search.noResults

search.searching

dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
SOCIAL PHYSICS


WORDS MARK CHILLINGWORTH


“ I


USE THE WAZE APP when I drive back from the airport on the M4 because I trust its view more than I do the car’s Satnav,” says Simon Lamkin, a technology consultant and former airline IT head. In switching from Satnav to the phone app, Lamkin is opting to use data that is at the heart


of the theory dubbed “social physics”. Waze is a GPS navigation tool that reveals where a driver will encounter travel disruption in the shape of traffic jams. Each and every member of Waze that is using the app is providing travel data in real time. Waze is among a range of data-sharing technologies reshaping travel. Cyclists and fitness enthusiasts share routes and performance data on sports app Strava, while public transport travellers in major cities garner service information on Moovit (which claims to have 520 million users globally). Another example is Transport for London (TfL). Since


July this year it has been tracking passenger movements through 260 wifi-enabled stations, using signals from their phones and other devices. There’s no way to opt out, unless a passenger switches off their wifi. It’s a step up from simply capturing tap-in and tap-out data at station gates. As a result, TfL can see where, when and how people are using the tube, and will use the data to improve the way it runs and plans the network, and also provide customers with more detailed information.


WHAT IS SOCIAL PHYSICS? The commitment to sharing data is central to social physics – a term coined by Alex Pentland, director of the Human Dynamics Laboratory at the Massachusetts Institute of Technology (MIT), and founder of predictive analytics start-up Endor. Underpinning social physics is big data; the term often used to describe when major enterprises collate massive levels of data using the power and affordability of cloud computing. Pentland says social physics relies on call records, credit card transaction information and GPS insights, all of which create “digital breadcrumbs”, giving an accurate insight into how people and


buyingbusinesstravel.com 2019 SEPTEMBER/OCTOBER 123


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158