Created on: January 12, 2013 Last Updated: January 13, 2013
Walt Disney Co. has announced a new initiative for its Orlando location that some people may find creepy, others may find cool. The new program, called MyMagic+, includes an interactive website to help users plan their trip in conjunction with the use of MagicBands, an RFID bracelet that allows tracking to be done.
Disney says the use of RFID technology, which is also enabled to be used with smartphones, is described by the company as an opportunity to "enhance" a visitor's Disney experience. The cost of the initiative is projected to cost approximately between $800 million and $1 billion.
• How MagicBands work
In a blog post entitled, 'Taking the Disney Guest Experience to the Next Level', Disney says, "Over the next several months, we’ll be rolling out a collection of tools at the Walt Disney World Resort called MyMagic+ that will give guests more opportunities to customize and personalize their entire visit."
Disney visitors will have the opportunity to use a new Website and app called "My Disney Experience" to preselect options such as FastPasses, VIP seating for special events and character meet and greets, said NYT.
How the RFID-enabled tracking bracelets work is visitors wear the MagicBands, which are loaded with customer data. This collection of data includes any decisions made by the wearer as they go through the parks. Information that is embedded on the bracelet include preferences, purchases, and credit card information, along with other types of data that characterize the individual's visit. The bracelet will essentially have the capability to track every move visitors make, including which characters are encountered in the park.
The system is described as being so precise that characters can greet visitors wearing a bracelet by name when they are approached, or even receive birthday wishes.
Disney's new interactive system also is described as facilitating visitors to be able to reserve VIP status for special events happening at the park
• Disney's collection of data
While Disney has historically tracked personal information, this new program takes data gathering to new heights. The company says it intends to use the program to create a better visitor experience. In addition to enhancing the Disney experience, the MagicBands will also serve as a entry ticket, FastPass, and more. It will even be able to used as a room key for those guests staying on Disney property.
The initiative is aimed at the visitor and also the company's
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