microchips with biometric data. It is believed to bring up the national and global security level to a new level. Overall, biometric technology has many uses, as its scope is very broad. Beyond security, and marketing the strengths of wireless security, is marketing wireless technology itself. It is a growing area with its own realm of concerns and advantages (Biometrics 101). Previous types of advertising generally expected the consumer to find ads in their homes, their offices or on billboards, but now the advertisers can find the consumer directly. When data models are integrated with powerful mobile marketing, the result can be very successful (Ellsworth. 2002). References Authentec.com 2006 'Add Security, Convenience . . .' http://www.authentec.com./ Retrieved 27 February 2006 Baker, Mike. 2006. Three Steps for Mobile Marketing. iMedia Communications http://www.imediaconnection.com/content/8401.asp Retrieved 3/6/06 'Biometrics 101: Info Guide to Fingerprint & Iris Biometric Technology'. Retrieved 27 February 2006 from http://www.biometrics-101.com. Biometrics Frequently Asked Questions 2005, National Science and Technology Council. Retrieved 26 February 2006 from http://www.biometricscatalog.org/biometrics/FAQDec2005.pdf Biometrics: The Unique Identification of Human Characteristics. Retrieved 27 February 2006 from http://et.wcu.edu/aidc/BioWebPages/Biometrics_Introduction.html. Broadband Wireless Magazine. 2006. Broadband Wireless Hit Report. Retrieved 3/6/06 from http://www.bbwexchange.com/affiliate/report/hits.asp Boyle, M. 2006, Let your Fingers do the Paying, Fortune, 24 January 2006. Retrieved 27 February 2006 from http://money.cnn.com/2006/01/24/magazines/fortune/pluggedin_fortune_biometrics Burtzloff, J 2002, Are your Customers Ready for Biometrics, Money and Finance, 11 November 2002. Retrieved 27 February 2006 from http://www.entrepreneur.com/article/0,4621,304503,00.html Digitalripple.com 2006. M-Commerce Retrieved 27 February 2006 from http://www.digitalripple.com/ripplesept1400.htm Ellsworth, Mike. 2002. Wireless Bar Advertising Is The Thing Retrieved 27 February 2006 from http://www.stratvantage.com/news/043002.htm Karygiannis, T and L. Owens. 2002, Wireless Network Security 802.11, Bluetooth and Handheld Devices. NIST Special Publication 800-48. Kewney, Guy. 2004 The Future of Wireless Advertising, of course! Retrieved 27 February 2006 from http://www.eweek.com/category2/0,1874,1619455,00.asp LaPlante, David. 2006. Text Messaging: An emerging marketing tool. Retrieved 3/6/06 from http://www.marketingprofs.com/login/signup.aspsource=/4/laplante1.asp Miller, B 1994, Vital signs of identity, IEEE Spectrum, 31, 22-30. Oregon Scientific 2006. Description of wireless heart monitor. Retrieved 27 February 2006 from http://www.bizrate.com/buy/noncat_prod_details__cat_id--22006,mid--58,oid--328616620.html Privacyrights.org 2002. Privacy Today: A Review of Current Issues Retrieved 27 February 2006 from http://www.bizrate.com/buy/noncat_prod_details__cat_id--22006,mid--58,oid--328616620.html Swerdlow and Link. 1999. Retrieved 3/6/06 from http://www.allbusiness.com/periodicals/article/381998-1.html Wong, G 2005, Cash or Plastic How about fingerprinting, CNN, 20 July 2005. Retrieved 27 February 2006 from http://money.cnn.com/2005/07/19/pf/security_biometrics/index.htm Read More