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Sun-Sentinel.com
Cross Match Tech of Palm Beach Gardens is working to
reach a wider market with its forensic-quality tools
July 11, 2004
By Marcia Heroux Pounds
At a bank in the near future, a customer is about to
withdraw cash from an ATM. An "Authorizer"
on the machine verifies the customer's fingerprint.
But the machine also picks up something else: a change
in blood flows, indicating the customer is anxious.
The machine notifies police, who foil a would-be
robber holding the victim at gunpoint.
It seems like the stuff of science fiction movies, but
the concept may be approaching reality in a corporate
park in Palm Beach Gardens.
Cross Match Technologies has become known
internationally for devices that can identify
forensic-quality fingerprints and handprints, which
are useful for the FBI, Department of Defense and
Homeland Security. The biometric industry has
accelerated with heightened worldwide security
concerns. Now fingerprinting and other biometrics are
reaching a broader marketplace. The challenge for
Cross Match: What are the best commercial applications
of the technology it has developed over the past eight
years?
About 80 percent of Cross Match's business is
government-related, from providing fingerprinting
devices to airports and seaports to making devices for
international border security to building a database
of al-Qaida operatives. Cross Match's fingerprinting
devices are used in 56 countries.
As Cross Match seeks to leverage its technology and
diversify its client base, Chief Executive Ted Johnson
said there is a wide choice in new markets including
financial, health care and automotive.
Cross Match already is selling pre-employment
background checking and other services based on its
fingerprinting technology. In the future, the
technology could be used in a credit card or cell
phone for positive identification of the owner,
thwarting identification theft.
One analyst who follows the biometrics industry said
he's impressed with Cross Match's technology and
vision. "If you look at the management team,
Cross has the infrastructure to be a much bigger
company than they are," said Joel Fishbein, an
analyst with Janney Montgomery Scott.The company had
its start in a garage in 1996 by workers who had
experience in designing medical equipment and
projection TV optics. Guy Scott, Ellis Betensky and
James Davis came up with a prototype for a
fingerprinting device. Three years later that
translated into the ID 1000, which was much smaller
than fingerprinting devices being used and offers an
image quality that exceeds the FBI's standard.
Cross Match now employs 175 workers. The company grew
rapidly, landing on the Inc. 500 list with $24.5
million in 2002 revenues. Revenue growth in 2003 was
flat, Johnson said, as the company waited for Congress
to pass the federal budget and government agencies to
pay their bills.
A former Paine Webber executive, Johnson was tapped by
investors to be chief executive in 1999. He is a main
investor himself and also has raised $50 million from
angel investors, wealthy individuals who can afford
risky investments.
On the engineering end, Cross Match was able to tap
talent from Pratt & Whitney and Motorola, two
South Florida companies that have had layoffs in the
past decade.
For government and international connections that are
critical in securing contracts, Johnson hired former
FBI Chief of Staff Robert Bucknam to head Cross
Match's office in Washington, D.C. Two former
congressmen, Charles Wilson and Bob Davis, are
lobbyists for the company. William Sessions, former
head of the FBI, is a company director.
Landing a big contract
Even before Sept. 11, 2001, Johnson saw a
huge market potential for Cross Match's technology.
"I knew security was a topic of concern."
Still, after 9-11, "everything came to the
forefront," Johnson said.
Cross Match got a $2 million contract to provide its
fingerprinting equipment at airports and seaports
under U.S. Visit, a Homeland Security program designed
to collect biometric identification and other
information on foreign nationals who travel to the
United States.
Cross Match's fingerprinting equipment has since been
used in Iraq, Afghanistan and Guantanamo Bay, Cuba.
Even the fingerprints of Saddam Hussein reportedly
were taken with a Cross Match device.
Cross Match's machines were attractive because they
were rugged and lightweight enough to be carried in
the field. And the devices have the ability to
fingerprint no matter the ethnic background or whether
the finger carries a tattoo or stain.
The company's latest scanner takes a full rolling
handprint, which gives police more information at
crime scenes where palm prints often can be lifted.
Johnson also sees uses of biometrics by the auto
industry: Fingerprints of a car owner can be encoded
into the automobile so that only that person can open
a locked door or start the vehicle. The technology one
day is likely to be part of cell phones, which will be
used to make point-of-sale purchases and positively
identify a credit-card owner.
Privacy issues
As new applications of biometrics roll out,
there are likely to be questions about privacy.
"It depends on the application," said Ari
Schwartz of the Center for Democracy and Technology.
He has concerns about biometrics being used in a
national I.D. card, or on a driver's license and
passport, for example. "You can't go back and fix
the privacy problems if you've collected the
information," he said.
Johnson sees the issue as a concern about companies
and the government keeping biometric and other
collected information under wraps. "It's not so
much you're invading my privacy, [it's] you better
protect it."
Cross Match has a 38 percent market share in the
fingerprint device industry, according to
International Biometric Group, an industry association
in New York City. It is No. 2 in the marketplace, with
public company Minnetonka, Minn.-based Identix, the
industry leader. The industry is small with
consolidation expected in the near future, said Joseph
Kim, a senior consultant at International Biometric
Group.
Biometrics technology has finally reached the point
where it is viable for commercial development.
"Supplying law enforcement agencies is already a
developed market. It's not going to grow as much
compared with other biometric technology," Kim
said. "Other application is where the promise
is."
Fishbein said there is still a large demand for
fingerprinting devices at airports and seaports under
U.S. Visit. The challenge will be getting government
funding, he said.Johnson sees growth for Cross Match's
devices on the international front. Japan is planning
a homeland security program similar to U.S. Visit,
which involves the fingerprinting and photographing of
foreign visitors. Cross Match recently teamed with
Itochu Management Consulting Co., to form a consortium
to distribute products in Asia. Moreover, "Europe
is going to open up in the next couple of years,"
he said.
Cross Match plans more partnering and will look at
potential acquisitions, Johnson said. The company has
no immediate plans to go public, though that is one
option. Being acquired by a larger competitor could be
another.
Johnson's mission is to give his engineers the
latitude to create new applications while matching the
technology with the marketplace. Newly developed
products don't always function exactly as planned and
an investment can be lost. "You can go down the
wrong road," he said.
But as biometrics use expands, Johnson also knows that
picking the right direction could pay off big.
Marcia Heroux Pounds can be reached at mpounds@sun-sentinel.com
or 561-243-6650.
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