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Google uses publicly broadcast Wi-Fi data from wireless access points to pinpoint a users location  (Source: wordpress.com)
Several European data protection authorities requested that Google develop an opt-out service for those who do not want to participate in the location-based service

Location-based services in smartphones have become an issue for many users who feel their privacy is being compromised. For instance, Windows 7 Phone user Rebecca Cousineau is suing Microsoft after finding that camera software on the smartphone tracks a user's location even after the user requests that it be turned off. 

According to Google's European Public Policy Blog, using Google's location-based service can be useful in such instances as allowing public transit authorities to show a user when a bus is arriving at a nearby stop, if needed. 

But several European data protection authorities requested that Google develop an opt-out service for those who do not want to participate in the location-based service. 

Google has agreed to build the opt-out service, which will be available globally later this Fall. Once a user is opted-out, Google's services will no longer use that access point to determine a location.

Google recently faced criticism for its Google Maps for Mobile, which helps users find themselves on a map and locate their destination. But now, the tech giant is offering a Wi-Fi opt-out for its location-based services.

There are several different ways to estimate a user's location, such as GPS and cell towers. But GPS isn't always available, and cell towers are not very accurate. To help pinpoint a user's location more accurately, Google uses publicly broadcast Wi-Fi data from wireless access points. This allows 
smartphones to fix their location at a faster rate without eating up the phone's battery power.



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Should be opt-in only
By LBID on 9/14/2011 3:03:46 PM , Rating: 3
I'm not sure when "opt-out" became the default. I'd like to see all attempts to collect personally-identifying information be "opt-in" only, be it Google, or credit card companies, or what have you.




Waste of time
By Zoomer on 9/15/2011 10:04:33 AM , Rating: 2
This is quite a waste of time. Using available data to find out an approx location shouldn't be an issue. How is this that different from using cell tower triangulation? It has the potential to get pretty accurate in cities since there are these microcells everywhere in buildings.




By JeffBermant on 9/16/2011 2:38:28 PM , Rating: 2
This just underscores just how much the Internet privacy discussion is being framed by those who profit from harvesting our personal information.

Once again, the norm for big business is to place the onus on individuals to opt-out of being tracked and allowing our information to be inventoried. This is routinely done as ad networks sell personal user profiles to advertisers, but this is a new twist. Google is now using your Wi-Fi signal to help them sell location-based advertising.

Would it be OK for a company to use high tech listening devices to listen to conversations it could hear through your walls and show you advertising based on your conversations? 

Individual consumers have no idea how Google uses these systems to track their every move, and there’s little reason for the company to educate them because it has not needed anyone’s permission to track them. Many would argue that Google should offer an “opt-in” option, and then convince people that the service benefits them somehow.

This story clearly illustrates just how far we still have to go to protect our privacy.




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