Biometrics - changing the face of mobile marketing?

19/01/12

Biometrics is increasingly being used in non-security applications, with photo sorting on social networking sites being the most prominent in recent months. Just announced is a new "soft biometric" application, which doesn't conform to the strict definition of biometrics, but does use facial recognition via a mobile phone to tell the approximate age of a person. In turn, this could be a boon for online advertisers - and a whole possible new market for biometric technology.

"ReconAge", a mobile age recognition app for Android phones, has been announced by AppTech, and is available for free download in the Android Market. The software recognizes the approximate age of a person by making use of real time face recognition biometric systems online.

The app is the result of a cooperation between Cognitec Tecnologia Brazil, owner of the FaceMidia patent, and data processing specialist BrScan Tecnologia. FaceMidia is an advanced advertising engine, which will now use the age, gender, and ethnicity of the audience and evaluate whether they are advertising the right products to the right demographics.

"We're changing the face of mobile marketing…With the launch of ReconAge, we intend to introduce the usefulness of biometric algorithms applied to mobile devices in the field of marketing. The possibilities are virtually limitless," states AppTech Corp's CEO Elias Rocha.

Marcos Flohr, CEO of Cognitec Tecnologia Brazil, adds, "Although this first version has been made available for consumers just to use for fun and entertainment, we have identified several ad delivery mechanisms which include location-based disbursement of prizes and special offers for both the person being photographed and the one who takes the picture."

This version of ReconAge was built to run on the Android platform (operating system 2.2 and higher) and users can download to their Android devices by keying in the phrase RECONAGE in the Android marketplace. Versions for iPhone and iPad are scheduled to be released in March 2012.

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