Jan 092013
 January 9, 2013  Posted by  Business

Darlene Storm reports:

The Disney Parks blog announced that Walt Disney Parks and Resorts will “push the boundaries of creativity and innovation” and are “taking the Disney guest experience to the next level,” but your personal opinion will decide if that is a whole new level of cool or creepy.

Disney’s billion dollar NextGen project includes radio frequency identification (RFID) wristbands dubbed “MagicBands” that will interact with sensors throughout the Disney parks and resorts. Tap your MagicBand on the RFID reader and it will replace paper tickets; act as a credit card to buy food and souvenirs, function as a hotel room key, a FastPass and much more.

“Guests will not be forced to use the MagicBand system,” according to the New York Times, “and people who do try it will decide how much information to share.” But one of the “catches” might be seen in the list of ‘MyMagic+’ frequently asked questions, on WDWMagic:

  • Will you have to use ‘MyMagic+’?
  • No. The system is opt in, and is not required. However, if you do not use ‘MyMagic+’ you will not be able to use FASTPASS+.


The New York Times added, “Parts of MyMagic+ will allow Disney for the first time to track guest behavior in minute detail. Did you buy a balloon? What attractions did you ride and when? Did you shake Goofy’s hand, but snub Snow White? If you fully use MyMagic+, databases will be watching, allowing Disney to refine its offerings and customize its marketing messages.” Although “Disney is aware of potential privacy concerns, especially regarding children, it “has decided that MyMagic+ is essential.”

Read more on Computerworld.

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