Today’s events professionals already make use of identity verification services like those that SmilePass provides. Technology can be instrumental in lessening the workload of event planners, and to boost attendee engagement levels.
It’s only natural, however, that many will look at such solutions and wonder: what’s next? The still-fledgling role of biometrics in the events industry could provide some answers.
Biometrics isn’t only invaluable for setting up the check-in process for guests, but also for tracking these attendees.
What are biometrics?
The Biometrics Institute says biometrics covers “a variety of technologies in which unique identifiable attributes of people are used for identification and authentication.” It cites such examples as a person’s fingerprint, iris print, face, hand, voice, signature or gait.
Different types of biometrics are useful in identity verification services. These include visual biometrics, as well as spatial biometrics based on how someone walks or behaves.
The many ways events professionals may use biometrics
While biometric-based identity verification services have obvious security relevance, there are also various ways they could be used to plan and run events. Here are a few of the possibilities.
- Event biometric marketing. Smart devices could gather biological and emotional data to enhance events planners’ understanding of attendees. Organisers could use guest biometric data from previous events to design the next one in a tailored fashion.
- Facial recognition and check-in. Event planners may soon use facial recognition technology – such as that British Airways has recently rolled out – to check in attendees. This could be instrumental in avoiding queues or system errors.
- Wearables to replace badges. Boring name badges at events may soon be a thing of the past. Instead, interesting biometric identifiers may replace them, to do something traditional name badges can’t do: gathering data.
- Attendee biometric tracking. You may even soon be able to learn the pulse rate or frequency of brain activity of your guests at your events, thanks to biometric wearables.
- Gaining knowledge of guests’ emotional profiles. It may seem to be the stuff of science fiction. However, generating data in relation to a person’s facial movement, brain activity and skin conductivity may soon be a reality for event planners. As a result, those organising events may be able to better understand guests’ psychological and emotional profiles.
The new era of identity verification services doesn’t need to be scary
Biometric technology will drastically transform the events industry – in a positive way. Ultimately, it’s up to all of the relevant stakeholders in identity verification services to make the right use of them. Here at SmilePass, we are committed to providing events planners with complete and convenient biometric solutions for the entire customer journey. To find out more, take a look at our events and ticketing brochure.