:00:00. > :00:00.have been detained at the border with Mexico, mostly in drug`related
:00:00. > :00:10.violence and poverty. Now, it is time for Click.
:00:11. > :00:16.Hi, just to let you know, I am male and I really like watches. I work in
:00:17. > :00:18.London, but I pass by here every weekend. I am 41 years old, but I am
:00:19. > :00:33.a massive fan of One Direction. Your movements, your habits, your
:00:34. > :00:45.interests. Welcome to Click, I am Spencer
:00:46. > :00:48.Kelly, and welcome to York. This is an ancient English city, but it is
:00:49. > :00:51.doing some 21st`century things. Of the millions of tourists who visit
:00:52. > :00:55.here every year, more and more want to go online while they are here
:00:56. > :00:58.using their smartphones, and York is one of the first UK cities to offer
:00:59. > :01:02.its own citywide free Wi`Fi. Now, I say free, but we'll know what they
:01:03. > :01:09.say about free lunches, there are none. So, do you wonder what you are
:01:10. > :01:12.giving up when you go online? These dots are shop customers, moving
:01:13. > :01:14.around the store in real time. It is actually their mobiles that are
:01:15. > :01:19.being tracked, and it is happening without their owners' knowledge.
:01:20. > :01:21.When your device is searching for a Wi`Fi network, it repeatedly
:01:22. > :01:33.broadcasts short pings of information, which includes its MAC
:01:34. > :01:36.address, a numerical code. The system listens for the pings and by
:01:37. > :01:39.triangulating their Origin it can get tricky accurate idea of where
:01:40. > :01:47.you have been, even if you never actually connect to the Wi`Fi. From
:01:48. > :01:51.this location map, we know exactly where a lot of people are spending
:01:52. > :01:55.time, and we can filter the data, how many minutes they are spending.
:01:56. > :02:06.For example, if they are spending three minutes in the chilled area,
:02:07. > :02:09.that helps us to improve the area. Although the system doesn't tell it
:02:10. > :02:18.anything about you, as soon as you connect to the free Wi`Fi offered
:02:19. > :02:21.everything changes. When you login with Facebook, Twitter, or an e`mail
:02:22. > :02:29.address, all of that historic location data is then linked to your
:02:30. > :02:33.profile, to you. And it is not just within the walls of the shop at the
:02:34. > :02:36.Wi`Fi system logs data, it also picks up thousands of passers`by
:02:37. > :02:44.everyday, many of whom may never enter the shop at all. Now, this
:02:45. > :02:47.system works in something the size of a shop, but in York, the
:02:48. > :02:55.analytics company behind it, Purple WiFi, is planning something on a
:02:56. > :02:58.much larger scale. By 2015, it is hoping to install the same tracking
:02:59. > :03:05.technology across whole parts of the city. Unlike the shop`based system,
:03:06. > :03:08.at the moment it is still quite limited, and only tracks your rough
:03:09. > :03:15.location, even once you have logged on. Even that information is proving
:03:16. > :03:17.useful to the York council. It is early days, but already we can
:03:18. > :03:21.actually tell the people who are using the Wi`Fi, where they are
:03:22. > :03:26.coming from in terms of Origin, and where they are going inside York. It
:03:27. > :03:32.gives us a better insight into the foot fall. We see a vast number of
:03:33. > :03:38.people who are logging on are middle`aged females from outside the
:03:39. > :03:42.UK. When the full location tracking and profile system goes live next
:03:43. > :03:45.year, the deal will be this. You get free Wi`Fi in exchange for
:03:46. > :03:53.information about who you are and where you have been. So, is this a
:03:54. > :03:57.fair trade? Purple WiFi's boss told me that you would see plenty of
:03:58. > :04:02.benefits if you are willing to give up that information. In a city type
:04:03. > :04:05.scenario, like this, it is understanding where the choke points
:04:06. > :04:10.are, where is the traffic of people, how do they move? If you take it a
:04:11. > :04:15.step forward you can take that data and control lighting or parking. Why
:04:16. > :04:18.are the lights on if there are no people there? It does mean that
:04:19. > :04:20.before you log onto the Wi`Fi you don't have so much information about
:04:21. > :04:27.that particular device's movements, which I guess is annoying. It is and
:04:28. > :04:29.it isn't. There is a value in understanding how devices generally
:04:30. > :04:34.move around, because we get anonymous data, so that is useful.
:04:35. > :04:37.Where it becomes really useful is once we know more about you, your
:04:38. > :04:41.age, social interests, gender, who you are friends with, that is when
:04:42. > :04:51.we can start to push hyper local relevant information. Here is the
:04:52. > :04:54.thing. Remember this system can match personal information to your
:04:55. > :04:59.device's movement before you log onto the network? Well, Purple WiFi
:05:00. > :05:05.is planning to keep that location data for up to a year. How do you
:05:06. > :05:11.think people will feel about you knowing that? We won't be tracking
:05:12. > :05:17.you for 12 months, we are tracking a device. A device that you now know
:05:18. > :05:21.is mine. Absolutely. Every bit of feedback is that if you are giving
:05:22. > :05:26.me something relevant, I am happy. If you are sending me a load of
:05:27. > :05:29.spam, don't bother. All this information is there in the terms
:05:30. > :05:35.and conditions that need to be accepted before you logon. You know,
:05:36. > :05:38.those terms and conditions, the ones that we all read thoroughly before
:05:39. > :06:00.we click OK... You think people actually read them? Do you think
:06:01. > :06:04.that clicking 'Yes' to terms and conditions goes far enough? I think
:06:05. > :06:07.so. There is a value trade. You will get a free Wi`Fi, which comes at a
:06:08. > :06:11.small trade of your personal information. Is there an option for
:06:12. > :06:13.people who use the Wi`Fi being able to opt out of having their
:06:14. > :06:18.information tracked? No. I don't think there should be. It is a fair
:06:19. > :06:22.exchange. There is a cost to put the equipment, the overlay of software,
:06:23. > :06:25.and it is a fair exchange value. You want free Wi`Fi up because you don't
:06:26. > :06:38.want to use up your data. The exchange value is that you will
:06:39. > :06:40.share that data. These insights are only possible because of a unique
:06:41. > :06:42.combination of location information and demographic social media
:06:43. > :06:45.information. The harvesting of anonymous device information is
:06:46. > :06:50.described as a grey area in terms of data protection. Last year, the city
:06:51. > :06:53.of London banned Wi`Fi enabled dustbins installed on public
:06:54. > :06:55.streets, after it emerged that they were logging MAC addresses is in a
:06:56. > :07:09.similar way, without getting explicit consent from passers`by.
:07:10. > :07:13.Although you just heard Gavin Wheeldon tell me he didn't think
:07:14. > :07:15.there should be an option to opt out of having your MAC address recorded,
:07:16. > :07:19.after our interview, Purple WiFi got back in touch with us and said they
:07:20. > :07:29.may consider an opt out system. I'm not sure how definite that sounds to
:07:30. > :07:32.you, but anyway... This issue of opting out has already reared its
:07:33. > :07:34.head in the US. We went to Washington to investigate something
:07:35. > :07:37.called the Wireless Registry, which may allow you to take back control
:07:38. > :07:39.of the data associated with your phone.
:07:40. > :07:45.If the idea of constant retail tracking doesn't appeal to you, what
:07:46. > :07:52.can you do about it? As we have seen, your phone sends out a unique
:07:53. > :07:55.identifier called a MAC address. One start`up, called the Wireless
:07:56. > :07:58.Registry, wants to help people take back control of what it calls your
:07:59. > :08:02.proximal identity, the signals you commit from your smartphone. We are
:08:03. > :08:06.allowing people to take control of their signal and decide what is
:08:07. > :08:09.associated with it. The idea is to allow people to take control of
:08:10. > :08:20.their smartphone identity, they can register and decide what is
:08:21. > :08:23.associated with the identity. With the Wireless Registry, you can
:08:24. > :08:25.choose to opt out of having their data associated with your MAC
:08:26. > :08:28.address tracked. It has created the platform, smartstoreprivacy.org,
:08:29. > :08:31.where you can enter your MAC address for Wi`Fi and Bluetooth, and a range
:08:32. > :08:43.of major retail traders say they won't track your information. This
:08:44. > :08:46.code of conduct is being followed, which is focused at American users,
:08:47. > :09:00.but the wireless register wants to take it around the world. We have
:09:01. > :09:04.intended from day one to be global. We take every character set around
:09:05. > :09:08.the world, and we are in discussions globally, and we think that is just
:09:09. > :09:17.another barrier that has been in the way in the past for developers. In
:09:18. > :09:20.the US, where you don't have general data protection rights to protect
:09:21. > :09:24.you against this kind of tracking, the Wireless Registry opt out is a
:09:25. > :09:26.step forward. I do think that most people won't be aware that the
:09:27. > :09:30.technology is being used at all, never mind that they have to go and
:09:31. > :09:34.register with a specific opt out registry. Not only do people not
:09:35. > :09:38.know where to look, but when you do find information about privacy it
:09:39. > :09:40.can be confusing. People are campaigning to make privacy terms
:09:41. > :10:00.and conditions associated with websites much more readable and
:10:01. > :10:03.transparent. A recent study by Deloitte said it would take the
:10:04. > :10:07.average user up to 31 hours per year to properly read through the terms.
:10:08. > :10:10.I don't think it is wrong to say that so long as there is a privacy
:10:11. > :10:13.policy that someone has clicked OK to, they have consented to
:10:14. > :10:16.everything in it. In recent weeks we heard Apple was working on creating
:10:17. > :10:19.a new privacy platform for its iOS8 operating system. It will randomise
:10:20. > :10:22.MAC addresses, so the unique identifier may be different every
:10:23. > :10:25.time. If they go ahead with it, it could be a huge blow for retail data
:10:26. > :10:29.collection. Of course, you could just turn off your blue Bluetooth
:10:30. > :10:34.and Wi`Fi on your phone. That is not what the Wireless Registry wants you
:10:35. > :10:37.to do. As well as the opt out option, there is an opt in, allowing
:10:38. > :10:43.you to share your personal data and control the wireless identity you
:10:44. > :10:48.broadcast around you. I signed up and created my own hotspot and
:10:49. > :10:50.linked my social networks to it. We can attach your LinkedIn, Facebook
:10:51. > :10:55.and Twitter to your wireless signal, so any time you want someone to pick
:10:56. > :11:02.it up by being in proximity to you, they can see your social media. I
:11:03. > :11:07.can click on your Twitter and would be able to follow your feed just by
:11:08. > :11:10.being within proximity. While it appear strange to some that a
:11:11. > :11:13.stranger could sit next to you and see so much personal data, at least
:11:14. > :11:24.now there are systems emerging that allow us to control what other
:11:25. > :11:30.people say. That is it for the short version, if you want more, go to
:11:31. > :11:34.either player. The full version of the programme is there right now. We
:11:35. > :11:37.will see you next time.