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Disney MagicBands wristbands embedded with RFID chips and their continued success with RFID.

Disney MagicBands wristbands embedded with RFID chips and their continued success with RFID.

May 09, 2024 Posted by: Paul Plester Retail,  Retail & Ecommerce,  RFID

MagicBands are waterproof, colorful wristbands embedded with small RFID chips. In every band, i.e., an integrated UHF RFID chip (860-960 MHz), High-Frequency (HF) NFC RFID chip (13.56 MHz), and 2.4 GHz external radio. Combining these RF frequencies enables MagicBands to be used in a variety of different applications at different read ranges throughout the park.

Disney MagicBands can be linked to a visitor’s Disney account using the Disneyland app or My Disney Experience mobile app.

In 2022, Disney decided to improve their MagicBand experience by launching MagicBand+. MagicBand+ is the 3rd iteration of Disney’s RFID-based, proprietary wristband technology, following MagicBand and MagicBand 2. This third-generation technology now includes interactive additions and customizable features, such as rechargeable batteries, haptic vibrations, customizable light patterns, and more. (5)

One of the reasons that Disney is so successful with their RFID MagicBand technology is that they never stopped at one RFID application. Disney knew that implementing RFID across all theme parks and cruise lines came with a significant cost.

In order to spread out the cost of RFID hardware and get parkgoers on board with RFID technology, Disney is constantly exploring additional ways that the technology can be implemented.

Every time that Disney adds a new RFID based interactive experience or a new functionality, they are spreading out the adoption cost and adding to what Disney values most - the customer experience. Each new functionality added to their unique MagicBand technology, is done with the customer experience as the priority. The more functionalities available with MagicBands, the harder it is for a customer to say no to the technology and pass up experiencing the added magic.

Additionally, Disney is going above and beyond by creating a hassle-free customer experience for every visitor. Other brands that are successfully creating this frictionless customer experience with RFID include Amazon and their ‘Just Walk Out’ technology, Apple using NFC technology for payments, ticketing, and more, and other top brands.

9 Ways Disney Uses RFID & NFC Technology - Disney's Continued RFID Success - atlasRFIDstore