They Don’t Need To Know Where I Am

Each day, technological advancements and developments in electronics or wireless communication make the world a lot smaller. Benefits abound, as the world becomes more accessible from devices we carry in our pockets. And it’s not just the tech industry that’s benefiting from this. Take construction as an example, many companies are now using Sage software for field service to help streamline their businesses. It allows them to fully automate the most common processes by integrating digital accounting tools that will improve their growth, revenue as well as customer satisfaction. For example, invoices are the backbone of the accounting system of any business, and an invoice software could prove beneficial to the business and help make the day-to-day activities more efficient and organized.

If you’re looking for another example, RFID is one application with a lot of commercial applications. It’s been used by companies like Wal-Mart to further streamline their warehouse and inventory operations, along with a host of other uses. It is very important for businesses to have inventory tracking so that they can see what items are selling the best, whether any stock goes missing, along with a variety of other things. This is so a business can automatically see what they need to do within their business in order to make the most profit in the future. Furthermore, now, Mini has begun using it for advertising purposes.

When a new billboard in San Francisco scrolls the message “Motor On Vera!” it’s a good bet that someone named Vera is driving her Mini Cooper at that moment.

Or that her car is nicknamed Vera.

A billboard using Radio Frequency Identification (RFID) technology started “talking” Monday. In a new twist on tech-savvy marketing, the board flashes a personalized message as the driver cruises by with a Mini-provided key fob that sends a signal to activate the billboard. It’s all part of the flippant, quirky attitude of Mini and its loyal following.

“Our owners are sort of pre-trend,” said Andrew Cutler, a spokesman for Mini USA. “They appreciate new and innovative things, and being on the cutting edge of whatever point of view.”

As an engineer, I find this to be extremely cool. I think those working in pr for tech companies probably love these features as well because they get to develop better brand marketing strategies. I like the idea that the billboard can give an individual driver a message as they approach. If I owned a Mini Cooper and lived near that area, any time a friend came into town I’d have to drive by there and check the message.

As a libertarian, though, I worry. These new technologies make tracking people and behavior much more easy. There’s something unsettling about the idea that it’s possible to find me wherever I go. It’s even more unsettling that these new technologies are making people more used to the idea of being tracked. It’s difficult to get someone to sign onto a technology with tracking capability when it’s presented as such. But present it as a “convenience”, such as the I-Pass (which carries a discount if you hold their transponder), and the people will sign up in droves.

Granted, an RFID transmitter, particularly if it’s produced by Mini and they don’t offer the government a matching database of owners, isn’t a big deal. But the more “not a big deal’s” we have, the closer we get to the day when the public accepts an RFID transmitter in their driver’s license or license plate, and receivers are embedded into traffic signals and squad cars.

I, for one, worry about what sort of consequences might come from this sort of innovation. Not that I think the government is competent enough to really make legitimate use of all this information, but I’m sure it will make them much more capable at harassing people. Of course, I haven’t done anything wrong, so I shouldn’t have to worry about it, right?

Hat Tip: Atlas Blogged