Billion $ Bet by Disney on Technology

Description: Jason McInerney and his wife, Melissa, recently tapped their lunch orders onto a touchscreen at the entrance to the Be Our Guest restaurant at Florida’s Walt Disney World Resort and were told to take any open seat. Moments later a food server appeared at their table with their croque-monsieur and carved turkey sandwiches. Asks McInerney, a once-a-year visitor to Disney theme parks: “How did they know where we were sitting?”

Source: businessweek.com

Date: March 7, 2014

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Change is always tricky for Disney, especially at its parks, where introducing a new brand of coffee can spark a revolt by fans. Unhappy mouseketeers last year began a petition drive to keep Disneyland in January from pulling the Billy Hill and the Hillbillies show after 21 years (it didn’t work). Others marched on the park’s City Hall in 2004 after recalibrations made to the Mad Tea Party ride in the name of safety slowed it down.

MyMagic+ promises far more radical change. It’s a sweeping reservation and ride planning system that allows for bookings months in advance on a website or smartphone app. Bracelets called MagicBands, which link electronically to an encrypted database of visitor information, serve as admission tickets, hotel keys, and credit or debit cards; a tap against a sensor pays for food or trinkets. The bands have radio frequency identification (RFID) chips—which critics derisively call spychips because of their ability to monitor people and things.  READ REST OF STORY 

Questions for discussion:

1.  Why is Disney investing in this RFID technology and why is it important?

2.  What potential applications do you see for RFID technology and in what industries will this add the greatest value?

3.  Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.

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47 thoughts on “Billion $ Bet by Disney on Technology

  1. Shuhra

    1. Why is Disney investing in this RFID technology and why is it important?
    They are investing in radio frequency identification chips as part of their R&D, to better monitor people so they can cater to them in a more easy manner. Disney attractions is growing and with busy lines, it is hard to cater to everyone. I think this is a step that needs to be taken to better serve Disney customers so they have an easier and experience to fall back on when returning.
    It is important for Disney because it will give them the upper hand against their competitors.
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    The first industry that came to my mind and as was mentioned in the article is the airport industry. It would be so much easier to not have to carry your passport and boarding ticket with you all the time. I think it can provide benefits to service industries as well as hospitals, shopping centres, and basically anywhere where you have to show identification. But this can also have negative effects as well, such as living a life that is all based on technology and having less or no human interaction.
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    Some people don’t like the idea of RFID because they find it “creepy” or they don’t like being watched. But what they fail to understand is that it is very easy to pinpoint our location, whether it is every time we use our credit card or the cell phone we carry with us. It is more convenient but it does have its negative side as well.

    Reply
  2. Ella

    1. Disney is investing in RFID technology because they are trying to improve the experience and convenience for customers, and product that are elaborate to several individual interest. However, since Disney are able to fund this project they have every possible right to do whatever they please to do. It is very accurate that customers have a very good experience and satisfaction when they tour. And It is really important that customers also get a good interaction between them and the employees when in need of help.
    2.this technology definitely have good potential in various industries. And with regards to serving customers way more better and businesses getting to know their customers more better. Monitoring what other customers like and desire more. This way customers get to have a good customer service and also that way businesses know they are satisfying their customers.

    Reply
  3. Jordyn Becker

    1) I think that this RFID technology is important because like they stated ‘change for Disney is hard’ but I think because of how popular Disney is and how busy it always is, they need to keep up with technology to make the park and peoples trips more efficient and effective and simply just work better. They are investing in this to keep their competitive advantage and stay on top. This shows disney what customers enjoy, buy, etc.. which helps them improve Disney and make families and individuals more happy and have a better trip and it makes Disney happy because they are improving and succeeding even more.

    2) I think this technology will start in other businesses and places like restaurants and other parks and such. It could benefit any business or industry and technology helps success. The opportunities for this RFID technology are endless. It can overall change the experience for a person and for a company because it is such a powerful technology.

    3) I agree but disagree with this statement because I like having my privacy and people not knowing my every move but at the same time I think using it for places like disney is a little different because it helps them with the park and their business and when if I were at Disney, it probably wouldn’t be a secret so I wouldn’t care, but if I weren’t at disney or a trip like that, I don’t need people knowing where I am, what I am doing and so on unless it is important or I tell them.

    Reply
  4. Jenny Rowell

    1. Why is Disney investing in this RFID technology and why is it important?

    Disney wants to be effective in allowing the Disney experience for each visitor to be a personal, yet seamless one. By personalizing their customer’s experiences, they believe it will bring more overall profit to the company. If they can observe customer habits such as when they visit and how often, what they eat and at what time, it will provide Disney with the information they need to know exactly how to budget their resources and in the long run, save money and time for the company. Making sure they exceed each personal expectation gives them a high guarantee of returning customers. When a customer believes they are receiving the same experience as everyone else there, it is less likely to provoke them to come back. This technology is an important advancement because it will provide Disney a bigger step forward compared to their competition.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?

    The need for RFID technology is huge in this day and age because it provides so much more to customers, employers and top management such as convenience and information! The potential applications I see from RFID will flow into other businesses such as the restaurants, customer service, taxis and even the entertainment industry will benefit huge from this innovation. These areas of business will benefit the greatest from this technology because they are all in hospitality service and delivering what the customer wants, how they want it, when they want it and the fastest they can give it to them.

    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.

    I agree with this statement, mainly because I don’t want people knowing where I am, who I am with and what I am doing all the time. I enjoy my privacy and even having my “location on” on my IPhone still freaks me out, especially since people have access to that information. Even though the convenience of not having to carry around your wallet, admission tickets or hotel keys, I believe many others, specifically in the older generations would have a hard time understanding this purpose of this concept. Also from being a server for many months, I thrive off of the personal relationship I have build with that customer without background knowledge about when their birthday is, what hotel they are staying at and what the rest of their day is looking like. THAT is the personal communication or “magic” that should make people want to go to Disney.

    Reply
  5. Dawn Wilson

    Disney is investing in the RFID technology because it could revolutionize the way we live. This is because the technology allows you to be tracked much like your cell phone, however it also contains many other features that allow you to buy drinks, food, and merchandise without getting out your wallet which means that is one more thing that you do not have to carry around that park and because it is so easy to purchase items people will be more likely to buy items that they may have previously over looked. The article also stated that because you do not have to reach into your wallet for your credit or debit card it also allows for the magic to continue. It creates a more seamless experience at the parks and makes it more fun to spend money because all you have to do is tap your bracelet to a screen.
    RFID technology could be used in basically every industry it allows you to wear your money so that you do not have to remember your wallet. It also allows for tracking which could be greatly beneficial for small children when not with their parents. It could be used in airports, trains, malls virtually everywhere because it could allow consumers to track where an item that the want is at a particular moment or it could locate lost items or children. It could be used in search and rescue to help locate individuals in help quicker. I feel like that industry that the RFID technology would benefit the most is search and rescue because it would allow for more successful rescues.

    Reply
  6. Doran

    1. Why is Disney investing in this RFID technology and why is it important?
    RFID while in Disney theme park, hotel, and dinning areas will help them in advance book rides in advance to skip lines, pay for meals, and gain access into their hotel room. Disney wanted to make the customers experience flow more smoothly as with a simple band around their wrists get to all the rides and pay for snacks with greater ease then before. This could allow you to keep things in your such as a backpack in your hotel room and just have the band around you to get around anywhere in the Disney zone.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    For Disney they would be able to find out what hours there needed to be more staff working at rides or restaurant. Also help them keep in stock the most wanted items. See what trends consumers do during their time in Disney land.

    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    If this device was meant for having the whole family have one wouldn’t it be nice not having to worry so much about a child getting lost. Yeah Disney wants to know where i’m shopping at 4:30 on a Tuesday at Disney land. I leave the bracelet with them when i leave. To me its not a big deal, for a family situation it would be nice to know if we separate that they can find me and if they are hunger they can get something to eat with out me.

    Reply
  7. Wesley Howery

    Why is Disney investing in this RFID technology and why is it important?

    Disney is investing in this radio frequency identification technology because it allows Disney to access more information about their consumers and tend to their needs. Knowing how many guests are at the park and where they are allows them to staff the necessary areas and keep continuous flow of customers, instead of having customers waiting on service. Have the information of which products the consumer likes most allows Disney to support the certain product and make it more efficient for the consumer. Disney parks are usually pretty crowded, if a child gets separated from his mother Disney could accesses the children’s band and track him.

    Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.

    Because people highly value privacy, this technology could have a negative impact on a lot of consumers because it tracks every move the consumer makes and knows where they are all the time. Some people would feel like they are being spied on, not allowing them to fully enjoy their vacation. This technology can be used to push more products on to people who aren’t willing to buy them. Consumers could be used by Disney to push them for all the money they are willing to spend, because if they have a pattern of all their favourite rides and favourite sites, it would be easier to place merchandise near them they would be interested in.

    Reply
  8. Adrien

    Why is Disney investing in this RFID technology and why is it important?

    Disney is massively investing in this technology to gather more information about their customers and therefore enhance they Disney experience in the hope that they will come back, buy more souvenirs,…
    To do so they intend to personalize more the experience of each visitor of the theme park: they will get recommendation for restaurant, attractions etc. based on their individual preferences.
    It can also help to dispatch people more efficiently among the more popular attraction and therefore reduce the size of the waiting lines and the insatisfaction of visitors.

    What potential applications do you see for RFID technology and in what industries will this add the greatest value?

    RFID technology is used a lot by retailers such as Wal-Mart to manage efficiently their inventories. As a matter of fact it allows them to track in real-time each items that transits through their warehouses. It is also used a lot by transport company such as FedEx because among other things they have to make sure that each package reach its desired final destination.

    Comment on the statement “critics derisively call spychips because of their ability to monitor people and things »

    There is clearly a fear of the general public that their privacy will be invaded and their personal information misused. That is why it is highly critical to build long-term trust relationships between companies and consumers.

    Reply
  9. Marianne Quiros

    1. Why is Disney investing in this RFID technology and why is it important?

    Disney is investing in this RFID technology because it is the quickest way to be able to attain information of wants, needs, and interests from a large population. Having this type of technology in an industry such as Disney, would continue to have success in the future because managers, supervisors, and employees are able attain and take action the type of information that would keep the visitors of the park happy in the most efficient way and still receive high customer satisfaction.

    Reply
  10. Shin Owaku

    1. Why is Disney investing in this RFID technology and why is it important?
    I think it is important because of the fact that RFID technology helps the disney understand customers’ behavior better, for example where they tend to go and what time. This will give the Disney competitive advantage against other places such as Universal Studios.

    Reply
  11. Rachel Nyberg

    1.) Why is Disney investing in this RFID technology and why is it important?
    Disney is investing in RFID technology to better track guests eating habits, entertainment choices, shopping preferences and frequency of visits. It also lets Disney streamline their parks to frequent visitors preferences. Additional benefits include data gathering without involving speaking to guests. This allows guests more time to take in the Disney experience without being interrupted to answer surveys.
    The option to not to carry a wallet benefits the guest because they do not need to worry about possible loss or theft of their money, credits cards or ID. They are free to take in the sights they like, eat where they want and allow for more time spent with family while on vacation.
    2.) What potential application do you see for RFID technology and in what industry will this add greatest value?
    Using RFID in the grocery store business would add the greatest value. Everyone needs to purchase groceries, even in a downward economy. It has been said the grocery stores are generally recession-resistant because of the needs-based supply. If consumers could have wearable technology for grocery purchases and stores can track their shopping patterns, stores can place most popular items in premium locations, send e-coupons to customers based on their preferences and alert them of similar product all whilst shopping.
    The RFID technology would also allow the stores to cater product based on their physical location and client-base needs. They would also have more control of supply chains by ordering close to the demand of customers and reduce waste of unpurchased items. I am certain many grocery stores throw out food that expires before consumers purchase it because of over-supply.
    3.)Comment on statement, “critics derisively call spychips because of their ability to monitor people and things.”
    Granted RFID can present a sense of spying on consumers, monitor their behaviour and habits, it is still holds benefits for both consumers and businesses. Monitor consumer habits is not new technology. RFID tags are an advanced version of something that has been going on for years already.
    When businesses started offering loyalty cards, like Shopper’s Drug Mart, Save-on Foods, etc, consumers were having their buying habits monitored already. It just was less obvious. Consumers gain points towards future purchases and also receive promotional items via e-mail or mail. This approach is less invasive and not traceable like RFID technologies, but it was still voluntary montoring on the consumers behalf. The consumers like the points system and businesses liked tracking consumers purchase habits.
    Thank you

    Reply
  12. Yvette Gahutu

    1. Disney is trying to keep a competitive advantage in the theme park industry, by satisfying customer service and making sure that their interests are identifiable and provide services for those specific needs. Disney also does this to track customers movements in the theme park by a wrist band that does all of that for them. With all the data collected from all the RFID tags it could be used to analyze the most used rides and most visited sites/restaurants. It decreases the time spent in a line, and increases the time spent enjoying the different adventures in the theme park.
    2. A place where many people attend and has a hard time tracking money coming inn and out, will benefit from such a technology. A business that wants to continue offering a service to its best capability and capacity, will surely benefit from such a technology because then customers will have a different/ new but great experience and will share this experience with other people who will also spread the word around. Boosting the business through customer experience will generate more income which is one of the important goals for a business and to also stay in business. Most large corporations have RFID technology in employee identification cards which help in monitoring the actions of employees during work and the security of the company by authorizing access to the company only to people with their employee identification card.
    3. Spy chips are very useful because they can help gather useful information about a customer which may sometimes be hard to gather through surveys. They help track customer movements to ensure that they can provide similar products/services but at the same time, if the information got into the wrong hands, it could be very bad because most times people just want their privacy.

    Reply
  13. Eden Hoff

    1.Why is Disney investing in this RFID technology and why is it important?
    Radio Frequency Identification chips are providing Disney with a competitive advantage, by providing customers with a personalized and seamless experience. Implanted into wristbands, information is transferred and they are able to do what no one else has ever done before. This makes purchases a lot easier, it shows people are spending more and more money with these wristbands. This also provides Disney with important data on which rides are popular, the food people are eating and where characters should show up. Providing them with information to make important decisions for the direction of the parks.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    I think it has the potential to work for lots of different industries; ordering drinks, restaurants, travel, concerts and retail. This would no longer require people to bring wallets, purses and backpacks. It can make an efficient experience and leave more time for people to do what they enjoy. It also provides information for different companies which can lead to better decisions and a better future. It will move us forward in all fronts technologically, and a less hassled experience for all.

    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    They are monitoring your every move, everything you do is under the microscope. They have access to important information, like location, payments and preferences. It does have access, but I think how they use it defines if it is spychips or not. Constantly monitoring but not just the individuals, but an entire crowd. I think it is kind of intrusive, but at the same time i think the benefits out weigh the costs for both the individuals and the company. Some people are very strongly opposed to the access of their information, but then there are people sharing all their information on social media. So I think this is a good balance, because of the benefits for both parties.

    Reply
  14. Kathy Cayenne

    Disney is investing in RFID technology for many reasons. The value of the data collected from the technology can increase efficiency, improve the experience for the park’s visitors and give Disney a competitive edge over their competitors. Disney Parks can use the data collected to increase efficiency by making sure that they have appropriate staffing where and when the visitors expect them. It can also eliminate the need for staff in other areas like in the restaurant where the customers input their order electronically and seat themselves reducing the need and expense of wait staff, those labour dollars can now be reallocated to another area of the park. The data can also help to determine what food to offer in their restaurants and what merchandise to offer to the visitors to purchase, this will reduce the costs of having merchandise that does not move and the cost of waste created from food spoilage. The data collected through the RFID technology can improve the customer experience by providing a more personable experience, Disney characters would be able to address a child by name without having to ask adding to the magical experience for the child and making the child feel special. Parents can use their wristband as a debit card making purchasing food and souvenirs much easier. The wristbands also make access to venues within the park more seamless which also enhances the experience for the visitor. Improving efficacy and the customer experience will definitely give Disney parks an advantage over their competitors.

    Reply
  15. Jill Tataryn

    1. Disney is investing in this technology because they see the potential for it to improve the Disney experience for customers, as well as increase their profits. As the article notes, 98% of people had positive reviews in regards to the new technology. The possibilities seem endless for the ways in which the company can tailor the Disney experience to customer preferences. When the attractions are tailored to people’s preferences, they are more likely to spend time and money on the souvenirs, rides, food, etc. On top of this, when customers enjoy their experience more, they return more. This new technology is an important part of the continuous improvement and development for Disney in the theme park industry. They are paving the way in innovation, which is why they continue to be successful.

    3. The statement might be about critics mocking the technology, but it is identifying the major concern of those who oppose it. Similar to the concern about Internet history being tracked to advertise, people are generally most worried about their privacy. While the My Disney Experience app is voluntary, the MagicBand technology does track other information, such as location, credit card number, hotel room, and visitor information. This can be concerning for those who worry about their privacy. Even though the data is used to provide a better experience for customers, people sometimes feel that they are being spied on. These individuals may or may not have reason to be legitimately concerned, but the “spychips” comment is not very far off, in my opinion.

    Reply
  16. Patrick

    1. Disney is investing in RFID because it is crucial in the way that they do business. Radio frequency identification chips helps Disney with crowd control, data collection. The investment into RFID is so crucial to Disney because it will give them a competitive advantage over others on how they run things. Disney already has ridiculous inflows of money every day, so an investment like this can bring nothing but good for them.
    2. RFID is very innovative and could be used in any service industry. For example a coffee shop. You could have the RFID on your smart phone and the shop will know when you are in range and can start making your coffee before you arrive. RFID technology makes wallets obsolete. You can literally store everything on your smart phone and use that as your wallet, since lets face it, most of us can’t live without our smartphones. Other examples, like the article mentioned would include Museums, zoos, malls, airports.
    3. Saying that RFID are “spychips” since they can track our moves and see what we are doing is really not a good argument. Smartphones have been doing that for years and no one seems to be bothered. Yes, if the RFID falls under the wrong hands it can cause some problems but it really shouldn’t. We need to accept the fact that it is really easy for technology to track us, and it will only get easier as time goes on.

    Reply
  17. Rose-Marie N

    1. Disney is investing in radio frequency technology because they think it will give them an increased competitive edge in customer service delivery and overall organizational efficiency. The wearable technology will allow Disney to collect data through an electronic band that does not require the expense of human resources to collect the data. It is a seamless process that is initiated by client interests. It is important because its process of data collection allows Disney to gain, and maintain, a competitive advantage in its industry. However, there is also the dimension of Disney’s clients who have responded their displeasure in noticeable ways that should be considered noteworthy. I find the MyMagic+ system, applied through the MagicBands, could be potentially scary for privacy even though they are linked to an encrypted database of visitor information. The bands have radio frequency identification (RFID) chips—which critics derisively call spychips because of their ability to monitor people and things which has some value as a critical analysis.
    2. Potential application for the RFID application includes the customer service delivery in terms of the benefits of alerting customers to restaurant menu changes or sudden openings for reservation at potential places of interests. Of course, it is good for business because people will spend more of their disposable income in a scene where they feel more comfortable.
    3. I think that it is creepy for staff to know children’s names and unnecessary to wish someone Happy Birthday. It is also creepy to try to limit a person’s actions outside of your business through a tracking device.

    Reply
  18. Miriam Ott

    1. Why is Disney investing in this RFID technology and why is it important?
    RFID technology is important because it would allow more data collection in order to more efficiently manage operations and personalize these operations to benefit the customer the most. It can help customers as well as simultaneously helping the company, which makes this type of technology very important.
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    This technology has the potential to have numerous applications in the world, but what immediately jumped to my mind was the application for grocery stores. If all you had to wear was a band on your wrist that would alert the store to which areas of the store were most popular, how long a customer had to wait for help, how often a customer walked back and forth making decisions on price comparisons, and if their technology could allow for special deals to be given to the customer based on their preferences so that they can save money, I think the potential in grocery stores would be just one of many many applications for RFID technology.
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    I think this would be a very real concern for many customers as privacy can definitely be an issue and even as of now security methods are already being questioned. It should definitely be up to the customer on whether or not they wish to partake in using this new technology as it can be pretty invasive into personalized data collection and there are always the risks of having a security breach.

    Reply
  19. Nana Esi

    RFID stands for Radio Frequency Identification and it is a technology that makes use of a tiny chip to track things which may be relatively far or close by. In my opinion, I think Disney is investing in this technology because of the tracking power it possesses. This tracking power allows Disney to gain information from its customers and also improve upon the services it provides. This improvement may be in the form of knowing what restaurants are to serve on their menus, whether or not to increase or decrease the number of staff at rides, and also provide an employee-guest relationship by allowing an employee refer a people by their names.
    I believe the tourism industry is where this technology will add the greatest value. Tourist sites such as amusement parks like Disney, beaches, and hotels can use this technology to help people who visit to have a smooth and trouble free experience. Although privacy is not guaranteed, using these chips to pay for meals and other facilities they wish to use without having to worry about carrying wallets, purses or credit cards as Disney has already began, is a great stepping stone to further improve sales and increase the number of people these tourists sites attract every year.
    “Critics derisively call spychips because of their ability to monitor people and things.” People who express their contempt or ridicule this technology describe it as a “secret agent” that steals important and private information from people. This, I deem true because the user no longer has any privacy. And this may not favor well for the individual when hackers or people break into the database to steal these innocent people’s data and use it for the own benefit and pleasure.

    Reply
  20. Jared Hubbard

    I think that Disney in investing in the RFID technology simply because it will make their theme park more efficient, user-friendly, and profitable overall. One thing that people hate more than anything at theme parks is wait time to get food or get on rides. They payed exorbitant prices to get in to the park–and they don’t want to waste their 7 hours in lineups. Having technology that allows people to book rides in advance, or order food before they even sit down at the restaurant allows people to save time and get more out of their visit. It also helps them spend more because if lines are shorter, more people are willing to buy stuff.

    As far as the “spy bands” argument goes, I typically tend to be on the side of privacy. However, in this instance I think it is totally up to the people using the technology whether or not to give up their information. Compared to other things, like websites that collect your data without you knowing, I think the “spybands” are relatively harmless. They would probably be welcomed by most regulars at the park, who I am sure would have no qualms about giving Disney some personal info in order to have a more personalized and streamlined experience.

    Reply
  21. Jordan Gunderson

    I think Disney is investing in the RFID technology for a few reasons. The first is in order to gain a competitive advantage over its competitors. Themes parks are growing and offer a lot of the same “thrills” as one another. What makes customers choose one over the other is experience and convenience. I personally don’t think people are too concerned with the price. They are going to a theme park understanding that it will cost a lot, they are more concerned with what they get out of it. By offering a more efficient trip to their park, Disney is telling people that they will be able to have the most convenient and enjoyable trip possible by using this new technology at their park.
    The second reason I see Disney investing in this product is to make a profit. Draw in more customers, make it easier for them to spend money. Less time in lines and waiting for food means more time in shops and buying souvenirs.
    I think that RFID could benefit many industries. Parks, zoos and other “full-day” experiences are huge because they can monitor where people are spending the most time. They can also use the technology to encourage their visitors to purchase all necessities within the park because of its simplicity. I could also see it working for employers with their employees. A warehouse manager could see where their employees are spending the most time and improve efficiency.
    I think that people are already being monitored… regardless of whether or not they are wearing a wrist band. Our cell phones monitor our location, theme parks are riddles with security cameras and restaurants/sales businesses keep track of who is buying what. I do not see these wristbands as being a violation of privacy as long as they remain optional.

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  22. Mojtaba F

    1. Why is Disney investing in this RFID technology and why is it important?
    Although many might argue that Disney is using these bracelets to solely benefit its customer experience, I think the ultimate goal of Disney is to gain a better insight through greater quantification of what its customers are doing. This band creates a big opportunity for Disney to add to its MIS of what its customers are eating, when they’re eating it, where they tend to go most, and how long they spend time at each attraction. As a result, they can focus on the most important attractions, in hopes of creating a greater amount of profits. As stated in the article, through these bands, Disney can now monitor its customers, which obviously would raise a big question of whether the company is invading customer privacy.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    Of course, it’s very possible that if this RFID technology proves to be a success, many large corporations will seek to take advantage of its hidden potentials. Like stated in the article, Malls could also incorporate this technology to not only make customer experiences more enjoyable, but to even provide incentives in hopes of a greater profit. For example, giving away coupons as soon as a customer walks into a specific store.

    Reply
  23. Jake Osmak

    1. Why is Disney investing in this RFID technology and why is it important?
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    Disney is investing in radio frequency identification technology for one simple reason, which is to gain valuable information that they can use to make Disney parks more efficient and profitable, with a resulting increase in customer satisfaction by creating a more smooth and personalized guest experience. This technology is very important to Disney because it will provide a comprehensive data compilation from guest movements that will help them understand what they’re doing right, and what needs improvement in the park. This RFID technology could add great value in other industries that could become more efficient smooth in relation to customer experience. An example as mentioned in the article is airports. RFID technology could be utilized in airports to gather data on customer movements through airports, which could be used for a more efficient future design of future locations. The RFID chips could also be used as boarding passes, and could track the number of people who are already in the airport and those who haven’t reached security and will be late to their flight. There are countless applications of this technology in airports with another one being security and antiterrorism. With the great amount of data RFID chips can obtain, they do have some negative connotations associated with them. Because these chips can effectively track an individuals every movement, many people may think this to be an invasion of privacy because they are “never alone”. Certain individuals may feel as if their personal privacy is being infringed upon, or exploited for the profit motives of corporations. While this is in some ways true, I believe the best way to counter these negative attitudes is to focus on the benefits that will come about for consumers due to the technology. These benefits include a more timely and enjoyable overall experience.

    Reply
  24. Jacklyn

    1. Why is Disney investing in this RFID technology and why is it important? Disney is investing in Radio Frequency Identification technology because it will make visits to the park easier and almost hassle free for park-goers. This is important because it will give the park staff knowledge of people in attendance of the park, for example it can make children’s birthday’s more personal by knowing the name, age and who they are to deliver a special birthday to the child. As well it makes paying easier for customers because they can use the MagicBand instead of pulling out their credit cards all the time, as well they can book in advance to escape lengthy entrance lines and ensure that they will be allowed into the park at a reasonable time.
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    I think that this will add great value in parks and entertainment places like this were there are many people entering at once. A huge deterrent to going to amusement parks is waiting in lines to get into a park but also onto rides. If you were able to save a place with technology these places may attract more people.
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    I think this is an interesting topic. Wearing a band that monitors your every movement, knows a lot about your personal life like, family, children, where you are staying etc. can be dangerous. If the technology was ever breached people could get a whole lot of information about many people compromising their privacy. But I also think that this is good software because it does allow people to have better, more enjoyable experiences at recreation parks.

    Reply
  25. Neve O.

    1. Disney is investing in radio frequency identification (RFID) technology because it helps them add value and ease to a customer’s experience. If people find it easier to plan their trip and enjoy it when they are there they are more likely to do it. With this technology being able to track where all of their customers go and what they do and how much they do it while enjoying the theme park will help them know where to staff how to staff and what to stock. Because these chips are specified for each person they are able to make the wristbands that the chips are placed in personalized and consolidated. This means that the customers hotel key, admission, and even their debit or credit is stored there too.
    2. If people get onboard with this and don’t believe it is creepy or an invasion of privacy this could revolutionize the way this customer is served and eliminate unnecessary means that they believe is. They can become more efficient then they thought possible. Radio frequency identification technology will add the greatest value in airports, malls, museums, other theme parks, zoos, and aquariums. Malls could track where people go more frequently and how often they go in within a certain time frame. Zoos could see what animals or parts of the zoos are visited most at what times, and if they eat at the zoos restaurants or if they bring their own food.
    3. “Critics derisively call spychips because of their ability to monitor people and things” means that with this technology they are essentially spying on that persons every move and know where they are at any given time, which in Disney’s eyes saves time and creates a more efficient stay.

    Reply
  26. Scott Harvey

    Disney resorts and theme parks are world-renowned vacation spots that draw an enormous number of visitors each year to their many international resort locations. Disney is a leader in providing world-class family entertainment. This all comes with unique obstacles that must be overcome for Disney to remain a leader in this industry. The reality of running theme parks & resorts that cater to tens of millions of people each year around the globe must be a logistical nightmare, yet Disney seems to be able do it with a particular charm. This charm is their competitive advantage, the key to their continued success, and any method of enhancing this competitive advantage is of paramount importance to their multi-billion dollar global enterprise.
    The applications for RFID technology are potentially limitless due to the ability to adapt this technology for a variety of uses. RFID has been a game changer in warehousing and logistics due to the ability to precisely monitor inventories, improve shipping times through large scale automation of warehouses, allowing for quick distribution, and even instantaneous scanning of the entire contents of shipping containers with almost no error. Banks have successfully implemented RFID technology into our debit and credit cards, which allows us to “tap” our cards for payment on small purchases. Mobile devices and wearable technologies are among the fastest growing technologies in the world, and in each new device, RFID technology is engineered into their design. This allows for nearly limitless applications of RFID tech to the mobile personal consumer market, while providing producers and suppliers extremely intimate insights into their customer’s lives. Mobiles and wearables are beginning to eliminate the need for us to even carry a wallet, as all of our banking information is now at our fingertips, and payments can be made from these mobile devices using their built in RFID technologies. It is possible that one day a combination of RFID and biometric technology could replace the need for us to carry physical identification such as a passport, social insurance number, or a birth certificate.
    Referring to the RFID technology implemented by Disney as spychips puts a negative connotation on this technology, but the fact is that all of the information generated from the use of this technology is being monitored by Disney to enhance their client experience. The connotation placed on those chips is irrelevant, as long as Disney is achieving its goals of enhancing and personalizing their customers experiences, and their customers are satisfied with the benefit that they are receiving from their use. The term “spychips” also implies that Disney has sinister and ulterior motives for implementing this technology, which is most likely not the case. Some visitors to Disney Resorts may not be comfortable with this technology, but I would be willing to bet that most are, especially if those visitors who agree to use this technology receive preferential treatment at the resort in exchange for agreeing to have their activity monitored. This is no different than being monitored while on the internet. It is probably safe to say that nearly 100% of individuals who access the world wide web are being monitored. At least visitors to Disney Resorts know that it is Disney doing the monitoring, and not some artificial intelligence, or anonymous person (or persons) in some unknown and undisclosed location, who may truly have some malicious motivation for monitoring them.

    Reply
  27. Juan

    1. Why is Disney investing in this RFID technology and why is it important?
    Disney is investing in RFID technology to improve their service at their amusement parks. This is important because not only does it improve the efficiency of the park and the customer satisfaction but it also gives them a competitive advantage. With Universal Studios and Lego Land being so close by they need something that sets them apart from the rest and encourages people to want to go to their park instead. Being able to plan your trip a head of time and having everything you need in one wrist band makes things easier for your customers and really sets you apart from the competition.

    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    Spychips is an appropriate term for RFID chips because that is essentially what they do. This can be both a good thing and a bad thing. Tracking peoples’ movements can be a very useful tool. It can greatly improve systems efficiencies. For example, if they were implemented into vehicles, then traffic systems could be optimized to increase the flow of traffic and if there were any accidents then traffic could be guided through a different route to avoid congestion. However, this system could easily be abused in the wrong hands. If RFID chips were implemented into everyday lives, then it would cause a massive invasion of privacy. The government or corporation in charge of the system could track anyone they wanted for whatever reason they seemed fit. So what you gain in efficiency and functionality, you lose in privacy and freedom.

    Reply
  28. Holly

    1. Why is Disney investing in this RFID technology and why is it important?
    – Disney is investing in radio frequency identification chips to put inside the park users wristbands. This technology helps Disney collect information voluntarily about theme park users. The article discusses various ways this RFID technology can give insight to the park to run operations more smoothly such as: when to add more staff at rides, what restaurants should serve, which souvenirs should be stocked, and how many employees in costume should roam around at any given time. Disney believes tracking customer’s data can provide customers with a more seamless and personal experience at the park.
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    – If this RFID technology is successful at Disney’s theme parks I think it will be widely used by many industries. The article mentions that museums, zoos, airports, and malls may copy this technology in the future. Museums and zoos could track frequent guests and collect which exhibits they enjoy the most. Airports could help people find flight terminals or use it for safety precautions. The malls could track which stores certain people go into and use the data for sales and marketing strategies.
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    – I think calling RFID technology “spychips” are pretty accurate. Although participants voluntarily are using them, tracking people’s whereabouts, gift store purchases, ride and food preference, etc. is not going to be welcomed by everyone. Disney’s innovation of the “fast pass” was an excellent addition to the park and it made spending a day there much more enjoyable. The food servers knowing which table to bring my sandwich to or the name of my children without any interaction would just freak me out. I think they may need to draw the line at how personal your experience at a theme park should be.

    Reply
  29. Meghan

    Disney is investing in RFID technology to stay ahead of their competition. As the article mentioned other theme parks such as Universal Studios, Lego Land, and Sea World, to name a few, are expanding to include more rides and attractions. This leaves consumers with the option to spend fewer days at Disney or even skip the theme park all together. This technology will hopefully create a more seamless and personalized experience for customers so that they want to spend more time and money within the Disney Park. This RFID system could also greatly increase efficiency by providing relevant updates to customers of rides or restaurants that have room.
    I think the tourism industry will have the greatest benefit from RFID technology. Events, theme parks, resorts, and even campuses could use wristband technology to make purchases safer and easier. In congested areas where theft could be a problem a wristband payment technology could eliminate the need for customers to carry cash, credit cards, and possibly even id. This quick and easy payment method would most likely increase consumer spending as they do not have to physically take out cash or type in a pin pad. Therefore the consumer is thinking less about what they are spending on the transaction.
    The reference of RFID technology to spychips may have some merit however more and more that is the way our society is going. Our cell phones already store so much data including our location at most times, banking information, what our face or fingerprint looks like. I think soon this will simply be the way of the world. It will just be an adaptation as technology is advancing so quickly.

    Reply
  30. grace

    1.Why is Disney investing in this RFID technology and why is it important?
    Disney is investing in RFID technology because it allows them to track and monitor visitor activity. The radio frequency identification chips are placed into each MagicBand which allows individuals to use for admission purposes, hotel keys, and even debit or credit cards. This information is stored on the Disney database, which also collects information about each visitors experience at the park. The purpose of this billion dollar experiment is to create a more personal and flawless experience between customers and employees. This technology is important because it gives Disney a massive competitor advantage and allows the park to collect legitimate data of each visitors experience and activity.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    Amusement parks are a great example where RFID technology could be used to enhance visitor experience. Many other businesses could benefit from RFID technology such as grocery stores, shopping centers, airports, and hospitals. This technology would increase the efficiency substantially of each industry.
    3.Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    This comment is referring to the enormous amount of information RIFD technology has access to. In the article it mostly focuses on the huge benefit the technology brings to the company, however it does not mention the hesitation customers may have with privacy. Some may have concerns with potential hackers or lost bracelets being used for purchases. If companies are planning on using RIFD technology, they must make it very clear as to what they are using the information for, and what kind of insurance comes with that to put customers to ease.

    Reply
  31. Quinton Slack

    1. Why is Disney investing in this RFID technology and why is it important?
    Disney is investing in RFID technology because they believe it will help them track and monitor customer spending habits easier and gives them a better outlook on what sorts of things can be done to better the theme park to benefit consumers ultimately resulting in a massive profit. This technology can be very important as it is solely based on pleasing the customer and can give Disney a cutting edge over competitors. By knowing if customers return because they had a great time because they got to do everything that appealed to them and after everything they want and it suited them best based on the aid of RFID those customers are more likely to return to Disney.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    I could see there being applications in the future where everything is tracked via cell phone RFID applications and many producers could benefit from this assuming the consumer complies with the data and uses it. This application could take off and be one of the greatest ideas ever as stores will have in depth data storage of what consumers like spending where and how they do the majority of their spending. On the other hand you will have many people going against this idea and are already against it as they believe it invades their privacy and don’t like feeling “tracked”. If consumers can get over the fact they are being “tracked” to benefit them and not harm them and it passes privacy laws I could see this being a way of the future where producers cater to consumer needs quicker and more simply.

    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    When answering a question like this one must ask, Do we even have privacy anymore for this to be relevant? When you think about how we can be tracked via IP address and by cellphone and how there is almost a security camera around every street corner with live feed, does it really matter if we are now being tracked by one more piece of software? Especially when it has the potential to benefit our lives? Critics may call this software spy chips or an invasion of privacy but in the grand scheme of thing your personal freedom and privacy is already compromised on so many other levels.
    I believe this software could in all likelihood be a possibility of our future as we live in a multi diverse technological world and we will have to become accustomed to it and adapt to this software in the future in order to benefit ourselves and preserve and save our scarce resources of time and money.

    Reply
  32. Richie hall

    1. Why is Disney investing in this RFID technology and why is it important?
    -Disney is using this RFID technology to improve the experience of their customers and to increase their profits by increasing their sales and lowering their expenses. If they are able to address their customers needs more personally when they are visiting, the customers will feel more valued and will be more likely to return. If they can monitor the frequencies of customer habits such as when they visit, when they eat, what activities they do while they’re there and many more, they’ll be able to reduce their expenses tremendously by correctly supplying the exact amount of resources (workers, food, rides) when they are demanded.

    2.  What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    -Disney is using this RFID technology to improve the experience of their customers and to increase their profits by increasing their sales and lowering their expenses. If they are able to address their customers needs more personally when they are visiting, the customers will feel more valued and will be more likely to return. If they can monitor the frequencies of customer habits such as when they visit, when they eat, what activities they do while they’re there and many more, they’ll be able to reduce their expenses tremendously by correctly supplying the exact amount of resources (workers, food, rides) when they are demanded.

    3.  Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    -That statement is frightening to say the least. Obviously I am not worried that Disney is going to use this technology for evil or to try and invade my privacy when I’m at home but still, it’s frightening. This statement highlights how advanced technology has gotten. What is frightening is the thought of this technology or superior technology falling into the hands of the wrong people. If Disney is going to use it, it obviously isn’t classified. If it does find its way to malicious people and is used for wrong, then I feel that our privacy will constantly be at risk.

    Reply
  33. Dalicia Reeser

    1. Why is Disney investing in this RFID technology and why is it important?

    By Disney investing in the magicbands with a Radio Frequency Identification chip has hugely impacted Disney running more successfully. It allows them to collect information on how and where people spend. This information helps Disney know when to add more staff and where to add them. Also helps with what food is most popular and should be most commonly served, and can notify customers of menu’s or reservation availability through emails. It has helped Disney drastically change its interaction between them and their customers by accommodating their needs more accurately and easily.

    It’s also given them a competitive advantage against their rivals. Having the mymagic plus system allows visitors to make purchases more conveniently and visitors can map out their entire day at Disney and therefor are less likely to leave and go to competitor park attractions such as Legoland or Seaworld.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?

    I could see the RFID technology benefiting any business. The park attractions competing against Disney will most likely need to invest in them in order to keep up with Disney. Zoo’s and malls all over the world would see the value from the technology. Grocery stores and department stores would benefit hugely from the RFID. If the grocery store was able to monitor what I most often get and send me notifications of when the product is on sale and when the sale ends there’s a good chance that I would stop in to stock up on it before the sale ends. However getting a customer to wear the bands would be more challenging then it is for amusement parks such as Disney.

    Reply
  34. Jacob Burley

    Why is Disney investing in this RFID technology and why is it important?

    The reason Disney is investing in RFID technology is to make themselves more money. In order to make more money Disney can do many different things with this new technology. Just the idea of being able to staff the park according to the highest density of people in real time is immense. No more money spent on staff that I sitting around not making Disney any more money. As well connecting the visitor’s credit card to these bands means there will never be the excuse that they left their wallet in the hotel room. Even being able to fit the maximum number of people on a ride in one day is going to increase their income. While the RFID technology should enable to visitors to have a more enjoyable experience the main reason any company invests in new technology is to make more money.

    What potential applications do you see for RFID technology and in what industries will this add the greatest value?

    I could see RFID technology being used in a lot of different industries. You can already see it increasing in popularity in the mobile payment industry with apple pay and Samsung pay. I could see it also including reward cards in RFID so people no longer have to lug around wallets that are far too full. As well the data collection from being able to tell where a person is using there RFID technology at any time is very important. Information itself has become a very important and valuable technology.

    Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.

    I believe it is impossible to now a days to be picky about the “Spychips” tracking your every move. Every piece of technology we have tracks us. While it would be nice to think that if we didn’t want people to know where we are its not realistic. Technology isn’t going anywhere and is only going to be more precise as time goes on.

    Reply
  35. Olivia Jorgensen

    1. Why is Disney investing in this RFID technology and why is it important?
    Disney is investing in this type of RFID technology in order to keep their competitive advantage as well as enhance their guests overall experience. The article mentions that this technology has the ability to make the Disney experience much easier for individuals who attend. This can be done by quicker wait times for food, the Disney characters knowing your name and if it is your birthday, and reduced wait times for lines due to pre-booking. This technology also includes the ability for individuals to pay with just one scan of their bracelet. Disney can use this information to track what consumers are buying the most and change their business plans accordingly.
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    I think that there will be endless potential applications for RFID technology, just as the article mentioned. The article mentioned it could be applied to museums, zoos, airports and malls – but I think it could also be applied to hospitals, hotels and most service based industries, specifically restaurants and grocery stores.
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    Although this technology has the capability to create a lot of value for industries, privacy will be a big concern with this type of technology. As industries are tracking you, it must be very clear what they will be doing with the information that they gather from individuals. Also, I wonder if this type of technology has the potential for hackers to get into and use your bracelet to make purchases, much like hackers can do with credit card numbers.

    Reply
  36. Jaelee K

    Why is Disney investing in this RFID technology and why is it important?
    Disney is investing in radio frequency identification (RFID) technology because it gives them a competitive advantage. It allows easier, yet constant input and organization of data into their databases with minimal effort on Disney’s part. The RFID technology tracks Disney’s customers on a 24/7 basis and allows them to gain information on each customer that utilizes MagicBands while in the park. These bracelets and the technology behind them allow Disney to not only market certain products, but also forecast and predict demand for rides, food, merchandise, hotels, and other exhibits well before the time of visit or transaction occurs. This leads to Disney’s competitive advantage because such precise forecasting can lead to execution of proper scheduling, marketing, and decision making within the parks, aiding in serving their customers better.

    Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    As a strong asset to Disney’s business strategy, the MagicBands are concerning for those that take the time to consider all the numerous effects that the bands carry. It may be that Disney can convince many of their customers that these bands are exclusively in the interest of their visitors, but careful consideration from critics shows that the opinions are exactly opposite. MagicBands gives a whole new meaning to being able to track one’s every move. Not only can MagicBands track a visitor’s location, they can track one’s transactions and preferences, and predict future transactions and locations. This also leads to the ability to free up some of the visitors’ time, allowing and perhaps influencing the customers to spend more money. Skeptics and pessimists may think of these new additions to Disney as Spychips because when one objectively removes the benefits Disney is claiming they have on the visitors, the feature of being able to spy on their customers is what remains. It is no secret that the MagicBands have two functions: to serve the customers better and to gain knowledge on the customers, both creating success for the company and adding to their competitive advantage. Without the ‘direct benefits for the customers’ aspect, the MagicBands would come across as strictly Spychips which is at the least somewhat concerning.

    Reply
  37. Sean Cubitt

    Why is Disney investing in this RFID technology and why is it important?
    For Disney as a company, they want to create the most personalized and magical experience for you, so that you as a consumer will want to return because you had such an amazing time. This RFID technology helps the, do just that. It allows them to have a employee in costume greet your child by name, or help prevent the loss of wallets and keys because they are on your wrists. Sure they generate data based on your movements, but it is all the help create the once in a lifetime Disney experience.
    Personally I think this technology should be readily available in the real world. Even though it already is through smartphones, I feel that if people voluntarily wanted to be tracked for a better experience, then it could create less chaos. Its hard to pinpoint as to which industries would benefit from this, because they ALL use some form of tracking technology to provide experiences for us. I think that this technology adds the most value in the industries that are directly involved with consumers. Not saying each clothing store, needs it own bracelet, but rather a universal bracelet that has all the information readily available on it, much like a wallet would contain.
    But this goes back to the whole privacy issue, or “spychip”. Once again this technology is not new to the world, but rather the knowledge that it is available, is. Take Facebook as an example, they monitor everything you do, all to generate ads based on your interests, or things that you have clicked. They aren’t using it to harm you in anyway, rather then help generate ads based on your interests. This RIFD bracelet is the same idea. Disney wants to help generate a personalized experience that you won’t forget, not become a new Homeland Security.

    Reply
  38. Leila Methot

    1. Why is Disney investing in this RFID technology and why is it important?

    This technology is so important because of the advantage it gives both Disney World financially and its consumers experientially. Disney is investing in this technology to be able to better market what its consumers want when they come to their attractions, hotels, exhibits, parks, Etc.. They can monitor the activities of each and every individual; whether that be what they are buying, what they are eating or where they are eating, what attractions are the most popular, what are favourite destinations, where do people spend the most money/time, and an extended abundant list of much more. By being able to track what people favour and dislike more, they are able to target areas and become more successful financially (as if they are not already) and cater to the exact needs of what the majority of their consumers want. Given that Disney is able to cater more to the wants of the consumer, people are given a better experience at their time at Disney World. Instead of going to attractions that may not be popular unknowingly and wasting time on what they thought would be a fun/experiential time, these attractions have already been eliminated by popular “secret voting”. The ultimate problem with this technology though is the privacy concern. Like previously stated, Disney will know exactly ALL of you moves; everywhere you want to go/ have gone, what your plans are, where you spend your money/ how much money, etc.. This can be concerning as they really are spying on you to gather the information they want/need to create a more consumer oriented market that will benefit them financially. So although this technology may be important to Disney to gain more money, its at the risk of every single individuals privacy.

    Reply
  39. Kira Barnowski

    1. Why is Disney investing in this RFID technology and why is it important?
    Disney is investing in this RFID technology because it wants to keep their competitive advantage and remain the leader of the amusement parks. As mentioned in the article, there are a number of other amusement parks in Florida, all with their own unique features. Disney wishes to gain that new unique feature to impress their customers and more importantly so they will continue to come back. It makes a day in the park much easier for the customer, quick wait times for food, being greeted by name, and having their payments methods over with a scan of their bracelet. Disney also will benefit from the data the bracelet will provide. They can figure out exactly what the consumers are buying and eating, what they like and don’t like and drastically improve their business techniques.

    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    This technology could honestly benefit any industry. The fact that you can find out exactly how often your customers are buying/using what service/product can benefit a business drastically. If nothing else, the customer service aspect of any industry can be improved with this technology. Industries can figure out exactly what product to produce more of, and which to discontinue. An industry with daily consumer interaction would benefit more than a manufacturing company for example.

    3.Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    It is clear that many people would not be comfortable with their lives constantly being monitored. Although I can see this being a large issue for some, I don’t see it that way. Realistically, so much of our lives is already being monitored and can be seen by everyone through our SmartPhones and applications. I think many people are still in denial of how much people can truely find out about us through those features. If Disney wanted to put the time and work into it, they could already have all that information if not more. This just makes it easier for them, and it’s benefiting their customers at the same time.

    Reply
  40. Ryland Hatton

    Radio frequency identification or RFID research at disney has allowed them to advance the technology and thrills they can provide for their guests. An example was at the very beginning of the article with the customers at the be our guests restaurant. This technology also allows guests to access their rooms, pay and experience “disney magic”. Although a little creepy in how it can track the whereabouts of people at all times its also beneficial in situations like a lost kid…where it may be able to track the whereabouts in the park. Also makes it easier for people to pay for goods at the park without need for carrying all their cards and if they are visiting not risking those cards getting pick pocketed in crowds. So there are more benefits from what I can see then downfalls.
    Further applications apart from disney could be for airports to keep track of guests traveling. For example when I lived in the UK, we had to always get our finger print scanned when we went through customs, so with something like a RFID bracelet they could use these to bring up your information and compare it to the system or at check ins they can provide you with a band as your boarding pass.
    Critics are calling them spy chips because we as consumers don’t like people always knowing our every move but by knowing this the parks can gather data and implement that data to better serve us in the future or make our life easier as we want to eat or purchase items and overall this technology will better increase productivity in these busy parks.

    Reply
  41. Carrie Chen

    1. Why is Disney investing in this RFID technology and why is it important?
    Because every year there will be many people to Disneyland,so Disney let visitors who from afar journey more enjoyable and more convenient to stay and for dinner, improve their efficiency play, so that they can play every recreational facilities and save their time.It also can strengthen mutual interaction and improve the level of satisfaction of tourists.
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    In hotels,using RFID technology to resolute the hotel guest’s identity ,and use it as room card,also can use it to consume,in the finally the hotel can use it as a consumer certificate.
    In hospital,if patients need registration, medicines, hospitalization and so on can use RFID technology,so they do not need to waste time,and hospital can know what they have done.
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    I can not agree this statement,because I think if you gain something you will lose something too,but you should know that you gain more.Personal information security always becomes a problem for every business,everybody has their responsibility to protect their security,we should thanks for the technology,because it gives us more convenience,we can not only see its disadvantages,and we should be hopeful for its improvement .

    Reply
  42. JP

    1.
    Disney is investing in RFID technology because -like any IS system- it provides management with information to make decisions. As stated in the article, RFID can help determine when to add more staff at rides, what restaurants should serve, which souvenirs should be stocked, and how many employees in costume should roam around at any given time. Added to this, data about customer preferences could be used to craft e-mails or text messages alerting them to restaurant menu changes or sudden openings for reservations.
    2.
    I see the RFID being applied to many different industries – even ones without massive crowds. For example, hospital patients are often required to wear bracelets to identify themselves. The nurse or doctor then matches their name with pre-stored information they have in another system. It would be useful for these systems to be combines. For example, a nurse or doctor could scan a patients arm band and automatically open up all of their health information on an ipad or similar device.
    3.
    To any critic saying that they feel “spied on” because of RFID technology, I have news: you are already being spied on. Public venues such as Disneyland already use security cameras to monitor the grounds for traffic flows and security issues. Such uses of this technology do nothing to harm the visitor experience, rather, they only serve to make it better. So if one is criticizing the privacy aspect of RFID technology, then I suggest not to go to Disneyland at all.

    Reply
  43. RH

    1. Disney is by no means a small corporation. Since it is a major corporation and leader in its various industries, it would be most advantageous if they invested in RFID before their competitors are able to. The sooner they are able to adapt new technologies such as RFID, the greater their competitive advantage over their peers will be. Disney has the funds and resources to implement the technology and is able to cater to their customers in a more effective and efficient manner. They want to make the Disneyland a more enjoyable experience by providing to the customers as soon as possible and letting them get the most of the experience at their parks.

    2. RFID has great potential in various industries. It serves customers quicker and more effectively in the first place. The businesses are able to cater to the customers’ wants and possible needs with the proper adjustments thus improving customer service. The ability for the business to monitor the likes of the possible customer can easily improve reaction time, recommendations, and delivery. Service-based industries such as retail will gain the most benefit from this technology. Since knowing the clientele beforehand gives the businesses an edge in relations and service and allows them to prepare. Hopefully acquiring new customers and retaining old customers in the process.

    3. In my opinion, the problem is privacy. A person’s perception on privacy ranges from not caring to care too much so it is difficult to determine the right medium. One of the main concerns is that these spy chips are able to monitor their usage, actions, and personal information. It makes it difficult to decide when it is the right amount of privacy a person must have as it is ever changing. There is no happy medium after all.

    Reply
  44. Blake

    1.
    Disney is investing in the RFID technology because it is what they figure to be a competitive advantage by doing so. They are hoping to increase they customer satisfaction that people experience at there park and they figure by increasing this they will increase there revenues as well. With the chip that is in the wristband people can easily pay with there debit or credit card simply with this wristband. Disney thinks that with the ease of payment people will be more likely to spend more money on things. With the importance of customer service and giving people the best experience possibly they will want to continue to go to Disney parks.
    3.
    It is a little bit worrying that Disney’s technology will have so much information on the consumer and that this is all going to be in a wrist band as well as there database. The fact you can pay for things and be tracked and have you room key all on your wrist is crazy. The information that they have could be sold to others and this makes me feel uncomfortable with the whole situation that Disney has taken. They will know you names around the park without you even giving it to them know if its your birthday and have plenty of information on each individual. It becomes a concern with how this is an invasion of privacy in peoples lives. Both sides have good points and bad points but i believe at the end of the day it should be left up to each individual what information they would like to keep disclosed.

    Reply
  45. Erica K

    1. Why is Disney investing in this RFID technology and why is it important?
    Walt Disney has been in the tourist industry for several years now and they are looking for ways to improve their customers experience in the theme park so why not invest money into this new upcoming technology and see how they can make it work for them. It is important to have high customer satisfaction and get repeat customers. If the theme park services are slow and poorly organized then some customers might not be back because it was not worth their time. Repeat customers are how the company increases its revenue.

    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    Among other technology that I have become familiar with through this class I find the RFID technology Walt Disney is now implementing is creepy in a sense. It makes me feel uneasy that through tiny devices we give company’s such as Walt Disney permission to track our consumer habits without actually knowing we gave them that permission. It is mind boggling that innovative people such as the ones who developed RFID exist in this world we live in and these types of technology are available for us to use but it is concerning how invasive they can become. Initially to me it seems like it is a useful tool to be able to track consumer buying habits and be able to offer the best types of services to consumers but how they gather that information can be concerning. Its concerning because sometimes we unconsciously volunteer that information without understanding the degree to which the information can and will be used. Does it stop at using it just for Walt Disney related topics or will they begin to sell it to other theme parks or company’s so they can maximize their revenue. The statement has two valid sides, its just a matter of what end of the argument you are on.

    Reply
  46. Wheaton

    1. Why is Disney investing in this RFID technology and why is it important?
    I think as a major corpotation in the world, Disney has to be the leader when it comes to adapting new technology such as RFID technology. Since Disney has the funds and resources to be able to install this technology, there is no reason for them not too. Disney has thousands upon thousands of tourists, and each on them are looking to do the most amount of touring possible when they are at disneyland. If implementing this techonlolgy will help efficiency with regards to serving customers better, it is very important.
    2. What potential applications do you see for RFID technology and in what industries will this add the greatest value?
    I see endless amount of possible for this RFID technology. With regards to serving clients better, and businesses having more information on their own customers, both the the customers and businesses will be better off. Monitoring what person likes what products, at what time, and where are all important information the businesses can use to better the customer service. I believe the retail industry will benefit the most from this technology. Knowing what clients like what certain products at a certain time, will be very good.
    3. Comment on the statement “critics derisively call spychips because of their ability to monitor people and things.
    The other side of this brilliant technology is the privacy factor. How far is too far? This has been argued for years. Monitoring citizens actions and personal information is a big issue for a lot of individuals. It is a tough debate to know when the line has been crossed, and i feel the argument will never be completely solved.

    Reply
    1. missickb

      1. Why is Disney investing in this RFID technology and why is it important?
      Disney is investing in the RFID technology because they believe it will help them provide customer service and products that are specific to individual customer interests. Additionally, Disney believes the RFID technology will allow them to be more efficient and effective at delivering products and services. This is important because it can contribute to an increase in Disney revenue through increase in sales generated from delivering services and products that are customer specific. In addition, the RFID technology allows Disney the opportunity to do more suggestive selling based on the information stored in databases specific to individuals in a family. For instance, a family of four on their vacation at Disney might include a father and son who both share the same interests of being huge Lion King and Peter Pan fans, a mother who admires Cinderella and enjoys collecting Cinderella memorabilia, and a daughter who really likes Disney princesses Anna, Jasmine, Snow White, and Aurora. With the information provided, Disney can direct employees to dress up in characters specific to individual family member’s interests and approach the family with promotional products and souvenirs that cater to every member in the family at various times throughout their stay at Disney. For example, when the mother and daughter are together, they could be approached by the characters Cinderella and Snow White with an invitation to take part in a Princess tea party. At the tea party, memorabilia, along with pictures of mother and daughter can be bought showing the time spent with the characters. Likewise, father and son can be approached by King Simba and invited to a party of King’s and Princes where memorabilia of their favorite characters will be on sale. More than likely, the family as a whole will spend more money on products and services that cater to everyone, so each family member is satisfied at the end of their Disney vacation.

      Reply

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