The case describes the “MyMagic+” technology platform of the Next Generation Experience that Disney Parks and Resorts began creating in 2011 and implemented at Disney World in 2013. The technology platform was designed to improve guests' experiences at the Disney theme parks by helping to reduce “pain points” such as long waits and having to carry numerous passes, cards and keys. It was also hoped that increased use of technology would appeal to younger guests who use electronic devices more than older, more traditional guests do. It is a group project. Study the case and write an essay (about 5 pages) which includes the following 4 parts:

1. Introduction: An introduction to the case and a position statement to summarize your answer of part 3 discussion questions.

2. Company (Walt Disney) SWOT analysis

3. Discussion Questions- choose any questions to answer from the following list:

Can the MyMagic+ platform be considered a success? Why or why not?

What are the factors you would consider when making this assessment?

What could potentially go wrong with having so much guest information collected through MyMagic+?

How can Disney assess whether they are recouping their $1 billion investment?

What is the value of this platform to Disney?

How should Disney leverage this technology in order to further digitally enhance the guest experience?

What should they do next?

Should Disney expand the use of MyMagic+ to its other theme parks?

4. Conclusion:

What are the main lessons you learned from the case study? Any solutions or recommendations?