Disney creates the happiest data mine on earth

[GaDawgFan.....Kelly 799]

Another perspective on the new technology....

http://www.marketplace.org/topics/tech/disney-creates-happiest-data-mine-earth

Okay...so how's this for a fantasy? You take the kids to Disney World, or go yourself, and there are no turnstiles to deal with. No epic lines at Space Mountain. And you've got reserved front row seats for the fireworks.

Magic?

No. More like Disney's new MagicBand.

Come spring, visitors to Disney World will be given wristbands with chips that hold credit card numbers, FastPass codes and other personal information, like your child's name and birthdate.

So, for instance, when your little princess meets Snow White, Snow will know her name.

“It’s really Big Brother being brought to the theme park,” says Dennis Speigel, president of International Theme Park Services.

And Speigel means that in a good way. He says Disney’s new MagicBands -- which are equipped with radio chips -- will let the company do things the industry has only dreamed of doing.

"It’s enabling Disney to understand, watch, follow, track the guest and then utilize the information -- not only during their visit -- but for future visits during the years to come,” Speigel says.

University of Chicago Prof. Robert Grossman says Disney is using technology that’s not terribly different than what’s on most smart phones these days. He isn’t concerned Disney will abuse this additional data.

"The company has a very good reputation for handling information safely, for having a very rich consumer experience,” he says.

A lot of attention is being paid to the new marketing power these wrist bands will give the company.

But Len Testa, author of the "Unofficial Guide Walt Disney World," says thinks the company is taking the longer view.

“If you go stand in one of the lines at Walt Disney World, everyone is looking at their cell phones,” he says.

Testa says if Disney wants to be relevant in today’s digital, interactive world --- Mickey better know kids' names.

[Momoffive aka Loretta 34]

Good question. Big Brother or Marketing Breakthrough? It creates a magical experience I am sure. But what about the information after your trip? We'll see.

[ftwildernessguy 778]

And to think a few years ago people were paranoid over the biometric scanners at the turnstiles.

[Nicki aka Rebelstand 272]

jeez can't a girl just go to a theme park and have some fun...

[BradyBzLyn...Mo 2,023]

[Fugarwe(MN John(Juanito)) 23]

I don't see how this will get rid of long lines, or turnstiles for that matter. You still will need to file through in an orderly manner, and turnstiles do what manners will not. And how will this make everyone not want to ride Space Mountain?

[ftwildernessguy 778]

I bet the seniors and foreigners will still manage to figure out a way to hold up the lines.

[Lou... 3,118]

I bet the seniors and foreigners will still manage to figure out a way to hold up the lines.

Hey, I'm both, take it back. Actually I agree.

[CCIntrigue...aka Gwen 547]

I bet the seniors and foreigners will still manage to figure out a way to hold up the lines.

I'm a senior. Can't figure out why we are guilty. I thought it was the families with little kids who couldn't handle their strollers who hold up the lines!

[BradyBzLyn...Mo 2,023]

No, I confess, it's me. I'm the one holding up all the lines.

Yeah, all of them.

Just for fun.

[dblr....Rennie 224]

Will the flag holder for the Columbian groups have to carry the wristbands for the whole group? :smartass:

[fladogfan aka Gretchen 259]

Hey Lou, have you heard how these bands will affect cast members and the retirees?

[Lou... 3,118]

Hey Lou, have you heard how these bands will affect cast members and the retirees?

Funny you should ask Gretchen, because I see that on my work schedule for next week is a training session and I've been told that it's about all this new stuff.

My guess, and it's just a guess at this point, is that CM and retirees will get a new "Main Gate" pass which will have a RFID tag, it's not a microchip, embedded in it. CM IDs have had them for a couple of years.

Another guess is that the Magic Bands will replace tickets for those not staying at a Disney resort or for those staying at a Disney resort but purchase park tickets separately.

Those staying at the resorts and have their tickets on the KTTW card, will probably have the option of using their KTTW card or opt for a Magic Band.

[fladogfan aka Gretchen 259]

Thanks Lou, I'll be looking for your report.

[AC in A2......Aaron 693]

Interesting....educate us afterward please!