I believe it's more a cost thing because Disney is getting that exact same data with people's cell phone usage now anyhow. I do not think it's because they do not need data.
But they're not. With the phone, they're only collecting data on the party "leader". They'll see what that person does and where they go but they'll have zero direct info on anyone else in the group.
WIth Magic Bands, if dad and older son went off to do Space Mountain while mom and younger daughter went off to do bibbidi bobbidi boutique, they could track that.
If someone spent time in a bathroom*, or a shop they had the ability to track that.
If any person in your party wearing a magic band was in a standby line, they'd have been able to see how long it took that person from the point of entry to boarding.
If half way through the day, half your family went back to the resort to go to the pool, they could tell how many people did that.
Before they were tracking everyone - not just the person in charge. Unless every member of your group (that includes young children and grandparents) has a smart phone, has the app installed, is logged in, and has allowed background tracking, that information will no longer be available to collect.
There's definitely going to be a hit to the data collection opportunities.
Obviously, they're comfortable with what they expect that hit to be and who knows, maybe they were never that sophisticated in their data collection to begin with but if they weren't they were
incredibly foolish.
Just out of curiosity, what extra data do you think they're able to collect off your phone with this new rollout? If they use GPS to track you all day, they can obviously get more info than they could with beacons but trying to use GPS constantly is going to kill guest's batteries so the best they could do is
very incremental check-ins or live data while in use which is something they've been able to do with the person managing fast-passes on their phone all along.
*not that I know they did but they
could. I sort of assume they were able to visualize this kind of guest traffic like a heat map or almost like a person playing roller coaster tycoon and looking down at a map. If they weren't doing this and again, marketers have now been doing this for years with far less information voluntarially handed over to them, they wasted a
huge opportunity.