Security issues in new technologies

I have attended a lot of events/talks in the last month where people talked about Augmented Reality, Proximity Marketing, QR codes, etc. but nobody seems to talk about security. Its being taken for granted. For example MAC's have been said to be Virus proof and they probably are but other Apps may be infectable and in this case its the Java that has allowed a MAC botnet about 0.6 Million strong.

Some years back proximity marketing via Bluetooth was a big thing and we were lucky to be involved with couple of projects making it possible but then the Bluetooth virus came to light and people stopped leaving their Bluetooth on in public places. Doesnt look like Bluetooth based proximity marketing has gone very far since those days.

QR codes is a simple way to for advertisers redirect the end users to their websites but then recently I read that a rogue QR code can be used to redirect the end users to a site that can be used to hack their phones. The main thing pointed out is that 99% of the time QR codes are read by mobile phones and 99% of these phones are either iPhones or Android's, which can help narrow down the exploits.

There is a good chance that when there is mass adoption of these new technologies, Security is going to be a big issue. Not sure if enough is being done. If there are any pointers on security issues please feel free to comment.