ISS 2020 Vision Future of Service Management | Seite 82

How Disney work with the Internet of
Things
Disney is at the forefront of deploying technologies in their Service Management systems that
allows them to deliver highly individualized services to guests. Disney is currently seizing the
advantage when it comes to online/offline engagement because of its unique combination of
assets. Disney uses its MagicBand to track visitors as they move and make purchase decisions
throughout its theme parks. Disney uses that data to customize the experience for each
individual through the personal profile information and context-aware technology.
Disney is at the forefront of taking this information to create “one story, that one narrative,
personal to you. The MagicBand, which connects the digital and physical world, actually
helps to make that one story for you all about you.” 112
In this controlled environment, Disney owns all moments when visitors interact with their
touch points. Therefore, they are better able to marry digital and physical into a concerted,
orchestrated whole to deliver a new overarching narrative defined as a “magical” or
“enchanted” experience than what many service providers can do in a more “open”
commercial and retail environments.
As we use more wearable technologies in our daily lives, we submit personal information to
brands; Customers are forming a relationship. The more personal information that someone
supplies, the more personal the connection. In the case of the Disney MagicBand, it is
becoming a physical talisman representing a bond with the brand. This allows Disney to
create experiences that come create a bigger value and an emotional impact. 112
112 Oates, G., How Airbnb, Disney and Virgin America Merge Online and Offline Experiences, Skift, 2016
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