Centre keeps tabs on Portsmouth shoppers via phones
Shoppers are being tracked through their mobile phones when they enter the Gunwharf Quays complex in Portsmouth.
State-of-the-art technology means visitors can be monitored as they enter the site to see what stores they visit, how long they remain there, and what route they take as they walk around.
But the technique – known as reality mining – has sparked concern.
Portsmouth South MP Mike Hancock said: 'I think it's outrageous. It's like Big Brother watching us. I don't think it is right.
'I see this as technology being used against people.'
And shopper Christine Harper, of First Avenue, Farlington, said: 'I wouldn't mind as long as I knew about it. Surely there should be a legal clause if this is happening so you have the option to turn your phone off.'
Complex bosses can monitor a mobile phone as it moves around the area, but the technology cannot access personal details about a person or their mobile phone.
And Gunwharf operations manager Peter Emery said the technology was no more invasive than CCTV or a traditional footfall counter, which uses a beam of light broken by pedestrians to count the number of people in a particular area.
He said the centre is not required to inform customers about the technology because, unlike CCTV, no personal data is captured.
It is used to monitor 'slug trails' – the way in which customers move around the complex.
He said: 'We are experimenting with a new technology.
'It has nothing to do with personal details. There is no data capture.
'You can talk about volume of pedestrian flow but not an individual.
'Normally in a shopping centre you can count how many people are coming in and leaving.
'We can find out which of our toilets is most popular, if a shop is attracting a lot of customers. You can tell if a shop is in the right place.'
The technology was developed by Port Solent-based firm Path Intelligence.
Chief executive Toby Oliver said: 'We are taking something that people already do online.
'When people are on the internet they have an anonymous address – an IP address. Sites can see how long people spend on a page, which order they look at web pages.
'The key thing that enables us to do this is that it is anonymous.'
Mr Oliver said he had spoken to the Information Commission when developing the technology.
He added: 'We can also see where people aren't going or are not spending much time and can flag that up to businesses. We are trying to make the experience of shoppers better. If they are having a better experience they obviously spend more money and the shopping centre is happy.'
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Thursday 24 May 2012
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