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Disney Parks Magic Band Appears on FCC Site

If you visit the Magic Kingdom this weekend you’ll see a large temporary structure just on the other side of the front gates. It has some fancy sensors and a few cameras; the thought being Disney will be testing RFID enabled devices for admission soon. Not coincidentally, some attraction queues have been refurbished by Disney have new RFID scanners embedded in the ceiling. The New Little Mermaid ride queue has them too. This is all part of Disney’s Next Generation theme park experience (NGE) they’ve been spending around $2 billion on developing.

The device that will tie your whole Disney NGE vacation together has been rumored to be some sort of wrist band. A filing with the FCC by Disney has now given us our first look at that device.

Disney Parks Magic Band

There are some interesting speculations about how that band could be used by Disney. Beyond customizing the guest experience with Fastpass+, streamlining the purchasing process, or adding interactivity, the use of the device will give Disney a ton of data to mine to improve their business. They’ll get great details on shopping patterns they never had before, they’ll know in real time which sections of the park are busier than others (and perhaps respond with some on the spot entertainment or text an incentive to guests to visit another location (surprise Fastpass for Space Mountain?)). Party members will never get lost, the wrist band for all members of the group will glow on the digital park map in the mobile device.

I love this idea and don’t mind trading some privacy for the knowledge my theme park experience will improve with the Magic Band. What are your feelings on the tracking technology?

(via the Orlando Business Journal)