A big article in the New York Times Monday morning talks about MyMagic+ with a few more details than what’s revealed in the Disney Parks Blog post including how much this is costing Disney. Some key stuff from the article:
- The initiative is part of a broader effort, estimated by analysts to cost between $800 million and $1 billion
- Before, the employee playing Cinderella could say hello only in a general way. Now — if parents opt in — hidden sensors will read MagicBand data, providing information needed for a personalized greeting: “Hi, Angie,” the character might say without prompting. “I understand it’s your birthday.”
- A new Magic Kingdom ride called Under the Sea, for instance, features a robotic version of Scuttle the sea gull from “The Little Mermaid” that will be able to chitchat with MagicBand wearers.
- Guests will not be forced to use the MagicBand system, and people who do try it will decide how much information to share. An online options menu, for instance, will offer various controls: Do you want park employees to know your name? Do you want Disney to send you special offers when you get home? What about during your stay?
- What happens if your MagicBand is lost or stolen? Park employees will be trained to deactivate them or guests can use the My Disney Experience app, a Disney spokeswoman said. As a safety precaution, Disney will also require guests to enter a PIN when using the wristbands to make purchases of $50 or more. “The bands themselves will contain no personal identifiable information,” Mr. Staggs said.
- Mr. Staggs said Disney’s board decided to move ahead with the technology upgrades in February 2011 only after identifying multiple ways in which the initiative could expand profits
- Disney expects MagicBands to turn into a big business in and of themselves; the company plans to introduce collectible sets of MagicBand accessories and charms.
- Prodding guests to do more advance planning, combined with the tracking of guests as they roam the parks, will help Disney manage its work force more efficiently. More advance planning will also help lock visitors into Disney once they arrive in Orlando, discouraging people, for instance, from making impromptu visits to Universal’s Wizarding World of Harry Potter.