Safran Identity & Security (Safran I&S) Bundle
What is IDEMIA's Sales and Marketing Strategy?
In 2017, a significant rebranding from Safran Identity & Security (Safran I&S), also known as Morpho, to IDEMIA marked a new era for this identity and security solutions leader. This transformation followed its acquisition by Oberthur Technologies, solidifying its position in biometrics and digital identity.
IDEMIA continues to build on its legacy in biometrics and cryptography, now championing an 'Augmented Identity' concept. This strategy aims to create secure and seamless interactions across both physical and digital realms, reflecting the evolving needs of governments and businesses.
IDEMIA's sales and marketing strategy emphasizes its comprehensive suite of identity solutions. The company targets governments, law enforcement agencies, and enterprises, offering advanced biometrics, secure identification, and digital authentication technologies. Its approach involves building strong, long-term relationships with clients, showcasing technological innovation and reliability. The global biometric systems market, valued at approximately $37.5 billion in 2024, highlights the critical importance of effective strategies in this sector. IDEMIA's revenue of over €2.8 billion in 2024 underscores its significant market presence.
The company's marketing efforts focus on thought leadership and demonstrating the practical applications of its technologies. This includes participation in industry events, publishing white papers, and case studies that highlight successful implementations. A key aspect of their go-to-market strategy involves showcasing how their solutions, such as those analyzed in the Safran Identity & Security (Safran I&S) BCG Matrix, contribute to enhanced security and efficiency for their clients.
How Does Safran Identity & Security (Safran I&S) Reach Its Customers?
The sales strategy of the company is built on a multi-channel approach, targeting governments, financial institutions, and telecommunications firms with secure and convenient solutions. This strategy leverages direct sales teams and strategic partnerships to ensure effective reach and delivery of its offerings.
Direct Sales Engagement
Direct sales teams are essential for managing large-scale, long-term projects, especially with government bodies and major corporations. These teams provide customized solutions and on-site engineering support, crucial for complex deployments.
Strategic Partnerships for Expansion
Collaborations with government agencies and technology providers are key to broadening market reach and building credibility. These alliances are instrumental in driving innovation and expanding the company's footprint.
Government Contract Wins
A significant win in January 2025 saw the company secure a 10-year blanket purchase agreement valued at up to $194.5 million from the General Services Administration (GSA). This contract is for identity proofing capabilities for Login.gov, a platform used by millions to access government services.
Key Industry Collaborations
Partnerships in 2025 include a collaboration with Infineon Technologies for automotive industry advancements and a Memorandum of Understanding with the Technology Control Company (TCC) to foster digital identity innovation in Saudi Arabia and the GCC region.
The company's sales channels are evolving with a focus on digital integration and collaboration, contributing to its market share growth. Digital platforms, including the company website, are vital for disseminating information and generating leads, supporting the goal of enabling secure digital interactions. While direct sales and partnerships remain central, these digital tools enhance the overall sales efforts, reflecting a commitment to growth in connected mobility solutions.
Digital Integration and Mobile ID
The company has facilitated the addition of state IDs to digital wallets, enhancing user convenience and security. This includes enabling Iowa Driver's Licenses and State IDs on Google Wallet in June 2025 and Apple Wallet in October 2024.
- Partnership with West Virginia Division of Motor Vehicles and Samsung in February 2025 for Mobile ID on Samsung Wallet.
- Enabling Iowa Driver's Licenses and State IDs on Google Wallet in June 2025.
- Facilitating the addition of Iowa State IDs to Apple Wallet in October 2024.
- Focus on expanding digital identity solutions for enhanced user experience.
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What Marketing Tactics Does Safran Identity & Security (Safran I&S) Use?
The marketing tactics employed by the company focus on a blend of digital engagement and establishing thought leadership to boost brand recognition, generate leads, and drive sales within its specialized sectors. The approach prioritizes content marketing, public relations, and data-driven strategies to effectively connect with its target audience.
Content and Public Relations
Regular press releases and updates on new product launches and partnerships are key. This includes announcements like IDEMIA Secure Transactions (IST) in January 2024 and a significant investment of over €20 million in new infrastructure in Vitré, France, in October 2024.
Showcasing Technological Leadership
Public relations efforts highlight achievements and technological prowess, such as achieving top rankings in NIST evaluations for fingerprint recognition in March 2025. This reinforces its position as an innovator in the field.
Data-Driven Customer Segmentation
The company leverages data-driven marketing by focusing on customer segmentation to address the specific needs of its diverse clientele, including government agencies and financial institutions. This tailored approach ensures product relevance.
Industry Engagement and Expertise
Participation in industry events and conferences serves as a platform to showcase innovations and engage directly with potential clients, effectively demonstrating its expertise in biometrics and cryptography.
Social Media Engagement
Social media platforms such as X, LinkedIn, and Facebook are actively used to foster audience engagement and promote its comprehensive identity solutions, extending its reach and interaction.
Augmented Identity Positioning
The marketing mix emphasizes the concept of 'Augmented Identity,' which promises a secure and seamless user experience by integrating physical and digital identities, highlighting innovation, reliability, and security as core tenets.
A notable marketing initiative was the multi-channel campaign launched in September 2024 for International Identity Day by IDEMIA Smart Identity. This campaign featured employees as advocates for the cause of providing legal identity for all, under the impactful headline 'I am visible – are you?'. The campaign's objective was to raise awareness for the UN Sustainable Development Goal 16.9, which aims to ensure legal identity for everyone by 2030. Furthermore, the company demonstrates its commitment to accessible technology through the September 2024 launch of new features on its next-generation Mobile ID app. These features are designed for universal accessibility, including individuals with disabilities, aligning with standards like the Americans with Disabilities Act (ADA). This commitment to inclusivity is a key aspect of its brand messaging and Marketing Strategy of Safran Identity & Security (Safran I&S).
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How Is Safran Identity & Security (Safran I&S) Positioned in the Market?
The brand positioning of Safran Identity & Security (Safran I&S) is centered on 'Augmented Identity,' a concept designed to seamlessly integrate physical and digital personas for secure and fluid user experiences. This strategy differentiates the company by promising both convenience and robust security in an increasingly digital landscape.
Global Leadership in Trusted Identities
Safran I&S positions itself as a global leader in trusted identities, leveraging extensive expertise in biometrics and cryptography. Its unique selling proposition highlights innovation, reliability, and security to attract key sectors.
Commitment to Trust and Advanced Security
The company's visual identity, tone of voice, and customer experience consistently reflect a deep commitment to trust and advanced security. This is evident in its focus on delivering mission-critical solutions powered by biometrics and cryptography.
Demonstrated Biometric Excellence
Safran I&S's brand promise is reinforced by consistent top rankings in independent biometric benchmarks. Notably, the company secured #1 rankings in all fingerprint-related benchmarks by NIST in March 2025, underscoring its technical prowess.
Long-Standing Government Partnerships
With a history spanning over 60 years serving government agencies, Safran I&S has cultivated a strong reputation as a trusted and reliable partner in identity management solutions.
Brand consistency is meticulously maintained across all customer touchpoints, from direct sales engagements to digital platforms and industry events. The company's messaging consistently emphasizes its role in facilitating secure digital interactions, enhancing overall security, streamlining processes, and safeguarding sensitive data. This approach to Safran I&S marketing strategy ensures a unified brand experience. In response to evolving market dynamics and competitive pressures, Safran I&S prioritizes continuous investment in research and development, with a strategic focus on digital technologies and emerging areas such as post-quantum cryptography. The establishment of IDEMIA Secure Transactions (IST) in January 2024, coupled with an investment of over €20 million in new infrastructure in Vitré, France, in October 2024, exemplifies this commitment to innovation and growth, reinforcing its market position. Understanding Revenue Streams & Business Model of Safran Identity & Security (Safran I&S) provides further context to their strategic investments.
Target Audience Focus
Safran I&S primarily targets governments, financial institutions, mobile operators, and enterprises with its advanced identity solutions sales.
Innovation in Digital Identity
The company's R&D efforts are heavily focused on digital technologies, including advancements in post-quantum cryptography, to stay ahead in the evolving digital identity landscape.
Brand Promise Reinforcement
Safran I&S's brand promise of enabling safe digital interactions and enhancing security is consistently communicated across all marketing and sales channels.
Market Responsiveness
The company actively adapts to shifts in consumer sentiment and competitive threats through ongoing investment in innovation and strategic development.
Strategic Investments
Investments like IDEMIA Secure Transactions (IST) and infrastructure upgrades demonstrate a clear commitment to growth and reinforce the brand's innovative image.
Competitive Positioning
Safran I&S leverages its technological leadership and long-standing reputation to maintain a strong competitive positioning in the identity management sector.
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What Are Safran Identity & Security (Safran I&S)’s Most Notable Campaigns?
Key campaigns for the company are largely driven by its recent strategic reorganization, aimed at accelerating growth and enhancing customer-centricity. These efforts highlight a commitment to digital identity and securing significant government contracts, reinforcing its position as a trusted provider in the identity management sector.
Strategic Reorganization Campaign
In January 2024, the company underwent a significant reorganization into three divisions: IDEMIA Secure Transactions (IST), IDEMIA Public Security (IPS), and IDEMIA Smart Identity (ISI). This internal campaign was designed to foster tailored solutions for specific market segments, building on a foundation of consistent profitable growth, with revenues nearing €2.9 billion and EBITDA exceeding €630 million in 2023.
Mobile ID Expansion Initiatives
The expansion of mobile ID solutions is a prominent ongoing campaign, emphasizing digital identity and user convenience. Notable collaborations include the March 2025 launch with the Arkansas Department of Finance and Administration and the June 2025 integration of Iowa Driver's Licenses into Google Wallet.
Government Contract Securing Campaign
A key campaign focuses on securing substantial government contracts, underscoring the company's role as a trusted identity solutions provider. In January 2025, IDEMIA Public Security North America secured a 10-year blanket purchase agreement valued up to $194.5 million from the General Services Administration (GSA) for its identity proofing capabilities for Login.gov.
International Identity Day Campaign
IDEMIA Smart Identity launched a multi-channel marketing campaign in September 2024 to support International Identity Day. The campaign, themed 'I am visible – are you?', highlighted the importance of legal identity and the company's contribution to UN Sustainable Development Goal 16.9.
These campaigns collectively illustrate the company's strategic approach to market penetration and brand positioning, leveraging digital transformation and public sector partnerships to drive sales and expand its footprint in the identity management sector. The focus on mobile ID and government contracts demonstrates a clear strategy for revenue generation and customer acquisition.
Mobile ID Integration
The February 2025 partnership with the West Virginia Division of Motor Vehicles and Samsung to integrate Mobile ID into Samsung Wallet in West Virginia exemplifies the company's commitment to enhancing citizen access to credentials.
Login.gov Identity Proofing
The GSA contract aims to accelerate the deployment of next-generation identity proofing technologies, crucial for preventing identity fraud and improving user experiences on a widely used government platform.
Employee Advocacy
The 'I am visible – are you?' campaign utilized employees as advocates, emphasizing the fundamental right to legal identity and the company's role in providing it, aligning with global development goals.
Market Segmentation Focus
The strategic reorganization into IST, IPS, and ISI divisions allows for a more targeted approach to market segmentation, ensuring that solutions are precisely tailored to the needs of each sector.
Digital Identity Advancement
The ongoing push for mobile ID solutions reflects a broader strategy to advance digital identity frameworks, making credentials more accessible and secure for everyday use.
B2B Sales Approach
The company's approach to B2B sales is characterized by securing large-scale government contracts and forming strategic partnerships, as seen in its work with state governments and federal agencies.
Key Performance Indicators and Growth
The success of these campaigns is measured not only by contract values but also by the company's overall financial performance. The reported revenue of nearly €2.9 billion and EBITDA over €630 million in 2023 indicates a strong market position and effective revenue generation strategies.
- Focus on digital identity and mobile solutions
- Securing long-term government contracts
- Strategic partnerships for market expansion
- Internal reorganization for enhanced efficiency
- Brand positioning as a trusted identity provider
- Leveraging digital marketing for lead generation
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