Question: 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

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.

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