January 17, 2013

Disney’s MagicBand opens door to Hyper- and Predictive Personalization—and privacy fears

Posted by: in North America

Last week, Disney caught headlines with its announcement of MyMagic+, set to debut this spring at Walt Disney World in Orlando, Fla. The new system—part of a larger effort that’s estimated to cost between $800 million and $1 billion—includes a new website and app, My Disney Experience, designed to give visitors a quicker, less stressful experience at the park (e.g., letting people preselect FastPasses for shorter wait times and VIP seating). The feature that’s capturing the most attention, and raising a few eyebrows, is the optional RFID bracelet, or MagicBand, which can function as park ticket, FastPass, room key and credit card if users opt in. Those who do so will enable Disney to create a highly personalized experience—for example, employees will be able to address guests by name, thanks to sensors that pick up MagicBand data. Robotic seagulls will even strike up conversations with MagicBand wearers in line for the new ride Under the Sea.

Whether the birds will chat about the weather or local sports is unclear, but it’s not hard to imagine topics tailored to a user’s data. As more MagicBand data is collected, the more sophisticated Disney can make its personalization, eventually evolving from Hyper Personalization (one of our 10 Trends for 2011) to Predictive Personalization, one of our 10 Trends for 2013. For customers who gravitate toward souvenirs, for example, Disney might send alerts about new merchandise (and avoid aggravating patrons who don’t care to shop). Going further, it can promote appropriate offerings based on the age of a family’s kids.

The question is how many people will opt in. When the news broke, many expressed serious privacy reservations. Even with safeguards in place (e.g., requiring a PIN for purchases $50 and up; remote deactivation), it may take a leap of faith to provide a company with an array of personal data and then let it track one’s movements and purchases, especially when it comes to tracking children. With its considerable investment, Disney clearly sees potential in this system, but anything new is likely to have some kinks. The MagicBand will need to have a strong opening and then maintain the integrity of its users’ information over time if it’s to persuade visitors to follow the early adopters.

Image credit: Disney

2 Responses to "Disney’s MagicBand opens door to Hyper- and Predictive Personalization—and privacy fears"

1 | Mizmo

January 18th, 2013 at 8:47 pm

Avatar

Seems like an ideal tool to help keep track of young children. As a parent, I would have welcomed having something like this on my daughter when she was young. A lost child would be quickly reunited with their family.

2 | Will Palley

July 17th, 2013 at 5:48 pm

Avatar

Disney’s MagicBand has been a huge success at the brand’s theme parks. http://bit.ly/12W5vyJ

Comment Form

SIGN UP FOR OUR WEEKLY EMAIL NEWSLETTER:

New Trend Report: Meet the New Family

2014 iPad App

JWT AnxietyIndex

Things to Watch

  • Marriage gets marginalized
    September 25, 2014 | 5:00 pm

    One of our 10 Trends for 2012 was Marriage Optional: More people around the world are living together or remaining solo instead of marrying. Pew reports this week that 1 in 5 Americans age 25 and up have never married, a fundamental shift since 1960, when only about 1 in 10 could say the same. Millennials are especially ambivalent: Two-thirds of 18- to 29-year-olds surveyed by Pew agree that “society is just as well off if people have priorities other than marriage and children” vs. 53 percent of the next generation up (age 30 to 49).

    Europe is seeing a similar move away from marriage, driven by “austerity, generational crisis and apathy towards the institution,” notes The Guardian. It says weddings are at historical lows in some nations; last year Italy recorded the fewest since World War I. For a look at how changing marriage patterns are affecting families, see our report “Meet the New Family.” —Marian Berelowitz

    Image credit: JD Hancock

     

  • Room-sharing service Breather
    September 16, 2014 | 3:30 pm

    Breather

    Described as the “Zipcar for rooms,” Breather is an app that enables access to “beautiful, practical spaces” that can be rented anywhere from 30 minutes to a whole day. While sharing-economy players like LiquidSpace and PivotDesk offer work and meeting spaces, Breather positions its rooms as homey spots that can serve a range of purposes (though not, the founder assures, seedy ones). Rooms include the basics—a desk, a couch, Wi-Fi—as well as some fun touches like a candy jar. Lockitron technology lets users unlock doors with their mobile phones. Breather is available in New York, Montreal and San Francisco, and recently raised $6.5 million in venture capital, citing plans to “own every major market in America.” —Hallie Steiner

    Image credit: Breather

  • Barco Escape’s immersive screens
    September 11, 2014 | 4:15 pm

    Maze Runner

    Escape is a triple-screen system from Barco that “allows you to truly be in the movies, not just at the movies”—in line with the rise of immersive experiences, one of our 10 Trends for 2014 and Beyond. Audiences at five U.S. locations and one Belgian cinema will get their first taste of the concept with next week’s release of The Maze Runner, about a group of teens trapped in a massive maze, which will feature about five minutes of immersive footage at key moments. ScreenX is among the other multi-screen, multi-projection cinema experiences we’ve highlighted. —Aaron Baar

    Image credit: Maze Runner

  • “Smart” personal safety
    September 2, 2014 | 6:01 pm

    Defender

    Earlier this year we wrote about the Guardian Angel, a pendant that alerts emergency contacts whenever wearers feel unsafe, created by JWT Singapore. Smart technology is addressing personal safety in other ways too. The Defender is a smart pepper spray that works in tandem with a mobile app, taking a picture of an attacker while contacting authorities. It’s in the final week of an Indiegogo campaign that has well exceeded its goal. Similarly, First Sign has crowdfunded a smart hairclip that detects physical assault, records the evidence and sends for help.

    Meanwhile, college campuses are embracing a more basic form of this tech, encouraging students to download apps like Rave Guardian and Circle of 6, which enable a chosen network to monitor a student’s GPS location during a night out. In a different vein, students at North Carolina State University made headlines last week for their Undercover Nail Polish, which changes color in the presence of “date rape drugs.” —Allison Kruk

    Image credit: The Defender

  • Nestlé’s animal-welfare standards
    August 28, 2014 | 10:00 am

    Nestle

    We wrote about rising concerns over treatment of the animals that people eat back in 2012 as brands including Burger King, McDonald’s and Hellmann’s pledged to institute more humane practices. We also included Humane Food among our Things to Watch for 2013. The trend recently picked up more steam with Nestlé’s announcement of animal welfare standards for its suppliers worldwide, following an investigation by the group Mercy for Animals.

    “The move is one of the broadest-reaching commitments to improving the quality of life for animals in the food system,” notes The New York Times, “and it is likely to have an impact on other companies that either share the same suppliers or compete with Nestlé.” Observed the influential blogger Food Babe: “People want to know where their food comes from, and in order to survive the next decade, the food industry will have to change.” —Marian Berelowitz

    Image credit: Nestlé

  • Alternative waters
    August 19, 2014 | 1:59 pm

    Vertical Water

    With the coconut water craze going strong, watch for more variations on H2O thanks to consumer interest in more natural alternatives to soda and openness to novel products. Antioxidant-rich maple water (made from maple sap) is gaining attention, while almond water from the startup Victoria’s Kitchen has secured space at Whole Foods and Target. As the AP reports, there’s also cactus, birch and artichoke water—made from either water extracted from the plant or boiled with the ingredient in question—whose makers tout their vitamin and mineral content, as well as their infection-fighting properties. —Allison Kruk

    Image credit: Vertical Water

  • Smart mannequins
    August 13, 2014 | 5:01 pm

    Iconeme

    One of our Things to Watch in 2014, beacons have been popping up everywhere from airports to restaurants to museums. But the biggest pickup for these devices—low-cost transmitters that use Bluetooth to precisely track consumers’ mobile phones and send targeted content—has been among retailers. Now, British retailers including House of Fraser, Hawes & Curtis and Bentalls are testing mannequins outfitted with VMbeacon technology from the startup Iconeme.

    A “smart mannequin” enables nearby shoppers with a related mobile app to get details about what it’s wearing and how to find the products in the store or buy them online. The big question is whether customers will be motivated to opt in; skeptics say the technology doesn’t yet provide enough real benefit. —Allison Kruk

    Image credit: Iconeme

  • De-teching apps
    August 7, 2014 | 10:55 am

    De-teching—the idea that more people will choose to temporarily log off—was one of our 10 Trends for 2011, and in our 2014 trend Mindful Living, we discussed the idea that digitally immersed consumers will try to use technology more mindfully. Perhaps ironically, several new apps aim to help people do so.

    Moment tracks phone use and alerts users when they reach their self-imposed daily limit. Pause is “designed to help us reconnect with real life”; it encourages people to use Airplane Mode and engage in real-world activities, and attempts to turn this behavior into a game among friends. Finally, Menthal is part of a research project out of Germany that helps users find out, “Are you in control of your smartphone? Or is your smartphone controlling you?” —Marian Berelowitz

  • Intuitive eating
    July 29, 2014 | 5:00 pm

    Veggies

    As spotlighted in our 10 Trends for 2014 report, people are becoming more interested in Mindful Living, including the notion of eating more mindfully. And with consumers showing declining interest in dieting, the idea of “intuitive eating”—paying closer attention to the body’s hunger signals rather than following a strict regimen—has been steadily gaining traction. Recent media mentions include articles in Fitness and New Zealand’s Stuff, and a Refinery 29 writer is blogging about adopting the practice. With a recent analysis of studies finding that intuitive eating can be a successful strategy for people who are overweight or obese, watch for more consumers to embrace this anti-diet philosophy. —Allison Kruk

    Image credit: Theresa Kinsella

  • Chinese mega-cities
    July 24, 2014 | 1:15 pm

    Tianjin

    China, home to the world’s second largest rural population, is expected to add close to 300 million more urbanites by 2030, when Shanghai and Beijing will likely account for two of the world’s Top 5 mega-cities, according to new UN research. “We are observing one of the most significant economic transformations the world has seen: 21st-century China is urbanizing on a scale 100 times that seen in 19th-century Britain and at 10 times the speed,” notes a new McKinsey paper on cities and luxury markets. China’s wealth will be concentrated in these urban areas: Over the next decade, McKinsey expects Beijing, Tianjin, Guangzhou, Chongqing and Shenzhen, in addition to Hong Kong, to join the list of “top luxury cities.” —Marian Berelowitz

    Image credit: Jakob Montrasio

  • RSSArchive for Things to Watch »