How Disney World has used MagicBands as part of an enterprise system (ES) to exploit ICT. Part of the trick lies in the clever way Disney teaches you to use them – and, by extension, howto use the park. It begins when you book your ticket online and pick your favourite rides.© The Independent Institute of Education (Pty) Ltd 2020Page 4 of 816; 17; 18; 19; 202021Disney's servers crunch your preferences, then neatly package them into an itinerary calculated tokeep the route between stops from being a slog – or a frustrating zig-zag back and forth acrossthe park. Then, in the weeks before your trip, the wristband arrives in the mail, etched with yourname-'m yours, try me on. If you sign up in advance for the so-called "Magical Express," theMagicBand replaces all of the details and hassles of paper once you touch-down in Orlando.Express users can board a park-bound shuttle, and check into the hotel. They don't have to mindtheir luggage, because each piece gets tagged at your home airport, so that it can follow you toyour hotel, then your room. Once you arrive at the park, there are no tickets to hand over. Justtap your MagicBand at the gate and swipe onto the rides you've already reserved. If you've optedin on the web, the MagicBand is the only thing you need.It's amazing how much friction Disney has engineered away: There's no need to rent a car orwaste time at the baggage carousel. You don't need to carry cash, because the MagicBand islinked to your credit card. You don't need to wait in long lines. This is just what the experiencelooks like to you, the visitor. For Disney, the MagicBands, the thousands of sensors they talk with,and the 100 systems linked together to create MyMagicPlus turn the park into a giant computer- streaming real-time data about where guests are, what they're doing, and what they want. It'sdesigned to anticipate your desires. Which makes it exactly the type of thing Apple, Facebook, andGoogle are trying to build.Disney shrouds its creative process in secrecy. This is both strategic and cultural: The companydoesn't want its magic tainted by the messy realities behind the curtain. That's particularly true ofthe MagicBands. Piecing together their origin required more than two dozen interviews withexecutives at Disney and with designers and engineers who worked on the project but couldspeak only anonymously due to non-disclosure agreements. Though the team behind thissprawling platform eventually swelled to more than 1,000 people, the idea started years ago witha handful of insiders. By the summer of 2013, when MagicBands first trickled into public tests,they would change almost every detail of the meticulously plotted choreography that rules DisneyWorld itself. "The whole system gave Disney a way of understanding the business," says Franklin,who stepped down last July as Disney's executive vice president of next-generation experience."Knowing we need more food here, how people are flowing through the park, how people areconsuming the experiential product." It also allows Disney to optimise employees. The goal was tocreate a system that would essentially replace the time spent fiddling with payments and ticketsfor moments of personal interactions with visitors. Disney's $1 Billion Bet on a Magical WristbandIF YOU WANT to imagine how the world will look in just a few years, once our cell phones becomethe keepers of both our money and identity, skip Silicon Valley and book a ticket to Orlando. Go toDisney World. Then, reserve a meal at a restaurant called Be Our Guest, using the Disney Worldapp to order your food in advance.© The Independent Institute of Education (Pty) Ltd 2020Page 3 of 816; 17; 18; 19; 202021If you're wearing your Disney MagicBands and you've made a reservation, a host will greet you atthe drawbridge and already know your name – Welcome Mr. Tanner! She'll be followed byanother smiling person – Sit anywhere you like! Neither will mention that, by some mysteriouspower, your food will find you. "It's like magic!" a woman says to her family as they sit. "How dothey find our table?" The family entered a matrix of technology the moment it crossed the moat,one geared toward anticipating their whims without offering the slightest clue how. How do theyfind our table? The answer is around their wrists.Their MagicBands, tech-studded wristbands available to every visitor to the Magic Kingdom,feature a long-range radio that can transmit more than 40 feet in every direction. The hostess, onher modified iPhone, received a signal when the family was just a few paces away. The Tannerfamily inbound! The kitchen also queued up: Two French onion soups, two roast beef sandwiches!When they sat down, a radio receiver in the table picked up the signals from their MagicBandsand triangulated their location using another receiver in the ceiling. The server – as inwaitperson, not computer array-knew what they ordered before they even approached therestaurant and knew where they were sitting. And it all worked seamlessly, like magic.No matter how often we say we're creeped out by technology, we tend to acclimate quickly if itdelivers what we want before we want it. This is particularly true of context-aware technology.Just consider how little anyone seems to mind now that the Google Maps app mines your Gmail.Today, Google Maps is studded with your location searches, events you've arranged with friends,and landmarks you've chatted about. It's delightful, and it took hold faster than the goosebumpscould. The utility seems so obvious, your consent has simply been assumed.The same idea is taking hold at Disney World: How did they find our table? The MagicBands looklike simple, stylish rubber wristbands offered in cheery shades of grey, blue, green, pink, yellow,orange and red. Inside each is an RFID chip and a radio like those in a 2.4-GHz cordless phone. Thewristband has enough battery to last two years. It may look unpretentious, but the band connectsyou to a vast and powerful system of sensors within the park. And yet, when you visit DisneyWorld, the most remarkable thing about the MagicBands is that they don't feel remarkable at all.Despite their futuristic intentions, they're already invisible.Part of the trick lies in the clever way Disney teaches you to use them – and, by extension, howto use the park. It begins when you book your ticket online and pick your favourite rides.

Answered: How Disney World has used MagicBands as…

Engineering

Computer Science

How Disney World has used MagicBands as part of an enterprise system (ES) to exploit ICT.

Database System Concepts

7th Edition

ISBN:9780078022159

Author:Abraham Silberschatz Professor, Henry F. Korth, S. Sudarshan

Publisher:Abraham Silberschatz Professor, Henry F. Korth, S. Sudarshan

Chapter1: Introduction

Section: Chapter Questions

Problem 1PE

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