Disney Wants To Track You With RFID

Antipater writes "Disney parks and resorts have long had a system that combined your room key, credit card, and park ticket into a single card. Now, they're taking it a step further by turning the card into an RFID wristband (called a 'MagicBand'), tracking you, and personalizing your park experience, targeted-ad style. 'Imagine booking guaranteed ride times for your favorite shows and attractions even before setting foot in the park,' wrote Tom Staggs, chairman of Walt Disney Parks and Resorts, in a blog posting on Monday. 'With MyMagic+, guests will be able to do that and more, enabling them to spend more time together and creating an experience that's better for everyone.' Disney does go on to talk about all the things you can opt out of if you have privacy concerns, and the whole system seems to be voluntary or even premium." With a theme park, at least, you can also choose to avoid the place entirely; that makes it, however creepy, a bit different from compulsory education settings, or mandatory car tracking.

Comments

Due to Recent Acquisitions

[eldavojohn]

After watching their recently acquired film THX 1138, CEO Bob Iger hailed it as a "feel good" movie although the ending had some flaws and promised to turn all Disney parks and resorts into the futuristic "utopia" from the film. Iger announced at a press conference that Mickey Mouse would replace OMM 0910 as the only approved deity of worship. Iger sat upon a chair made of the late Congressman Sonny Bono's remains while wearing his Grand Dragoon Mousekateer helmet although he refused to answer any questions from reporters who had not been taking their performance enhancing medications.

Why is this creepy?

[Anonymous Coward]

I admit I don't get the reflexive "defend my privacy" stance on slashdot. Why is this "creepy"? You can opt out if you choose, but you can use the system to enhance your experience at the park if you choose. Plus, it gives Disney data to understand patterns and behaviors of people who enjoy the park, and thus allowing them to enhance and modify the park to meet their customer's desires, which makes their experience more enjoyable and increases the value of the park which ultimately makes it more profitable; that sounds like a win-win.

Can someone please explain a scenario, especially when this is voluntarily opt out, where this is a bad thing for people? Note it's also based on your room card/ticket to the park, so it's not like they can track you outside of the park, only when you're on their facility.

Re:Why is this creepy?

[flaming error]

"I don't get the reflexive "defend my privacy" stance on slashdot"

I love that about slashdot. It's a great reflex. But after the reflex should come a little thought / analysis.

I have lots of reflexes, and one is to distrust Disney. But like you, in this case I'm really not seeing the problem.

Re:Why is this creepy?

[JWW]

There's also a key in the name of the system -- MyMagic+. This soooo sounds like something Disney will be charging a premium to get.

And heres the value proposition they are selling: How much is it worth to you to schedule your visit to their theme park such that you completely minimize the amount of time you spend in lines throughout the day?

They already know in the basic sense where you are since you bought a ticket to their park, how important is the privacy of what ride you are on at what time?

While I loathe Disney's policy with respect to copyright, these people know how to run a good theme park. I love the Disney theme parks.

Re:Why is this creepy?

[dpilot]

Disney already collects a ton of information about how their parks are running. It's just not noticeable during normal times. My wife loves WDW - a few years back we went the day after Labor Day and the part was practically deserted. The information collectors were much more visible without the big crowds to hide them. Twice going on the Haunted House ride we got the "wait-time measurement passes" from one of the information people. He gave it to us, and we handed it to the last attendant before the Doom Buggy started into the ride. On this occasion it basically measured our walking time and the delay in the little room.

We also got a chance to chat with one of the information collectors while waiting for a bus. He explained how most visitors felt the day's experience was good if they'd gotten on 6-8 major rides, and they do what they can to make sure everyone has a good experience. After all, that's what gets you back and spending money again.

Really that's their goal - to get you into the park, spending money, and feeling good about it so you'll do it again. (and again, and again, ...)

Re:Why is this creepy?

[alen]

this is slashdot, people are morons

using google phone with NFC and google wallet with google now in your phone tracking all your movements so they can use it to market and advertise to you is awesome

disney doing the same thing so they can improve the park layout and organization, evil

Re:Why is this creepy?

[darkHanzz]

1984 covers an all-watching government. I responded to a comment about "reflexive 'defend my privacy' stance on slashdot". 1984 explains that stance quite well. This articale is about an all-watching disneyland. That's not the same as an all-watching government, but really guys, don't take literature literally and a 1:1 resemblance is not required to explain why people don't like the idea of being tracked.

Re:Why is this creepy?

[houghi]

It is indeed not 1984. It is the prequel.
I have no fear of my privacy taken away from me. I am afraid of others GIVING theirs away. Because that means that I will not have mine anymore in the end. I know that many people do not believe that untill it will be too late.

Privacy is a bit like virginity. You can only loose it once.

Re:Why is this creepy?

[SomePgmr]

Really that's their goal - to get you into the park, spending money, and feeling good about it so you'll do it again. (and again, and again, ...)

And they're f'ing amazing at it.

We were just there, and outside Epcot my little nephew said something about only needing two more stuffed characters to complete the list of ones he wanted. I said something like, "not tonight buddy". It was late and after hours (we were headed out at the time).

A young man working customer service, behind glass, heard him say so and asked us to hold up. Remember we're actually outside the park at this point. He asked my nephew what his favorite characters were, grabbed a comp book from behind the counter, and left the customer service area. He walked over to the store next door where he got both of the toys my nephew wanted.

He talked to him a little, signed his character book for him, took a picture... and that was it. The little guy gave him the lucky penny he'd been carrying for days... felt like he had to give something back.

Stuff like that costs Disney about $0.20. They empower their employees to do things like that if they're so compelled. They don't have to have a reason or answer for it later. Meanwhile, the story was worth way more than the little gifts alone and it'll be worth thousands to Disney when we (certainly) come back.

Small story. Seem like nothing... and you only know about it because I told it. But it demonstrates the depth of mastery they have at creating an experience people love.

Obligatory Bender

[dkleinsc]

"I'm going to build my own theme park! With blackjack! And hookers! You know what- forget the park!"

Non-issue

[gravis777]

I don't see an issue with this. You already have a room key tied to your credit card number, a pass with your name on it, and you have to book reservations at most of the eating places in Orlando. Disney already has my information for all of that stuff, and pretty much can already track me. Why not have an all-in-one system? Or is it just because its RFID wristband that everyone here is having an issue with?

Re:What about invasion of privacy?

[vlm]

My decades long experience with CCTV is its mostly anti-employee rather than anti-public. When the rentacops aren't creeping at the hotties, they'll gather evidence against people on someone's list. "Oh look, kid-who-boss-wants-to-fire went to the can for more than the defined 3 minutes".

Adding RFID means those poor bastards in costumes will now have numeric metrics of how many kids they hugged and will be paid WRT competing with each other and so forth. As a social trend/goal I don't think its anything to be proud of or look forward to.

"human flesh worker drone 2426625-131253, the computer reports that your walking speed is 2.8 MPH and we have a meaningless metric that says we must terminate all human flesh worker drones who walk slower than 2.9 MPH so good bye security will escort you off the property" Yeah I bet that's a fabulous place to visit. Then again Alcatraz and the German concentration camps have a lot of visitors and they were not exactly the peak of human happiness, so maybe not so bad.