Today, we will discuss the “Alphonso tracking system” in more detail. You will learn how it works and what it’s actually used for.
What is the Alphonso tracking system used for?
The primary purpose is advertising. Advertising that sells, increases sales and the associated profits. To help you understand the connection between eavesdropping and ads, let me put you in the picture. A huge number of games and apps you'll find on Google Play have Alphonso integrated in it. This system, or software, is designed to listen in to the environment around using the phone’s microphone. Thanks to sounds and a special algorithm, the ad simply targets the phone user directly, filtering what the user needs at the time.
Let's use a BFU as an example
Imagine a BFU = “Basic Function User” who has a standard smartphone. Our BFU uses their phone primarily to call, send or receive text messages and to use social networking apps to chat. Every now and then they do online banking or shop online. And they occasionally download a game to pass the time while waiting for a bus, metro or train. They simply do what most users do.
While using the phone, the BFU was talking to a colleague at work about needing a new TV at home. They literally described that they would like a TV that had certain features to enjoy a better picture and that was smarter than their current one. And what happened next? The BFU is having lunch while browsing their favourite social network and suddenly “bam”! The first ad they see is for an online store selling TVs. They switch to another social network and the TV ad pops up again.
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How is it possible?
After all, television is not exactly a common consumer product that is advertised on a daily basis. Let’s take a look at one more example. Two friends are talking about a nice winter coat… and bam! The next day, they both see ads for winter clothing, even though it’s barely August, when swimsuits in general are still appearing in ads.
Has this ever happened to you? “Yes, it has.”
Your answer would probably be. So you know what we’re talking about. The Alphonso software is most likely built right into one of the apps you have on your mobile phone. It processes the sounds it has picked up around your phone. It then analyses and filters these recorded sounds. As a result, it then offers you exactly the ads that match what you were talking about or searching for.
What is Alphonso’s defence?
You could say that they are trying to subtly push on the user’s subliminal perception and make them buy something. Alphonso even makes no secret of the eavesdropping and officially admits it. It defends itself by saying that it only analyses sound from the TV and not normal conversations between people.
If you think about it, many apps ask for access to your microphone without explaining the reason for the request. Most people mindlessly click on “OK” and carry on because they want to use the app. They often don’t even consider whether such a request is safe in terms of their privacy and GDPR, which is where Alphonso is treading very much a thin line.
Shazam
Shazam, which I’m sure you’re familiar with, is a prime example. The app can recognise the song that’s playing near your phone. It will record the sound, decode and analyse it, and then tell you the name of the song and the artist. The app has access to the microphone and uses its own special technology to analyse the sound. And it is Shazam that has partnered with Alphonso. You’d find plenty of similar apps, but the largest percentage is represented by games for both adults and kids.
What to do about it?
As we have said, Alphonso defends itself by saying that it only records audio from television and not people’s conversations. How to prevent it? It's not exactly easy. Users often don’t even know that such a thing exists. Moreover, how can we be sure that Alphonso really only processes audio from the TV and not our private conversations? How does it actually recognize whether a real person next to you or a person on TV or radio is talking? You can get the picture yourself. And as the saying goes, “you never know who’s listening” or “even walls have ears”. And if you don’t like it you can try to protect yourself.
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