HYPERtext linking technology and communications

Situation Analysis

In early 2002, biometric technology leader Sagem Morpho was preparing to make an aggressive launch into the U.S. commercial biometrics market. Historically the company’s core business was focused on providing Automated Fingerprint Identification Technology (AFIS) to law enforcement and federal government communities. However, with a new focus on improving human identification for commercial activities such as biometric-based electronic check cashing, corporate and school lunch programs, commercial building access and IT server access, Sagem Morpho needed to establish a greater presence in this rapidly evolving market segment.

However, the company faced challenges bringing its products to the U.S. market due to delays in receiving critical UL (Underwriters Laboratories global safety standards) certification. In addition, Text 100 identified a significant resistance to biometrics based on general mistrust of government and fear that biometric identities (specifically fingerprints) would be misused, coupled by an overall misunderstanding of biometrics and their current commercial applications beyond law enforcement.

Execution

To build campaign momentum in lieu of product news and to address concerns specific to the U.S. market, Text 100 developed an issues program designed to demystify biometrics among critical stakeholders. The Text 100 issues program included:

• Managing Sagem Morpho’s corporate reputation among the local and national business communities, government agencies and the aviation security market as a proven provider of mission-critical biometric solutions and services with 20 years of global experience in fingerprint identification
• Educating the business, government and aviation security communities about Sagem Morpho’s leadership and experience developing proven and useful identification solutions in the biometric technology market
• Educating policy-makers, government agencies, relevant trade associations and other influencers about the requirements for national, state and local biometric identification and security systems—including details as to how this identification technology should work

Evaluation

Over the 12-month period of the campaign, Text 100 secured more than 175 thought-provoking biometric industry stories in outlets including The Wall Street Journal, The New York Times, USA Today, Los Angeles Times, The Washington Post, Time, Federal Computer Week, Government Computer News, Law Enforcement Technology News and a product placement on NBC’s “Law & Order.”