The Information Commissioner's Office (ICO) has published a guidance for enterprises setting out how they must deal with individuals' data when it becomes linked to RFID (Radio Frequency Identification) tags - whether they're found attached to goods in a supermarket or on smartcards such as the Oyster card (from Silicon.com).
Everton Football club uses this technology to replace tickets and it may yet speed up airport check in.
RFID is now to be included in cell phones (Manchester City Football Club is trialing it now) which mean that it is becoming an important part of the communication mix.
It means that there is an interactive interface between the phone, location, device and message.
It means that a range of devices from turnstiles to electronic posters can be made to do things (open, present a message etc) as people walk by.
Right message, right person, right time, right location - what more do you need to begin to create a conversation and interactive relationship.
At present scream marketing is trying to use these technologies but as a Social media, interactive and relationship building idea it has much better applications.
This is no longer future technology, it is ready for use in campaigns now.
A backgrounder is here.
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