According to Disney: "Each MagicBand contains an HF Radio Frequency device and a transmitter which sends and receives RF signals through a small antenna inside the MagicBand and enables it to be detected at short-range touch points throughout Walt Disney World Resort. MagicBands can also be read by long-range readers located at Walt Disney World Resort used to deliver personalized experiences, as well as provide information that helps us improve the overall experience in our parks."

Isn't that interesting? In a theme park, the useful applications that a user-level device with short and long range tracking capabilities offers is nearly endless.

  • Monitor user engagement for each ride or restaurant and identify patterns.
  • Monitor congestion by area and identify patterns.
  • Find lost kids and their parents or guardians.
  • Identify and react pre-emptively to certain events (detect that a young child has been separated from all parents/guardians and immediately mobilize resources to assist.)
  • Identify when people are in areas they're not authorized to be in.

While there isn't a perfect translation of real world to digital world interactions we find that Disney's tracking technology makes a great analogy for why the ability to track user activity on an individual level can be very useful.