TAMPA - Customers can pay with cash, plastic or their index finger at a new Coast to Coast Family Convenience store here. Taking
a big step beyond the ease of the Mobil SpeedPass, Coast to Coast has
installed what's claimed as Florida's first biometric payment system. There are no cards or PIN numbers to remember. Just stick your finger in the scanner and be on your way. While
applications are available to process credit and store loyalty card
transactions by fingerprint, this one is limited to processing only
debit account transactions. "People either love it or think it's
a sign of the coming apocalypse,'' said Amer Hawatmeh, owner of the new
convenience store at 110 E Bearss Ave. who signed up a few hundred
customers for Pay By Touch. "But to me, it's the wave of the future.'' Pay
By Touch is one of several speedier payment technologies racing to
build enough retailer acceptance to ace out rivals and overcome
consumers' rising concerns over identity theft. It's all on the
road to payment gurus' vision of a cashier-free future, in which
customers just walk out the door while their transaction is
automatically processed. The big credit card companies, for
instance, are deploying a card reader developed by MasterCard
International that picks up a radio signal to record a transaction when
a card is merely tapped on or waved around a reader at the checkout
stand. Other wireless systems in use in other countries use built-in
payment system prompts broadcast to and from a cell phone to activate
vending machines. Pay By Touch is a closely held San Francisco
startup that uses finger-scan technology to authenticate payment
account holders. Backed by $130-million in venture capital money, Pay
By Touch recently paid $82-million to acquire BioPay LLC, its biggest
finger-scan competitor that has won a following in Europe big enough to
authenticate $7-billion worth of transactions to date. Pay By
Touch now has tests under way with several convenience stores, gas
stations and supermarket chains around the United States, including
Harris Teeter in the Carolinas, Farm Fresh in Virginia and Jewel Osco
in Chicago. "Finger scanning is new, so we want to get people
used to it by building acceptance at high-frequency, high-traffic
retail locations such as gas stations and grocery stores,'' said Leslie
Connelly, spokeswoman for Pay By Touch. "We're also going into places
where people who don't have a banking relationship cash paychecks.'' The
company is a bit puzzled by customer privacy fears. After all, they
say, how can using a unique fingerprint for identification be riskier
to theft than a plastic card, key chain token or account number that's
tapped into a computer or spoken over the phone? The company
pledges not to sell or rent personal information, or access to it. The
fingerprint image recorded is not the same as those collected by the
federal government or law enforcement. It's similar to the
finger-scan technology used at theme park gates. Those systems take
measurements of patrons' hands and fingers and link them to a multi-day
pass to prevent several people from using one person's pass. The
Pay By Touch computer records a multitude of point-to-point
measurements and stores them in an encrypted form in an IBM data
center. Images of both index fingers are kept in case a shopper's
trigger finger is hidden by a bandage.
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