M-Commerce era ushers in "Minority Report" style advertising. But are consumers ready?

"Hi sir, did you enjoy those v-neck sweaters last winter?
On sale now, aisle 9!"

Remember Minority Report when Tom Cruise walks into the Gap and is greeted by a hologram simulation of a sales person who asks him how those v-neck sweaters worked out for him?

Stephen Spielberg's imagination set it up so that by reading the consumer's retina, the hologram would know specifics about his last purchase and politely remind him that he needs to stock up on some more.

This is called Biometric Technology and if it still seems a little far-out and far fetched to you, the truth is, in today's mobile commerce (m-commerce) era, it is soon be a reality.

Companies are now using mobile phones to track consumers buying habits and also use them as tracking devices that are triggered when a customer walks into their store. By gathering your data, they will be able to place messages that will be activated by your mobile device when you walk into the store.

I've always said that what happens in movies tends to happen in real life and this time I'm right! Ha! This movie came out in 2002 and it was set in 2054 and look it is only 10 years later and we are already hearing how companies are planning to use this technology.

2012 was the year mobile commerce really boomed. Consumers were browsing on their smart phones and tablets and more importantly entering their credit card numbers and hitting BUY. In 2012 alone, mobile sales jumped 11 percent amounting to $25 billion. More and more people are using iPads, kindles, other tablets and smart phones which are ideal for shopping from anywhere at anytime.

My first concern and first question was, "Hey how about my privacy?" And then I learned that the Federal Trade Commission (FTC) has issued privacy protection guidelines for companies such as Facebook which are already using facial recognition technology to identify people in photographs. The FTC predicts that advertisers will soon be placing cameras in public areas to display targeted ads based on the consumers age, gender, mood or other characteristics.  

"The FTC recommended companies that use facial recognition technology take steps to protect the personal data they collect and delete unnecessary personal data. They should also consider the sensitivity of the information before collecting it. For example, advertisers should not use the technology in bathrooms, locker rooms, health care facilities or areas with lots of children, the FTC said."

Given the privacy issues around this new technology, are consumers safe? Are we going to have the choice to opt out of it if desired? As cool as it sounds, everyone should take a moment to look into this and read up on our rights because sooner or later we are all going to have our first Minority Report moment at the Gap....