Coca-Cola Reserves a Massive Range of MAC Addresses
An anonymous reader writes "GNU MacChanger's developer has found by chance that The Coca-Cola company got a range of MAC addresses allocated at the OUI, the IEEE Registration Authority in charge of managing the MAC addresses spectrum. What would Coca-Cola want around 16 million MAC addresses reserved? What are they planning to use them for? Could this part of a strategy around the Internet-of-things concept?"
Vertically integrated vending machines?
09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0
If you figure there's one Coke vending machine per 100 people, that's 3 million Coke machines in the US alone. So certainly the scale (if we extend to worldwide) is about right.
IP Connected Vending Machines, obviously
Or maybe vending machines. Also, vending machines.
Coca-Cola owns a lot of vending machines and their new computerized cola fountain is pretty cool too. I see this as a natural progression towards automatically sending in refill and service requests.
These comments are my own and do not necessarily reflect the views or opinions of my employer or colleagues...
As another commenter noted, vending machines are probably part of it. I was also thinking maybe they have plans for a store-shelf inventory control system to help their distributors know when the local supermarket or convience store needs a delivery.
Coke builds own NIC in machines. Full stop.
Perhaps they acquired a tech company and now the MAC OUI is now listed in their name?
From the start, OUIs were 3 out of 6 bytes long.
It's for wireless enabled purchases at vending machines.
I did an RFP for this in grad school. In our scenario the beverage company was working with AT&T to enable the wireless internet connection.
They'll probably "partner" with other vendors of consumer goods...whatever the marketing people come up with.
Thank you Dave Raggett
They were allocated a single 3-byte OUI, or prefix. When you realize that 16 million OUIs were originally available, it's like making a big deal that a company was granted a /24 IP range.
Or, you know, it could be the blatantly obvious answer of "vending machines." But where's the headline in that?
Is it just my observation, or are there way too many stupid people in the world?
They thought they were purchasing big macs to give to their employees as a bonus for the holidays.
Do you mean, "concept of connecting things to the Internet?" as in, what we have all been doing for decades?
Vending machines aren't already online?
Coke is rolling out their Freestyle fountain dispensing machines worldwide. Each one has the ability to phone home about inventory levels, maintenance logs, and what drinks are trending where. Coke doesn't do anything small - everything they do is done on a global scale. There are 100,000 - 200,000 fast food restaurants in the United States alone. It doesn't take much imagination to see how that could scale up to 16 million machines worldwide over the product life cycle.
...maybe they just have an engineer who convinced them to be early this time. If you had got a class A network back when they were basically given to anyone who so much as asked, you know?
Assorted stuff I do sometimes: Lemuria.org
"The original IEEE 802 MAC address comes from the original Xerox Ethernet addressing scheme. This 48-bit address space contains potentially 2^48 or 281,474,976,710,656 possible MAC addresses."
http://en.wikipedia.org/wiki/MAC_address
2^48 / 2^24 = 2^24 so OMG NOES they're getting one-sixteen-millionth of the available space!
If 16 million other companies do this we're TOTALLY SCREWED!
(Unless I did my math wrong or there are other things I'm unaware of, which is totally possible. I'm sure someone who actually knows about networking will either correct me, or confirm that this is a total non-story. If they wanted 16M IPv4 addresses this would be a little different.)
Dear Slashdot: next time you want to mess with the site, add a rich-text editor for comments.
So, Coca-Cola went and spent $665 dollars for a single block. This is not news.
MAC addresses are the new BitCoins. Buy 'em up while they're cheap!
I don't care if it's 90,000 hectares. That lake was not my doing.
with
be
Note that MAC address space is 2^48 in that regard, the 16 million is not great deals.
You need wireless for your device on the go? Try new coca-cola wireless!
Just stop by any vending machine and buy a can today and get a FREE 15 minutes of wi-fi!
The question that nobody else seems to be asking is, why are they buying their own MAC block? I realize 16 million isn't exactly a huge amount, but unless their building their own NICs for their vending machines, they shouldn't need to be buying their own addresses. That's what vendors are for, right?
They need them for porn.
How much does it cost to reserve a block of MAC's? If they needed a thousand MAC addresses for some small project (maybe a new corporate standard Coke machine), and there's little to no incremental cost to get a block of 16 million, then there's no reason to think that they have some big plans to sell millions of devices.
Besides, 16 million is not many MAC addresses if they really did expect to release any public product.
Agree, vending machines that act as a kiosk and/or take debit/credit cards as well as cash.
Uh, Linux geek since 1999.
Someone is being clueless- it's not a massive range, it's the smallest range you can reserve.
If you're a large enough corp and it doesn't cost much, you might as well reserve a block for yourself.
I don't see mac addresses going away anytime soon, and since they are given out in blocks of 16 million and there are "only" 16 million blocks one day coca cola's block of 16 million might become handy even if they don't use it now.
yep, and actually in our RFP (which was allegedly a real-world RFP with company names changed that an alum gave us) it wasn't just for people who purchased something...the wireless machines were collecting data from any device that was in proximity
not that this is really a surprise to anyone here, but if Coke can do this on all their machines it would yield an astounding ammount of data
Thank you Dave Raggett
Coke is most likely planning promotion similar to the MagiCans promotion. For you kids out there random Coke cans would have pop-out cash or a coupon for free swag. I think the new version will to create a social network of bottle caps. Each cap has low cost WiFi chip similar to TI's SimpleLink module. You put it on a Skylanders-like pad and it powers the chip and acts a unique id. Arcades and stores will have these pads you earn points for each visit.
My next guess is an shipment tracking on scale that only Walmart has tried. They'll use WiFi chips instead RFID because of range and a little more security. A reason they may stay away from something like XBee maybe cost and a less common standard. That my two cents.
You say things that offend me and I can deal with it. Can you?
What I read: "One of the world's largest companies has need of an allocation unique identifiers for network hardware".
Fuck, they sell 1.7 BILLION coke products every single day (their 2010 annual report, on their website FAQ too).
That means they sell over 1000 products a day for every MAC address they just reserved. They could use them to control the various parts of the fucking production lines via Ethernet and it still wouldn't be enough for their normal, everyday usage of such things. It's certainly no "Internet of things" heap-of-crap headline.
How the hell did this make it onto Slashdot?
Instead of your present day Coke Machine. They will take a picture of those who buy and push Commercials to be played on their Machines. SIN
The first thought was this sounds ripe for abuse. These coke machines, in my mind, could easily have the software modified to capture your payment details.
I think it allows a central inventory management office to track the inventory in each vending machine, and setting automatic alerts when certain vending machines need to be refilled. The vending machine having its own IP helps in that it is uniquely addressable and all the inventory data it has, as well as any cash/payments made to it could be tracked, and more effective planning made possible.
16M addresses? This is particularly these types of uses that justify IPv6. With IPv6, Coke could get itself a single /48 block and have everything it needs. And this model is easily scalable: need to service vending machines in Europe? Latin America? Asia? Just get a few more blocks, and manage things that way.
It's an obvious guess that these are for NIC cards to be used in some type of vending and/or dispensing machine. What I'm wondering is why is Coca-Cola designing their own cards? Do they really have a use for these that commodity cards can't accommodate?
It's a 48 bit address space. They have lots of addresses. This is the minimum allocation IEEE hands out. Lot's of companies have a /24 of Mac addresses.
GREETINGS, COCA-COLA CUSTOMER! PLEASE INSERT YOUR CREDIT OR DEBIT CARD TO GET STARTED WITH YOUR PURCHASE OF A DELICIOUS COCA-COLA PRODUCT.
Uh - can't I just put in some quarters?
I AM AN INTELLIGENT INTERNET-CONNECTED VENDING WORKSTATION. I DISPENSE DELICIOUS COCA-COLA PRODUCTS, CHANGE YOUR FACEBOOK STATUS TO 'CURRENTLY ENJOYING A FINE COCA-COLA OR OTHER DELICIOUS COCA-COLA PRODUCT', LIKE THE COCA-COLA COMPANY, TWEET 'CURRENTLY ENJOYING A FINE COCA-COLA OR OTHER DELICIOUS COCA-COLA PRODUCT', SEND A PHOTO OF YOU OPENING YOUR COCA-COLA OR OTHER DELICIOUS COCA-COLA PRODUCT TO SNAPCHAT -
Okay, okay! Here's my Visa card.
THE VISA CARD ISSUER IS REPLYING THAT THERE IS SUSPICIOUS ACTIVITY ON THIS CARD. IT WAS USED TO MAKE A PURCHASE IN THE AMOUNT OF FORTY-FIVE DOLLARS AND ZERO FIVE CENTS IN SEATTLE, WASHINGTON, FAR FROM THE ZIPCODE ON YOUR BILLING ADDRESS.
Yeah, I bought something off of Amazon - Oh, nevermind... here's another card.
WHAT IS THE PIN FOR THIS CARD?
7734
THAT PIN IS NOT RECOGNIZED FOR THIS DEBIT CARD.
It's not a debit card. It's an ATM card.
I CANNOT ACCEPT ATM CARDS DUE TO FEDERAL BANKING REGULATIONS. PLEASE INSERT A DEBIT CARD.
I don't use a debit card. They don't protect my account. It could be stolen and all the money in my account - Oh, nevermind. Do you take dollar bills?
I AM AN INTELLIGENT INTERNET-CONNECTED VENDING WORKSTATION. I DISPENSE DELICIOUS COCA-COLA PRODUCTS, CHANGE YOUR FACEBOOK STATUS TO 'CURRENTLY ENJOYING A FINE COCA-COLA OR OTHER DELICIOUS COCA-COLA PRODUCT', LIKE THE COCA-COLA COMPANY, TWEET 'CURRENTLY ENJOYING A FINE COCA-COLA OR OTHER DELICIOUS COCA-COLA PRODUCT', SEND A PHOTO OF YOU-
I know! I know! You already said that! You don't accept any cash at all?
DO YOU HAVE A PAYPAL ACCOUNT?
Yes, unfortunately I do.
PLEASE ENTER YOUR NAME AND BILLING ADDRESS ON YOUR PAYPAL ACCOUNT. PRESS THE GREEN 'I ACCEPT AND AGREE' BUTTON ON THE TOUCHSCREEN AND YOUR FINE COCA-COLA OR OTHER DELICIOUS COCA-COLA PRODUCT WILL BE BILLED TO YOUR PAYPAL ACCOUNT.
Okay...I guess...
THANK YOU FOR SELECTING COCA-COLA. YOUR BEVERAGE WILL BE DISPENSED SHORTLY...WAITING FOR GOOGLE ANALYTICS....LOADING...CONNECTING TO FACEBOOK.API....WAITING...LOADING...
Forget it. I should be dieting anyway.
YOU HAVE PUSHED THE RED 'CANCEL TRANSACTION' BUTTON. ARE YOU SURE?
Yes, I don't want a Coke anymore. Besides, I can't figure out a way to buy one even if I still did.
DO YOU HAVE A BITCOIN WALLET?
Look - it's starting to snow. I am going to go over and scrape some together and let it melt in my mouth. Do you want some?
WOULD YOU BE WILLING TO TAKE A SHORT FIVE MINUTE SURVEY REGARDING OUR INTERACTION TODAY? YOU WILL BE ENTERED IN A DRAWING TO WIN FIFTY DOLLARS WORTH OF COCA-COLA OR OTHER DELICIOUS COCA-COLA PRODUCT...
If Slashdot were chemistry it would look like this:Cadaverine
The internet of things is about the last thing I'm interested in as of Snowden's revelations. Coca-Cola probably just wants to brand, network capable devices with an own prefix.
... wondering, how many of the posters here do not understand that specific MAC addresses are not relevant as far as TCP/IP is concerned? So as long as no duplicate MACs are used in a L2 broadcast domain, it doesn't matter what MAC you use ...
"I'd like to teach the world to ping...in perfect harmony...."
Light travels faster than sound. This is why some people appear bright until you hear them speak.........
The oldest version of oui.txt I could find is dated 2010. And the allocation was made before that. Which means it has been more than three years since this was news. Anybody know how to look up more precisely, when it was allocated?
Do you care about the security of your wireless mouse?
It's a trademark thing. They just wanted MAC addresses starting with C0:CA:C0:1A.
If you extrapolate, plus look at the hints Coke has been dropping...
Coke must be working on a phone app that allows you to configure your "preferred" drink at their multi-selection syrup dispensers. Yes, you can accomplish it with RFID, but If each individual machine is internet-aware, then it can geo-fence to know who is near the machine, report syrup levels for restocking, as well as more accurately track a customer rewards program. We can't rely on phones to have NFC/RFID, so they need to come up with some other way of communicating. If you can get the machine on the LAN of the restaurant, you can do all sorts of stuff... promotions, push notifications, preferences, etc.
Actually, just found that all Freestyle machines are already RFID enabled, since 2009.
http://www.rfidjournal.com/articles/view?4967
he got them from the ATM machine after entering his PIN number
Now that their iCoke.ca rewards is going away, Coke can buy a lot of MAC address.
As of noon (12:00 p.m. ET) on April 1st, 2014, the iCoke rewards program will no longer be available.
You can continue to redeem points until that time.
PIN Codes from specially marked Coca-Cola® products can be entered until midnight (12:00 a.m. ET) April 1st, 2014.
View our current rewards, contests and offers frequently to ensure you get the most out of your points before the program wraps up.
All I wanted was a cup of tea.
Prove anything by multiplying Huge Number times Tiny Number
Think about secure (signed) reporting, and delivery scheduling to every Coke tap in every gin joint in the world. Not to mention monitoring employee use, etc.
Apple must be giddy. Coca-Cola almost went with PC addresses.
Coke has a long history of spying for the CIA. Draw your own conclusions.
Really isn't that much in the retail world.
---- Booth was a patriot ----
the NSA geeks want way to scan their coke dispenser to report usage and dispensing coke
Drone coke cans that deliver themselves, and fly away when finished?
Are they starting to sell cans with a PCI bus or USB plug? Let me guess... Coca Cola Air Card!
http://mobile.businessweek.com/articles/2013-08-29/vending-machines-get-smart-to-accommodate-the-cashless
DiabetesNet
Trolling is a art,
Really, if you can't be arsed to actually deal with coins, you obviously don't need the money that much. If those coins would be valuable enough to warrant carrying around, you wouldn't mind the strategy at all. Why doesn't the USA adapt coins for anything up to 20 dollar? You wouldn't need to carry paper money around anymore, just coins and plastic. Still the same strategy and it would save a lot of printing and recycling cost.
I was promised a flying car. Where is my flying car?
Probably they are going to either automatize the vending machines, or the commerce distribution (or both) so they will not need to rely on external distributors for that. In other words, more control and revenue for them.
Considering network interface card manufacturers use this many mac addresses in a month, Coca Cola reserving 16 million in a one-time allocation (likely for vending machines) is not surprising. ....Bbbbut 16 million, won't we run out soon....!?!?! No sparky, relax. When Xerox first designed this protocol quite a few years ago, the settled on a 48 bit protocol. So 2^48 unique addresses. That's a measly 281,474,976,710,656. It's a measly 35184 addresses for every person currently living on the planet (assuming 8 billion).
MAC addresses specify the backoff time for collisions on a LAN and aren't used at "worldwide" scales. They get stripped by the first router that sees them.
Only hardware vendors that need to provide unique collision avoidance characteristics on any customer's LAN need MAC address allocations.
WIFI enabled insulin pumps!
... the reader, to investigate these questions for us? Please?
I know Slashdot isn't a journalism site, but what use is pointless and unsubstantiated speculation?
If you post it, they will read.
Be safe for now... then wait till assholes integrate serial number readers IN FUCKIN EVERYTHING. And track you by the bills you get... Oh look he got back a bill with serial number at 7 eleven (picture here) and spent it in this vending machine (varified identity with a picture from vending machine, and he put on a hat too must be cold outside)... The world will only get more creepy sir.
MAC addresses consists of 48 bits, of which 24 is a vendor code and the other half some sort of serial number.
I.e. the smallest possible allocation of MAC addresses is a single vendor code, giving 2^24 or 16M unique addresses.
Sounds like an obvious starting point for a Coca-Cola MAC address in every vending machine.
"almost all programming can be viewed as an exercise in caching"
http://www.coca-colafreestyle.com/
They've been working up to this for awhile. The technology is very impressive, and they've been tested over the last year or two. Tracking preferences and usage, as well as supply delivery, etc is very much part of their model.
Old news, though, I thought?
..don't panic
Even today, most coke machines (that dispense cans/bottles) are internet-enabled. If they have Coke mac addresses, then they can be validated, and sales are automatically registered (and vailidated) with the company. Sounds like a reasonable business situation to me... :-)
I remember Coca-Cola looked into credit card readers for their vending machines during the 1996 Olympics in Atlanta and the credit card fees back then made the concept completely untenable. I'd be willing to bet a buck that this has more to do with their Coca-Cola Freestyle fountains which automatically phone home whenever a flavor cartridge is low or empty. There might be a ridiculously huge rollout all at once of the machines, like at McDonalds. So far they've only been installed at a few test McDonalds and a few other chains that don't have nearly the coverage of McD's.
... and in the DRM, bind them.
Sometimes I try to do things and it just doesn't work out the way I wanted to. ...
All I wanted was a Pepsi.
-
uhhh... freestyle machines? Or is that too obvious to be true?
Also, MAC address prefixes are used more widely than just ethernet, the 22-bit "Organizationally Unique Identifier" is used by other standards, too.
Earl Grey. Hot.
This has nothing to do with wanting millions. Its because of the stupid pricing. Buying 16 million is only double the cost of buying 4096. The real question is why so many companies buy 4096 at such a high price.
The dollar changer at work has given dollar coins for years.... but the vending machines wouldn't accept them. I called the vendor several times explaining why I could not buy a $1.35 coke with the 4 dollar coins and 4 quarters I got when changing a $5. Finally after several years, they changed all the coin boxes and we have no problems now. My only issue is I have to be careful not to confuse them with quarters, but it's really not hard.
Perhaps we should be talking about IPv4 address space; and why ALL of these, each of them hogging huge /8 networks, with 16,777,216 IPv4 addresses?
Most likely tens of thousands of times as many addresses as any of them should really be using. General Electric MIT, Ford, IBM, Xerox, Hewlett Packard X3, Apple, Computer Sciences Corp, the UK Ministry of Defense, DLA, Halliburton, Prudential, duPont, UK Government Department for Work and Pensions, SITA, The US Postal Service, the DoD Network Information Center, Cap Debis CCS
"The Coca-Cola company got a range of MAC addresses allocated .. What are they planning to use them for?" ..
..
To use in their Internet Coke Machine
is the 'redefined "the real thing"'.. I decided to became a corn-syrup snob and that helped me kick the soda habit. Now I just drink coffee all day.
Things go better with coke not Koch.
Punchline should have been:
"YOU WILL BE ENTERED IN A DRAWING TO WIN AN OFFICIAL COCA-COLA MUG OR T-SHIRT"
*2 months later he wins a t-shirt and you know what it says on it....*
I'm a little confused here. Why would they need their own set of MAC addresses? Every NIC comes with one from the vendor. If Coke buys a NIC from somebody then the NIC has an Ethernet address.
It's real simple... they want MAC addresses for their vending machines. Modern vending machines talk to a modem and can charge credit cards, as well as notify vendors when they need to be refilled or track sales statistics with granularity. The ones around here use a little cell modem, I think.
They'd be better off letting some people pirate a little bit than cutting them off. They might find something better.
http://www.accountkiller.com/en/delete-slashdot-account Stop visiting Slashdot.