• L’article initial qui a signalé cette fonction originale de la poubelle :

      Renew, the startup behind the scheme, installed 100 recycling bins with digital screens around London before the 2012 Olympics. Advertisers can buy space on the internet-connected bins, and the city gets 5% of the airtime to display public information. More recently, though, Renew outfitted a dozen of the bins with gadgets that track smartphones.

      The idea is to bring internet tracking cookies to the real world. The bins record a unique identification number, known as a MAC address, for any nearby phones and other devices that have Wi-Fi turned on. That allows Renew to identify if the person walking by is the same one from yesterday, even her specific route down the street and how fast she is walking.

      Here, an image from Renew’s marketing materials makes it plain:

      Un autre usage de ce #traçage est indiqué par la BBC : alimenter en temps réel le flux d’info poubellistique en « récupérant les données sur les matchs de foot »

      Renew London had fitted devices into 12 “pods”, which feature LCD advertising screens, to collect footfall data by logging nearby phones.

      Le PDG des poubelles précise dans le même article qu’il ne faut nullement s’inquiéter de cette collecte, non de déchets, mais d’informations personnelles, car il ne s’agit que de « compteurs améliorés » :

      Mr Memari insisted that the bins were just “glorified people-counters in the street” and that his company held no personal information about the smartphone owners.

      While the collection of anonymous data through MAC addresses is legal in the UK, the practice has been described as a “grey area”.

      Dans un Guardian de février, on apprend d’ailleurs qu’il ne faut plus dire « poubelle » mais « techno-pod », et on a quelques indices sur les sources de revenus de ces poubelleurs-winners :

      The bins – or techno-pods as Memari refers to them – are made of damage-resistent fibreglass with screens at either end which can relay anything from news to advertisements to information on London underground delays or the number of Boris bikes available in the vicinity. A team of journalists provide the news feed, with other content coming from magazines such as the Economist and Time Out. A group of software developers – what Memari calls the Geek Squad – operate from Athens.

      (...) The company had hoped to have 100 pods – 200 screens – in place by the time of the Olympics, but that target slipped and was finally reached in November. But with the City getting the service for free, how does Renew propose to make money? Memari talks of several revenue streams: advertising, finding a major company to sponsor the pods, attracting publishers, talking to film studios, and even telecoms companies about using its wired connections to carry data services or conversations.

      Sur le site des winners, la fonction « poubelle » - enfin, pardon, « recyclage » - est intéressamment présentée comme secondaire à la fonction « information » :

      Renew is based on a network or information pods that double up as recycling units, broadcasting a live channel of breaking headline news and live feeds (play.renewchannel.com).

      Each Renew pod broadcasts its information both visually through its screen and digitally to mobile devices through its Wi-Fi/ Bluetooth technology.

      Et il est précisé que les possesseurs de smartphones ou tablettes sont effectivement le coeur de cible de la poubelle :

      Our Audience

      15 hours TV per week
      94% own smartphone
      94% own tablet
      80% purchased last month

      National Average

      28 hours TV per week
      40% own smartphone
      11% own tablet
      38% purchased last month

      Devant les réactions peu enthousiastes du public ainsi traqué, la Ville de Londres (car tout cela, naturellement, s’est fait dans un splendide partenariat public-privé, le « public » gardant pouvoir de décision sur la nature du mobilier urbain qui orne ses rues) a très honorifiquement convenu de mettre fin à cette collecte expérimentale.

      The City of London is halting a scheme that used recycling bins to track people as they walked by with their smartphones. The head of Renew London, which was behind the operation, wrote in an email, “I can confirm that we are not currently running any trials.”

      (...) “We have already asked the firm concerned to stop this data collection immediately, and we have also taken the issue to the Information Commissioner’s Office,” the City of London said today in a statement. ”Irrespective of what’s technically possible, anything that happens like this on the streets needs to be done carefully, with the backing of an informed public.”

      Enfin, comme dans toute expérimentation, l’essentiel c’était de la faire pour préparer le terrain, n’est-ce pas.

      #déchets #recyclage #technologies #Londres #data #collecte_de_données #vie_privée #publicité #urbanisme