The real reason for Magicbands

[Cais]

After they got my card info and knowing I don't give my cards info out very easily I looked at some videos on YouTube showing people just walking next to you getting your cards info,they have some machine in their pants pockets stand next to you and if your card is not in a sleeve that protects it from being scanned the card info can be stolen.This is why I wouldn't feel very secure with a new technology on your wrist.I've heard of the skimming devices at ATMs and gas stations and I also go inside the gas station instead of paying outside.Basically I try to prevent issues,this being a new technology I just can't trust it,if I need to pay something after the magic bands come out I'll either pull out some cash or take my cards out of their security sleeves and use them.

That would be relevant if your credit card info was actually stored on your band but they don't store any personal information.

 

[Tonka's Skipper]

I really don't see the big issue with the bands.............big stores, malls, parks, etc, have used radio waves to tie into your cell phones in the stores and malls, etc, noting where you are, time spend, area of the stores you looked at and I what bet in some cases what you brought.

To stop it you need to turn off the cell phone or devise and the GPS operation.

They have been doing it for years, Disney just raised the bar.

AKK

 

[BuckeyeBama]

That would be relevant if your credit card info was actually stored on your band but they don't store any personal information.

Agreed - folks need to do some research. The information is out there. There is no way to "skim" cc info from one of these RFID devices, as the cc data (and all other personal information) resides in a database, not on the RFID device.

 

[BuckeyeBama]

The RFID technology is not new, nor is it ground breaking in any way. Disney's plans for future use of the technology to personalize guest experiences throughout the parks/resorts is kinda new and could really be awesome - have to wait and see. This is actually a pretty smart move by Disney, and could lead to increased sales for a lot of different reasons.

My only concern is that they intend to "fix" the FP system with this technology.

 

[StrwLady]

I am with you. Just because somebody has a wristband making a purchase easier doesn't mean that they have more money to spend. And I WILL NOT tie a credit card to any kind of card. If I am forced to, my vacations to Disney will come to a stop.

I agree. I really don't think simply having this special wristband will cause many to change their spending habits. Those who would likely charge to the room will likely still charge to the room. Those who use cash will likely still use cash. I can see there being an initial fascination with the wristband and maybe someone would use it to satisfy that but I know I will stick to my normal spending habits. Plus I can't really see why a wristband tap would be that much faster then a card swipe. But then I always have my card/cash out when I get in line. So I guess for those that don't that could cut down some time.

I also think that they will be horribly uncomfortable in the summer. Unless there is something in the band made to stay cool. I just think about my warm wrist and rubber sitting on it....ugh.

I have heard that the Pop is one of the test resorts in August. I don't know if that is all guest of just select. But I'm kind of just hoping I still get a card/ticket.

 

[Rileygirl]

I remember when Debit cards first came out. (Dating myself here).

I remember grocery shopping before debit cards. I would pull cash out of the bank before going, and I would add everything up in my head, making sure I was no where near going over with what I had, cash in hand.

Debit cards debuted, and wasent it nice not to have to go to the bank first, before grocery shopping? Did I worry as much as I did before, about the total cost? Nope. I would run closer to my 'maximum' amount, and maybe throw in a few treats into the cart, and if I was a couple of bucks over, well, no problem. It wasent like I would be standing at the til, not having enough money to cover the bill.

Debit cards changed the way we shopped. It provided the another 'casino chip' mentality for shoppers (Credit Card being the first)- but especially at grocery stores. Back in the day, you would not use a credit card for groceries!

Now, resort guests at Disney always could use the key card to pay for purchases, and was it really simpler then a debit card? I dont think so, probably about the same effort, maybe slightly faster. BUT, Disney could track exactly what YOU were spending and when- all into their data bases. It also added a little more distance from your actual bank account, a little more 'casino chip' mentality.

Off Site guests can pay with debit too. So, its not a huge hold up with them either. But a magic band is more 'alike' of a hotel key card, - a little further removed from pulling actual money out of your pocket, a little more 'casino chip' mentality associated with this. So it could definetly increase spending from them. Disney gets more INFORMATION on the individual off site guests spending habits if they use a magic band to pay for purchases, and maybe makes the line move perhaps a little faster.

(when the bean counters were first developing this idea, I am sure they hoped for NO PIN needed on small purchases, which would have eliminated a 'step' in the purchase process, making the process even faster and more efficient.)

If Disney has judged that the magic bands would allow both groups to move through the cash til even marginally faster, then there would be a reduction of lost sales because lines were too long. In addition, they will be roping in a hitherto unknown - the off site guest. They will be able to add more of a casino chip mentality to this shopper - Make them feel special and included with the magic band as opposed to resort guests and hotel key cards- and they will collect very valuable INFORMATION specific to every individual.

Information is the new 'golden' toy for marketers. And Disney will be able to get very specific information voluntarily from the off site guest now.

If they can make this new 'pay' system work efficiently, and promote it for both on site and off site guests, it will result in more impulse spending, shorter lines, less staff, and more INFORMATION.

And this, this, is only one little itty bit of the whole marketing puzzle, a drop in the bucket to the overall marketing agenda- in my opinion.

And just because Disney is trying to make money does not make me unhappy. They have to, otherwise it wont exist anymore. And, I am certain that the opt out features will be available to all who want them, so if you dont like the information tracking, you dont really have to be a part of it. As previous posters have noted, this type of tracking is all over the place in our society right now, even if you dont know it or realize it. Disney is just perhaps, taking it to the new dimension.

 

[trasor]

Quote:

Originally Posted by Cheshire Figment

Let's see. You had 1,000 people staying at one of two deluxe resorts with a three-day arrival window. Did they compare the spending of these 1,000 people with their last trip, taking inflation and price increases into consideration.

I have a friend who is a very high level technical person in Disney's IT department who likens the My Magic Plus as trying to run a railroad while the locomotive is still under construction. Nothing against the Disney Officers, but do you expect them to currently say the billion plus dollar effort is not working?

Fascinating. I had heard that there are many jobs currently available in the IT department, and the rate of turn over is pretty bad. But my source is not great, and I cant verify it. So, put that under the 'what the bus driver said' as far as factual evidence. Just wondering Cheshire, if your IT guy ever said anything to the effect of mice jumping off the ship in the IT department?

Quote:

Originally Posted by bjakmom

Maybe the extra $ was just the MB+ 'enhancements' they were selling in the test resort gift shops! LOL
One poster here reported that a CM suggested he try the band wraps to make his MB more comfortable. LOL - gotta love a company brilliant enough to sell you an uncomfortable 'ticket' and then sell you options to make it more comfortable.
I just don't get that I will buy more because I tap my band at the register rather than swipe my card. Go figure.

Its very subtle psychology, something that the big D is so phenominal at. Its impact wont be felt with 'test subjects' of such smaller numbers anyways.

But, here is the deal: If everyone has the rfid chip, and ANYONE who wishes to purchase something can do it in milliseconds, then there is NEVER a long line at the cashiers. Does that ever factor into your consideration purchasing a mickey bar, or a donald duck hat? You might think, 'Heck, the line is too big, forget it'. That wont ever "in the IT perfect world' happen again. So, maybe you wont spend more on souvineers, but its hot, and you are considering grabbing a mickey bar, or for some bizzare reason your 16 year old lad wants to try a turkey leg, and there is no lineup at all, or the line is moving lightning fast, wont that factor into your decision making process? I bet for Joe consumer it will. I bet the quick convienience of short to non existent lines at cash registers will make IMPUSLE shopping so much easier.

Also, only resort guests have hotel key cards to use the rfid, or their magic band. Now, what happens with the off site guests - they will really slow things down dont you think? They will be in the parks in big numbers buying stuff. How can we get them on our grid? How can we fix this potential problem?

Why, eventually have credit card information to be 'enabled' on the off site resort guest magic band, when the whole system rolls out. So when the offsite guest goes to book their fp+'s, there probably will be an option to add credit card info to 'make your time in Disney world truly magical' and be able to charge stuff to their magic band. NO bottle neck, no delays. Brilliant. With hotel key cards for charging stuff like in the past, there was no way to bring the off site guest onto the grid. Now, with magic band, the potential is there. Its another reason why FP+ is tied to tickets, and not hotel reservations.

Its the big longterm picture. 3000 test guests in the parks using the magic band will in no way make a measurable commercial impact. The entire population of onsite guests will make a very measurable impact. If the off site guest gets pulled in, the results will be unbelievable, in my opinion.

Nice. Marketing on a whole new level. Gives me goosebumps. Scary brilliant.

Edited to add: This actually will be a very positive impact on guests though. I know they are doing it for the money factor, but short lines, fast lines, no huge waits while someone sends the package to their home resort as the information will be encoded, thats all convienent for us. We cant hate it because its motivated by the almighty dollar, just like I wont hate the hotels for making lots of money by going 'green' and asking guests to reuse the towels. The environment wins there.
(perhaps a little machievelian of me, the ends justifies the means.....bad girl)

Posted from Disney Forums Reader for Android

 

[kay1864]

I agree. I really don't think simply having this special wristband will cause many to change their spending habits. Those who would likely charge to the room will likely still charge to the room. Those who use cash will likely still use cash.

True, but there's also those who charge to their room, and it's "Oh wait, let me get my room key...honey do you have the room keys? Didn't you take them for that Fastpass thingie? You gave mine back to me? Did I put it in the backpack?"

Etc., etc. Meanwhile the line gets longer, and people at the end of the line lose patience, and WDW loses revenue.

Vs. "tap your wrist, enter your PIN".

I.e., it's not changing the spending habits per se (although making it more effortless than digging out the KTTW will result in more impulse buys), it's shortening the checkout lines. Which are probably a big deal at day end when crowds are in the Emporium.

 

[Dayton Flyer]

Information is the new 'golden' toy for marketers. And Disney will be able to get very specific information voluntarily from the off site guest now.

If they can make this new 'pay' system work efficiently, and promote it for both on site and off site guests, it will result in more impulse spending, shorter lines, less staff, and more INFORMATION.

And this, this, is only one little itty bit of the whole marketing puzzle, a drop in the bucket to the overall marketing agenda- in my opinion.

I think this is the key point a lot of people forget. I work heavily with a major grocery chain that has a loyalty card. Those loyalty cards gather a lot of valuable information about purchasing habits, patterns, and amount. What Disney has now is a bunch of information about what people have bought, but not who has bought it.

Once they start linking things like who is buying products, where are they buying it, where are they staying, and what other things they are buying, what it allows them to do is to get very SPECIFIC with their marketing. So, whereas FREE DINING is targeted at a huge group of people, in the future they can target you with savings and/or marketing on things that you have bought before, or places where you've stayed, for reasons that are relevant to you.

It's all in the name of higher profits, but I think they see improved guest experience and targeted marketing as a way to keep people coming back, and maybe even coming back more often.