Cogent is a rapidly growing company that makes software which identifies people using biometrics-fingerprints, faces, eyeballs, and other personal characteristics. The firm is making terminals that allow customers to pay for products with their fingerprints. Assess the potential of the "pay by touch" system and suggest possible market segments that might be receptive to the new offering.

This software by Cogent Company could be a very successful system, as long as user finds it secure and safe. This Company would have to do a lot of convincing to customers through advertisements to show that this product is secure. Not only would customers be subjecting their fingerprints to a system, but they would also allow access to their credit cards. It would attract some customers because of its ease-of-use and the ability to not have anything on you and still be able to pay for something. A market segment that would be receptive to this new offering would be young adults around 20-30. This age bracket has their own credit/debit cards so they would be able to utilize the service; they also have been accustomed to offering up their fingers through scanners in Apple devices, and there are many applications out there that ask for credit card information. People of this age segment would be more willing to offer up this information than the older generations.