Monday 30 March 2020

Can consumers benefit from facial recognition technology?

Applications of facial recognition technology ‘in the wild’ are still fairly new to us, but enterprising organizations – from Apple to airlines – have quickly found ways to use it for more seamless interactions and added layers of security.

With a market value of US$3.2 billion in 2019 and a growth projection to US$7 billion by 2024, enterprises are increasingly looking to the value of facial recognition as a component in their products and services – particularly as consumers are beginning to accept it for its convenience.

Facial recognition is essentially a biometric technology that helps to identify and verify people by scanning and computer engineering vs computer science their faces. The identification is done when the technology compares the scanned faces from either videos, images and scans to the ones stored in its database. Across Asia, the technology has proven to be strategic in helping businesses speed up their services and offer better products, namely by improving complicated security processes, elevating customer experience, and authorizing contactless payments.

Substituting tickets and keys

In the transportation and aviation industries, for example, facial recognition is being used to replace conventional ticketing systems and repetitive security touchpoints. If customers choose to use the technology, they may no longer have to buy and print tickets and can navigate an airport from ‘kerb to gangway’, without repeatedly pulling out their documents.

One example is Malaysia’s KLIA which has deployed a ‘single token’ journey system using facial recognition technology. Passengers’ faces, travel documents, and journey information are stored digitally in the form of a token which can be used to access any other services at the airport.

This also means verification and security checkpoint processes can be sped up for a more seamless traveling experience. The same systems are also being used to replace keycards in hotels, high-end apartments or other paid-entry venues. This would not only help improve security and safety in cases of forced entries, but it will also save visitors and tenants from the constant hassle of carrying their keys.

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