Users to rush to Xbox ‘ad rewards’

Another day, another revelation about the Xbox One, following news that the Microsoft console will track everything consumers watch on TV and reward them for watching the ads.
A patent application proposes the Xbox One is configured to track the behaviour of viewers via the Kinect camera, and offer rewards if a viewer watches one or more ads during a TV show or movie.
Virtual rewards could include giving an avatar away to the viewer, while physical rewards include coupons for an advertised product or service or an actual product.
In what observers believe will be a continuous drip feed of information until the Xbox One finally launches later in the year, the latest move follows concerns expressed by data protection chiefs about its tracking software.
But Vanessa Barnett, technology and media partner at Charles Russell LLP claims any negativity will soon be replaced by mass adoption as consumers wake up to the benefits.
Barnett commented: “The patent filing by Microsoft is an interesting one – proper Big Brother in my living room, it seems.  But, pause for thought, is this not what many products and services already do?  If we think about the functionality of online shopping, personal video recorders and loyalty cards, it’s the same end game isn’t it?  What’s new with Microsoft is that the deployment of the ‘Big Brother’ aspects are very evolved, technologically.
“So I predict the usual strong ‘anti’ reaction, followed by a spell of calm, followed by mass adoption.  Why? Because that’s what happens every time we see new technology – and this one has some consumer benefits wrapped up inside.  The key to this, from a legal perspective, will be transparency – being clear about what data is being collected, how it’s being used, and – of course – the ability to say ‘no thanks’.”

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