Malls Start Tracking Cell User Locations
As The Cash Cow Location Data Rush Continues
We've previously noted that wireless companies are only just starting to truly cash in on tracking user cell phone activity
, with user location data valuable to everyone from marketers to civil engineers (though mostly just marketers). CNN notes that
two malls, Promenade Temecula in southern California and Short Pump Town Center in Richmond, will be joining the fun this weekend, tracking user location throughout the malls using cell phones. The system works using antennas and hardware by FootPath Technology
, which assigns each phone a unique identification number and tracks them throughout the stores. The companies insist the data is anonymous -- or as anonymous as data tracking location can be. "Consumers can opt out by turning off their phones," helpfully claims CNN.