Consumers now can enjoy their chicken sandwich at KFC without bringing any cash, credit cards, or even

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Consumers now can enjoy their chicken sandwich at KFC without bringing any cash, credit cards, or even a smartphone. This new service, facial-recognition payment (FRP), was first introduced to KFC restaurant in Hangzhou, China, by Ant Financial, an affiliate of Alibaba in 2017 and since then has been installed in hundreds of locations in China.

Diners place their orders at a terminal with a facial recognition device that scans their face to match with their Ali-pay account. Once the match is verified, the payment will be automatically sent to KFC to finish the transaction. Many consumers were initially skeptical about this technology and worried about forged transactions. KFC and Ant Financial claim that the scanning is done with a 3D camera that can tell a live person from people's images in photos or videos. The software then analyzes more than 600 features of the face to ensure an accurate match of the live scan and the consumer's photo stored in the system. With the advancement of new technologies such as FRP and voice payment, consumers' shopping experience is getting more and more seamless and enjoyable.

Questions

1. What are the pros and cons of facialrecognition payment?

2. Do you think facial-recognition payment will replace credit card payment? Why or why not?

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International Marketing

ISBN: 9780357445129

11th Edition

Authors: Michael R. Czinkota, Ilkka A. Ronkainen, Annie Cui

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