TeleNav's GPS Vehicle Tracker comes to AT&T's enterprise services
[Via RCRWireless]
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Hunker down and find that tin foil cap, pronto! Privacy advocates, we've a new target for you to bang on: Integrated Media Measurement. The 4,900-person media research company is looking to take advertising measurement to a whole new level (or new low, as it were) by embedding tracking modules within cellphones. In short, the module picks up audio from ads and records information about the exposure; in the future, if you were to purchase whatever product you heard about (like seeing a movie that was plugged), it would register a hit and deem you a sucker. As of now, the only testers with these freaky phones are individuals who signed up for this stuff, but you better believe major marketing firms (and TV / movie studios in particular) are perking their ears up and begging to know more.
If your smartphone came with a built-in GPS receiver, you can choose to just overlook Google's latest technology, but if your mobile is among the 85-percent (or so) out there lacking an integrated GPS module, listen up. The search giant has revealed new software (dubbed My Location) that enables non-GPS-equipped phones to be pinpointed within three miles of their actual location. Google is claiming that it can provide "neighborhood-level" data, and that pressing "0" while in the app will enable users to skip the task of entering in a starting address when looking up directions. Notably, the system is not set up to collect phone numbers or any other personal details, and for those still paranoid, it can indeed be switched off. Currently, the tracking database still has a few gaps to be filled -- namely locales in Europe and all of China / Japan -- but Google could very well use the location data to eventually provide targeted ads to those who use it.
It's not like the Japanese government hasn't dabbled in GPS (and RFID, too) tracking before, but the nation's latest idea involving Big Brother is (unsurprisingly) catching a fair amount of criticism. Reportedly, Japan wants to equip senior defense officials with GPS-enabled mobiles, and it's making no bones about the reasoning behind it. Quite frankly, it's looking for ways to keep a more watchful eye on officials' whereabouts after a higher-up was recently "treated to hundreds of expensive rounds of golf by a defense contractor." Reportedly, the handsets would only be given out to senior staff "required to report for duty in the case of a security emergency," but a number of anonymous individuals have already expressed disdain for the plan through local news outlets. Nothing to hide, nothing to fear, right?
Considering how governments are suddenly feeling that tracking your every move, or at least providing the means for someone else to, is such a brilliant idea, it's no surprise to see the Bluetooth masters at Cambridge-based CSR buy up NordNav and Cambridge Positioning Systems. The new mishmash of companies now has consolidation on the brain, as it's developing an all-in-one microchip that will sport both Bluetooth and GPS functionality on a single module. Additionally, the chip would reportedly "drain less power and be cheaper for handset makers than having two separate chips in their devices," as both technologies would have one processor doing the work, resulting in a more efficient process. The company's CEO claimed that its combo chips would cost manufacturers "an extra dollar per chip as opposed to around $5 to $10 for putting in a current standalone GPS chip," and moreover, these devices are designed to be ultra-sensitive, giving it connection abilities indoors and in "deep urban areas" where current units fall short. Already being hit up by a few anonymous mobile producers, CSR plans to get these things shipping "during the first half of this year," and hopes to start turning a profit on them by 2008.






