In the recent third quarter report for 2014, Bob Iger discussed MyMagic+, mentioning that “half of the guests now use Magic Bands, and 90% rate it as ‘excellent’ or ‘very good’.”
First of all, I always tell my clients that ‘very good’ means ‘very little’. The only data that is worthwhile is ‘excellent’. That’s because when people rate something as ‘excellent’, they then become loyal to that product and their intent to return dramatically increases. So combining that number is not really helpful other than it makes the number look good. However, there is something yet to come that could possibly increase those ratings to ‘excellent’. Maybe.
From the Question and Answer Session, a caller asked whether with MyMagic+ there would be any other benefits in terms of revenue development? This is what Iger had to say:
“There is, and we said that it is going to contribute to our growth in the next quarter… And the plan all along was for it to enable us to grow revenue. Clearly that happens in a variety of ways. It’s increasing Guest satisfaction so that should have an impact on essentially length of stay, repeat visitation, word of mouth. There are other opportunities from a direct revenue generating perspective that I won’t get into in great detail, but we’d be glad to detail at a later date. PhotoPass is one such specific example of that, but there are many more. And this is going to start delivering basically positive benefit to bottom line to the quarter we are just in…that we are now in.”
What is it that’s going to help “grow revenue”? The biggest opportunity that I know of that has not been presented to Guests is what I originally referenced as Disney’s Story Maker (which may yet be re-titled when it premieres). I mentioned this back in October 19th of 2012, and in many blogs since. I even asked the question: Disney’s My Magic+ Initiative: Where’s the Magic? But but I’m amazed no one else out on the blog sites have really discussed this. They all talk about the bands and FastPass+ and so forth. But they don’t talk about this. And yet props and other components have been installed over the last year or so. And even more so, original company presentations about MyMagic+ discussed it.
So what is it?
It’s sort of like Sorcerers of the Magic Kingdom meets PhotoPass. Another way to think of it is the interactive magic wands being used at the Harry Potter attractions at Disney, only your MagicBand would trigger the “magic.” But this time, something would happen to capture that magical moment so that you could have a photo/video keepsake long after it was over.
I know a band doesn’t sound as exciting as a wand. But it could be if the interaction or the “magic” was cool enough. And at any rate, the wands have problems as well over at Universal. It practically requires an employee to work with guests at each location to get them to trigger correctly. There were also other variations of how Disney will use this. My understanding was that even Jungle Cruise skippers would have some sort of tablet by which they would know interesting tidbits about the Guests that they could use in their dialogue.
So why isn’t it working yet?
My sources indicate that the major reason is that the entire front end props and presentations and capture have all been created, at the cost of around 20 million dollars. But in the craziness of pulling together the entire initiative, no one had pulled together the back end of the software that would bring it all together and deliver it to the Guests afterwards.
But there were two other problems: One, is that part of what created interaction was that they knew information about you–what your favorite ride was, or where you were from, or what your favorite Disney character was. With all of the “big brother” discussion going on, and with so many organizations out there not being able to keep your personal data from being stolen, there has been some understandable concern about sharing more info–even if that info was knowledge that Tinker Bell was your favorite character.
Still there is another big part of the problem–and one I didn’t know until recently–was that this initiative was going to be something you paid for. Unlike Phineas & Ferb’s Agent P’s World Showcase Adventure, or A Pirate’s Adventure: Treasures of the Seven Seas, this one was going to require putting down money in some way. That’s where they “grow revenue” comes into play. I think there has been some uncertainty as to how popular it might be, and thus would anyone pay for the memorable photo “keepsakes” that would come from it? I’m not even sure if you can interact for free, and then if you want to keep the photo memory you pay for it later on, or what.
There maybe other opportunities to grow more revenue from MyMagic+ “in this quarter”. I think the day they start letting annual pass holders have an account for charging gifts as well as food and beverage is one such possibility. But this is the biggest part of MyMagic+ that hasn’t been introduced. Indeed it is the Magic of MyMagic+. Let’s see if it comes soon.
What do you think? Is this an attraction that might interest you? Would you like something even more magical than just PhotoPass? Are you willing to pay something additional for it?