YOM Institute of Economic Development

Master of Business Administration

Extension Program
Section 1
Course: Management Information System (MIS)
Assignment 1: Real World Case Study

Life on The Grid: IPhone Becomes I track

Preared By:- Desalegn Mekonnen Asnake

ID .No GSE-028-12

Submitted to: Zerihun . (PhD)

May, 2020
Bahir Dar, Ethiopia
REAL WORLD CASE STUDY

LIFE ON THE GRID: IPHONE BECOMES ITRACK

Do you like your smartphone? Living on the grid has its advantages. You can access the Internet,
visit your Facebook age, get Twitter feeds, watch video, and listen to music all with the same
“communication and ellmedia known is that device living on the grid” means Lessnear w
continuous tracking of your whereabouts, locations, habits, and friends. At first, the Web made it
possible for you to search for and find products, and some friends. Now the mobile Web grid
tracks you and your friends to sell you products and services.
New technologies found on smartphones can identify where you are located within a few yards.
And there’s a great deal of money to be mad actions using your smartphone makes it possible to
locate you throughout the day, to report this information to corporate databases, retain and
analyze the information, and then sell it to advertisers. A number of firms have adopted business
models based on the ability of smartphones to report on your whereabouts, whether or not you
choose to do so. Most of the popular apps report your location. Law enforcement agencies
certainly have an interest in knowing the whereabouts of criminals and suspects. There are, of
course, many times when you would like to report your location either automatically or on your
command. If you were injured, for instance, you might like your cell phone to be able to
automatically report your location to authorities, or, if you were in a restaurant, you might want
to notify your friends where you are and what you are doing. But what about occasi you are, least
of all advertisers and marketers?
Location data gathered from cell phones has extraordinary commercial value because advertising
companies can send you highly targeted advertisements, coupons, and flash bargains, based on
where you are located. This technology is the foundation for many location-based services,
which include smartphone maps and charts, shopping apps, and social apps that you can use to
let your friends know where you are and what you are doing. Revenues from the global location-
based services market are projected to reach $3.8 billion by the end of 2012, and will rise to
$10.3 billion in 2015, according to Gartner. But where does the location data come from, who
collects it, and who uses it? In April 2011, the Wall Street Journal published the results of its
research on smartphone tracking technology and individual private location data. They
discovered that both Apple’s iPhone and Google’ private location data, for a variety of reasons.
Both firms are building massive databases that can pinpoint your location, and although Google
is already a leader in search across most platforms,
Apple is also trying to establish itself in the mobile advertising marketplace. Advertising
firms will pay Apple and Google for that information and for distributing their mobile ads.
Apple transmits your location data back to central servers once every 12 hours, and it also
stores a copy of your locations on the iPhone. Android phones transmit your location data
continuously.
Apple’s files on the iPhone device can be to denied that they share this information with
third parties, as well as that the information can identify individuals (as opposed to cell
phones), and claim the information is being used only to identify the location of cell phones
for Wi-Fi–connected phones, and to improve the customer experience of location-based
services. Apple’s technology Wi-Fi transmitters, identifies and maps their location, and
then calculates the location of the iPhone device. The result is a very large database of Wi-Fi
hotspots in the United States, and a method for locating iPhones that is not dependent on
global positioning system (GPS) signals. Both companies say the location information is
needed for them to improve their services. And location tracking is itself improving: newer
tracking technologies can automatically detect the places you visit, know when you arrive or
le location, and even know whether you’ves, been including Alohar Mobile, Skyhook,
Wifarer, and Broadcom, are developing this type of next-generation tracking technology,
which will add even more value to the data you generate by using your smartphone.
Smartphone apps that provide location-based services are also sources of personal, private
location information based on the smartphone GPS capability. Foursquare is apopular
mobile social application that allows and the app automatically lets friends on Facebook and
other programs learn where you are. If you’re in a new town, the app transmits your reviews
from other foursquare users. After starting up Foursqu list of local bars and restaurants
based on your “Check in,” which sends a message to your friend program. Each check in
awards users points and badges, which can be used later for discounts at various venues.
VisitorsMaytorsplacesthevenue“ofbased competeonhow t many times they have checked in
over a month’ As the popularity of location-based services like Foursquare has grown, so
too have concerns about the privacy of individual subscribers, and their friends on Facebook
and Twitter who may not be members. Many observers fear these services will operate
automatically, without user permission or awareness. The revelation in 2011 that Apple and
Google were surreptitiously and continuously collecting personal, private, and location data
spurred privacy groups and Congress to launch investigations. Most cell phone users are
unaware that their locations and travels are readily available to law enforcement agencies
through a simple e-mail request, and without judicial review, and at the expense of the
carriers. In June 2012, a U.S. District Judge in California ruled that Apple must defend
against a lawsuit accusing it of secretly tracking location data on millions of its iPhone and
iPad users, and the Supreme Court ruled that law enforcement may not use GPS devices
planted on a car to track suspects without a warrant.

To date, wireless location-based services remain largely unregulated. In 2011, the Federal
communications Commission in cooperation with the Federal Trade Commission sponsored a
forum to discuss with industry and privacy groups the social impact of location-based
services, both positive and negative. Industry representatives from Facebook, Google, and
Foursquare argued that existing apps as well as corporate policies were adequate to protect
personal privacy because they rely on user permissions to share location data (opt-in services).

The industry argued as well that consumers get real benefits from sharing location data,
otherwise they would not voluntarily share this data. Privacy experts asked if consumers knew
they were sharing their location information Privacy advocates pointed out that 22 of the
top 30 paid apps have no privacy policy, that most of the popular apps transmit location data
to their developers after which the information is not well controlled, and that these service
are creating a situation where government agencies, marketers, creditors, and
telecommunications firms will end up knowing nearly everything about citizens including
their whereabouts. The biggest danger they described are services that locate people
automatically and persistently without users having a chance to go off the grid, and without
being able to turn off the location features of their phones.

Case Study Questions and Answers

1. Why do mobile phone manufacturers (Apple, Google, and

BlackBerry) want to track where their customers go?
Cell phone manufacturers, Apple, Google and Blackberry, want to track where their
customers go due to various factors. Firstly, location-based service provided in A and
BlackBerry smartphones can be the tool for three of the cell phone manufacturers to earn
money. They can earn money by the location-based service in smartphones through
advertising. Apple and Google are advertising platforms, so this makes them create the
location-based service in their smartphones products.

How can they earn money through advertising channel? This can be explained that mobile
technologies based on the smartphone make it possible to locate people who use smartphones.
After that, the location data of the users will be reported to the smartphone manufacturing
company databases, retained and analyzed. The analyzed location data will then be sold to
advertisers and others. When the advertising firms received the location data of their
customers, they will pay Apple, ackBerry Google’s for Android the information and Bl
location and for the distributing of their mobile advertisements. Once the advertising firms
know where their customers are through mobile, they can send the customers advertisements,
coupons, and flash bargains based on where the customers are.

Next, Apple, Google and BlackBerry needs the want to use the information to identify the
location of cell phones for WIFI connected phones,

and to improve the customer experience of location based services. Furthermore, the location
information of users is also needed for them to improve their services.

Moreover, location-based service created in smartphone can also build a strong and closed
customer relationship to Apple, Google and BlackBerry. For instance, Foursquare, a 2009 start-
up, is a popular mobile social application that allows users to check in to a restaurant or other
location, and the app automatically lets friends on Facebook and other programs learn where you
are. After starting up Foursquare on a smartphone, smartphone users will see a list of local bars

and restaurants based on their cell phones’ loyalty program.

Each check-in awards users points and badges, which can be used later for discounts and at
Various venues. Users of smartphones with four square appear the venue based on how many
times. Those they who have become Mayors will be given special offers.

Android and BlackBerry provide location-based service in their smartphones can help them to
create customers’ values.
Cell phone manufacturers want to track where their customers go because:
 Manufacturers and their customers can use this information to trend consumer buying
habits and pinpoint poorly selling or defective products.
 Enables carriers and retailers to cull important information about a phone through its
lifecycle, pinpointing when a unit is shipped, received, returned, and refurbished.
 Both Apple and Google claim the information is being used only to identify the
location of cell phones for Wi-Fi-connected phones, and to improve the customer
experience of location-based services.
 Apple’s technology reads- Fi the transmitters, signal identifies and strung maps their
location, and calculates the location of the iPhone device.
 Advertising firms will pay Apple and Google for that information and for distributing their
mobile ads, manufacturing firms will earn money from there.
 Enable advertising companies send us advertisements, coupons, and flash bargains, based on
where we are located.
 If our cell phone is lost, then the manufacturers can help us to track the location of our
cell phone.
 Mobile phone manufacturers want to track where customers go so that they can sell
their location information to location based advertisers. Tracking where their
customers go makes it easier to offer location based services as well.
2. Do you think mobile phone customers should be able to turn tracking
off? Should customers be informed when they are being tracked? Why
or why not?
In our opinion, we think that the cell phone customers should be able to turn tracking off. They
should also be informed when they are being tracked. This is because if the systems of the
smartphone manufacturers do not have the act privacy for certain scenarios. For example, it is
sure that most of the people do not like others from the public, who they do not know, to have
known their location and what they are doing. This will be especially when they are enjoying
their special occasions, such as, wedding ceremony and dating. So, from here, it is encouraged
that customers are informed when they are being tracked.
Moreover, allowing smartphone users to turn also acts as a respect of the cell phone
manufacturers towards their customers. They can show their respect to their customers by giving
permission to their customers to choose to check in their location areas or-based not services
through. Their phone Last but not least, if there is no awareness of being tracked among
customers and customers cannot turn tracking off, users will be scary to use smartphones with
location-based services. This may bring bad reputation to the cell phone manufacturers and also
the smartphone products itself. It is owing to the bad treatment and phones. Consequently, sales
of cell phones with location-based services may decrease.

How to Prevent Cell Phones from Being Tracked:


Watch for signs your phones is being tracked. Does your battery drain faster than it should, is
your phone interfering with your radio even when turned off, or is your phone still warm after
hours of being idle. You may also have difficulty turning your phone off, your phone may light
up when not performing any of its normal functions, or you hear strange background noises
during your calls. While none of these alone indicate your phone is being monitored, several

together can be cause for worry.

Take your phone to your service provider. Ask them to wipe your phone's memory and
restore it to its factory presets. While this will erase all data, it should also remove any tracking

and/or eavesdropping software on your phone.

Keep your phone turned off when not in use. While this will do little to circumvent
eavesdropping, it will prevent the GPS in your phone from broadcasting your position. Tracking

devices can only find your location when you make or receive a call and/or text.

Call your wireless service provider's customer service. If they are tracking your phone, they
are charging your account for this service. As it is illegal in most countries for a private citizen to
track another phone, your service provider will inform you whether they are tracking your

particular phone. If they are, you can have this service removed from your cell phone.

3. Do you think mobile phone tracking is a violation of a person’s privacy?

Why or why not?
Cell phone tracking can either a violation of a person’s privacy situations.
If the systems of cell phones with tracking functions allow users to decide whether to share their
location data or not, then for this case, etc Yet, on the other hand, if smites the location phone’s
data of the users to system other parties without getting permissions from the users, then, cell
phone tracking is said to be a violation of a person’s privacy.
Furthermore, for another case, if users of cell phones with tracking services are given benefits
and so are willing to share voluntarily their location data, then, cell phone tracking is not
violation of a person’s privacy. This is due data to public.

In addition, if the location tracking apps in the cell phones have no privacy policy, cell phone
tracking is considered a violation to a pers transmit location data of the users to their developers
after which the information is not well controlled, and that these services are creating a situation
where government agencies, marketers, creditors, and telecommunication firms will end up
knowing nearly everything about the users including their whereabouts.
Last but not least, the most significant factor that makes cell phone tracking the violation of a
person’s privacy-based services is of the cell phones location that locate people automatically
and persistently without users having a chance to go off the grid, and without being able to turn
off the location features of their phones.

Smartphones contain a treasure trove of personal information, including banking information,

travel plans and family photos. However, while use of advanced security software is
commonplace on our computers, many of us are not safeguarding the personal information stored
on and transmitted through our smartphones. While there is security software for smartphones
including anti-virus and encryption software, it is not available for all models of cell phones and
has not been widely adopted.
 Apple iPhones and Google Android smartphones are regularly tracking people locations and
recording this information in a hidden file stored on our phones. Anyone able to access our
phones can use the stored locational information to reconstruct our daily travels and routine.
Verizon Wireless is selling all our app usage and location information to marketers. Verizon is
not only tracking consumers, it is sharing that information with other companies, and possibly
linking it to databases with more of your personal information.
Cell phone tracking is a violation of a person track other person location without the consent of
that person. It will cause disturbance for that person or cause many problem, such as the enemies
of that person can track that person location and plan to murder that person. Moreover, bank
information or other private and confidential information flow to other people means it violate a
Person’s life.
Strict ethics and security measures are strongly recommended for services that employ
positioning, and the user must give an informed, explicit consent to a service provider before the
service provider can compute positioning data from the user's mobile phone.

Officially, the authorities like police can obtain permission to position phones in emergency
cases where people including criminals are missing. So, the cell phone tracking should give to
some specific people, not to all the people. That specific people make sure the information not
flow to other people.
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