Al Lutz: "Next Generation" RFID personalization coming to Fantasyland attractions

[hokielutz]

If you remember correctly there was a time when a recordable CD cost $8 on the retail market. Now they cost around a dime. The simple reason for that is the increase in production and improvement of production methods due to high demand. The same thing was true with DVD-R discs and soon will be true of BR-R discs. Once RFID demand increases the price per unit will fall like a rock.

I do remember.

But RFID is a chip, not a floppy disk, and depending on the planned use it could be like a Dual-Layer DVD, which today is still pretty expensive, compared to a regular single layer DVD-R.
Is the RFID going to radiate a signal that sensor can pickup from from either by touching, or from a distance?
Also, because each chip has a unique ID signal built in, it can't be written to or erased similar to a blank magnetic stripe on a card.

Also you have to take into account the managing costs of this DB system and technical support that would be required.


I'm not saying it can't be done, I just fear that it will be an added cost passed onto guests.

 

[lebeau]

Mickey wants to know where you are and what you are doing all the time ... and not to make your stay more magical (although some of the things this technology will allow can and will do that) ... but Mickey is more interested in how it will allow him to seperate you from more of your money.

Quoted for truth.

I am truly impressed by the potential of this technology if it is used correctly. But I think a lot of people posting here are missing the point. Disney isn't researching this because they think it'll make your stay more magical. They will use this technology to soak you for every cent they can. Just think of what the accountaneers can do with the information this technology will provide!

Again, I am hopeful that some cool things will come out of this. But let's not get carried away. This is about money.

 

[Master Yoda]

I do remember.

But RFID is a chip, not a floppy disk, and depending on the planned use it could be like a Dual-Layer DVD, which today is still pretty expensive, compared to a regular single layer DVD-R.
Is the RFID going to radiate a signal that sensor can pickup from from either by touching, or from a distance?
Also, because each chip has a unique ID signal built in, it can't be written to or erased similar to a blank magnetic stripe on a card.

Also you have to take into account the managing costs of this DB system and technical support that would be required.


I'm not saying it can't be done, I just fear that it will be an added cost passed onto guests.

You are correct that it is a much more complex technology than a disc but if history teaches us anything it is that tech prices always come down. (This Radio Shack catalog from 1989 should be proof enough of that) Just playing devils advocate here, but if Disney feels that the information gathered by the chip is valuable, which I do not see how it could not be, to them then it is conceivable that they will pick up the tab.

 

[DisneyChik17]

You are correct that it is a much more complex technology than a disc but if history teaches us anything it is that tech prices always come down. (This Radio Shack catalog from 1989 should be proof enough of that) Just playing devils advocate here, but if Disney feels that the information gathered by the chip is valuable, which I do not see how it could not be, to them then it is conceivable that they will pick up the tab.

Besides, with all the extra money we will all spend on Dole Whips and Mickey Ears, I think it will be worth the investment.

 

[Vernonpush]

Quoted for truth.

I am truly impressed by the potential of this technology if it is used correctly. But I think a lot of people posting here are missing the point. Disney isn't researching this because they think it'll make your stay more magical. They will use this technology to soak you for every cent they can. Just think of what the accountaneers can do with the information this technology will provide!

Again, I am hopeful that some cool things will come out of this. But let's not get carried away. This is about money.

Like seeing what you are looking at in the shops.

Person "A" walked into MouseGear, lingered at "retro-EPCOT" t-shirts, wandered through shop, back to "retro-EPCOT" t-shirts, wandered through shop, back to "retro-EPCOT" t-shirts, exited store.

Was the price too high? Not in their size? What can we do to make them buy it? :lookaroun:lol:

 

[sublimesting]

Let's say people are crowded into a shop but no one is buying things just browsing. Management sees this and thinks 90% of the people are just browsing, let's trigger a 10% off sale for the next 15 minutes. Now only 40% of people are "just browsing". The uses are endless.
As for tracking, I like it just to track children. if I could I'd put a chip on my own child of which I have none....just sayin'.

 

[tirian]

I agree about Al in general, although I am not sure I'll give him a 'scoop' on this just yet.

While his story was largely dead on, it's not a done deal by a long shot ... anything that requires spending on WDW that isn't DVC-related is never a given and in this economy plus with Iger and Staggs more conservative than a certain Tina Fey look alike, a lot could happen first.

But, make no mistake, this IS what WDI would like to happen. And IF they can get John Lasseter pushing Iger for it (he simply ignores that Jay Rasulo even exists) it certainly could become a reality in some form.

This is just an extension of the whole Destination Disney concept ... the same thing that has brought you everything from Pal Mickey to the dreaded DDP.

Mickey wants to know where you are and what you are doing all the time ... and not to make your stay more magical (although some of the things this technology will allow can and will do that) ... but Mickey is more interested in how it will allow him to seperate you from more of your money.

Still, if this happens it will be a good thing for all guests. ... IF ...

~Al: DL's No. 1 Fanboi~

Glad to see you're still here. I was afraid too many people had complained about you for not swallowing the pixie dust.

 

[EPCOT Explorer]

I dunno, but this whole plan screams EPCOT to me. *looovesit*

RE: Lasseter and Iger

Until I see concrete evidence to suggest otherwise, I am not putting any hope in John Lasseter having any impact on the Orlando Parks. Those seem to be firmly in Jay's grip.

The only one, IMO, who can have any impact over Orlando is the only one who has any control over Jay, which is Iger. And the best way, IMO, for that to happen is for Bob to show up in the Orlando parks. Hence, my applause for his 2 trips.

It's quite optimistic...I agree.

Yea I said im problay just parnoid and have watched to many Jame Bond films.

Are they going to change the theme of FL as well? Like change the theme and decor?

And yes, seems as so. Think DL.

 

[hrcollectibles]

we wont be freaking robots... we will be dead because the AAs would be networked by the MouseNet who deems us unworthy of going because we have APs and dont eat at the parks and only buy retro merch

meanwhile over at universal SkyNet will welcome us... only because it will have competition from MouseNet

"Skynet isn't our defender. It's our downfall!

This sounds vaguely reminiscent of the Itchy and Scratchy Land...."incident".

That is why you should not take flash photography on the attractions..

 

[TubaGeek]

Well, duh it's about maximizing profits, but that's what Disney World is all about! First and foremost, Disney is a company.
And even then, it's not like this technology will force you to spend your money. It's up to you to decide if the merchandise is worth the cash. They're not taking it out of your wallet, for Pete's sake.

I have yet to hear one logical argument AGAINST this development.

 

[MichWolv]

Quoted for truth.

I am truly impressed by the potential of this technology if it is used correctly. But I think a lot of people posting here are missing the point. Disney isn't researching this because they think it'll make your stay more magical. They will use this technology to soak you for every cent they can. Just think of what the accountaneers can do with the information this technology will provide!

Again, I am hopeful that some cool things will come out of this. But let's not get carried away. This is about money.

Well, duh it's about maximizing profits, but that's what Disney World is all about! First and foremost, Disney is a company.
And even then, it's not like this technology will force you to spend your money. It's up to you to decide if the merchandise is worth the cash. They're not taking it out of your wallet, for Pete's sake.

I have yet to hear one logical argument AGAINST this development.

Slight rant approaching...

Of COURSE the goal would be to increase profits. That is always the goal. They built Tower of Terror, Everest, and even SGE with a goal of increasing revenues and profits. They also raise ticket prices and the price of a coke with a goal of increasing profits. They invented fastpass with a goal of increasing profits and put in the 4+3 deal with a goal of increasing profits. So yes, if Disney implements this technology it'll be with a goal of increasing profits. And since there is a cost to this, they can only increase profits by convincing or forcing you to spend more money. That isn't in itself a revelation, an oddity, or something to be looked down upon.

The question is whether this attempt to increase profits will also improve the guest experience. That's why Everest and ToT are not things we complain about, but price increases, reduced park hours, and elimination of Fantasmic showings are. In this case, it certainly seems as if there's a great possibility of improving the guest experience. If it also improves revenue, it isn't unlike any new attraction or upgrade in that respect. We didn't complain that "They're just trying to soak us" when DAK opened, but certainly, that was an attempt to get us to spend more at Disney then we otherwise would have.

Also, I am apparently the only accountant on these boards. I can assure you that accountants and marketing executives have drastically different jobs. Accountants don't take guest data and figure out how to "soak" people, that would be marketing.

End rant.

 

[RSoxNo1]

Perhaps I'm dating myself here, but to offset the added cost of the RFID in our tickets, why not install animatronics of the Kingston Trio at the end of every ride and have them demand extra money for you to get off.

 

[ILOVEDISNEY]

If DL has almost 750,000 APs, how many does WDW have?

 

[TP2000]

If DL has almost 750,000 APs, how many does WDW have?

I've wondered that as well. Anyone know?

 

[MousDad]

If DL has almost 750,000 APs

That really is a staggering amount.

 

[WDWFigment]

There is a high profile name leading this one at WDW.

Jim Macphee?

The more interesting information for me is that our TLM seems to be moving along!

 

[EPCOT Explorer]

Jim Macphee?

The more interesting information for me is that our TLM seems to be moving along!

McPhee would make sense with his new title and all..:lookaroun

And this is not iteresting!?:lol::lol: FL update screams interest to me.

 

[WDWFigment]

And this is not iteresting!?:lol::lol: FL update screams interest to me.

I see this as a technology that is more likely to be used to facilitate increased spending at the parks. I'm sure it has the capacity to facilitate guest interaction in attractions, but I'll bet the ways in which it first comes to fruition involve guest spending.

 

[EPCOT Explorer]

I see this as a technology that is more likely to be used to facilitate increased spending at the parks. I'm sure it has the capacity to facilitate guest interaction in attractions, but I'll bet the ways in which it first comes to fruition involve guest spending.

It's that, but it's the interactivity too.:lol: I'm pretty sure that and the new attractions has me psyched as well.

 

[lebeau]

Slight rant approaching...

Of COURSE the goal would be to increase profits. That is always the goal. They built Tower of Terror, Everest, and even SGE with a goal of increasing revenues and profits. They also raise ticket prices and the price of a coke with a goal of increasing profits. They invented fastpass with a goal of increasing profits and put in the 4+3 deal with a goal of increasing profits. So yes, if Disney implements this technology it'll be with a goal of increasing profits. And since there is a cost to this, they can only increase profits by convincing or forcing you to spend more money. That isn't in itself a revelation, an oddity, or something to be looked down upon.

The question is whether this attempt to increase profits will also improve the guest experience. That's why Everest and ToT are not things we complain about, but price increases, reduced park hours, and elimination of Fantasmic showings are. In this case, it certainly seems as if there's a great possibility of improving the guest experience. If it also improves revenue, it isn't unlike any new attraction or upgrade in that respect. We didn't complain that "They're just trying to soak us" when DAK opened, but certainly, that was an attempt to get us to spend more at Disney then we otherwise would have.

Also, I am apparently the only accountant on these boards. I can assure you that accountants and marketing executives have drastically different jobs. Accountants don't take guest data and figure out how to "soak" people, that would be marketing.

End rant.

Yeah, you're right. It's no revelation that everything Disney does in motivated by money. And I am optimistic that this technology will be used well and that it will result in an enhanced guest experience as well as additional revenues for Disney. If this happens, it's a win-win.

So far, this thread has been dominated by cheering. A few people have expressed concerns about "being watched" and there have been a few responses suggesting that the good would outweigh the bad. The point I was trying to make is that we don't really know how this technology will be used.

If it's a win-win scenerio as I hope it will be, great. But I'm sure it will be used to justify things Disney fans won't like as well.