Implementation of Facial Biometric Technologies: A Business Perspective

Nowadays, we can see the growing impact of information and communication technologies, which have become an integral part of the processes in businesses operating in various industries. One of the segments of this progress is unquestionably biometric technologies, which are becoming more widely used and whose potential is raising. It is inevitable for any businesses that are developing new technologies to understand various aspects of buying decision process in the B2B market to launch these technologies successfully. This paper presents partial results of more complex research conducted on a sample of 521 companies focusing on the examination of potential of facial biometric technologies in commercial sector. One of the aims of this study was to identify potential areas for implementation, expectations, and perceived benefits of biometric technologies to understand on what aspects and functionalities businesses should focus to set priorities and to adjust their solutions according to the business market needs. We also wanted to find out if innovative companies will be the more relevant segment for the commercialization of biometric technologies. Our survey revealed a consistency of results in all three areas. We found out that the majority of businesses can see potential for implementation, especially in case of security, human resources, and production. Answers of businesses showed that security enhancement and improvement of attendance systems followed by processes of automation belong to the expectations with the highest priority that are in line with areas of implementation. In addition, similar results have been revealed in perceived benefits, since prevention from unauthorized access, elimination of mistakes, and improvement of offered services were chosen as the most important benefits. An emerging opportunity for retail and service sector is present also in marketing and sale area. Companies with a higher level of innovativeness can be considered as more attractive segment with a higher and more positive perception of benefits, added value, and intensity of biometric technology implementation.