As Chief of Staff at PopID, a Cali Group company, Yale Goldberg is responsible for developing and launching the PopID brand and products, generating brand and product awareness and sharing the vision, benefits and story with partners and end users. Prior to joining PopID he was a management consultant for Black & Veatch, a global engineering consulting firm. While at Black and Veatch Yale worked on projects for leading international technology and mining companies, helping them to implement production efficiencies and establish cyber security standards.
Yale holds a B.S and M.S from Stanford University in Science, Technology & Society and Management Science & Engineering, respectively. While at Stanford he captained the Men's Tennis Team and founded a student enterprise.
Hanh: [00:02:01] For our listeners who are not familiar, can you tell us more about what pop ID is? And then also I’m curious, how has this increased use of face mask impacted your business? Facial recognition software is very hard to program I’m sure. Especially if our faces are covered nowadays.
Yale: [00:02:24] Yeah. So, I’ll tell you a little bit more about the product. So, what pop entry we call it pop entry, plus, because we added a thermal camera on to it, but essentially, we developed this solution called pop entry, which was an access control system that allowed for phase to be used instead of a key card or a key or any other mechanism to unlock a door.
[00:02:42] So we have an Android tablet that gets tied to a door strike and electric doors strike. And when we authenticate somebody or when we recognize somebody that does have access to the building, we can unlock the door. So that’s the pop entry device.
Hanh: [00:04:08] So many people, especially seniors are very concerned with their privacy. How do you maintain the privacy of the people interacting with your software?
Yale:[00:04:18] Yeah, that’s a great question. It’s actually probably the most important question for pop ID. We see ourselves as a consumer facing brand.So everything that we do from our entire technology or architecture, uh, is, is related to making our consumers feel comfortable. And so, what pop ID wants to be seen as is the one brand that you can trust to give your biometric information to.
[00:04:41] Literally everything in our power to ensure that the consumer has control over their data. And also, that they have control over when they’re being authenticated or identified.
Hanh: [00:05:51] great. Great. So how do you get buy-in from seniors? Who? May not have as great of an understanding of technology and data privacy.
Yale:[00:06:00] One of the ways that we get buy in is by not forcing it. So, if you don’t want to be a part of this system, we have for this pop entry plus product, we have a guest mode you’re more than welcome to be a guest. You don’t have to be authentic.
[00:06:11] You don’t have to be recognized. You never have to put a picture of yourself into this system. There are still tons of benefits for the management team to be able to say, Oh, this. Somebody walked in at eight, 15:00 AM and they were a guest, but they were healthy and they answered the screening questions in a manner that helps us believe that they’re fully healthy.
[00:06:28] So that’s a great data point, although it could be better to know exactly who that person is.
Hanh: [00:07:13] So basically, it’s not a requirement. So, I assume there’s also government guidelines and regulations for data privacy. So, can you give us a brief overview and how you stay within these guidelines?
Yale:[00:07:25] We’re a facial recognition company through and through. We understand the, the legislation very clearly States like Illinois and California have some of the strictest biometric privacy legislation PIPA in Illinois is where we had some of our biggest customers to begin with.
Hanh: [00:08:14] How can this technology be applied into the senior living industry is one widely used in senior living communities and the other.
Yale:[00:08:22] Yes. Yeah. At this time, the pop entry device is much more widely used in senior living than the pop pay. But depending on the senior living facility thing, pop pay could be really valuable resource as well as Solera senior living for example is one of our customers.
[00:08:35] They have a full cafeteria upstairs or really a full restaurant, depending on how they do their payments. We could have pop pays so that in a completely touch-free and frictionless manner that the residents can, can pay for their meals. And to expedite that process. So, we’re definitely looking into that.
Hanh: [00:09:00] Okay. So, staying with the example, you cited Solera, senior living, you had a case study, so using pop ID, they have not had one case of COVID. So please explain how that’s possible.
Yale:[00:09:15] Anything is possible in a lot of different ways. So, first of all, Solera does a fantastic job managing their staff and their residents and their guests. So kudos to them for just running a fantastic operation. But on top of that, having technologies like pop ID that ensure that somebody who was giving signs that a human couldn’t see with their own eyes is not entering the premises and not walking around and potentially infecting others is really the way that this is the most easily achievable.
Hanh: [00:11:44] Yes. Very true. Technology has saved us in so many ways in keeping the older adults engage and also safe. So that’s wonderful. So what do you think is your biggest strength that enables you to have a unique, impactful effect on [00:12:00] older adults, although than the technology you described?
Yale:[00:12:03] What do I think is unique about us? That’s allowed us to impact at all psychic older adults? I, I think, I think our flexibility is probably one of those keys. I know we’ve touched on this before, but we’re, there’s a lot of companies that have great technology that try to force the technology or try to force specific demographics to engage in one way or another.
[00:12:21] That’s not us. That’s not how we ever saw our brand. Uh, we take. W we take a lot of pride in the brand that we’re building here at pop ID. And I think we want everyone to feel comfortable. We know that the older in older demographic in general is more likely to be hesitant about advanced technologies such as facial recognition.
Hanh: [00:12:49] So you think working closely with the older adults and understanding their needs and limitations has changed you in any way,
Yale:[00:12:59] engaging [00:13:00] with the senior living space, which is something that I hadn’t done extensively prior to Corona virus has definitely given me a different outlook on first of all, senior living as a sector, but also on a kind of. Just seniors and lifestyle in general
Hanh: [00:13:44] Very good. Thank you so much. I gained a lot of insight from your technology and how serving it is to the older adults and keeping them safe and best to you through the growth of your brand and your company and helping many older adults.