Fingerprinting!

What an amazing amount of noise that has been created from the new Apple iphone5S and its Touch ID fingerprinting security system.  If you haven't been following it the controversy ranges from the extraction of a fingerprint from a person and what can Apple and others do with the fingerprint, all the way to the absurd of people worried that while they are sleeping that someone would use their thumb to unlock the phone for snooping or reading their emails.  Even Senator Al Franken (not as a comedian) has joined the fray to check if what Apple is doing is safe for consumers. 

It will be fun to watch this play out, but I predict that it dies out as a concern soon.  Biometric data has been here all along and why wouldn't we use what is already there? 

What also will happen is that our phones now even become even more personal to us.  No one could have predicted how dependent we are on that device and all of us who are trying to reach consumers have to be thinking mobile and mobile personalization. 

Where will we be as in the relationship with our consumers if we don't figure out how to be front and center with them, in a personal way, in a mobile way?

(For a further faith based application of this post you can visit here)