By Steve Mollman
CNN
(CNN) — When you go shopping in a mall, you create an invisible path as you head from one store to another. For the manager of a mall, it would be useful to see the paths made by you and hundreds of other shoppers over time. Now, there’s a tool for detecting those paths: the cell phone.
More than a mouthpiece: Cell phones can be used to track behaviour patterns. Mobile phones have become ubiquitous in advanced economies, to the point where in some countries cellular subscriptions outnumber people, and worldwide they number well over 3 billion.
Handsets frequently send tiny communications — basically saying “here I am” — to cell towers and other receivers, regardless of whether you’re using them. With triangulation, it’s possible to determine the handset’s (and thus your) approximate location. Over a period of time, your path through a mall or other space can be tracked. If those tiny communications can be kept anonymous — so that a specific phone’s movements can be tracked but not connected to an individual — then they and the patterns that they reveal can be put to commercial or civil use without infringing on privacy rights. The potential applications are powerful, says Roger Dennis, an associate with innovation consultancy Innovaro, because cell phones “become de-facto tracking devices when applied to populations.”
“Essentially what you are doing is watching rivers of people,” he says. “Anywhere where there are flows, there will be applications. Mass transit operations will be a prime user of this type of technology to monitor flows of commuters at hubs and interchanges.” Path Intelligence, a startup in the UK, says it’s in talks with airports, museums and amusement parks, among others. They’re interested in its FootPath system, which lets them track cell phones (and anonymous customers) through their public places. FootPath, which went on sale last summer, is already being used by mall operators. A key feature is that it lets them measure how long customers stay in the mall. From there, they can experiment to see what makes them spend more time — and, by correlation, more money — before leaving. Read the rest of this entry »