Analyzing the Product Development and Competition Strategy of Microsoft Face Authentication Feature

Microsoft Face Authentication is a new feature of Windows 10, Human’s unique face pattern can be used as a digital certificate, be as an alternative solution of password, in order to sign-in protected systems. By comparing with previous OS version, it brings up product differentiation to users, and may activate their upgrade motivation. Furthermore, this feature works with cloud services by two-factor authentication, is another security enhancement feature. Face Authentication is required to work with specific IR camera design, therefore the marketing share of IR camera modules can represent the scale-out status of the feature. Microsoft expects that Face Authentication will create synergy with Windows 10 product marketing image. However, the marketing share is less than 1% in Windows launch anniversary. The combination of Value Net study shows the path of Microsoft, Module Makers, OEMs and end-users went non-efficiently; the high cost of module causes slow production, and OEMs are hesitated for the feature adoption. To enable IR camera module and Face Authentication ecosystem, by security and accuracy quality bar remaining high, it is possible to extend the marketing share by cost redundant, where the specification of hardware requirement be leveraged by reasonable adjustment, like far distance, FOV, ambient light bar, etc. When the switching costs are acceptable from RGB camera to RGB-IR camera, it is easier to scale-out the Face Authentication module adoption and win the market in the future.