Cell Phone Mall Retail Localization

Mall Tracking Cellphone Users During Holiday Season

The Promenade mall in Temecula is using cellphone tracking techology to monitor the movement of folks in and around the shopping center during the holiday season.

Cell Phone Mall Retail Localization

The decision to employ the system, called FootPath Technology, has some residents concerned about privacy issues. The mall’s management said Wednesday the system is completely anonymous, and those worried about their location data being collected can opt out by turning off their phones.

“It’s just a ping,” said Kym Espinosa, marketing director for The Promenade. “It shows us how a customer is moving around the center. It doesn’t tell us what movie they saw or if they had a fight with their girlfriend that afternoon.”

The “ping” she’s talking about is the dot that pops up on a map after the system identifies a cellphone signal. That ping, she assured, does not give the mall any information about the person who is holding the phone.

[via The Californian]

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