In a somewhat lame attempt to counter thefts of DVDs from shops, it seems that new discs can be equipped with a microchip and opaque strip which stops them being identified by a DVD player. NXP Semiconductors and Kestrel Wireless Inc., the two companies involved in the joint venture, are talking to Hollywood studios and expect to announce deals this summer. (see Yahoo News here).
When activated by a radio frequency at the cash register, the chip signals the strip to become transparent and allows the laser to read the identification data on the disc. Hmmm... now who else can see the flaw in this? Can we guarantee that the opaque strip will stay transparent for the life of the DVD? Even if it is at least temporarily opaque, we won't find out until we get home or send it to someone as a present. Do we really need any more 'initiatives' to come between the law-abiding consumer and their enjoyment of DVD movies?
Apparently the technology will not stop with DVDs. They have plans for other electrical equipment which can be de-activated until sold. Passing through the checkout will make the item usable again. Really? Well we only have to think about how many times we currently hear the warning alarms go off in clothes shops, set off by unsuspecting customers who have already paid, to see how successful his 'activation' approach could be.
Revealing how much he knows about retailing outside his own industry, Mark Fisher, vice president for strategic initiatives at the Entertainment Merchants Association said "Many retailers now keep consumer-entertainment products behind glass cases, but that can inhibit browsing. With technology that renders stolen products useless, retailers could display items openly, thus encouraging more sales."
More worryingly, he averred: "It will also get product into a lot more outlets that are afraid of theft, including grocers.".
Are grocers a major target for theft? And how would you deactivate a banana?
I think we should be told...
