Institute Unit




Sunto Go, Ltd


To: Mr. Di Micci

From: Administrativeassistant

FacialRecognition Technology

As requested, the following is a direct strategy informational memoreport for Facial Recognition Technology (FRT). The report providesan overview of FRT as to be applied at the Halifax Shopping Centre.The report provides up-to-date and relevant information obtained frompublications by industry specialists and leaders. The report coversbackground, functioning, marketing role, privacy concerns, and aswell as pros and cons.


The facial recognition technology is just one of the securitysoftware innovations that rely on biometrics to identify someone.Other than the face, common body parts used for identification arethe iris and fingerprints (BBC 2016). In the same way thatindividuals can recognize someone at a brief glance, FRT does thesame. FRT can work using live images of clear photographs orphotographs. However, unlike humans, the FRT offers an automatedsystem of identification that is more accurate, reliable, andefficient and suited to work with large populations (FRT overview2016).

Howit works

The technology identifies faces by marking unique features of asubject`s face. Unlike the human brain that identifies these featuresby their mere appearance, the technology identifies facial attributesthrough measurements obtained either from a still photograph fed tothe system via a scanner or captured live by digital video feeds(Face recognition 2016). Ideally, different faces vary in featuressuch as length of nose, forehead, and lips, etc. The human face hasabout 80 unique aspects also called nodal points that can be used bythe technology. Combining the measurement of these features reveals aunique identity (Introna &amp Nissenbaum 2015).

However, the system cannot work without a database. Therefore, fourmain stages are involved. The first stage is capturing a physical orbehavioral sample from a subject during the enrollment phase. Thesecond stage is the extraction of data from the sample and creationof a template unique to that sample. The third stage is thecomparison of a new sample with the template created earlier. Thefinal stage is determining whether the template and the new samplematch or not. When installed, the process of acquiring of a newsample and matching it with an existing template takes only aboutfive seconds. To obtain a new sample where cameras are installed inbuildings and entrances, the system uses the video feed to get facialimages of subjects and attempt to match their faces to existingtemplates. Thus, the system is only capable of identifying facespre-installed in the system (FRT overview 2016).

The matching process uses different approaches depending ontechnology. The first is the principal component analysis (PCA) whichis very basic in that it can only compare images of the same size ofone dimension. The second approach is the linear discriminantanalysis that groups images into classes and examines variations. Thethird and most effective is the elastic bunch graph matching thatrecognizes a change in real face images due to lighting or angle andthus uses a gabor filter to factor in such changes. This filtermirrors the visual cortex of higher mammals that allows for minormodifications to identify faces using individual nodal points(Introna &amp Nissenbaum 2015).


In the face of rising security threats around the world, shoppers areincreasingly more aware of their safety. Thus, public spaces arerequired to provide more guarantees about the safety of the people.In the current case, Halifax Shopping Centre will be betterpositioned to attract more shoppers in the knowledge that they willbe safer compared to other locations.

Legaland privacy concerns

There have been concerns about the privacy of the public under FRT.This is based on the fact the system can record faces of peoplewithout their approval. The other issues raised pertain to whetherthe system can read emotions and feelings based on facialexpressions. However, there have been no legal suits relating to theuse of the technology so far.

Prosand cons

As of now, FRT has no known cons except for the high price requiredin installing the system. On pros, the system doubles up as amarketing tool and also provides high-level security. The procedureis also less obtrusive and applicable to larger populations comparedto other biometric approaches.

With the above issues addressed, I hope I have fully met yourexpectations and answered your questions regarding Facial RecognitionTechnology and how it applies to our business at Sun to Go, Ltd. Ifneed be, I am available to provide clarification and answer anyarising questions.


BBC (2016).Biometric technology: Face. Retrieved from,

Chapman, C. (Nov 6,2016). Facial Recognition Technology raises privacy concerns. Retrieved


Face recognition.National science and technology council. Retrieved from

Introna, L. &ampNissenbaum, H. (2015). facial recognition technology: a survey ofpolicy and

implementation issue. Retrieved from,

Face recognitiontechnology overview (2016). Retrieved from