Biometric Revolution - lCreating Value

Dr hab. Barbara Mróz-Gorgoń, prof. of Wroclaw University of Economics and Business Scientist and experienced researcher in marketing and management. She shares her knowledge not only with students at the Wrocław University of Economics and Business, but also through her own research publications. Her main research interest focus on brand strategies, branding and rebranding, and marketing aspects of She has been using her experience for 15 years during consultations on building marketing strategies for many Polish companies. Since 2019, she is a CMO of PayEye - Polish fintech. Prof. Mróz-Gorgoń is a cofounder and a President of Global Biometric Council. She is a native of Wrocław and a musician by education; in her free time, she explores the phenomena of consumer behaviorism and calms down during meditation and yoga.

Biometrics pays a crucial role in many innovative systems. Each innovation is subject to the implementation process and as a result is or is not accepted by market participants. Biometrics is the field that deals with measuring the characteristics of living organisms, including humans of course, but also animals or plants. At the basis of the application of biometrics in the field of authentication and identification lies a number of characteristics of living organisms, which allow the unambiguous distinction of an individual against the population. When choosing a particular biometric trait, we should be guided by the following criteria:

• universality (almost every individual in the population has the trait)
• unambiguity/uniqueness (the feature is highly distinguishable in the group)
• persistence/variation over time (the trait does not degenerate over time)
• technical feasibility of acquiring (the trait can be read fairly easily)
• acceptability (cultural, religious concerns, sense of comfort and hygiene)

Markets forecasts indicate that the biometric systems market will be worth nearly $33 billion by 2022. The value of the biometrics market in the world: USD 33.0 billion in 2019 to USD 65.3 billion by 2024. From a total worth of $23.4 billion in 2018, the global biometric technology market is expected to reach $71.6 billion in 2024. 

Innovative biometric systems, containing biometrics payments, are quickly becoming an important part of information technology (IT) and information systems (IS) and contains the potential for more value creation.