The data is being collected by researchers at Bath University for a project called Cityware. The study takes advantage of Bluetooth signals emitted from mobile phones, laptops and digital cameras, with signals being collected without consumers’ consent.
Speaking to The Guardian, the Information Commissioner’s office said it will be monitoring the project. It warned that the public should think carefully before switching on a Bluetooth signal.
Some see Bluetooth technology as an opportunity for direct marketers in the long term. "Unless the Government changes its laws on unsolicited marketing using Bluetooth technology, you could target individuals if they are in the same place everyday," said Richard Lees, chairman of the Database Marketing Group."For example, you could send a personal offer for coffee or breakfast to someone who visits the same tube station everyday."
Ian McNamara, marketing solutions director at Occam said marketing companies are "crying out" for detailed analysis of foot traffic but expressed concern over privacy.
"The information would have to be de-personalised which poses a problem for targeted marketing. A permission based register could work to send out blanket offers to anyone in a radius of a particular business. Doing this without people’s permission, however, only worries them," he said.
On its website Cityware is described as a ‘research project.’ It will look at how people move around cities and interact with computers.
The project is funded by the UK Engineering and Physical Sciences Research Council’s WINES programme.
.jpg)
.jpg)