Salon.com > MagicBands http://www.salon.com Sat, 25 May 2013 13:00:00 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 Mickey Mouse’s magic handcuffs http://www.salon.com/2013/01/07/mickey_mouses_magic_handcuffs/ http://www.salon.com/2013/01/07/mickey_mouses_magic_handcuffs/#comments Mon, 07 Jan 2013 16:30:00 +0000 http://www.origin.railrode.net/?p=13163591 The Mark of the Beast is coming ... to Walt Disney World. According to the New York Times, Disney plans to roll out a new system -- "MyMagic+" -- that will enable the company to more effectively gather data on customer activities. All in pursuit of the goal, of course, of improving the amusement park experience for Disney customers.

A crucial part of the system: "MagicBands" -- bracelets equipped with Radio Frequency Identification (RFID) chips that "will function as room key, park ticket, FastPass and credit card."

Did you buy a balloon? What attractions did you ride and when? Did you shake Goofy’s hand, but snub Snow White? If you fully use MyMagic+, databases will be watching, allowing Disney to refine its offerings and customize its marketing messages.

Best of all, comprehensive use of the bracelets could help cut down on time spent in lines waiting to get into popular attractions. What's not to like? If one definition of hell is waiting in line with your children for an hour to get into It's a Small World, then sign me up!

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