Disney’s Mobile Magic application- the future for WDW guests?

Zev Mo — Fri, 20 Nov 2009 18:36:45 +0000

Last week, Disney Parks Blog gave some wonderful screenshots of their new Mobile Magic Application. The concept is this, if you are a Verizon Wireless subscriber, you can download the application for $9.99, that’s good for 180 days. And for a limited time (I assume until January, while they are stretching the app’s legs), it is free for 24 hours.

If you aren’t a Verizon Wireless subscriber, like me (iPhone), you can have access to some very “basic” information (mostly the essentials- weather, operating times, magic hours, dining info, etc) through the web at http://m.disneyworld.com.

The app promises “FASTPASS return times, attraction wait times for the park you are in, extensive information on character locations and more for Walt Disney World and Disneyland theme parks.” I am looking forward to testing the app out in January, once I get a demo unit from Verizon, since I am on AT&T with the iPhone.

We’ll see what the accuracy of the fastpass and attraction wait times are, although I assume it uses historical statistics, or another algorithm for the calculations. If it is wired, accurate, and not too vague, I will be very impressed.

The Disney Mobile Magic BREW application (the kind that you see on non-smart, or touch screen, phones) will be very useful for people who use those kinds of devices. DPB did mention that “touch” phone support will be expanding, so I assume that there will be a Java-based app for the Android and Blackberry smart-phone segments as well. That is something that I would be very interested in.

I see there being a third-way here. I understand strategic partnerships, and they certainly serve a purpose here, but the next phase of the WDW experience should go even farther. The next evolution, in my personal opinion, should be property-wide wireless networking. This is not small task, despite the flat geography of the 35,000 acres of Disney property. However, with personal wireless devices, and laptops/netbooks being so ubiquitous (and becoming more every day), it is the next logical step in creating an entire experience for the guest.

With this implementation, all of the data is served instantaneously to the guest, on demand, and also by using in-network geo-tagging. We have already seen a portion of this technology implemented in the parks, if you remember Pal Mickey. Future wireless devices, the iPhone for example, are going to be equipped with RFID devices that can be triggered when in close proximity to some object or place.

Two ways to deliver content:

a) Application-based: An application can be developed for the device (OS platform dependent) that operates both inside and outside the park. When the application detects being on the internal wireless-LAN for the park, it will shift content accordingly, and/or operate on a different cost basis, if desired. This would provide the richest 2-way content and most information for Imagineers, especially when incorporated with RFID.

b) Web-based: Access from any web capable device from within the park’s wireless-LAN. This delivers content on a demand, however guest location can be somewhat determined on a limited basis. Information is instant, and controlled.

Access over the wireless-LAN, rather than bulky carrier-based data access, gives a higher Quality of service for the guest. It also alleviates the applications need to keep updated and synchronized data usually plagued by version-control problems, and coding/device issues, that can become an unruly mess. Plus, with a username and a MAC address, you can empower the guest, see what they want to do, where they want to go, and when they want to do something. You get a complete analysis in order to give Imagineers the information on how to best design and cater to the way that guest actually visit the property, not just how you think they do, or want them to.

Offering this as an add-on service, you can integrate things like photopass, where you can buy your pictures that evening from your room, a restaurant, or even poolside. The ideas are endless, but the system is essential. I’m sure this has to be on Disney’s radar. Especially that you can integrate a Social Networking experience, exclusively on property, as a new “attraction” to the park.

On the hardware front,the most common devices capable of allowing for rich content delivery are smartphones (iPhone, Android, BlackBerry, Palm). Being able to deliver custom content on these devices can be done by browser alone, but rich content that gives true 2-way data (which is the ROI for all of the infrastructure outlay), needs a formal app.

Here’s the list of phones that the BREW app is currently available on:

If you are like me, I am always impressed with Disney Imagineering. There is no doubt that the future within the parks will incorporate devices that guest already bring with them. The best example is Space Mountain‘s games while in the queue. In the future, you can interact with the ride, or be involved somehow with a shared experience (group gaming, scenario creation- like Spaceship Earth, etc.) using the devices you now carry, through the network app.

I can’t wait!

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Disney’s Mobile Magic application- the future for WDW guests?