Instantaneous Data Grabbing
I think this is a harbinger of the future:
A high roller walks into the casino, ever so mindful of the constant surveillance cameras. Wanting to avoid sales pitches and other unwanted attention, he pays cash at each table and anonymously moves around frequently to discourage people who are trying to track his movements.
After a few hours of losses, he goes to the cashier and asks for a cash advance off of his credit card. The card tells the casino his name, but not much else. As is required by card issuers, the cashier asks for some other identification, such as a driver’s license. That license offers the casino a ton of CRM identification goodies, but the cashier is only supposed to glance at the picture and the name to verify identity and hand the license—and its info treasure trove—back to the gambler.
Not any more, at least if a Minneapolis company called Cash Systems Inc. has anything to say about it. The firm was recently awarded a U.S. patent for a device that can grab all of the data of almost any U.S. driver’s license in seconds and instantly dump it into a casino’s CRM system.
On the one hand, the technology isn’t very interesting; it’s probably just a camera and some OCR software optimized for driver’s licenses. But what is interesting is that the technology is available as a mass-market product.
Where else do you routinely show your ID? Who else might want all that information for marketing purposes?