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The	
  Disney	
  Experience	
  
Every	
  Customer’s	
  “I	
  Wish”	
  

Jitender	
  Aswani	
  

1
©  2011 SAP AG. All rights reserved.
$13	
  Billion	
  	
   30	
  million	
  	
   122	
  million	
  	
  
in	
  annual	
  parks	
  &	
  resorts	
  
revenues	
  

unique	
  guests	
  come	
  
every	
  year	
  	
  

admissions	
  handled	
  every	
  
year	
  	
  

2
©  2011 SAP AG. All rights reserved.
Challenge	
  
…[we must find ways to] increase the time guests
spend with [us], thus improving the opportunity to
extract additional cash along the way…

3
©  2011 SAP AG. All rights reserved.
MyMagic+	
  
$1	
  Billion	
  	
  
investment	
  at	
  “what	
  the	
  future	
  may	
  look	
  like”	
  

4
©  2011 SAP AG. All rights reserved.
Magic	
  Band	
  
All-­‐in-­‐One	
  ConnecOon	
  to	
  Plans	
  and	
  Experiences	
  

5
©  2011 SAP AG. All rights reserved.
Ticket

Wallet

Room	
  Key

Magic	
  Band	
  is	
  your	
  room	
  key,	
  3cket,	
  wallet	
  (pay	
  for	
  souvenirs	
  &	
  
food),	
  carry	
  fast-­‐pass,	
  use	
  for	
  augmented	
  reality…	
  
6
©  2011 SAP AG. All rights reserved.
…when	
  purchases	
  are	
  easier	
  and	
  

cash-­‐free,	
  people	
  spend	
  more…	
  

7
©  2011 SAP AG. All rights reserved.
…when	
  experiences	
  are	
  memorable,	
  people	
  frequent	
  

more…	
  

8
©  2011 SAP AG. All rights reserved.
Balanced	
  Approach	
  
…	
  [We]	
  must	
  aggressively	
  weave	
  new	
  technology	
  into	
  [our]	
  
parks	
  —	
  without	
  damaging	
  the	
  sense	
  of	
  nostalgia	
  on	
  which	
  
the	
  experience	
  depends	
  —	
  or	
  risk	
  becoming	
  irrelevant	
  to	
  
future	
  genera3ons…	
  

9
©  2011 SAP AG. All rights reserved.
Virtuous	
  Cycle	
  
Enhance	
  
Experience	
  

Move	
  the	
  
needle	
  
(Revenues	
  
and	
  Cost)	
  

Stay	
  
Relevant	
  

10
©  2011 SAP AG. All rights reserved.

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The Disney Experience - Every Customer's "I Wish"

  • 1. The  Disney  Experience   Every  Customer’s  “I  Wish”   Jitender  Aswani   1 ©  2011 SAP AG. All rights reserved.
  • 2. $13  Billion     30  million     122  million     in  annual  parks  &  resorts   revenues   unique  guests  come   every  year     admissions  handled  every   year     2 ©  2011 SAP AG. All rights reserved.
  • 3. Challenge   …[we must find ways to] increase the time guests spend with [us], thus improving the opportunity to extract additional cash along the way… 3 ©  2011 SAP AG. All rights reserved.
  • 4. MyMagic+   $1  Billion     investment  at  “what  the  future  may  look  like”   4 ©  2011 SAP AG. All rights reserved.
  • 5. Magic  Band   All-­‐in-­‐One  ConnecOon  to  Plans  and  Experiences   5 ©  2011 SAP AG. All rights reserved.
  • 6. Ticket Wallet Room  Key Magic  Band  is  your  room  key,  3cket,  wallet  (pay  for  souvenirs  &   food),  carry  fast-­‐pass,  use  for  augmented  reality…   6 ©  2011 SAP AG. All rights reserved.
  • 7. …when  purchases  are  easier  and   cash-­‐free,  people  spend  more…   7 ©  2011 SAP AG. All rights reserved.
  • 8. …when  experiences  are  memorable,  people  frequent   more…   8 ©  2011 SAP AG. All rights reserved.
  • 9. Balanced  Approach   …  [We]  must  aggressively  weave  new  technology  into  [our]   parks  —  without  damaging  the  sense  of  nostalgia  on  which   the  experience  depends  —  or  risk  becoming  irrelevant  to   future  genera3ons…   9 ©  2011 SAP AG. All rights reserved.
  • 10. Virtuous  Cycle   Enhance   Experience   Move  the   needle   (Revenues   and  Cost)   Stay   Relevant   10 ©  2011 SAP AG. All rights reserved.