Walt Disney is to use wireless wristbands to help enhance its services to visitors.
The company said that the wireless-tracking wristbands have been designed to make the theme park hassle-free for customers, and they are expected to be operational in the coming months.
The wristband, MagicBands, will be linked to customers’ credit-card information and will function as room keys and park entry passes. They will use radio-frequency identification (RFID) chips. It is believed that MagicBands is part of a bigger system, called MyMagic+. The bigger project will allow the park to collect personal information, including the names of guests, their purchasing and riding patterns and real-time location data. This could be used to enhance products and services and also allow the park to design new services for its customers. For example, the data will allow mascot characters to use the information transmitted by the MagicBands to greet visiting children by name. Those who are concerned about their privacy will have the option of controlling how much data is shared, or even opting out of the programme for good. A new part of the official Disney World website, My Disney Experience, makes it easy for parents to manage MagicBand privacy controls for each member of a family.
In a blog entry, Tom Staggs, chairman of Walt Disney Parks and Resorts, said, ‘Imagine booking guaranteed ride times for your favourite shows and attractions even before setting foot in the park. With MyMagic+, guests will be able to do that and more, enabling them to spend more time together and creating an experience that’s better for everyone.’