Disney started implementing big data techniques into their
environment. They use Hadoop cluster to improve information sharing and
communicate Disney’s departments. By collecting data from different
departments, Disney can now analyze customers’ behavior such as attendance to
the theme parks, purchases, and viewship of Disney TV programs. It was very
exciting news for Disney because the price of introducing Hadoop was really
low. Disney estimated that a Hadoop project only costs $300,000 to 500,000, and
that was a really comparative bargain for a company earning millions of
billions dollars.
And this year, Disney can track their customers’ behavior
more convenient. This spring, magic band is introduced. Magic band is a wrist
band which includes a RFID chip to be worn by theme park visitors. The chip is not
only encoded personal information, preferences, and credit card information,
but it also tracks their personal behavior. The Disney characters now can call your name when meeting with you. The band can even be a hotel key when you go
back to a hotel in Disney theme park. This is such a new stuff recently, we still don’t know if
people like it. In addition, I want to ask if the band is stolen, what should
they do?
References:
1.
Disney case study summarized from
PricewaterhouseCoopers, Technology Forecast, Big Data Issue 2010.
2.
http://www.davidajacobs.com/2013/01/disney-goes-big-data-with-magic-band/
This is such an interesting concept. While I have considered that humans being implanted with an RFID chip is animalistic, these wristbands seem much more humanistic. I went on a cruise for spring break, where all of my personal information (debit card, room key, etc.) was on a card that I used for everything the entire week. It was difficult to keep up with, but I feel like a wristband might be the way to go. It might seem like Disney is trying to get all of personal information by wearing these wristbands, and it may even seem a little creepy. But in all reality, they could track your credit card purchases to find out where all you visited inside the park anyways. This wristband idea is just an easier way for them to collect data and implement a more personalized experience for their visitors. The question, though, is where will Disney draw the line? At what point can Mickey Mouse know too much about our personal lives?
ReplyDeleteI think once Disney works out the potential problems associated with having all of a person's personal information on something that could easily be lost or stolen, the RFID wristband will be such a convenient tool for people visiting theme parks everywhere. I recently went over Thanksgiving break, and it was such a hassle to carry a bag everywhere to the rides just so I could have my money and hotel key at my disposal.
ReplyDeleteAnother possible implementation of RFID chips in the future may be in the superstore industry. Instead of having the standard barcode on the side of a grocery store item, in the future you may be able to go through Wal-Mart, fill up your buggy, and then walk right out of the store and feel like a bandit (except not). Special scanners by the entry way would read all of the RFID chips in your cart, and then you would automatically pay with the aid of another RFID chip embedded in your credit card. Given that I just visited the grocery store this afternoon along with everyone else in Auburn, this sounds I will never have to stand in the dreaded grocery check out line ever again. :)
http://www.wired.com/wiredscience/2010/03/rfid/
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