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Disney’s $1 Billion Bet on a Magical Wristband | WIRED

The Magicband wields access to the park, replacing virtually every transaction you’d make inside. Bob Croslin If you want to imagine how the world will look in just a few years, once our cell phones become the keepers of both our money and identity, skip Silicon Valley and book a ticket to Orlando. Go to…


I’ve had two instructors in my digital marketing class talk about this technology in the last few weeks. It’s really amazing, and one of the tricks of it all is that a) it’s an amazing example of what wearable devices can do, b) great means of figuring out marketing strategies by tracking (anonymously) the flow of traffic, expenses and such of the customers/guests to help create better experiences down the road, and c) there’s a fine line between the "creepy" factor and not, so that no one feels that their personal information is compromised. It’s genius, in so many ways! I wish I had one of these for any vacation, or even just for everyday! I suppose that the Apple Watch (which I don’t plan to get at this point) is the next closest thing. This makes me want to go to Disney just to try out the technology!


What do you think of these devices? Put your comments below.


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Danielle M. Villegas is a technical communicator who currently employed at Cox Automotive, Inc., and freelances as her own technical communications consultancy, Dair Communications. She has worked at the International Refugee Committee, MetLife, Novo Nordisk, BASF North America, Merck, and Deloitte, with a background in content strategy, web content management, social media, project management, e-learning, and client services. Danielle is best known in the technical communications world for her blog,, which has continued to flourish since it was launched during her graduate studies at NJIT in 2012. She has presented webinars and seminars for Adobe, the Society for Technical Communication (STC), the IEEE ProComm, TCUK (ISTC) and at Drexel University’s eLearning Conference. She has written articles for the STC Intercom, STC Notebook, the Content Rules blog, and The Content Wrangler as well. She is very active in the STC, as a former chapter president for the STC-Philadelphia Metro Chapter, and is currently serving on three STC Board committees. You can learn more about Danielle on LinkedIn at, on Twitter @techcommgeekmom, or through her blog. All content is the owner's opinions, and does not reflect those of her employers past or present.

2 thoughts on “Disney’s $1 Billion Bet on a Magical Wristband | WIRED

  1. Having visited Disney World this past New Year’s, I can tell you the wristbands are pretty cool. There are a few glitches with the sensors: “touch it HERE….no, wait a sec and try again….okay, NOW!” But it’s great not having to fiddle with cash, credit cards, tickets, and room keys.

    An interesting thing about the Disney brand is the enormous level of trust they’ve earned from their customers. I knew they were collecting data about my movements and my buying patterns. But I felt the convenience was worth it. Besides, it’s DISNEY: surely they collect this data only in order to design a better customer experience — right? It’ll be interesting to see what other companies have earned enough customer loyalty to carry off something like this. Resorts and hotels will try, obviously. Large retailers, possibly.

    1. That’s actually been the discussion in my digital marketing classes, Larry. That trust factor is huge! But if they can continue to pull this off successfully, it will definitely set the standard on how such data gathering and use of a wearble like that is done. I would think that the Apple Watch is trying to attempt something on a bigger level, but again, time will tell if they can pull it off.

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