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Sunday, November 27, 2011

Tracking Mall Cellphones

An approach I am well aware of, shoppers are informed of it happening, and in general does not personally identify anyone.  The data is precious to understand shopper behavior.

The tracking system, called FootPath Technology, works through a series of antennas positioned throughout the shopping center that capture the unique identification number assigned to each phone (similar to a computer's IP address), and tracks its movement throughout the stores.
The system can't take photos or collect data on what shoppers have purchased. And it doesn't collect any personal details associated with the ID, like the user's name or phone number. That information is fiercely protected by mobile carriers, and often can be legally obtained only through a court order....

Update:  The mall owners pull the plug.

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