As technology matches forward into just about every aspects of our life, it is increasingly becoming crucial for people and organizations to have digital identities. In this interview, we speak to Natascha Trivisas about HID’s citizen identity solutions and the way forward in this sector.
Please share a brief introduction of yourself. Your name and what you do at HID:
My name is Natascha Trivisas and I am the Global Marketing Director of HID for Citizen Identity Solutions. I basically oversee all the Marketing activities for that area; from strategically positioning our business in an attractive manner to government entities with the help of campaigns to executing a global events strategy. We have more than 10 events per year, where my team collaborates with our event, sales and product marketing teams to define how we can best engage with our customers at these shows.
Over the past few years, a notable aspect of our evolving business strategy is our dedication to supporting our clients in effectively marketing their own solutions and documents. As a trusted partner, we collaborate closely with them to develop compelling collateral and articulate the benefits of their newly implemented solutions to their respective citizens.
So, my role is not only about strategic positioning of our business or events, it is about driving our entire business to better meet customer needs. This is why I collaborate with all our departments to improve customer touchpoints, no matter where they sit in the organisation.
Please describe HID and what the company does:
HID is a global trusted identity solutions provider headquartered in the United States. We deliver trusted identity solutions for different market segments such as financial services, governments, law enforcement, defence, education, healthcare and many more. In a nutshell, we make it possible for people to transact safely, work productively and travel freely throughout their life. As the Marketing Director for Citizen Identity, I help support the marketing and communications aspects of HID’s citizen identity solutions.
What’s your typical day like at work?
Usually, my days are very much booked with meetings. My role and my department rely a lot on interactions between other departments. Having good relationships within the organisation is our key to success. I want to know what is going on within the Sales team, I want to understand how we service our customers once a system is implemented. As we have a lot of events, we start working on these early on with the event team and then internally to decide what we will be showing until we have a final brief with our Sales team on an upcoming event. I might have a team meeting to discuss the priorities for the week and look at our social media calendar and plan the next month with content that aligns to our campaign and event strategy. Generally, I would say that most of our activities and tasks during the day are about working together with different departments to better align on our communication and strategy as a business.
What is your experience so far in marketing and especially in the field of identity solutions?
I possess over 15 years of extensive experience in the field of marketing communications, product marketing, public relations, and government relations. Throughout my career, I have had the privilege of working for prestigious global communication agencies. However, it was my remarkable tenure in German politics that truly elevated my expertise in media relations, event, digital communication strategy, and social media management. This experience allowed me to intimately understand and engage with our primary clientele today — government officials and entities across the globe.
A turning point in my career came when I applied for a position that seamlessly merged my passion for marketing, communication, and politics. This opportunity arose at a competitor of my current organization, HID. I began my journey as a Marketing Manager in the identity solutions business, based in the vibrant city of Berlin, in Germany. After a year and a half, a life-changing opportunity presented itself, leading me to Hong Kong, where I embarked on a new role as a product marketing manager with HID. It was during this tenure that I gained invaluable insights into our diverse product offerings, go-to-market strategies, and expertise in ID systems, mobile identity solutions, Chip Operating Systems, and Identity documents. The knowledge I acquired during this time has been instrumental in shaping my current role.
Fortunate as I have been, my professional growth within HID has been exceptional. I have been consistently recognized for my contributions, culminating in my promotion to the position of Marketing Director of the Citizen Identity Business. This career milestone was accompanied by a relocation to the United Kingdom, where I continue to lead the marketing efforts.
Overall, my journey through the realms of marketing, communication, politics, and global relations has endowed me with a profound understanding of our customers, their needs, and the industry. This wealth of experience and expertise enables me to contribute significantly to the success and growth of HID’s Citizen Identity Business.
Why are identity solutions such as HID’s so crucial?
Imagine a baby is born. This baby’s birth needs to be registered somewhere, and a birth certificate needs to be printed or issued digitally. Later, this baby will grow up and eventually need documents that verify their identity, such as a national ID card, passport, student ID card, employee badge, or network credential, that must be designed, manufactured, and finally issued.
In sum, in order to access services, places or things, people need to identify and authorize themselves, and that’s where HID comes in—to enable that these touchpoints are highly secure and seamless. HID is at the cutting edge of innovation when it comes to delivering on our mission. For example, we have delivered the first national ID card on a mobile phone for Argentina and pioneered mobile access in a time smartphones weren’t as omnipresent as they are today. It all comes down to having secure access, which is crucial to navigating through the world – and our daily lives – securely and freely.
What is ID4Africa and what are its objectives?
ID4Africa, or Identity for all in Africa, is a nongovernmental organisation and a movement that helps African nations build their strategic capacity needed for developing robust identity ecosystems. Most people who have an identity do not think about this, but having the ability to identify oneself with a document or a mobile device is crucial to have access to essential public services such as healthcare, retirement funds and education. Being able to proof who they are gives people the ability to rent a house, get a job and open a bank account. Without all that, there is no social or economic stability or development. In other words, economies don’t thrive. ID4Africa is driving this movement and awareness around identity and support an identity for all in the continent.
Why did HID decide to participate in ID4Africa and what are the company’s expectations from it?
Africa is an important market for HID in many ways. It has a growing population and economy. And people want to travel and do business across countries. Creating the identity and facilitating that identification enable that is one of our goals. Many countries in Africa have a super centralized infrastructure that requires people to travel to the capital do certain things, for example. But governments can optimize that by digitizing certain process. HID is helping them do that. In the case of Tanzania, for example, we have massively reduced the touchpoints to apply for a passport, which makes the document more accessible to citizens across the country. We can see the wish for digitization across Africa and we are here to help governments implement the right and secure processes and systems for that.
What new developments can be expected from HID as compared to, say five years ago?
HID is constantly innovating. We are investing in biometric technologies, such as fingerprints and facial recognition, as they deliver the most reliable identity assurance. Biometrics is becoming crucial in many industries and governments for background checks, border security, criminal enrollment, voter registration and more. We are working on developing our mobile identity solution, so instead of just issuing a physical ID, citizen will have access to a digital credential – not only for interactions with the government but also interactions with the private sector. On the secure issuance front, we’re showcasing, for the first time, a new self-service kiosk that allows citizens to customize their own credentials, as well as a new laser engraving system capable of etching permanent and secure multi-faceted security elements into identification cards with unprecedented ease and speed.
Our R&D team also constantly looks at how we can enhance the security of identity documents with new features. We are not limiting ourselves to immediate solutions but anticipate future applications and use cases with the help of 3-D or artificial intelligence (AI) technologies.
What tools and methodologies do you use to identify customer needs and preferences?
We work with a score that many companies work with, which is the NPS score, or Net Promoter Score. It is a measure used to gauge customer loyalty, satisfaction, and enthusiasm with a company and it’s calculated by asking customers one question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?” We also have a Voice of the Customer team, which helps us to get a better understanding of our customers’ needs and preferences. From time to time, we take advantage of market research that’s available in our specific industry as well. And finally, we rely on the Sales and Bid Teams, which are the closest to the customer in terms of communication. My team aligns closely with them to define the right messaging and create what is relevant to them.
How do you stay up to date with the latest trends and changes in the identities and safety fields?
As mentioned, we read industry reports and observe the market very closely through media, research and reports, as well as direct customer communication. Other business areas work with channel partners, so they have a close collaboration around customer needs as well. We participate in industry forums and standards committees as well, and attend industry events to evaluate trends.
How would you describe the current global landscape in security, authentication, and verification and how do you see it evolving in the next few years?
The current global landscape in security, authentication, and verification is characterized by an increasing emphasis on stronger measures to combat evolving threats. In a mobile-first world, organizations are prioritizing multi-factor authentication, biometrics, and encryption to enhance security. Physical security is possible through mobile devices, but most recently, integration with digital wallets allows employees and guests to easily access corporate spaces by just holding their iPhone and Apple watch near the reader to unlock and gain access to doors and elevators, turnstiles, printers, and more. Additionally, there is a growing focus on privacy and data protection regulations to safeguard individuals’ information. Looking ahead, the landscape is expected to continue evolving with advancements in technologies like blockchain, AI, and machine learning, which will bolster security and authentication methods. We can anticipate a shift toward more seamless and frictionless user experiences while ensuring robust protection against emerging threats. Furthermore, the integration of security solutions across different sectors and industries will be essential to create a unified and resilient global security ecosystem. AI and machine learning bring their own threats as well in creating synthetic identities and ways to fool authentication technologies. We are staying ahead of these threats by anticipating them with our solutions.
What role do you think an organisation like HID will play shaping this evolution?
As an established leader in security, authentication, and verification solutions, HID is well-positioned to play a significant role in shaping the future evolution of the global landscape. HID has a proven track record of more than 3 decades developing innovative technologies and solutions that address emerging security challenges.
HID’s expertise in areas such as multi-factor authentication, biometrics, and encryption positions the company as a key contributor to enhancing security measures. HID’s commitment to research and development allows for the exploration and implementation of cutting-edge technologies, such as blockchain, AI, and machine learning, which will play crucial roles in shaping the future of security.
In addition, HID’s focus on user experience and convenience ensures that security measures are seamlessly integrated into everyday life, balancing robust protection with ease of use. HID’s comprehensive portfolio of solutions spans across various sectors and industries, enabling the company to collaborate with diverse stakeholders to create a unified and resilient global security ecosystem.
By leveraging its expertise, ongoing innovation, and collaborative approach, I am sure that HID will continue to drive advancements in security, authentication, and verification, playing a pivotal role in shaping the future landscape and addressing the evolving security needs of individuals, organizations, and governments worldwide.Bottom of Form
What do you think are the biggest challenges facing the digital security landscape and how can they be addressed?
I can speak only for my industry—citizen identification: The digital security landscape presents significant challenges for governments as customers. They must combat sophisticated cyber threats, protect critical infrastructure, balance security with privacy, and address insider threats and supply chain risks. Also as mentioned before, AI and machine learning bring new threats by creating synthetic identities and ways to fool authentication technologies. New systems need to be able to detect threats like that. To address these challenges, governments should foster partnerships with trusted industry partners like HID as we know the market well and can work with customers to address these. Prioritizing cybersecurity investments, establishing regulatory frameworks, and promoting information sharing among agencies and international counterparts are essential steps. By tackling these challenges, governments can shape the digital security landscape, safeguard critical infrastructure, and protect sensitive information.