From RFID to SPAM?!
I am not sure if it has happened, but I am sure it can. In reality, as RFID makes its way into retail stores it is fairly trivial to built systems that recognize customers, record shopping behaviour and recommends alternate purchases etc. In 2003, MetroAG opened the “Store of the Future” that showcased RFID among other technologies. The system uses a combination of pallet level tagging and itemized level tagging for its entire supply chain. The part of the story that interests me the most is how it uses RFID within retail spaces. Metro AG employs a form of “proxy” tagging of customers. Customers are not tagged directly, however each shopping cart is RFID tagged. The shopper scans his ID card via a computer screen attached on the cart, and WALA he automatically places himself under the scope of “marketeers”. The system will be able to record his shopping behaviour as he pushes the RFID-ed cart about. So why will he do that? Well, a compelling benefit to any shopper is when he can save himself from long queues while the cashier takes his time barcode scan one item after the next and chats with his next hop neighbour. At “Store of the Future” by the time the shopper pushes his cart alongside the payment counter, he is immediately greeted for payment. This is because all the items are already scanned, recorded and sent wirelessly to the counter before he was even halfway through his shopping list. There are various other “niceties” to the RFID system as a shopper at “Store of the Future” but I guess I have only mentioned the ONE benefit that I will be suckered into.
There has been many debates surrounding privacy. More has to be done on the issue of privacy surrounding RFID. Part of the privacy problem may just be resolved with a formulation of an open protocol, agreed on by an international standards committee. This protocol can empower the user to give “grants” to the extent of information the system can use of his credit card, identity card, passport, buying history, and anything one can think of that inflict on privacy of the individual. This way the system places the power of choice back into the hands of its users. Let the users decide how much of their information will be known. At the end of the day, to enable RFID systems to make intelligent recommendations (or guesses) for purchases, alert dangers, advise alternatives it has to know something about the shopper. Lastly I must add it is our right to privacy as it is equally our right to useful technology that could add quality into our lives.
Anyway that said, this is worth a few laughs …
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