Mickey Mouse has his eyes on you – creepy or innovative?
Disney has added a new element to their MyMagic+ vacation management system – in lieu of paper tickets, Disney guests can opt for a waterproof, rubber wristband embedded with a computer chip called Magic Bands. This wristband takes the place of not only paper admission tickets, but also, FastPasses, hotel keys, and credit cards. You can also be alerted when attraction ride lines are shortest. Magic Bands are completely optional, but probably the most enjoyable part of the MyMagic+ system.
As awesome as this sounds, the cynic in me wonders, just how safe is this? It seems akin to the anklet style tracking devices parolees receive. The MyMagic+ system is designed to track users’ purchases, when they come and go, and perhaps most creepy, address their children: if parents agree to and set up certain elements in their MyMagic+ management system, the characters in the park can use the hidden wristband sensors to track children and their information.
Now, I realize this could be invaluable if you lose a child in the park, but the thought of having a Mickey walk up and say, “Hello, Justin,” is a little bit creepy. I am sure in the eyes of a child, it is magical though. However, there is also the security risk of having all of your information stored centrally, could someone lift or scan your credit card number or duplicate your hotel room key off your wristband? I am not sure, but I would definitely want to know more about encryption and security features.
The massive business advantage
From a business perspective however, this is an advantageous way to aggregate data from multiple sources. Disney will be able to receive demographics of their guests (via their MyMagic+ profiles), in conjunction with what they purchase, and where they purchase it. Also, they will be able to see what attractions are most popular with guests and compare these statistics across the board.
Basically, Disney will receive every bit of information about their guests from the moment they check in to the Disney hotel. Guests are in control of how much information they share with Disney, however. As well as, whether or not their children participate in the program, as mentioned above.
While the idea of centralizing all things Magic Kingdom is great, the execution seems a bit creepy, but that is just my opinion. We already live in a society where the government freely tracks our movement, so the land of Mickey Mouse, should not be any different. There are thousands of DisneyLand/DisneyWorld fans waiting to get their hands on a Magic Band, so there must be something to it. Whether you think it is creepy or cool, it is a good way for Disney to collect more data and hopefully use it to make the Disney experience even better.