case assignments is "Disney's Magic Band System". Read and complete an analysis of the attached case. Your analysis must be no less than 3-double spaced pages, and it must address the following:
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DisneysMagicBandSystem.pdf
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IBS Center for Management Research
Disney’s MagicBand System: Leveraging Technology to Enhance Customer Experience
This case was written by Geeta Singh, under the direction of Debapratim Purkayastha, IBS Hyderabad. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.
2015, IBS Center for Management Research
IBS Center for Management Research (ICMR) IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501 203, Telangana, INDIA. Ph: +91 9640901313 E-mail: [email protected]
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Distributed by The Case Centre North America Rest of the world www.thecasecentre.org t +1 781 239 5884 t +44 (0)1234 750903 All rights reserved f +1 781 239 5885 f +44 (0)1234 751125
e [email protected] e [email protected] case centre
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Disney’s MagicBand System: Leveraging Technology to Enhance Customer Experience
“Disney could theoretically tailor the visitor’s experience more effectively. . . MM+ is not solely for the benefit of Disney. Its intention is to simplify and enhance the visitor’s experience. So while technology of this sort certainly benefits the business side, ultimately the consumer is the intended beneficiary.”1
– James Crompton, Industry Analysts at IBIS Worlda, in 2014 “Disney’s ability to do this, do it well, and do it in a way that doesn’t jeopardize the information of guests isn’t something I’m entirely confident about. It’s also not entirely clear just what kind of data they’ll be collecting from guests, what they’ll be doing with this data, and who will have access to this data.”2
– Ingram Connorb, a Visitor of WDW, in 2013
The world-renowned Walt Disney World (Disney) in Orlando, Florida, had always been a massive tourist attraction, and it had expanded into different sectors across the globe. Its theme parks, resort hotels, and transportation system had succeeded in attracting millions of visitors annually. For Disney, the focus had always been on improving customers’ experience at its parks and its various other attractions. It believed in taking care of the minutest details to ensure the comfort and entertainment of customers and it had always updated its services to match the demands of a changing environment.
In a bid to streamline the operations of its parks and enhance customer experience, Disney launched a vacation management system, MyMagic+ (MM+) in 2013. With its components, the My Disney Experience website, a mobile app, and MagicBands, the MM+ system was expected to enhance customer experiences through technology driven devices.
For the customers, the MM+ system offered a comfortable all-in-one radio-frequency identification device, the MagicBand, which would help deliver a more enjoyable, well-planned Walt Disney World experience. The company, on its part, planned to track the visitors’ movements and get real time data on consumer behavior, which could further be used for various marketing activities. However, concerns were raised whether such a model could succeed in future. Analysts studied the pros and cons of the technology driven services and voiced their concern about the danger of the bands being cloned or of the information being retrievable by smartphones. There were also apprehensions about the privacy and security of the personal and financial information of customers. Though Disney tried to assuage such fears, the MM+ was a project in its trial phase, and its success in the future could not be guaranteed. Until 2014, Disney was just testing the MagicBand system with some preselected customers. But even as it was preparing to roll out the project on a larger scale, the question before the team was whether customers would really be able to enjoy themselves while putting sensitive data about themselves at risk.
a IBIS World is an Australia-based research company. b Ingram Connor, 25, from Casselberry, visits Disney World about twice a month.
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BACKGROUND NOTE
As of 2014, Disney was the second largest media conglomerate in the world with its business split up into four major divisions –Studio Entertainment, Parks & Resorts, Consumer Products, and Media Networks. This massive company was world-renowned for its theme parks, welcoming characters, its attractions, and exceptional customer service. (Refer to Exhibit I for revenues of the Walt Disney Company, and to Exhibit II for the World Disney World facilities at Orlando)
In 1964, Walt Disney (Walt) purchased 27, 433 acres of swampland in Central Florida.3 During a press conference, Walt described about his dreams of building a unique entertainment and vacation center. Disney also initiated a project called EPCOT –Experimental Prototype Community Of Tomorrowc. In 1965, Walt Disney announced plans for building a theme park in Central Florida.4 In October 1971, the Magic Kingdom Park was opened with two resort hotels.5 The opening ceremony featured a parade of Disney characters and 76 trombones. From the moment the first guest walked in, the Walt Disney World Resort was considered an iconic destination, attracting millions of families around the world every year.6 For the next few years, many adventures were added in the Magic Kingdom. In 1973, the Golf Resort Hotel (later renamed as Shades of Green) was opened. In 1976, Disney’s first water park, River Country, was opened.
In 1982, the EPCOT center was opened, featuring attractions like Spaceship Earth, The American Adventure, Universe of Energy, and Kitchen Kabaret. With the addition of EPCOT, the total investment at The Disney Resort doubled, and the number of visitors crossed the 100-million mark.7
Soon, the first 4-D film of the park, Captain EO, made its debut at EPCOT. In 1988, Mickey’s Birthdayland was opened at the Magic Kingdom to coincide with the 60th birthday of the iconic Disney character, Mickey Mouse,.8 The Disney-MGM Studios and Pleasure Island were opened on May 1, 1989. In 1989, two new resorts, the Walt Disney World Dolphin and the Walt Disney World Swan, were opened at the Walt Disney World Resort near EPCOT.9 The following year, the name of Mickey’s Birthdayland was changed to Mickey’s Starland.
To celebrate the 20th anniversary of the Magic Kingdom Park, a new daily procession called the Surprise Celebration Parade was launched in 1991. In 1996, on the occasion of the 25th anniversary of the park, the front of the Cinderella Castle was turned into an 18-story birthday cake. Disney World thus thought up new ways to celebrate different occasions and delighted its visitors.
By 1998, the Disney’s Animal Kingdom Theme Park was opened themed entirely around animal conservation.
In order to make its operations more efficient, Disney launched the Fastpass service in 1999. The FastPass system was a type of line-skipping system, which allowed guests to reserve a time to visit an attraction. However, in 2002, the River Country was closed down because it caused death of an 11-year old boy from amoebas in the non-chemically treated water of the water park in 1980 and since then, there was considerable fall in the visitors’ attendance.10 In the same year, new attractions like the Buzz Lightyear Space Ranger Spin ride and The Many Adventures of Winnie the Pooh ride were added at the Magic Kingdom. In 2003, a baby boy elephant, Tufani, was born in Disney’s Animal Kingdom Theme Park.11 Another famous Disney World character, Donald Duck, started accompanying the guests on an adventure at the Mickey’s Philhar Magic. By 2006, some new features like the new Audio-Animatronics of Jack Sparrow and Captain Barbossa, were added in the existing adventures based on fantasy swashbuckler films ‘Pirates of the Caribbean’. In January 2008, the name, Disney-MGM Studios was changed to Disney’s Hollywood Studios.12
Working on an expansion strategy, the Disney management team announced the expansion of Fantasyland at Magic Kingdom Park in 2009. The expansion was expected to almost double the existing area, adding new attractions based on ‘Beauty and the Beast,’ ‘Snow White’, and ‘The c EPCOT is the second of four theme parks built at Walt Disney World in Florida, near the city of Orlando.
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Little Mermaid’. By 2011, the guests were allowed to use their Fastpass tickets to watch Mickey Mouse at the Magic Park. The same year, a new 3-D version of Star Tours, ‘Star Tours – The Adventure Continues’ was opened at the Disney’s Hollywood Studios.13
In 2011, in order to manage the huge footfall of visitors across its theme parks, Disney announced the launch of a billion-dollar high-technology project, ‘NextGen’. At an investors’ conference, Thomas O. Staggs (Staggs), Chairman, Walt Disney Parks and Resorts, announced in 2011 some major changes and said, “Guests will be able to reserve times for their favorite attractions and character interactions…secure seats at our shows and spectaculars…make dining reservations… and pre-book many other favorite guest experiences -- all before even leaving their house.”14
Scott Smith, a former Disney employee who later on started teaching theme park management at the University of Central Florida, said, “NextGen’s goal is to eliminate the wait time, streamline the experience for guests --and more importantly for Disney to make money.”15 As a part of the NextGen project, there was a plan to develop wristbands embedded with radio-frequency identification (RFID) microchips. Moreover, at EPCOT, Disney was already experimenting with RFID technology.
By 2012, the Disney’s Toontown Fair was closed down following the expansion of Fantasyland. The following year, the Villas were opened at the Grand Floridian Resort.
The Walt Disney Resort contained 4 theme parks, 2 water parks, 5 golf courses, 26 owned-and- operated resorts, and hundreds of merchandise and dining experiences. The cast members represented more than 80 nationalities and could speak more than 50 languages.16 As of 2014, the Walt Disney World was the largest single-site employer in the United States, and the resort was still undergoing a massive expansion project.
MYMAGIC+ SYSTEM
Companies across the globe had been leveraging technologies to add efficiency to their business operations and thereby increase revenues. Similarly, Disney had continuously used updated technologies to enhance its operations and had delivered revolutionary attractions.
In 2013, Disney World introduced a vacation management system called MyMagic+ (MM+) to create a more magical atmosphere at Disney parks. Using this system, the company tried to recreate and enhance the visitors’ vacation experience. Through wireless technology, Disney introduced the MM+ system, ending many traditional practices. The system allowed users to select FastPassesd and book their tickets through a website and mobile application ‘My Disney Experience’. After more than five years of development, the MM+ was finally launched in January 2013.17 The system was developed initially using 1,000 testers.
The initiative was aligned with modern consumer behavior and the company believed that “happier customers would spend more money”. Staggs opined, “If we can enhance the experience, more people will spend more of their leisure time with us.”18 He further believed that MyMagic+ could prove ‘transformational’ for Disney.
John Padgett (Padgett), vice president of experience development for Walt Disney Parks and Resorts in Lake Buena Vista, Florida, who had been engaged in enhancing customer experience by creating next-level new business models focused on guest-experience, was working on this radio frequency technology backed new project of MagicBands.
This completely new range of technology with an online presence, My Disney Experience, blended the already existing FastPass system with MagicBands. Although the MM+ system included an updated My Disney Experience website and mobile app, the MagicBands were the d FastPass is a service that reduces the waiting time in line for rides and facilitates reservation of seats for
attractions like fireworks, parade viewing, shows, and character greetings.
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highlight of the system. The website and the app allowed users to preselect their rides and VIP seats for fireworks & parades. They could also opt for the character by whom they wanted to be met and greeted.19 The Disney parks in Orlando offered free Wi-Fi access to its visitors, which along with smartphone applications, enhanced the customized Disney experience.20 The phone app enabled users to explore reservations for meals, rides, etc. Users also received text messages for ride openings.21
The Great Wolf Resortse, another vacation company, had pioneered the use of RFID chips driven wristbands in 2006, but for Disney World, this was a huge project. For Disney’s huge global operations, with 121.4 million admissions per year and revenue of almost US$12.9 billion being generated, the RFID technology would be a huge investment.22 Disney planned to utilize the maximum share of its visitors’ time by introducing this system.23
MAGIC BANDS
The MagicBands were the centerpiece of Disney’s expansive program for changing visitors’ experience dramatically at the Florida resort. These wristbands were at the heart of Disney’s MM+ technology. Disney believed that the MagicBands could create deeper and more unforgettable memories for its customers.
For approval of these wireless wristbands, Disney filed paperwork in October 2012 with the Federal Communications Commission (FCC). The bands were actually digital IDs, which visitors would wear throughout their Disney trip.
The MagicBands were thick rubberized plastic bracelets, which were expected to upgrade Disney’s management while enhancing customer experience. These bands looked like accessories, but were actually developed on radio-frequency identification (RFID) transmitters. They could transmit data on the 2.4GHz spectrum. Microchips installed in these wristbands, would read the radio frequency identification.24 At the Disney resorts, the bands could be read by short and long- range readers. (Refer to Exhibit III for Working of Magic Bands)
The MagicBands were durable and comfortable, with ridges on the inside to facilitate air circulation between the band and the wrist. The bands came in a universal fit that could be adapted for use by all the guests, with an adjustable peel-away layer to make it smaller for children. In addition, the guests could choose one of the seven colors available (pink, red, blue, orange, green, yellow, and gray) and could personalize the band with their encrypted name or nickname, as they wished. The bands were priced at US$12.95 plus tax, and various character-related bling and colorful accessories were sold at various Disney parks to customize these MagicBands.25 (Refer to Exhibit IV for the cost of MagicBands and where it could be purchased)
The bands could be purchased at Walt Disney World theme parks and the Downtown Disney area. Initially, they were available to visitors who were either Walt Disney World annual passholders or were staying at the Disney Resort hotels.26 In case the bookings were made in advance, the bands were mailed to the visitor’s home or else they were handed over at check-in points at the Disney resort.27 The bands were linked to the customer’s Disney account and were non-transferable. However, they could be re-used.28 (Refer to Exhibit II for details of obtaining MagicBands)
Using MagicBands was simple; one only needed to touch the band against a sensor, called a touch point at places like resort room doors, theme parks, water park entrances, etc.29 (Refer to Exhibit V for an image of the MagicBand and the touchpoint). While purchasing the MagicBand, the guests were required to enter a PIN code as their unique identity code. The bands were operational all the time and did not have an on/off switch.
In case the band was lost, it could be deactivated at the website ‘My Disney Experience’. This would unlink the band from tickets and other entitlements.
e Great Wolf Resorts is an operator of 11 water parks in North America.
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Additionally, as of August 2014, the MagicBands were available as stand-alone item at the selected parks, Downtown Disney, Disney's Art of Animation Resort, Disney’s Contemporary Resort, Disney's Pop Century Resort, and Disney's Port Orleans Resort.
A WIN-WIN TECHNOLOGY
The technology driven theme parks were expected to modernize the old Disney system. Under the traditional process, visitors had to purchase paper tickets, wait in line for their favorite rides, and buy merchandise either through cash or credit cards.30 The new system was designed to offer an enhanced experience to visitors.
The bands would serve as tamper-proof, waterproof tickets. Earlier, there had been the real possibility of losing tokens, like the room keys, park admission ticket, photo pass, Fastpass tickets, or even individual credit/debit cards. The bands would eliminate the chances of the tickets getting lost or wet as all the different tickets would be clubbed in the plastic band worn on the wrist. The program enabled the visitors to have paperless access to hotels and various attractions of the Disney Park; also, it provided hassle-free pre-trip reservations with an additional option of a wireless payment system. Being all-in-one devices, the MagicBands would free the visitors from having to carry multiple paper tickets or cash while enjoying the rides, so they could travel lighter. The bands would allow check-in at FastPass+ locations and the Disney PhotoPass card.31 Highlighting the multi-purpose features of the bands, Staggs said, “The MagicBand gives you all the entitlements of the park, without having to carry 10 to 15 different pieces of paper. This also allows us to unlock more special things for you.”32 The RFID equipped bands were expected to create a paperless environment for the Disney parks.
Staggs emphasized the fact that while collecting Fastpasses tickets, many family groups became separated. The advance online booking through MM+ would help them stay together during the whole trip while having more time for enjoyment.33 From travelling, staying together to enjoying the various Disney attractions, the MagicBands would help all the family members and groups enjoy keep together and enjoy themselves.
Guests with accommodation at the Walt Disney World Resort hotels could unlock their rooms using their MagicBands, to gain more comfortable access to hotel services. The bands would act as credit cards for food and merchandise purchases made at Disney Resort hotel rooms.34 In order to avoid frauds, purchases that could be made without the pin code being entered were limited to US$50 only.35 Parents who wanted to cap children’s spending limit could use the MagicBands to place restrictions that ranged from no purchases to any maximum purchase limit. The MagicBands would also help keep track of the pictures taken by Disney's in-park photographers.36
In addition, the visitors would have the option of changing their plans without any penalty being charged through an app on their cellphone or at the kiosks in the Disney parks37. It was believed that Disney was building massive incentives for its customers to use the MM+ system. According to Duncan Dickson, associate professor at the Rosen College of Hospitality Management at the University of Central Florida and former director of casting for Walt Disney World, “It’s a new way of doing things. When you do new things, it’s hard to put your arms around it, [but] standing in line is unproductive for theme parks and guests, so they are trying to create a better experience for them, not just in line but utilizing other areas of the park.”38
Disney World had expanded through four theme parks, two water parks, retail areas, golf courses and many more attractions, and therefore, it was difficult for guests to enjoy everything in a single trip.39 Now, with the MM+ system, the visitors could plan their rides with its advance ride reservations feature.
For Disney, this was a giant leap forward as it could drive it to reach the heights of customer service, said some industry observers. The intent of the RFID device was to integrate disparate system elements of Disney together and thereby streamline its operations and manage customers’activities in the finest possible way.
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Moreover, the most attractive feature of this wireless system was the establishment of a single platform, which would help develop a vast customer database. The system would enable Disney to monitor its traffic and flow on an individual basis, thus generating a fresh database. The coded information of the wristbands would contain details of the attractions visited, purchases done, and even the transit paths of the parks taken by the visitors. In short, the company could track everything the visitors did in Disney Magic World. Disney would get to know the customers’ details and their preferences and therefore could approach them more efficiently. Thus, the RFID bands would track the personal identity, movements, and financial status of the guests. This would further allow Disney to refine its marketing strategies. The rich data was expected to help Disney in evolving better market segmentation, marketing, and brand promotion, enabling it to deliver more sophisticated and personalized marketing.40 Through wearable RFID bands, the travel and purchasing habits of the customers could be identified and thus, targeting of particular products to identified guests would become easier for the company. In the past, Disney had collected data for framing its various sales campaigns, but the MagicBands system would enrich its database with genuine data on a real time basis.
The data could further be used to establish personalized dialogue with the customers and thereby gain valuable feedback. Also, the visitors would become the live sample of surveys for Disney as they were traced by the radio frequency device readers throughout the park. This could help Disney reshape its offerings, inventory, and supply chain controls. The MagicBand system could allow the company to enhance guest experience while streamlining its operations through highly detailed consumer insights.
Other potential benefits could be realized from such wearable technology. Henry Harteveldt, a travel industry analyst, opined that the RFID enabled system could help to recognize special guests who were celebrating a birthday or marriage anniversary. The bands, loaded with the bearer’s information, could be accessed by the various Disney characters. These characters could randomly greet the visitors by name, even wishing them on their anniversary or birthday, leaving them surprised. This would result in personalized services. As Staggs said, “The more that their visit can seem personalized, the better. If, by virtue of the MagicBand, the princess knows the kid’s name is Suzy. . . the experience becomes more personalized.”41
Jay Rasulo, Chief Financial Officer, Disney Co. , said that the MM+ system would enable the company to sell “services that we can now offer on a personalized basis, because we know who you are, where you are and – if you tell us why are you are coming to visit Walt Disney World for this vacation – whether you’re a first-time visitor, a 50th-time visitor, it is your child’s fifth birthday, it is a graduation, it’s an anniversary…. The more you share with us as a guest, the more we are able to tailor services and, we think, get a lift in selling those services.”42
The bands could become a source of customized and mass marketing. With massive data, Disney could easily identify visitors’ preferences and send them offers specifically designed as per their interests.43 Based on the customers’ browsing history, Disney could trigger impulse buying.
It was estimated that Disney had already made a huge investment of almost US$ 1 billion and would require further funds to train its 60,000 employees. Although, the implementation of the MagicBand system would be a costly venture for the company, it could result in reaping unexpected benefits in long run. In order to accommodate the MM+ system, Disney installed RFID touch points at its 28,000 resort rooms and replaced its entry turnstiles with 283 touch points equipped with RFID readers and biometric finger scanners.44
The bracelets would further help Disney harness the true potential of technology. The theme parks experts expected the MM+ would boost Disney’s revenue significantly.45 A travel agent, Dianne Newcomer, opined, “This new program was no small undertaking; these bands are changing the whole dynamics of a Disney World theme park visit.”46
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The MM+ system was believed to be a win-win situation both for the customers and for Disney. The system would enhance the consumer experience by minimizing the obstacles to enjoyment, while providing Disney access to consumer behavior. Further, Jim MacPhee, Senior Vice President of Walt Disney World Parks, said, “Over time, we hope to make sure that everything is incorporated into the MagicBand.”47
THE OTHER SIDE
The plastic flexible bands were easy to handle and carry, but being made of non-latex material, they could become irritating and sweaty.48 Also, the all-in-one device could not be taken off as it was an entry ticket as well. However, instead of taking a MagicBand, the Disney guests could opt for using a RF-enabled card that functioned in similar way.
Apart from this, the MagicBands bothered many with regard to the degree of privacy it could maintain. The bracelets made Disney enter into the debated terrain of personal data collection and its pros and cons. Analysts remarked that the hesitation of many visitors was justified as no company could actually guarantee information security.49 The RF equipped bands were linked to visitors’ credit card and biometric information, which many found an area of concern. People were worried as Disney World could track one’s purchases as well.50 Although corporate tracking had been an old norm in American cities, the customers were worried about who could access the tracked data.51 Thus, many visitors were hesitant to use the MagicBands. However, the company gave the assurance that personal data would not be stored on such bands, and promised to take extensive measures to protect the visitor’s information.52
In January 2013, Edward J. Markey (Markey)f, Co-Chairman of the Congressional Bi-partisan Privacy Caucus, raised questions about the implications of Disney’s new technology. Markey wrote to Robert Iger (Iger), Chairman and CEO at Disney Corporation, asking how the company would track and collect information, and target its guests. He wrote, “Collecting information about how guests use Disney amusement parks could improve the company’s ability to target advertisements at its guests, including children. Although kids should have the chance to meet Mickey Mouse, this memorable meeting should not be manipulated through surreptitious use of a child’s personal information.”53
Responding to Markey’s letter, Disney issued a public statement, “MyMagic+ is a completely optional program. Disney’s privacy policies and practices are fully transparent and guests can choose whether or not to participate in MyMagic+. In addition, guests control whether their personal information is used for promotional purposes and no data collected is ever used to market to children. MyMagic+ is designed to make a visit to Walt Disney World more personalized, seamless, and customized than ever before.”54 Additionally, as a part of Disney’s privacy policy, the company could not use personal information to market to under-13 kids.55 Customers could opt to not use the MagicBand service, and they could also decline to share personal information while enjoying all the services.56 Guests could also participate in MyMagic+ without using the MagicBands; they could choose a card, which could not be detected by the long- range readers; however, some personalized services were dependent upon long-range readers and were available only to guests using a MagicBand.57
Clarifying on the privacy issue, Staggs said, “We designed this with privacy in mind from the get go. Walt Disney World Parks and Resort’s vision is simple, it’s to be the most trusted provider of shared family travel and leisure experiences throughout the world. The key word there is trusted. We won’t betray that trust.”58 In order to protect guest information from unauthorized access, the company said it had implemented many technical, administrative, and physical security measures.
f In May 2011, Edward J. Markey introduced the Do Not Track Kids Act, legislation, which amended the
Children’s Online Privacy Protection Act of 1998 to extend, enhance, and update the provisions relating to the collection, use and disclosure of children’s personal information and establishes new protections for personal information of children and teens
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Researchers had raised doubts over another security issue – the possibility of a MagicBand being cloned, providing access to the customers’ protected data.59
While Disney tried to put such doubts to rest, some of them remained. For instance, it was unclear whether the information would be stored forever with Disney or would eventually be deleted.60 Analysts agreed that the venture involved a great degree of substantial risks; and the personal information and credit card details of the visitors needed to be secured.61
In addition, some visitors were worried about older family members, who were not very comfortable with technology and were not familiar with even smartphones, would use the system. Brittney Karpovich, a Disney lover who had been visiting Disney World three to five times a year, said, “At first I was excited that Disney was making changes; because I go so often, it is nice to see a change. But I was then scared about the new changes. I am a planner … but I fear the MagicBands and MyMagic+ will take away the little spontaneity that I still experience at the parks. More than that, I fear MyMagic+ will be a problem for my parents’ generation and older who are not attached to their smartphones. I also have friends who are cast members, and I fear that jobs will be cut at Disney now with the new program.”62
Moreover, the online component of the MM+ system, My Disney Experience, had some flaws as well; it was reported to be very slow at times; users were signed out unexpectedly; and changes made were sometimes not saved.63
LOOKING AHEAD
The MagicBand was still in its infancy. Disney and its hardworking Imagineersg had conceived and come out with a product that had huge potential. Besides enhancing visitors’ experience, Disney increased its revenue as well. In the first quarter of 2014 when the MagicBands were still in the testing phase, the revenue of the Disney parks and resorts segment jumped 6%.64 (Refer to Exhibit III for Revenues of The Walt Disney Company for 2009-2013) However, the increase could not be solely attributed to MagicBands.
Many Disney fans were impressed with the convenience offered by the MagicBands and believed Disney’s promise to bring ‘an even more immersive, personalized, and seamless Walt Disney World Resort experience than ever before.’65 Analysts viewed the MM+ system as a game changer, which could revolutionize the travel industry and how visitors spent their vacations. Many predicted that consumers’ expectations could also be molded with such technology driven operations. Douglas Quinby, a senior analyst of a travel industry research authority, PhoCusWright, pointed out, “This initiative will move travel agencies and the industry from a volume-based model to a specialized and personal model. How do you make 1 million customers feel like one in a million?”66
Although Disney tried to address various privacy and security concerns, many customers were still hesitant to use the MagicBands.67 The MyMagic+ system had turned the spotlight on whether the technology driven solutions could help any company extend customer engagement beyond traditional methods.68 Many wondered how justified any company was to offer personalized services to its customers while putting their privacy at stake.69
The second beta phase of the MM+ system started on August 2, 2014. Disney was confident that it would attract a number of visitors through its MM+ system. As Iger said, “This is a very significant undertaking from a technological perspective, and we really want to make sure that we walk before we run because we don’t really want to overload our technological backbone….. Right now, we’re mostly adding costs associated with Magic+ ahead of what will be, we believe, some g Imagineers at Walt Disney World work mainly from the company’s headquarters in Glendale,
California, and are engaged in developing new concepts and improving existing attractions.
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interesting revenue generating opportunities. I can also say that it’s working, meaning those that are using it – and we’ve got a number of people that have used it – have reacted very well. This test that we’re in right now will probably be used by over 80, 000 guests based on the reservations that we’ve written with this initiative attached to them.”70
Adding up all the flaws and bugs, the offer still looked attractive and promising; however, it also put customers’ privacy at risk. However, whether the MagicBands would be successful would become evident only after the system was fully rolled out. The question was, could Disney convince its visitors to accept the technology which would be optional, at least initially?
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Exhibit I
Revenues (in million USD) 2009 2010 2011 2012 2013
Media Networks 16,209 17, 162 18,714 19,436 20,356
Parks and Resorts 10,667 10, 761 11,797 12,920 14,087
Studio Entertainment 6,136 6, 701 6,351 5,825 5,979
Consumer Products 2,425 2, 678 3,049 3,252 3,555
Interactive Media 712 761 982 845 1,064
Total Consolidated Revenues 36,149 38,063 40,893 42,278 45,041 Source: Annual Reports 2010-11, 2011-12 and 2012-13
Exhibit II
World Disney World Facilities
Compiled from various sources.
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Exhibit III
The MyMagic+ System
1. Customers were not forced to use the MM+ system; they could choose to participate in MyMagic+ system.
2. First information was collected, as per the company's online privacy policy, when users used the My Disney Experience website and mobile app.
3. After ordering the bands, the visitors would receive them through mail, before even leaving for the Disney resort. The guests could also opt to collect the bands from the resort itself.
4. The MagicBands containeda HF (high frequency) radio frequency (RF) device and transmitter, which could send and receive RF signals through a small antenna.
5. The bands could be read by short and long-range readers to deliver personalized services. 6. The devices were not GPS-based and therefore, did not enable collection of continuous
location signals. 7. The devices did not store personal information; they contained only a randomly assigned
code, which was linked to an encrypted database. 8. All the transactions were recorded. The information collected could spell out the details of
visitors' experience like the waiting time for rides, restaurants, and other attractions. 9. Guests could choose not to receive any marketing information from Disney. Also, the
company promised that the collected information would not be used to target advertising to children under age of 13.
10. The company said it had implemented various technical, administrative and physical security measures to protect guest information from unauthorized access, disclosure, use, and modification.
Source: https://disneyworld. disney. go. com/faq/my-disney-experience/privacy-policy/
Exhibit IV
Availability of Disney MagicBands
Magic Kingdom
Emporium on Main Street U. S. A.
Frontierland Trading Post
Space Mountain Gift Shop
Mickey's Gift Station at the TTC
Big Top Souvenirs
Epcot
Disney Traders in World Showcase
Camera Center under Spaceship Earth
World Traveler at the International Gateway
Disney's Hollywood Studios
Legends of Hollywood
Stage One
The Darkroom
Contd…
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Contd…
Disney's Animal Kingdom
Chester and Hester's Dinosaur Treasures
Disney Outfitters
Creature Comforts
Downtown Disney Disney's Pin Traders in the Marketplace
DisneyQuest gift shop on the West Side
Source:http://www. wdwmagic. com/other/mymagicplus/news/31mar2014-for-day-guests-staying-offsite-- -everything-you-need-to-know-about-buying-magicbands. htm
Cost of MagicBands
Guest type MagicBands' Cost
Disney hotel Guests Free by Post
Guests without park tickets $12. 95 from various locations in WDW
Annual pass holders Free by Post or $11. 65 if purchased in park (10% saving)
Regular park visitors $12. 95 available at parks, WDW hotels, Partner hotels and stores
Source:http://www. totalorlando. com/blog/disney-parks-magicband-fastpassplus-mymagicplus- photopass-explained/
Exhibit V
Image of the MagicBand and the Touchpoint
Source: Tom Staggs, “Taking the Disney Guest Experience to the Next Level, ” http://disneyparks. disney. go. com, January 7, 2013
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End Notes: 1 Sarah Sekula, “Disney Gets Personal with New Mymagic+ System,” www.usatoday.com, February 25, 2014. 2 “What People are Saying about MyMagic+ , “ http://articles. orlandosentinel.com, August 17, 2013. 3 “Walt Disney World Timeline,” www.orlando-florida. net, Accessed on November 14, 2014. 4 Jennifer Fickley-Baker, “Timeline: Celebrating 40 Years at Walt Disney World,” http://disneyparks. disney.
go.com, September 29, 2011. 5 “Walt Disney World History,” www.wdwmagic.com 6 “Walt Disney World Resort,” http://thewaltdisneycompany.com 7 “Walt Disney World History,” www.wdwmagic.com 8 Jennifer Fickley-Baker, “Timeline: Celebrating 40 Years at Walt Disney World,” http://disneyparks. disney.
go.com, September 29, 2011. 9 “Walt Disney World Timeline,” www.orlando-florida. net 10 Alisha Grauso, “Check Out the Eerie Abandoned Disney Park That Time Forgot,” http://moviepilot.com,
September 26, 2014 . 11 Mai Hoang, “Success Born to Disney's Animal Park,” http://articles. orlandosentinel.com, July 8, 2004. 12 www.wondersofdisney. disneyfansites.com/timeline. html 13 Ibid. 14 Mary Quinn O’Connor, “Disney’s ‘NextGen’ Plan is Expected Cut Wait Times for Rides and More,”
www.foxnews.com, April 18, 2012. 15 Ibid. 16 “Walt Disney World Resort,” http://thewaltdisneycompany.com 17 “Privacy Concerns Over Disney MagicBand,” www.securitymagazine.com, January 1, 2014. 18 Brooks Barnes, “At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales)” www.nytimes.com, January 7,
2014. 19 Ibid. 20 Donald Livengood, “Disney’s Magical Big Data Idea,” www.enterprisecioforum.com, November 16, 2013. 21 Mark Wilson, “A $1 Billion Project to Remake The Disney World Experience, Using RFID,”
www.fastcodesign.com, January 11, 2013. 22 Brooks Barnes, “At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales),” www.nytimes.com, January 7,
2014. 23 Jason Garcia, “With MyMagic+, Mickey Will Watch Where You Go, What You Do,” http://articles.
orlandosentinel.com, October 5, 2013. 24 “Disney World’s New RFID 'MagicBands' Track Guests,” www.cbn.com, August 1, 2014. 25 “Fact Sheet: MagicBand,” http://wdwnews.com 26 “MagicBands& Cards – Frequently Asked Questions,” https://disneyworld. disney. go.com 27 “Fact Sheet: MagicBand,” http://wdwnews.com 28 https://disneyworld. disney. go.com/faq/bands-cards/transferring-to-friend/ 29 https://disneyworld. disney. go.com/faq/bands-cards/how-to-use-magic-band/ 30 Christina Farr, “Disney World’s RFID Bracelets Use Data to Bring Fantasy To Life,” http://venturebeat.com,
January 7, 2013. 31 “Unlock the Magic with Your MagicBand or Card,” www.mickeyvacations.com/Packages/MagicBand. htm 32 Bonnie Cha, “Tomorrowland Today: Disney MagicBand Unlocks New Guest Experience for Park Goers,”
http://allthingsd.com, May 29, 2013. 33 Matthew Panzarino, “Disney Gets into Wearable Tech with the MagicBand,” http://thenextweb.com, May 29, 2013. 34 “Unlock the Magic with Your MagicBand or Card,” https://disneyworld. disney. go.com/plan/my-disney-
experience/bands-cards/ 35 Matthew Panzarino, “Disney Gets into Wearable Tech with the MagicBand” http://thenextweb.com, May 29, 2013. 36 Dewayne Bevil, “Disney’s MagicBands -- What Visitors Need to Know,” http://articles. orlandosentinel.com,
March 18, 2014.
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37 “Disney World Website Makes Trip a Breeze,” http://archive. thenewsstar.com, October 31, 2013. 38 Katherine Ferrara Johnson, “Updated: Testing Nearing Final Stages with Disney’s MyMagic+,”
www.travelweekly.com, December 17, 2013. 39 Jason Garcia, “With MyMagic+, Mickey Will Watch Where You Go, What You Do,” http://articles.
orlandosentinel.com, October 5, 2013. 40 Elizabeth A. , “Disney’s MagicBand:The Theme Park World’s Hottest Mobile Tech Innovation,” www.instant. ly,
January 10, 2013. 41 Matthew Panzarino, “Disney Gets into Wearable Tech with the MagicBand,” http://knotop.com, 42 “'MagicBands' Open a New World of Marketing for Disney,” www.retailcustomerexperience.com, October 7, 2013. 43 Carolyn Heneghan, “Why Disney’s MagicBands are a Cash Cow in the Making,” www.fool.com, July 15, 2014. 44 Claire Swedberg, “MagicBands Bring Convenience, New Services to Walt Disney World,” www.rfidjournal.com,
June 16, 2014. 45 Richard Bilbao, “Expert: Disney’s MyMagic+, MagicBandsCould Increase Impulse Sales in Big Way,”
www.bizjournals.com, January 18, 2013. 46 “Disney World Website Makes Trip A Breeze,” http://archive. thenewsstar.com, October 31, 2013. 47 Dewayne Bevil, “Disney’s MagicBands -- What Visitors Need to Know,” http://articles. orlandosentinel.com,
March 18, 2014. 48 Drew Taylor, ‘Disney World’s New MagicBand: Pros and Cons” www.mapquest.com, June 4, 2014. 49 Ibid. 50 Jon Burstein, “Disney’s Latest Experiment with Technology: MagicBands,” www.miamiherald.com, November 23,
2013. 51 Robert Niles, “Are Disney MagicBand Privacy Concerns Legit?” www.themeparkinsider.com, December 04, 2013. 52 “Fact Sheet: MagicBand,” http://wdwnews.com/releases/2014/04/30/fact-sheet-magicband/ 53 “Markey to Disney: Kid-Tracking Bracelet Raises Privacy Questions,” www.markey. senate. gov, January 24,
2013. 54 Robert Brigante, “Congress Questions Disney Regarding MagicBand / MyMagic+ Privacy Concerns, Marketing
Toward Children,” http://www.insidethemagic. net, January 24, 2013. 55 Katherine Mangu-Ward, “Mickey Mouse Is Watching You,” www.slate.com, January 31, 2013. 56 Christina Farr, “Disney World’s RFID Bracelets Use Data to Bring Fantasy to Life,” http://venturebeat.com,
January 7, 2013. 57 “My Disney Experience – Frequently Asked Questions,” https://disneyworld. disney. go.com/faq/my-disney-
experience/privacy-policy/ 58 Sarah Sekula, “Disney Gets Personal with New MyMagic+ System,” www.usatoday.com, February 25, 2014. 59 Steve Griswold, “Can Disney’s Magic Bands be Hacked?” http://mousechat. net, December 15, 2013. 60 Ricky Brigante, “Congress Questions Disney Regarding MagicBand / MyMagic+ Privacy Concerns, Marketing
Toward Children,” www.insidethemagic. net, January 24, 2014. 61 “Privacy Concerns Over Disney MagicBand,” www.securitymagazine.com, January 1, 2014. 62 “What People are Saying about MyMagic+,” http://articles. orlandosentinel.com, August 17, 2013 63 Mary Aviles, “The Federal Government Should Talk to the Mouse,” http://baumanresearch.com, November 25,
2013. 64 Carolyn Heneghan, “Why Disney’s MagicBands are a Cash Cow in the Making,” www.fool.com, July 15, 2014. 65 Adam Weinstein, “Disney World Creepily Tracks Visitors NSA-Style with MagicBands,” http://gawker.com,
January 2, 2014. 66 Katherine Ferrara Johnson, “Testing Nearing Final Stages with Disney’s MyMagic+” www.travelweekly.com,
December 16, 2013. 67 Robert Niles, “Are Disney MagicBandPrivacy Concerns Legit?” www.themeparkinsider.com, December 4, 2013. 68 Mike Clark, “Disney MyMagic+ Sets A New Bar for Mobile Wallet Design,” www.nfcworld.com, March 12, 2013. 69 Kirsty Styles, “Disney World Goes Paperless with MagicBands,” http://mobilemarketingmagazine.com, January 9,
2013. 70 Gina Jordan, “Disney CEO Says MagicBands are a Success,” http://secureidnews.com, August 13, 2014.
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