WiFi tracking information can be very useful, and not just for retailers who want to measure and understand the performance of their store better. Information can be used for improving urban planning, public safety and real estate business. WiFI tracking is not a bad thing, as long as the rights of users are ensured and treated fairly.
Italian IT-company and a Trusted Cloud partner U-Hopper has combined data from a distributed WiFi radar infrastructure with data from social networks. The objective is to get the full picture of how citizens experience city life, where they go and when and what the social media topics are. Trusted Cloud has enabled U-Hopper to solve privacy issues.
”The data that can be extracted from WiFi tracking can actually be useful in a number of application scenarios, in particular if sufficient radar devices are deployed around an urban area. In this case, the information that can be extracted can be representative of how citizens live in the city, and how they use city facilities and infrastructures,” says VP executive Daniele Miorandi from U-Hopper.
U-Hopper exploits the potential of big data platforms, data mining and Internet-of-Things technologies to provide powerful analytics for decision-makers.
”For such usage you do not really need details about every single WiFi address and thus every single person’s mobility and behaviour. What really matters is the aggregated behaviour of the users. In other words, you could easily just work with aggregated data.”
While WiFi radar data and information extracted from social media activities may represent a huge asset for those interested in monitoring and understanding what happens within a city, their usage requires attention in order to ensure respect of privacy-related regulations and directives. According to U-Hopper’s software engineer Carlo Caprini, the privacy issues have been solved with the help of the Trusted Cloud solutions and ecosystem.
”In particular, users shall be provided with guarantees on how their data is being collected, processed and used, with the choice of opting in/out at any moment in time and with the right to be forgotten. The Trusted Cloud platform provides such capabilities, offering guarantees to the users in terms of the complete lifecycle of their personal information.”
“The information that can be extracted can be representative of howcitizens live in the city, and how they use city facilities and infrastructures.”
The MyDataStore platform, developed by TIM, provides means for the users to control which of their personal data is collected and by which application it can be used. MyDataStore acts as a single control room for all personal information.
”By giving the user full control over their personal data, the Trusted Cloud ecosystem has the potential to unlock the full strength of WiFi and social media data for those planning policies and actions on a city-wide scale.”