Disney’s Revolutionary MyMagic+ Uses Big Data, NFC and Omni-Channel in a Wristband

In Big Data, Customer Experience, Data & Analytics, Featured on App, Technology by Vaughn Highfield

Disney’s Revolutionary MyMagic+ Uses Big Data, NFC and Omni-Channel in a Wristband

When Disney venture heavily into the NFC, omni-channel and big data space in a bid for improved customer spending – though they're opting mostly for improved customer experience we're sure – the world should sit up and listen.

Following an earnings call to investors, Walt Disney Co. CFO Jay Rasulo laid down the plans behind a revolutionary piece of technology known as MyMagic+.

This "vacation management system" (a term that sounds so creepily out of the pages of the dystopian fantasy 1984) is essentially an RFID bracelet with a NFC enabled card/spot and serves as a customer's ticket into the theme park and hotel rooms.

Just like tracking tags used by biologists – or similarly those under house arrest – it allows Disney to keep track of where customers are and what they're spending their time and money doing inside their parks.

By tracking this data, Disney plan to then send updates to user's smartphones detailing where they can take advantage of rides and attractions with shorter queue times.

It's planned to hit Disney parks later this year, and it costs a rather pricey sum of $1bn to implement, but the idea is that it'll improve both revenue and customer experience in the process.

Rasulo summed it up rather nicely, stating that Orlando in unto itself is a treasure trove of attractions that feed off the Disney name – MyMagic+ should mean customers spend their time with Disney for far longer.

"If we can get people to plan their vacation before they leave home, we know that we get more time with them," said Rasulo to investors. "We get a bigger share of their wallet…

"…what happens to purchases when they become much more convenient and you don't spend time queuing up for a transaction, queuing up to get in the park and you actually have more time to enjoy the entertainment and subsequently spend more money doing things other than standing in line which, of course, you can't spend any money while you're doing that."

What do you think of Disney's method for tracking and assisting park goers?

Do you think customers will want to be followed around the park by Disney, or is the allure of handy ride updates enough?

Let me know by leaving your thoughts in the comment box below.


Big data and understanding what it can be used for will be a big part of Big Data World, which is a part of this year's Europe's Customer Festival.