Walt Disney Parks and Resorts, in keeping with their place at the head of theme park innovation and technology, is getting ready to unveil a new innovation that will change the way that guests interact with the famous theme park. The MagicBand, an RFID (Radio Frequency Identification) equipped wristband is part of a larger program known as MyMagic+. MyMagic+ is designed to give guests shorter wait times for rides and more personalization in their Disney World experience. The wristbands, which will replace paper tickets, offer guests unprecedented amount of control over their Disney experience.
Disney MagicBands will function as electronic hotel room keys, allowing guests to unlock their rooms with a wave of their hand. They’ll also function in a similar manner to allow guests access to the park. Customers will be able to link payment information to their bands, if they choose to do so, and then will be able to scan them for food, drinks, or merchandise inside the parks. The bands, coupled with the smartphone app and website that make up the MyMagic+ system, will allow guests to book guaranteed times for rides, shows, and dining experiences ahead of time. The smartphone app will come in handy for guests who find that they need to change their plans while in the park. Guests will also be able to schedule viewing space for firework shows and parades, and book time to meet with Disney characters. The program will also connect with Disney’s PhotoPass system that allows guests to take and share photos during their time at the park.
Disney predicts that eventually, the technology will be able to further personalize guest experience. For instance, the bands could communicate with digital signage throughout the park, allowing the guests to read signs displaying a customized message based on information that they’ve provided to the MyMagic+ program. For example, a guest who is visiting the park on their birthday and who has provided that information to the park could pass a sign that communicates with their bracelet and then displays a personalized birthday message for the guest.
Disney has taken measures to ensure that the system is secure. The MagicBands themselves do not store personal information, they instead securely link to an encrypted database that associates the MagicBand’s RFID chip with the benefits that the customer has elected to use. Disney representatives stress that it is not possible to obtain credit card information from the band, nor will guests be tracked after leaving the park. Furthermore, customers have complete control over what kind of information they choose to share with Disney via the MyMagic+ program. The bands will improve Disney’s ability to keep track of guest purchases and behavior within the park, and that information will ultimately help in making changes that customers will appreciate and enjoy.
