"This episode of Business Wars daily is brought to you by sent pro online from pitney bowes shipping and mailing from your desk is never been simpler than with sent pro online from Pitney Leabeau's. Try It free for thirty days and get a free ten pound scale when you visit. PBA DOT com slash B W daily they uh from wondering I'm David Brown and this is business worse daily on this Thursday September twelfth. You know that Ole joke someone goes to a Cadillac Shin raises her hand to scratch your nose and all of a sudden she finds she's bid on and won a cow. That actually happened to my producer years ago. Although luckily she didn't have to take it home well think about that while you think about this. Amazon is testing out a system that would allow you to well will raise your hand to pay for stuff at the checkout counter instead of Swiping your credit card or waving your phone at a scanner you just hold up your hand nearest scanner without actually truly touching it. No you might not buy a cow by mistake but I can imagine a few things that could go wrong but let's get serious for a second the system. Amazon John is experimenting with his code named Orville. Maybe after one of the Wright brothers who knows according to popular mechanics hand geometry was first patented in Nineteen eighty-five five making it ancient by high tech innovation standards the F. B. I. Says Hand Geometry has been widely used for things like employee attendance and access excess to protected places from the residential village at the nineteen ninety six summer Olympics to Walt Disneyworld to create a profile you lay your hand down on on a flat surface and a camera captures several photos of your hand and the shadows it casts the system then analyzes thirty one thousand data points and ninety measurements and translates them into a new Miracle Algorithm and while Ah an in-depth geometric hand profile this biometric technology technology is currently accurate to within one ten thousand of one percent but that's not good enough for Amazon which is trying to tune it up and make it accurate for it to within a millionth of one percent. Amazon is hoping to Roll Orville out at whole foods within months to use it an Amazon prime customer would create a hand profile and link it to their Amazon account once that's done to check out. You'd hold up your hand to a special scanner. Checking out would take only three three hundred milliseconds. Give or take a millisecond. If you're truly time starved you'll appreciate the dramatic improvement. A typical checkout now takes a full three to four seconds. According to the New York Post right now. Amazon workers are testing out old Orville by hand scanning snacks from a handful of vending machines in Amazon's John's New York offices why use hand geometry rather than say facial recognition concerns over surveillance make most consumers rather rather wary of being tracked that way but Amazon may be banking on the notion that we've gotten so used to using our fingerprints to unlock our phones or access APPs. We won't worry about sharing our hand. Profiles still a privacy expert interviewed by The New York Post warned that if someone hacks stores system they they could steal the stored hand profiles solving that identity theft problem would be an even greater nightmare than the ones. We're already familiar with. She said dead according to an email newsletter called the Hustle Amazon is far from the only tech company interested in using our physical bodies to make shopping easier this week apple patented a watch strap that can identify US via the skin on our wrists and use that skin data to speed up the checkout process as the hustled says it's all part of a plan to take all of the friction out of paying for things the easier and faster it is to check out of a store. The less we feel the pain of paying they tell us and when we don't feel the pain of paying you guessed it we spend more money. I'm wondering this business daily would pay raise your hands. Would you use your hand to check out a whole foods or any other store. Why or why not tweet at business we'd love to hear from. I'm David Brown back back with you tomorrow. This episode is brought to you by Centro online from Pitney Bowes Shipping and mailing from your desk has never been simpler than with sent pro. The online from Pitney bowes with simple online is just click sand and save for as low as four dollars ninety nine cents. That's right four dollars and ninety nine cents a month. Send envelopes flats and packages right from your. Pc and you are back to business in no time. Try It for free for thirty days and get a free ten pounds scale but only when you visit P._B. Dot Com slash B W daily that's P._B. Dot Com slash B W daily."