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Brent Cross: snooping or harmless monitoring?

Link to 'Mobiledia' web site

"Two malls in California and Virginia will be tracking shoppers by cell phones, as merchants seek to understand changing consumer behavior through technology.

"Large mall owners like London-based Hammerson [at Brent Cross], Indianapolis, Ind.-based Simon Property Group, and Australia-based Westfield group have all been experimenting with digital technology, to encourage shoppers to visit stores and reverse recent revenue losses.

"... Customers at the two U.S. malls will be alerted to the program by signs hung throughout the stores, and they can opt out by turning off their phones. Still, since there is no personal data beyond the signal that is being collected, managers believe few will chose to do so. Besides, there are often incentives for shoppers to keep their phones on while they browse." [The Brent Cross phone monitoring developers say there are signs at Brent Cross, but that this is not standard across their industry in the UK.]

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