Wednesday, January 9th, 2013
Walt Disney World is revealing plans to launch a new way of experiencing its parks–an electronic bracelet encoded with credit card information and technology to enable guests to make purchases within the parks and be notified when they are at the front of the line for popular rides. But even though Disney says the “MyMagic+” initiative will make a Disney vacation far less complicated for its estimated 30 million annual visitors, the system is raising some eyebrows among those who are concern with the privacy issues inherent in any data collection and “customized” marketing. From The New York Times:
The initiative is part of a broader effort, estimated by analysts to cost between $800 million and $1 billion, to make visiting Disney parks less daunting and more amenable to modern consumer behavior. Disney is betting that happier guests will spend more money.
“If we can enhance the experience, more people will spend more of their leisure time with us,” said Thomas O. Staggs, chairman of Disney Parks and Resorts.
The ambitious plan moves Disney deeper into the hotly debated terrain of personal data collection. Like most major companies, Disney wants to have as much information about its customers’ preferences as it can get, so it can appeal to them more efficiently. The company already collects data to use in future sales campaigns, but parts of MyMagic+ will allow Disney for the first time to track guest behavior in minute detail.
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.
Disney is aware of potential privacy concerns, especially regarding children. The plan, which comes as the federal government is trying to strengthen online privacy protections, could be troublesome for a company that some consumers worry is already too controlling.
Image via Marketplace.org
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Thursday, December 13th, 2012
The Federal Trade Commission is investigating whether mobile apps marketed to children may violate kids’ rights to privacy, and may be misleading parents with confusing and inaccurate privacy policies. The FTC has already identified a number of companies that are engaging in the dubious practices, tracking children’s mobile behaviors without the consent of parents. The FTC is also poised to vote on a new set of rules that would limit such companies’ ability to track pre-teens on their mobile devices. The Washington Post has more:
“The agency and the Obama administration have pushed for stronger protections for children who are spending more time than ever online, thanks largely to the proliferation of smartphones and tablets in homes and schools.
While current law puts strict limits on advertising to children in print or on television, it provides fuzzier guidance on mobile technology, which can be far more invasive. Tech companies, for instance, can instantaneously locate a user, track a person’s social-media habits or keep a record of every Web site visited.
Those kinds of data, however sensitive to parents,have allowed companies to target ads and develop programs for children with a kind of precision that wasn’t available just a few years ago. The push by the government to update child privacy rules has faced resistance from Silicon Valley giants, including Facebook, Apple and Google, as well as the companies developing mobile apps. While they agree that children should be afforded special protections, they also argue some of the proposals would stifle a nascent and innovative industry.
Still, the FTC said it would launch “multiple” investigations into mobile apps companies that may have violated laws on deceptive practices or the Children’s Online Privacy Protection Act, a 1998 law that public interest groups say badly needs an update. The agency declined to identify the names or the number of companies that it would target in its probes.”
Image: Young girl texting, via Shutterstock
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