Posted on 02/10/2007 6:51:08 AM PST by ItsForTheChildren
February 09, 2007 (Computerworld) -- Mini USA customers have their name in lights, thanks to RFID.
While some liken the use of radio frequency identification (RFID) technology to Big Brother surveillance or other sinister uses, the manufacturer of the small-but-stylish Mini Cooper car thinks the technology can give its customers a sense of family.
With that in mind, Mini USA has launched a pilot program that allows Mini Cooper drivers equipped with special RFID-enabled key tags to signal specially designed billboards for a personalized message display. The message might contain the driver's name, mention a special feature on the car such as its color or a unique roof rack, and deliver a customized greeting. The idea is to make a driver feel he is part of the Mini Cooper family, according to a spokesman for Mini USA, a division of BMW of North America LLC.
The program, launched two weeks ago, includes one billboard each in Chicago, New York, San Francisco and Miami. About 4,500 drivers signed up by logging onto a Web site and entering "some lighthearted data about themselves," the spokesman said.
"People will say this is cool and will want to drive by the sign more frequently," said the spokesman. "It will pop up a message when their friend is in the car, and they'll say, 'Hey, that's cool!' and it basically will allow them to be a brand ambassador."
The Mini Cooper billboards feature a display panel that can flash a 24-character blurb. An antenna and module on the sign communicates with the driver's RFID tag and reads a random identifying code number contained there. Using a wireless network connection, the module links to a secure server to match the code number with the driver's data. The message is then created and displayed.
The server containing drivers' data is protected by a firewall. Even if the information from the RFID tag was stolen, the only thing hackers could pilfer from the chip is the anonymous random code assigned to the driver. No personal information, such as an address or bank account number, is contained in the RFID tag.
The company stressed that drivers shouldn't feel nervous. "RFID is being used for invasive tracking methods, but we thought we'd use this unique technology to talk to owners, as opposed to being in a tracking mode," he said. "As a small company, we can easily develop a one-on-one relationship with the owner, and this is one way to do it."
The program will be evaluated for several months for participant feedback. "The drivers appreciate this kind of technology," he said. "They're pretrend types that find out about things before other people. They probably read Computerworld."
RFID Ping
"Hey BOZO in the pink Mini, we just mailed a speeding ticket to your house. Thanks for buying a Cooper. Sincerely your State Police"
And we say we value privacy.
Just think of the fun you could have hacking the backend database to say whatever YOU wanted the billboard to say when your ex-wife drive past.
Yea, well... sound like fun anyway
I wonder how may people tried to register with the first name "A$$hole."
Ummmmm, no thanks.
Proof-of-concept experiment for a future project that's not nearly so cute.
That could make for an interesting rush hour.
A couple years ago, I was following a mini. My daughter was with me, and there was another mini approaching us coming the other way. I said to my daughter "I'll bet you ten bucks they flesh eachother the peace sign." They did! She laughed and wondered how I knew that, but she still owes me the ten bucks.
Once it is determined where it is in the car, it is easily destroyed.....
mini pooper eh!
so butch...
LOL.
No, it's just flashed on a frikkin billboard.
Cute little guys...they look like a pregnant roller skate!
I don't even wanna know what that looks like.
I meant flash, not flesh the peace sign. :)
Just another damn fierceism. LOL
Me neither, but I just got a really bad mental image.
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