Chandu Thota, an engineer at Google, agreed that companies need to explain the benefits to shoppers. "But phones are very personal," he said, and when stores try to gather location data, customers may be turned off by the idea.
GISi Indoors installed its Wi-Fi sensors at the Place conference to map the location of attendees, denoted by red dots on a map of the hotel displayed on a screen. Location tracking still isn't an exact science, though. Occasionally, a red dot would zoom by, cutting across a wide swath of the hotel.
"That's a car outside that was picked up by our sensors," a company representative said.
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