Competition is a good thing

As a certified audio video forensic analyst, I need a platform with which to perform my work.  I've been rather clear in the past as to my choice of platform and the reasons for those decisions. But, an honest and ethical analyst must always check assumptions and assess the marketplace. Has the chosen toolset improved or declined vs the types of evidence items under exam today? Has the platform's value proposition changed? Are price increases demanded by vendors justified based on an ROI metric? To be ethical, these decisions should be founded in data and not personality.

Indeed, I'm open for business. But, in order to maintain that business' health, I must regularly assess the state of the industry.

There are essentially three vendors offering tools for the forensic analysis of digital / multimedia evidence. These are, in alphabetical order, Amped SRL, Cognitech, and Occam. Amped SRL offers a variety of tools, as does Cognitech. Occam's primary offering is Input-Ace.

If you've never heard of Cognitech, that's understandable. Unfortunately, their tools aren't effectively marketed. But, that being said, their tools are based on some amazing proprietary algorithms and processes. Those that can decipher their tool's confusing UI and workflow will achieve results not possible in their competition's tools.

Whilst Cognitech continues to expand the science, offering tools and processes straight from image science academia, Occam and Amped are chasing an entirely different audience. Cognitech is attempting to appeal to scientists and analysts. Occam and Amped recent marketing attempts to attract the attention of unskilled investigators.

Amped's Italian CEO announced through his social media channels that their new tool, Replay, will be demonstrated via a webinar soon. The message in the advertisement is that the tool will assist "police officers" and/or "police investigators" to "close more cases."

The problem with this message is that their tool, Replay, doesn't contain any actual analytical capabilities. Thus, untrained and unskilled staff may make the wrong call in closing a case based on what they see in the Replay UI. It's clear from the messaging that Amped SRL, which is based in Italy, doesn't quite understand the legal context outside of Italy.

On the other side of the world, Occam's Input-Ace is being aggressively marketed. It's CEO is on a cross country tour touting the tool and the message of "video literacy." The target audience is the same as Amped's, law enforcement staff.

The message of building "video literacy" is likely the more appropriate in this case. When investigators understand their tool, as well as the results that the tool displays, they can make an informed decision. "Video literacy" as a goal, empowers investigators to engage with analysts - teaching them the language and foundations of the evidence they're viewing.

In the competition between the two tools, Replay and Input-Ace, it seems that the market is deciding. To be sure, competition is a good thing. Competition drives innovation and speeds development. Occam, in partnership with Cellebrite, is offing courses on it's tools all around the US and the world. Learners gain a thorough introduction to the tool, as well as how it's positioned within the processing workflow.

For those learners wanting to dive deeper into the underlying science, standards, and procedures for the analysis of this vital evidence (non-tool specific), my fundamentals course is offered on-line as micro learning. Once your eyes are opened to the tools and the evidence types, you'll need to understand the discipline at a deeper level. Moving this course on-line assists investigators and analysts in achieving this goal on their schedule, and at an affordable price.

If you've examined the evidence, and want a full analysis but lack the tools, that's where I can help. Again, as a certified analyst, I'm open for business. Contact me and let me know how I can assist you and your case.

Have a great day my friends.

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