I feel like I have to continually open with a disclaimer... I am not endorsing the program. I'm just starting to realize its real goal - its real business potential.
I'm not sure if you are an Apple user, but I have to use iTunes as an example because frankly - it is the best integrated digital delivery system available.
1. When you do a search for say “Pirates” in iTunes it returns a search interface across multiple product lines, but is so intuitive and well organized it never feels overwhelming. Quickly – up pops “Podcasts” – “Apps” – “Books” – “Movies”. It integrates all media types and the purchasing is done in one click and instantly delivered. It is quick, seamless and easy. Uncluttered.
2. All these things are not only instantly available – they are written in the native code for your device. The download is gratifying and it instantly improves your life. You wanted that song right now – BAM. Movie – BAM. Apple has also integrated hardware offerings and upgrades… so easy to spend money and you get a real value out of it.
So here is my Disney Example:
1. Lets say the entire Disney company is linked by one interface. As a user you would just open up the app on your smartphone or computer. The entire company meaning; feature films, home entertainment, consumer products, broadcast television, parks and resorts, and gaming.
2. The app is smart in that it understands already your context. So lets say you are in a theme park already. It knows your schedule and geo locates you based on your position. You just got off Pirates of the Caribbean, which you did have on your itinerary. When you open up the app to order your lunch on your way to the next place it has a well designed window at the bottom with Pirates T-shirts. Your kid is in the store and instantly gravitates to a shirt and you notice that there is a line fifteen deep at the register… besides – he isn’t going to wear it now and you don’t want to carry it. So in one click you order the shirt and the app asks you in one button (home delivery or to resort). To appease your son you click “to resort” and invisibly it gets put on a small local delivery truck that drops it off at your resort.
Far more convenient and intelligent than the system we have now.
3. Now let’s say at the end of the trip you are headed back to the airport on Magical Express and you log in. A Facebook style timeline now appears documenting your entire visit. You can expand each day and it shows your ride photos, photopass images, along with each place you went. Not only that if you now click on Pirates that same little context window at the bottom now has a link to the streaming digital movie of Pirates of the Caribbean, since your son just can’t get enough.
4. You get home and Pirates 5 is about to open in theaters. In a great interface the same Disney app doesn’t display park info, but rather it knows that you like media. Your handy Disney app already knows you have bought fifteen different pirates items and streamed all four movies. It contextually has the pirates movie tickets available at your local movie plex. When you click buy, it downloads to your iPhone’s passbook, and when you leave the theater it has a discount coupon for the digital download waiting for you.
None of it overbearing. None of it in your face. But oh so easy to use.
Now… the system to do all this would be unbelievably complex and expensive. Hmmm…
