The case in pictures And the original book I will put it by comments LIFE ON THE

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The case in pictures And the original book I will put it by comments LIFE ON THE GRID: IPHONE BECOMES ITRACK Do you like your smartphone? Living its advantages. You can access the Internet, visit your rese Facebook page, get Twitter feeds, watch video, and individual private on the grid has net, visit your individual private location data. They discovered that both Apple's iPhone and Google's Android phones were collecting personal, private location the Wall Street Journal published the results of its research on smartphone tracking technology and listen to music all with the same "communication and media device." Less well known is that living on the grid means near continuous tracking of whereabouts, l the Web made it possible for you to search for and near continuous tracking of your data, for a variety of reasons. Both firms are locations, habits, and friends. At first,building massive databases that can pinpoint your cation, and although Google is already a leader find products, and some friends. Now the mobile h across most platforms, Apple is also trying searc to establish itself in the mobile advertising market place. Advertising firms will pay Apple and Google for that information and for distributing their mobile ads Web grid tracks you and your friends to sell you products and services New technologies found tify where you are located within a few yards. And there's a great deal of money to be made knowing on smartphones can iden- where you are. Performing routine action smartphone makes it possible to locate you through- out the day, to report this information to corporate databases, retain and analyze the information, and then sell it to advertisers. A number of firms have Apple transmits your location data back to central servers once every 12 hours, and it also stores a copy of your locations on the iPhone. Android phones transmit your location data continuously. Apple's files on the iPhone devic can be stored for many months. Both Apple and s using your adopted business models based on the ability of smart Google have denied that they share this informa- phones to report on your whereabouts, whether or not tion with third parties, as well as that the infor- you choose to do so. Most of the popular apps report mation can identify individuals (as opposed to your location. Law enforcement agencies certainly have an interest in knowing the whereabouts of crimi used only to identify the location of cell phones nals and suspects. There are, of course, many times for Wi-Fi-connected phones, and to improve the when you would like to report your location either cell phones), and claim the information is being customer experience of location-based services tomatically or on your command. If you were injured, for instance, you might like your cell phone to be able to automatically report your location to Apple's technology reads the signal strength o nearby Wi-Fi transmitters, identifies and maps their location, and then calculates the location of authorities, or, if you were in a restaurant, you mightthe iPhone device. The result is a very large data want to notify your friends where you are and whatbase of Wi-Fi hotspots in the United States, and a you are doing, But what about occasions when you don't want anyone to know where you are, least of all thod for locating iPhones that is not dependent on global positioning system (GPS) signals. Both companies say the location information is needed for them to improve their services. And location tracking is itself improving: newer tracking tech- nologies can automatically detect the places you isit, know when you arrive or leave, track how many times you've been to that locatio even know whether you've been sitting, walking or driving. Several companies, including Alohar mar Location data gathered from cell phones has extraordinary commercial value because advertising companies can send you highly targeted advertise- ments, coupons, and flash bargains, based on whe ou are located. This technology is the foundation for many location-based services, which include smart ne maps ahd charts, shopping apps, and socil apps that you can use to let your friends know where you are and what you are doing. Revenues from the global location-based services market are projected to reach $3.8 billion by the end of 2012, and will rise to a n Mobile, Skyhook, Wifarer, and Broadcom, are developing this type of next-generation tracking technology, which will add even more value to the data you generate by using your smartphone. $10.3 billion in 2015, according to Gartner Smartphone apps that provide location-based services are also sources of personal, private loca- n information based on the smartphone GPS But where does the location data come from, who collects it, and who uses it? In April 2011

Explanation / Answer

In today's world, companies such as phone manufacturers like Apple, Sprint and Verizon, are using new technologies in order to create better and competitive products like iPhone. iPhone has introduced tracking software in their phones which can be referred as life on the grid. Living in a grid means tracking of the locations, habits and friends of the customers. They can track where the customers go and report these information to corporate database. These information can be used to sell it to the advertisers. Basically these datas and informations are used for advertising and marketing purposes.

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