2015/2/11 2:14:54
Source: Web
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Soon, walking
into Los Angeles Union Station could prompt a highly personalized cellphone
message that goes something like this: "Welcome to Union Station. For the
Metro Red Line, take the escalator to your right."
The Metropolitan
Transportation Authority is developing a plan to place as many as 50 tiny
wireless devices in the downtown station that would push text message-like
alerts to smartphones.
Metro officials
say so-called beacon technology is a cheap, efficient way to communicate with
passengers on a device they're probably already using. If the pilot program
goes well, the beacons could spread across Los Angeles County to reach hundreds
of thousands of commuters on Metro's sprawling network of bus and rail lines.
Beacons, which
are smaller than a deck of cards, use Bluetooth to sense when smartphones are
nearby and work through apps already installed on the phones. Major retailers, including
American Eagle and Safeway, have tried the micro-location technology. It's also
used in more than 20 baseball stadiums, including Dodger Stadium, where a Major
League Baseball app offers discounts on Dodger Dogs and guides fans to their
seats.
The rapid growth
of messaging beacons across the United States has sparked concern among some
data and privacy advocates. They warn that the devices could make it possible
for companies to flood users' phones with sales pitches. They also complain
that the spread of technology is outpacing regulations governing its
installation and use.
Metro officials
emphasize that cellphone users would have to agree to receive messages.
The technology
would allow Metro to target Union Station visitors with precision. The agency
could track commuters' travel patterns through Union Station. If someone were
heading toward the subway entrances, for example, a message could appear with
directions to the nearest ticket-vending machine. Disabled passengers could
receive directions to a working elevator.
Alerts could
also appear from Metro vendors, such as Starbucks, offering a discount on a cup
of coffee at a nearby kiosk, said Lan-Chi Lam, Metro's director of Web and
mobile communications.
"But we
always want to stay core to our service as a transit agency," Lam said.
The beacons
themselves do not store any data on users, she said.
The program
could be expanded beyond Union Station. Overall, about 57% of Metro bus and
rail riders have smartphones.
In June, the
company that manages advertising on Los Angeles bus benches installed beacons
at 275 stops. The beacons haven't been activated, and city officials are still
reviewing which apps would be allowed to access the systems, according to the
Bureau of Street Services.
The beacons should
be operating later this year, and more could be added to the city's nearly
6,000 bus benches. Eventually, the system could reach "virtually every
nook and cranny of the city," said Randy Smith, chief executive officer
with Martin Outdoor Media, the city's bus bench ad vendor.
The first app to
connect with the beacons would provide public service messages, such as the
wait time for the next bus or simple means to report potholes and other
problems, officials said. Smith said several commercial apps also are ready to
launch.
Officials with
Gimbal, the San Diego company that provided the bus bench beacons, said it was
too early to indicate which apps were being developed for the beacons or when
they would go live. Kevin Hunter,
the firm's chief operating officer, said the city and Gimbal will control which
agencies and companies can use the system. "It's not a free-for-all, and
developers can't leverage this at will," he said.
Last year, after
BuzzFeed reported that hundreds of Gimbal beacons had been installed in New
York City phone booths without the public's knowledge, Mayor Bill de Blasio
said they would be removed. "That was just a pilot program, to see what
could be done," Hunter said.
In November,
American Airlines installed 77 beacons in terminals 4 to 6 and LAX's Tom
Bradley International Terminal. Frequent fliers who have downloaded the
airline's app can receive directions to their gates.
"We're
participating with them so we can decide how best to do this," said
Dominic Nessi, chief information officer for Los Angeles World Airports. If
other entities express interest, he said, LAWA will develop a policy that
allows multiple companies to use the same beacons, to prevent "everybody
from slapping them up on the wall."
One of the more
advanced local uses of the systems can be seen at the L.A. County Museum of
Art. Last year, Gimbal donated beacons that allow the museum's app to send
guests up to 10 notifications per visit. Some alerts link to information on new
exhibits or special audio tours. One explains a famous Jesús Rafael Soto
sculpture that resembles dangling spaghetti noodles to people sitting at the
cafe nearby.
Metro has yet to
set a date for the Union Station system to be turned on.
(Credit: Web)