Tuesday, August 3, 2010
http://m1/accts/std/mcdonopa/assignment2
Epcot Team 4 webpage
http://m1/accts/std/mcdonopa/assignment2
http://m1/accts/std/mcdonopa/assignment2
Tuesday, July 20, 2010
Disney Epcot: Technology
In terms of technology, Disney’s focus is to “invest in technology to bring efficiencies to the procurement and accounts payable processes,” (“Supplier Information”).
Databases & Data Warehouses
Files organize important information. In relation to Disney, they use customer files that contain the customer number, customer name, customer phone number, primary contact, description of purchase made, and payment method(s) used. Disney needs a customer file to maintain a listing of all customers that demand their products and/or services.
i.e.
Customer No. 101
Customer Name Jessica Mendes
Customer Phone 999-222-1254
Primary Contact Jessica
Description of Purchase Epcot Tickets
Payment Method Visa ***5431
Disney’s Human Resources Department also keeps track of its employees through an employee file that has attributes including employee id, employee last name, and first name; date of hire, social security, address, contact information, and paycheck method.
Disney keeps track of all of its suppliers in a supplier file. One file is for local suppliers and another is for regional suppliers. “Disney Sourcing Professionals seek out and contract with companies of all sizes and capabilities, from local and regional Suppliers to those with a global reach finding Suppliers for a specific Company division or the entire enterprise,” (“Supplier Information”). http://corporate.disney.go.com/corporate/doing_business.html
All of their files contain primary keys that uniquely describe each record (Haag, 68). For example, Social security number belongs only to the ‘Employee’ file.
Disney keeps track of all of its suppliers in a supplier file. One file is for local suppliers and another is for regional suppliers. “Disney Sourcing Professionals seek out and contract with companies of all sizes and capabilities, from local and regional Suppliers to those with a global reach finding Suppliers for a specific Company division or the entire enterprise,” (“Supplier Information”). http://corporate.disney.go.com/corporate/doing_business.html
All of their files contain primary keys that uniquely describe each record (Haag, 68). For example, Social security number belongs only to the ‘Employee’ file.
Brands of Disney’s Database Software
Databases are a “collection of information that you organize and access according to the logical structure of that information,” (Haag, 66). “Disney Consumer Products Worldwide (Division of Disney Enterprises, Inc.), whose principal office is located in the United States of America (the "United States"), controls and operates a Product Approval System database (the "Product Approval Database"). The Product Approval Database contains (or will contain) human resources and financial information,” (http://corporate.disney.go.com/corporate/safeharbor-dcp.html). This database would include the files described above: customer and employee files.
“Disney Consumer Products, Inc., whose principal office is located in the United States of America (the "United States"), controls and operates a database which contains product specific details on all licensees that produce Disney-branded food productions, including food specifications and food safety standards ("Food Quality Database"),” (http://corporate.disney.go.com/corporate/safeharbor-dcp.html). This database would include supplier and license files.
Before these files are created, the database management system contains one important software component that is responsible for maintaining the data dictionary. It is called the data definition subsystem. Thus, for Disney to have two databases, mentioned above, it must contain this software component.
To “warehouse” the large amount of data collected from…management systems, a relational database management system is needed. Microsoft Visual Foxpro was used as the database management system. Another program, called Foxweb, was chosen to interface the Visual Foxpro programs and the web server software,” (http://www.energyvortex.com/files/Disneycasestudy.pdf 53).
Disney’s Development Team
“The hardware and software products [were] selected by the development team…” (http://www.energyvortex.com/files/Disneycasestudy.pdf 53) and “This technology-based solution is used throughout the Walt Disney World Resort organization by administrative managers, engineering, operations and maintenance staff, and cast members (http://www.energyvortex.com/files/Disneycasestudy.pdf 51). In other words, Disney’s administrative managers, engineering, operations, management staff, and cast members are responsible for the databases.
Disney Reports & Distribution
Managers receive “…HTML-based reports via email on a daily basis (to report on hourly data collected) and a monthly basis (to report on monthly billing data). A daily…report is created for each business unit and emailed to the business unit distribution list. Using HTML-based email reports allows the tabular report to link to graphs showing daily…profiles.” (http://www.energyvortex.com/files/Disneycasestudy.pdf 56).
This minimizes costs because through the internet managers can have access to reports once they are produced and at no cost: “Users view the reports using their email program (Microsoft Outlook) and are able to produce graphs by simply clicking on hot links in the email. Sending email on utility usage helps increase employee participation in reducing the facility’s energy consumption,” http://www.energyvortex.com/files/Disneycasestudy.pdf
Disney uses another database management system software component: application generation subsystem. This system “…contains facilities to help you develop transaction-intensive applications,” (Haag, 400). Disney’s IT specialists use this.
Some of the reports in Disney’s archives include Corporate Responsibility Data Update, Disney Conservation Report, Disney Cruise Line Community Report, Disneyland Resort Community Report, Disneyland Resort Paris Community Report, Hong Kong Disneyland Community Report, Walt Disney World Community Report, Parts and Resorts Segment Report. These reports are listed in the ‘Report Archives’ under ‘Corporate Responsibility’ on the Walt Disney Company site. These reports are divided further into multiple reports.
The other Disney Reports, specifically reports on Disney parks and resorts follow a top-line initiative or revenue enhancement. These reports stress Disney’s revenue obtained in the fiscal year in regards to expenses and distributions to charities and local events. These reports are not only available to managers but also to stakeholders who want to track Disney progress. This is also available to people interested in investing in Disney.
Corporate Responsibility Data Update & Disney Conservation Reports
The Corporate Responsibility Data Update includes reports on Greenhouse Gas Emissions, Electricity Consumption, Waste, Kid’s Health and Nutrition Focus, Nutritional Guideline Adjustment, Corporate Giving by Disney, Non-Compliances Found in Initial Assessments, Audit Coverage, International Labor Standards, ILS Focus, Minority & Gender, Total Direct, and Spending Reports. This also includes financial report: income statement, balance sheet, and cash flows statements.
Disney’s Data Warehouses
Disney uses data warehouses in its daily functioning. Data warehouses are a “logical collection of information…used to create business intelligence that supports business analysis activities and decision-making tasks,” (Haag, 77). Disney uses OLAP because they use “exist to support decision-making tasks…” (Haag, 78).
Data Marts
“Data marts are subsets of data warehouses,” (Haag, 81). Some of Disney’s subsets include marketing, sales, advertising, service, production, and marketing. Because there are subsets, this helps keep Disney more organized because they are able to make better use of their information.
Data Mining
Data mining tools include query and reporting tools, intelligent agents, multidimensional analysis tools, and statistical tools. Disney uses QBE and SQL to “generate simple queries and reports,” (Haag, 79). Intelligent agents such as agents used in OLAP in a data warehouse environment but also for searching for information on the WEB (Haag, 79). This is what Disney uses intelligence agents for. Multidimensional analysis tools allow Disney to slice and dice the information; this does not affect the information at all. This tool assists Disney in viewing information from a chosen perspective. Statistical tools help you apply models to a given amount of information that is stored in a data warehouse. This helps Disney in forecasting trends for a given time period in the future for revenue needs and to maintain or modify their objectives if necessary. These tools may also be used for advertising methods; it will help a company determine which advertising methods work best (Haag, 80).
The development team working for Disney is not only responsible for “The hardware and software products [were] selected by the development team…” but are also responsible for the updates, virus protection, and security features (http://www.energyvortex.com/files/Disneycasestudy.pdf 53).
Hardware & Software
Hardware
Hardware is defined as “the physical components of your computer,” (Haag, 290). The Walt Disney Company, otherwise known as Disney, uses each of the six major categories of hardware: input and output devices; CPU and RAM, storage and telecommunications devices.
Input devices “convert information and commands from a form that you understand into a form your computer can understand,” (Haag, 303). Keyboards are the most common used input devices and Disney uses keyboards to enter in data and information into their computers. Human Resources Department of The Walt Disney Company enters important employee information and implementation of rules in their systems; therefore, they need the keyboard to be able to do this. Disney also uses pointing devices that “are used to navigate and select objects on a display screen,” (Haag, 291). These pointing devices allow the IT department amongst all other Disney employees to navigate the internet and to get them from one program to the next with facilitation. Disney also uses a mouse so that they can “click on icons or buttons,” (Haag,291). Disney producers, screenwriters, and anywhere in Hollywood, personal computers, laptops, are used that have a touchpad so that you can move the cursor with your finger: “At Disney, as elsewhere in Hollywood, personal computers are very much in evidence--scattered around studio lots, carried on location, and relied upon in countless small production houses, by producers, directors, and screenwriters,” http://www.atarimagazines.com/creative/v11n9/84_Computers_in_Hollywood.php 
Disney also uses bar code scanners at Epcot and all around Magic Kingdom that “reads information that is in the form of vertical bars, where their width and spacing represent digits,” that is understood to represent a certain price for a product (Haag, 292). These are used for shoppers at Disney who want to purchase a certain product or products and bring this sticker that has a barcode to get a price for their specified product. This is also an input device that The al Disney Company is grateful for in keeping an organized inventory of all of their products.
The second category in hardware is an output device. An output device will “Help you see, hear, or otherwise accept the results of your information-processing requests, that is convert information from a form your computer understands into a form you can understand,” (Haag, 303). An example, and something highly used by the Disney staff, are monitors. These monitors are helpful in aiding the staff at Disney so that they can see their images. Printers are another very common output device. This helps Human Resources, IT, and several departments print out important memos, pay stubs, financial information, and other important sources from your computer. In terms of Epcot, printers are used at ticket booths to print out receipts and the tickets for customers.
All Disney computers use CPU and RAM. These are known as “The real brains of your computer that execute software instructions (CPU) and hold the information, application software, and operating system software you’re working with (RAM),” (Haag, 304).
Storage devices “Store information for use at a later time,” (Haag, 304). Disney uses types of these devices including a hard disk that “seals information stored inside the disk drive,” (Haag, 295).
Telecommunications devices are another hardware component and is also used by Disney. They are helpful for the staff that needs to “Send information to and from persons and locations,” (Haag, 304).
The last and also crucially important hardware components used by Disney in its day-to-day processes are connecting devices. These “Connect all your hardware devices to eachother,” (Haag, 304).
Disney sells the following hardware:
1. Keyboard
2. Mouse
3. Touchpad, Monitor, Notebook Computer, USB, DVD/CD
4. Printer
5. Memory Stick
6. Disney Digital Cameras
Disney Brands & Types of Computers
Computers are based on size, but Disney does not use just one type of computer. In fact, Disney uses a variation of computers in order to complete their obligations. Some Disney staff use a personal digital assistant or PDA. A PDA is “a small handheld computer that helps you surf the web and perform simple tasks such as note taking, calendaring, appointment scheduling, and maintaining an address book,” (Haag, 303). These devices are not for engineers, who need more than a note taking system. These devices are for the Business Unit of Disney; employees who partake in several meetings and use their PDAs to access important people and take notes in meetings rather than on paper.
“A tablet PC is a pen-based computer that provides the screen capabilities of a PDA with the functional capabilities of a notebook or desktop computer,” while a notebook computer is small and portable; fully functional battery-powered computer that you can carry around with you (Haag, 303). “Both Universal and Disney use IBM PCs on location to upload financial data via modem to the headquarters mainframe to keep track of daily production costs. For example, two PCs accompany Tom Selleck on location in Hawaii for the filming of "Magnum P.I." There they record incidental expenses and handle accounts payable and payroll. Universal's "Miami Vice" also uses a PC on location,”
http://www.atarimagazines.com/creative/v11n9/84_Computers_in_Hollywood.php
These computers are also used for reasons illustrated in the previous paragraph.
“At Disney, as elsewhere in Hollywood, personal computers are very much in evidence--scattered around studio lots, carried on location, and relied upon in countless small production houses, by producers, directors, and screenwriters”
http://www.atarimagazines.com/creative/v11n9/84_Computers_in_Hollywood.php
A desktop computer is “the most popular choice for personal computing needs,” (Haag, 303). These can be found in the corporate offices of Disney: at Human Resources, Accounting, and Marketing departments; IT, and at all staff locations where access to e-mail is crucial to communicate and delegate responsibilities for the next work day.
A mainframe computer is among one of two computers that Disney uses most frequently for their production needs. A mainframe computer “is a computer designed to meet the computing needs of hundreds of people in a large business environment,” (Haag, 303). “The large movie and TV companies, like Universal, MGM/UA, and Disney, use mainframes just as any large business would for day-to-day data processing and corporate accounting.” http://www.atarimagazines.com/creative/v11n9/84_Computers_in_Hollywood.php
Specifically, “Disney Productions uses a 9080 series Sperry with series 1100 Univacs. The Disney mainframe keeps track of TV and movie distribution (appropriate markets, location of prints, etc.), rights (home video, pay TV, foreign exhibitors, etc.), and production costs,” http://www.atarimagazines.com/creative/v11n9/84_Computers_in_Hollywood.php
Lastly, the largest computer, a supercomputer “is the fastest, most powerful, and most expensive type of computer [and the most powerful],” (Haag, 303). “Disney uses a supercomputer with 900 processors to create its feature animations,” (http://books.google.com/books?id=VAa-AouAHxoC&pg=PA12&lpg=PA12&dq=Disney+uses+mainframe+computer&source=bl&ots=utU1hFgmH1&sig=D7uCJu4R6wTBkx2E79RYxrFGDJk&hl=en&ei=ZUtHTK6NIIL7lweHx-GEBQ&sa=X&oi=book_result&ct=result&resnum=4&ved=0CCIQ6AEwAw#v=onepage&q=Disney%20uses%20mainframe%20computer&f=false).
BOB GORDON
“Disney management, recognizing the increasing importance of computers of all sizes, recently appointed Bob Gordon to the position of MIS Liaison. His job is to determine whether and how each problem is best solved, using a mainframe, a mini, or a micro.” Mr. Gordon is also responsible for the hardware and software distributed and used at The Walt Disney Company.
http://www.atarimagazines.com/creative/v11n9/84_Computers_in_Hollywood.php
As of now, and of current sources shown above, Disney uses IBM computers in their workplace. However, as technology evolves, it is doubted that Apple might be their next targeted brand because they have an anti-virus already built in their system which makes it hard to get a virus on an Apple computer.
Disney System Software Types Used & Sold
“System software handles the technology management tasks and coordinates the interaction of all your technology devices,” (Haag, 303). In terms of system software, there are two categories that must be considered. The first is operating system and the second is utility software. An operating system is “…system software that controls your application software and manages how your hardware devices work together,” (Haag, 288).
Linux is “An open-source operating system that provides a rich operating environment for high-end workstations and network servers,” (Haag, 288). Disney uses Linux as their operating system. ‘"Most of the major studios use Linux -- such as DreamWorks with more than 1,500 Linux desktops and 3,500 Linux servers.’”
http://linux.slashdot.org/article.pl?sid=05/07/27/1551250
The advantage of open-source software such as Linux used by Disney is that users of this software may change the software to suit their needs.
Utility software is the second category, besides operating system, that is also a component of system software. Utility software “adds functionality to your operating system software,” (Haag, 289). “Epcot uses a variety of utility software for the customer’s protection; We treat data as an asset that must be protected and use a number of tools (encryption, passwords, physical security, etc.) to protect your personal information against unauthorized access and disclosure,” (“Privacy Policy”). They do not ensure virus protection: “Epcot Electric uses appropriate software to ensure the wellness and safety of the Site, we do not warranty that the Site or our digital correspondence with customers is free from harmful elements. Due to the rapid evolution of computer viruses and other internet issues, we strongly recommend that you use anti-virus software when accessing this Site,” (“Privacy Policy”). While virus protection is not used amongst their web sites, virus protection is used for the computers that are used by all Disney staff.
Besides anti-virus software, Disney uses the following utility software:
-Crash-proof software
-Uninstaller software
-Disk optimization software
-Spam blocker software
-Anti-spyware software
Disney does sell system software through the laptops they have for sale for children. “Features include more than 40 parental control options, an 8.9-inch LCD display, Wi-Fi capabilities, Windows XP Home, and kid-friendly software featuring Disney characters and icons. Browsers and email have extra filters to assure that parents are able to control online safety and content for their children, and can easily select with whom their children can correspond via email.
The Disney Netpal is durable, with a reinforced mechanical design. It has a spill-proof keyboard that protects against liquid spills and has Asus' ShockShield data protection guards against data loss when the computer is subject to impact. [It is]… by Asus [and] is designed for kids aged 6-12 years and will be available in late July in two models with prices based on features. Retailers include Toys"R"Us and Amazon.com, and the suggested retail price is $349.99.”
http://www.google.com/imgres?imgurl=http://tech2.in.com/media/images/2009/Jun/img_153402_asus-disney-laptop2.jpg&imgrefurl=http://tech2.in.com/india/news/netbooks-laptops/disney-asus-launch-netbook-for-kids/74042/0&usg=__zWyuQYIUygLeqV97KI8U6D99Xe0=&h=768&w=1024&sz=77&hl=en&start=2&itbs=1&tbnid=vJF_RqKrRpMm7M:&tbnh=113&tbnw=150&prev=/images%3Fq%3Ddisney%2Blaptops%26hl%3Den%26gbv%3D2%26tbs%3Disch:1
Application Software Used & Sold by Disney
Disney focuses on a customer relationship management system so that they can keep track of customer information. Epcot uses application software to keep track of payroll software, “Transactional information based on your activities on the Site (such as paying your electric bill),” and the use of spreadsheets to “…combine your information with information we collect from other companies (such as demographic data) to improve or personalize our services, and we may use such information to inform you of Epcot Electric services which may interest you,” (“Privacy Policy”). This is a form of sales force automation systems that track all the sales steps. Disney uses this to forecast their revenue for the coming year or quarter.
In addition, that kind of application software used at Disney is considered horizontal market software because it “…is general enough to be suitable for use in a variety of industries,” (Haag, 286).
The following are included in horizontal software:
-Inventory management
-Payroll
-Accounts receivable
-Billing
-Invoice processing
-Human Resources Management
Brands of Application Software Used by Disney Workforce
-Microsoft Outlook
-FileMaker Pro
Disney does not sell any application software to customers, the majority of them being children.
Networks
Epcot is located in Disney World, Florida. The local area network provider (LAN) of the Disney World Resort in Florida is Smart City, which was, at first, used for telecommunications. Smart City originated in a town called Celebration, Florida that was built by The Disney Company to which the sole focus was to replicate Walt Disney’s plan of creating a technological and futuristic city better known as Epcot. Due to its wide geographic range, the city had to provide many separate LAN line subnets together in order to stay connected. At one point, Celebration won the World’s Record as the most connected town in the Country. Once technology became more intense and Disney World, Florida was growing at a rapid speed, Smart City resorted to a wider area network (WAN) which basically means that LAN networks will now group together through WAN networks. Since Wan connects to a wider range of areas, Smart City had leased Vista-United Telecommunications. In March of 2001, Smart City acquired Vista-United Telecommunications, the former regulated telecom company operating as the telephone company to all of Walt Disney World and its surrounding communities.
All Disney World Florida resorts now provide DSL. “Lastly, the formation of an additional Smart City company rounds out our strategy for Making the World Smarter, One City at a time. mpiNET, a Smart City company, is an Internet Service Provider (ISP) offering High-Speed Internet Access via T-1, DSL and ISDN, as well as Web Hosting and Co-Location. Whether you’re a small business needing a DSL circuit or a larger business that needs the bandwidth of a T-1, your business depends on a dependable and secure connection to the Internet. From basic dial-up email accounts to Web Hosting, or a secure environment to collocate your own web server, mpiNET, a Smart City company, is your complete solution ISP. Imagine the simplicity of having your local voice, Long Distance, High-Speed Internet Access, web hosting and wireless connectivity needs all provided by a communications provider who genuinely focuses on what is important to you. Smart City is that company.” http://www.smartcity.com/about/about_history3.asp. As of now, Comcast is hosting their cable networks.
http://www.comcast.com/About/PressRelease/PressReleaseDetail.ashx?PRID=261
Disney’s Interface
Disney has multitude of varied interfaces they use to communicate through one computer to the next due to how large the company is and the number of different subdivisions they offer. For instance, one example of a simple user interface would be the fact that Disney launched The Disney Magic Desktop, which is installed on the Disney Netpal by ASUS. In simple terms, the NetPal is basically designed as an easy-to-use interface for children ages 6-12 and up. The NetPal allows you to download Disney icons and dress them in Disney costumes for your desktop. “The Disney Netpal by ASUS is designed to be kid-friendly, both in terms of durability and content permissions. It’s rugged and durable, with a spill-proof keyboard that protects against inadvertent liquid spills. The Disney Netpal by ASUS’ ShockShield data protection guards against data loss when the computer is subject to impact.”
http://www.mydisneyblog.com/my_weblog/disney-consumer-products/
Disney Media
• Cablevision
In order to move networks and telecommunications information from place to place, it must first travel through a path to arrive at its destination. For instance, a wired communication media transmits information over a closed, connected path, which then ties devices together using cables. The company that Disney uses is Cablevision for its wired media. One of Cablevisions mostly advertised features is the fact that they use an advanced fiber optic wire, which is the fastest and most efficient means of wired communications. The Disney Company owns many media networks such as ABC Television and their cable programming consists with shows like The Disney Channel or ESPN. In order for Cablevision to meet the requirements of carrying Disney’s cable networks, it must be able to transmit fast. Besides Optic Fiber other forms of cables are a twisted-pair cable and coaxial cables.
http://corporate.disney.go.com/news/media_networks.html
“Cablevision said it already pays $200 million annually to ABC's parent company Disney to carry its various cable networks, including ESPN, Disney Channel and ABC Family, and doesn't think it's fair that the media giant now wants another $40 million to carry WABC-TV New York.”
http://latimesblogs.latimes.com/entertainmentnewsbuzz/2010/03/cablevision-disney-feud-escalates.html
• Wireless
Wireless is an excellent alternative when using a portable computer, especially for that convenience alone. Since Cablevision also uses Broadband, they are equipped to offer wireless communication on a computer as well as cable. A wireless form of communication transmits information through the air instead of a closed connected path as above. As an example, Disney would use Wifi as a convenience for their visitors in order for them to hook up their portable computers in the Disney World Resort, Florida. Wifi is a standard for transmitting information in the form of radio waves over distances of 20 miles. “Optimum WiFi is a collection of thousands of Internet access points in public locations that allow you to connect to the Internet at super fast speeds just as easily as you can connect with your wireless router at home.” http://www.optimum.net/WiFi/Learn.
http://www.abcmedianet.com/web/homepage/default.aspx
Communications Software, Connecting Devices, & Internet Speeds
Communications software “helps you communicate with other people,” (Haag, 401). Types of communication software used by Disney include Microsoft Outlook which means communication that goes on within the company. Another type of communication software used is Internet Explorer to communicate with customers, vendors, suppliers, etc. Disney uses Internet Explorer for communication purposes via e-mail for important vendors and suppliers to reduce communication costs (mail); and Disney communicates with its customers indirectly thru their website: http://disney.go.com/index
In their website they provide additional phone numbers for direct communication in case customers have questions regarding Disney vacations or theme park (Epcot) attractions.
In terms of connecting devices, Disney uses PS/2 ports. These devices are a type of serial connector found on keyboards and mice. Disney also uses parallel ports “…which are found on printer cables,” (Haag, 300). These will soon be replaced with the USB. Disney also uses wireless connections to connect to the internet.
Disney uses WiFi or wireless fidelity. “WiFi is usually the type of wireless connection used in a network environment,” (Haag, 301). Disney uses Frame Relay and ATM. These “…are services that the phone company or other telecommunications providers can set up over high-speed lines like T1s and DS3s to create ‘virtual circuits’ connecting multiple offices,” (Haag, 320). These circuits can connect to every office of Disney “…without having to run physical lines directly between each pair,” (Haag, 320). T1s run at speeds of 1.544 Mbps and DS3s run at speeds of 44.736 Mbps.
However, using Frame Relay and Asynchronous Transfer Mode can be pricey. It would be more advantageous for Disney to use T1 lines run directly from office to office because “…so the distance and price can both be lower,” (Haag, 320).
Voice Over IP?
When Epcot was first constructed the Disney Company formed a partnership with the Florida Telephone Company to create a completely new state-of-the-art telephone system. The telecommunication company was able to design a system that was able to transmit computer data and video signal to all locations throughout the complex. The telephone system used underground cable and was the first to use fiber-optics system. They use Voice over IP for sending voice communication over the Internet and assign network addresses for easy relocation when necessary.
http://sites.google.com/site/theoriginalepcot/walt-disney-world-resort
Disney is negotiating with content distributors, cable companies and telecommunications service for several months in an effort to enable consumer to purchase film or television shows from various distributors and then store them on remote servers, so they can replay them on Television, computers and from their phones. They named this new technology KeyChest which goal is to make it easier to view movies from the different technology and will address the issue of compatibility and limited storage space on customers hard drives. The company hopes this will drive the future of digital distribution of films. The customer can buy a movie from a participating store and the telecom service or cable companies would update the system for the customer to view the movies.
http://www.reuters.com/article/idUSTRE60508P20100106
They also realized the advantages of the wireless networks and they are using an industrial strength 802.11 wireless network to power some of their rides. They use 154 graphic workstations running Windows XP to control their new Toy Story 3 ride. This wireless network integrates real time information that is fed into the workstations so they can ensure that the intended result for the ride is timed perfectly.
http://www.computerworlduk.com/technology/networking/wireless/in-depth/index.cfm?articleid=2423
Disney is taking advantage of all forms of technology including the VoIP systems as they continue to use IP networks to deliver products and services to their customers.
Even international companies, such as Euro Disney opt for Voice over IP. They are upgrading their entire telephone infrastructure and contracted with Orange Business Service to run this project for them. The will reap the following benefits:
• a solution tailored to different user contexts which makes it possible to establish 7 workstation profiles based on employee use. With the introduction of these profiles, Euro Disney Associés S.C.A. will be able to provide tailor-made services to its hotel staff and mobile employees by equipping them with mobile phones or soft phones, and also meet the needs of administrative and technical departments;
• new high-tech services providing fixed/mobile convergence based on mobile extension which is more employee-friendly and boosts efficiency. From now on, employees will have access to a unified messaging service and will be more easily reachable thanks to a dual calling function to their fixed line and mobile phone.. They will also benefit from having all PABX functionalities on their mobile phone;
• a unique customer services unit made up of a dedicated team available on-site at all times and responsible for implementing and managing the entire network.
http://www.orange-business.com/en/mnc2/testimonies/eurodisney/index.html
4 Principles of Network Security
When Disney launched its first Internet site in 1995, the Walt Disney Internet Group (WDIG) has been committed to promoting both safe Internet practices for children and parental involvement in kid’s online experiences. The WDIG is dedicated to also protecting privacy and handling of any personal information obtained with care and respect.
There are four basic principles for network security:
• Confidentiality – ensures only authorized person can access information
• Authenticity – ensures information really comes from the source it claims to come from
• Integrity – ensure the information has not been altered or changed in anyway
• Availability – ensure the service is available when it should be available
(Haag)
The WDIG has been involved from the onset and participates in setting standards and educating its customers on safety and privacy over the internet:
Participant in Early Efforts to Set Internet Safety Standards:
• Early leader in COPPA implementation
• WDIG executive appointed to the COPPA Commission on Child Online Protection.
• Founding member of GetNetWise, an online resource for families
• Participant in the America Links Up campaign.
• Participant in the "Internet Online Summit: Focus on Children" in Washington, DC.
• In 1999, WDIG instituted a comprehensive advertising policy to promote industry adoption of online privacy standards. The company neither accepts nor purchases Internet-based advertising from Web sites that don't post clear policies regarding the collection and use of personal information gathered online.
• Age-Sensitive Registration
• Developed first MMORPG for kids and families featuring two major industry innovations, SpeedChat and Secret Friends, which enable safe communication within the game.
• COPPA and TRUSTe compliant privacy policy
Internet Safety Education at Disney Online:
• Surf Swell Island: Adventures in Internet Safety
• Doug's Safety Web Page
• Chat Room Safety with Disney Online Comic "Who's Afraid of Little Sweet Sheep?"
• E-Mail Safety with Disney Online Comic "The Bad Apple"
• E-Mail Etiquette with Disney Online Comic "Web Mania"
http://corporate.disney.go.com/corporate/cr_safety_security_internet.html
Disney has implemented technical and administrative security measures such as encryption, passwords and physical security to protect customer information from unauthorized use. They also have firewalls as additional protection to prevent unauthorized users access to their network. The company uses Utility software as well as, Crash-proof software, Spam blocker and anti—spyware software for their Site as additional protection however; they have a disclaimer on the corporate website with regard to virus protections. Due to the rapid advancement in technology, they cannot guarantee the site will not be infiltrated and recommend that all users purchase anti-virus software. The company has strict Advertising Guideline and Polices for businesses interested in advertising on their site and here are just a few with regard to the collection of personal information:
Where personal information is solicited on the Advertiser’s landing page:
• Any collection of personal information must be in full compliance with all privacy laws, including COPPA where applicable.
• Advertiser must clearly explain to the guest how Advertiser will use the personal information collected.
• Advertiser must provide all guests with an alternate user experience that doesn’t require submitting personal information.
Where personal information is solicited from a Disney.com or FamilyFun.com Advertiser on Advertiser’s landing page: The Advertiser will be required to include an interstitial which remains on guest’s screen for a minimum of 8 seconds while Advertiser’s landing page is loading in the background. The interstitial must inform the guests that they are being sent to a site outside of WDIG. WDIG shall provide the interstitial unless Advertiser prefers to provide its own interstitial which has been approved by WDIG.
http://mediakit.go.com/docs/WDIG_Guidelines.pdf
Disney’s Domain Name
Epcot's domain name is embedded in the parent company of Disney, under corporate.disney.go.com. The company also has the rights to all domain names that have Disney or any of the animated character names from their movies. If anyone is interested in using the word “Disney” as part of their Domain name they must get permission otherwise they will be held liable and the courts will make them remove their website or change the name.
http://www.domainnews.com/en/disney-gets-split-decision-in-domain-name-dispute.html
"Disney buying Playdom for at least $563 million"
http://www.reuters.com/article/idUSTRE66Q6DL20100727
Some people would say, "All this for a video game!" but Disney sees it another way.
"'When you look for growth in the near and medium term, it's digital online that will likely be the real contributor,'" Hickey said.
And if they see it this way, then investing 563 million is no 'biggie'. "Disney emphasized the growth potential it sees in online social games," because they are free to play (Madway). Games such as Sims are computer games that are costly to people so with the economy the way it is, people refuge themselves on free games online and this is where Disney wants to risk on. While people play for free, there may be a time where they decide to buy a weapon or clothing: "Social games are free to play and generate revenue by charging users to buy virtual goods, such as clothes, furnishings and weapons," (Madway).
Disney believes "We are at the start of a once-in-a-generation opportunity to transform the way people of all ages play games," Pleasants said in a news release (Madway).
It's their job to make that happen. It's our job as consumers to see that it does.
Conclusion
Disney is more than involved in technology. Besides the animatronics, Disney relies heavily on computers for speedy communication and progress reports.
The Walt Disney Company, otherwise known as Disney, uses each of the six major categories of hardware: input and output devices; CPU and RAM, storage and telecommunications devices in their daily business activities. I thought this was interesting because I always thought of Disney as just animatronics but they use much more than that. In fact, they have several buildings called business units where they have people working on every aspect of Disney.
Disney relies on LAN for its networks; the local area network provider (LAN) of the Disney World Resort in Florida is Smart City, which was, at first, used for telecommunications. I was surprised to find out that Disney used Lan. I never thought that it needed so much technology.
In brief, learning about Disney's technology helped to understand that businesses need technology to move forward. Disney has tried, over the years, to build upon its technology so that it can have a competitive advantage and it is clear that it does indeed. Disney is the chief entertainer! They have provided entertainment for several generations and continue to do so today for the generations to come. As an audience, we have been inspired by their games, amusement parks, cruise lines, television shows, music, and products for years. As an adult, I can personally state that Disney was a main part of my childhood and know that this is the case for many other children and teenagers. Disney is and will be a success due to its technological advancements.
Works Cited
Haag, Stephen, and Cummings Maeve. Information Systems Essentials. New York: McGraw-Hill Irwin, 2009.
Madway, Gabriel. "Disney Buying Playdom for at Least 563 Million." 27 July 2010. Thomson Reuters. 31 July 2010
"Privacy Policy.” Epcot Electric. Fortis Utility. 12 July 2012
"Supplier Information." The Walt Disney Company. 19 July 2010
Tuesday, July 13, 2010
Epcot: Business Strategy
Differentiation
The business strategy that is used by The Walt Disney Company, which is the parent company of Epcot, is differentiation.
The famous slogan “where dreams come true” has been instilled in most people at a very young age and depicts their business strategy of differentiation.
Disney is a leader in the family entertainment and media enterprise. They focus on four business segments, media networks, parks and resorts, studio entertainment and consumer products. They apply the differentiation strategy for a specific age group, usually from toddlers to teens because they provide entertainment through parks, movies, and songs (“Company Overview”). Therefore, one can argue that the ‘Focus’ strategy is also applied in combination with differentiation.
“The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world,” (“Who We Are”). In brief, differentiation as stated above, is their ultimate business strategy.
The company has strong values that are embedded throughout their organization. They consistently strive to ensure all aspects of their business from top to the bottom hear the same message. The listing of what differentiates them from other similar entertainment companies is listed in their section of ‘Values [that] Make Our Brands Stand Out’:
‘Values Make Our Brands Stand Out,’ (“Culture”)
• Innovation
o We follow a strong tradition of innovation.
• Quality
o We strive to follow a high standard of excellence.
o We maintain high-quality standards across all product categories.
• Community
o We create positive and inclusive ideas about families.
o We provide entertainment experiences for all generations to share.
• Storytelling
o Every product tells a story.
o Timeless and engaging stories delight and inspire.
• Optimism
o At The Walt Disney Company, entertainment is about hope, aspiration and positive resolutions.
• Decency
o We honor and respect the trust people place in us.
o Our fun is about laughing at our experiences and ourselves.
Epcot is a theme park at the Walt Disney World Resort. The park is dedicated to international culture and technological innovation. The second park built at the resort, it opened on October 1, 1982 and was named EPCOT Center until 1994.
The park has two sections, Future World and World Showcase, which are different than any other amusement park. 
The Future World focuses on imagination and technology remembering the past and taking a glimpse into the future. The World Showcase section brings a miniature version of the world together with each country’s unique differences and as a guest you are able to embrace the different cultures all at the Epcot Park. No other park offers this unique experience (“Epcot Overview”).
The Future World focuses on imagination and technology remembering the past and taking a glimpse into the future. The World Showcase section brings a miniature version of the world together with each country’s unique differences and as a guest you are able to embrace the different cultures all at the Epcot Park. No other park offers this unique experience (“Epcot Overview”).
5 Forces; Buyer & Supplier Power & Switching and Entry Barriers
Epcot Center was the second out of four Florida based theme parks built by Disney and divided by two sections that were named (a) World Showcase to educate guests on international culture and Future World which educates guests on technological advancements and innovations that are future focused.
Force 1. Epcot’s Buying Power is low because for one thing according to Wikpedia.com “In 2009, Epcot hosted approximately 11 million guests, ranking it the third most visited theme park in the United States, and sixth most visited in the world.” http://en.wikipedia.org/wiki/Epcot_Center. Some of the reasons for this are because there are no other theme parks that strictly focus on culture, technology, and innovation and in the same time provide such a wondrous and educational yet enjoyable learning experience as well as Epcot. Also, every night, Epcot presents a magnificent and unforgettable show on the water. “Witness a thrilling nighttime kaleidoscope as the sky erupts with over 1,100 pyrotechnic bursts and the extraordinary Earth Globe floats across the lagoon, revealing wonders of the seven continents on its curved LED screens — the first ever of their kind. Revel in rousing original music as lasers turn the very sky into a work of art.”
· World Showcase Since Epcot is 300 acres larger than the Magic Kingdom, the park is divided in two sections called World Showcase and Future World. World Showcase examines the international culture of people in other countries. People can actually pretend they are in another country due to the well thought out themes that display what culture is like in each country and in the same token also provide diverse attractions to give you a little taste of each Country and get your imagination going. “World Showcase is a collective of Pavilions that wrap around the World Showcase Lagoon. Inside the Pavilions, find shops, attractions and restaurants that represent the culture and cuisine of these 11 countries” http://disneyworld.disney.go.com/parks/epcot/attractions/
· Future World The other side of the park is known as Future World where it educates guests on innovative aspects and technologically advanced applications that are based from the beginning of time to the present and throughout the future. As an example, Spaceship Earth is the main attraction. It is basically an attraction that looks like a giant, round silver ball that resembles the earth and is located in the beginning of the park after you enter. The ingenious reasons behind this attraction are for visitors to pretend they are taking a tour of the history of the world through different time periods while traveling around theearth through space. http://disneyworld.disney.go.com/parks/epcot/attractions/spaceship-earth/
Incentives that Disney offers to visit their theme parks
· Disney’s Park Hopper Passes and Other Tickets can be purchased on the Web or inside the Park- “Magic Your Way Base Tickets give each member of your travel party entry to one Theme Park a day each day of your ticket. And now the longer you play, the less you pay per day! The average price per day for a 7-day Magic Your Way Base Ticket is less than half the price of the same single-day ticket. It's like saving over 50%.” http://disneyworld.disney.go.com/parks/epcot/ Since Universal only provides park passes to 2 theme parks and their incentive right now is pointed toward purchasing tickets (on-line only) for savings, Disney would have a greater value because of how much more they are offering. i.e. The Park Hopper Pass listed above. http://www.universalorlando.com/Tickets/tickets_2.aspx?ComponentId=11423&SourcePageId=7805%23page=Tickets_tickets-2.html&expID=13-5805&contentID=13-11423&seq=2
· Credit Cards – Both Theme Parks offer Loyalty programs. Disney was first in offering Visa Credit Card incentives http://disneyworld.disney.go.com/faq/visa/
· Discount Tickets & Passes for Florida Residents – Florida residents receive great deals when visiting Disney theme parks. “Walt Disney World Resort offers its neighbors special prices on tickets. Take advantage of significant savings on single-day advance purchase and multi-day Theme Park tickets, Water Park tickets and passes” http://disneyworld.disney.go.com/florida-residents/
Force 2.
Both Apple and Microsoft have trademarks and patents that cannot be duplicated which makes them the ideal technologically innovative suppliers to Disneys’ on-line products and services.
In order to keep up with the fast pace demands of Disney’s highly diverse and always changing technologically innovative standards, Disney must evaluate suppliers that also offer unique and competitive standards of their own. Disney’s two main suppliers of media technology are Microsoft and Apple; they both offer cutting edge technology through use of their ever changing hardware and software. Since both these well known and established names are both suppliers of Disney, you are able to download the same movie for instance whether you have Apple or Windows. "A. DisneyFile Digital Copy is the Disney-branded Digital Copy experience, which enables buyers of DVD and Blu-ray to receive the standard definition digital version of the movie in their choice of iTunes or Windows Media formats. The DisneyFile Digital Copy is located on a stand-alone disc and is Mac & PC compatible." http://disney.go.com/disneyvideos/disneyfile/faq.html#q_2
Microsoft developed the X-Box 360 which offers Disney related theme games that are diversified for everyone to get involved, such as playing a game and singing Disney songs to which some even include bonus add-ons when purchased. "Disney Sing It! for Xbox360 with Microphone Plus Bonus Camp Rock Tote Bag Disney Sing It! is a new video-based karaoke game that includes a Logitech microphone and features songs and videos from Disney favorites, the Jonas Brothers, Miley Cyrus, Hannah Montana, Camp Rock and High School Musical." http://www.disneystore.com/xbox-360-disney-sing-it-for-xbox360-with-microphone-plus-bonus-camp-rock-tote-bag/p/1235239/60013/
Apple developed their own on-line store and one example would be that you can purchase music to download onto their i-pod, but you can now also download apps to Disney movies too. http://itunes.apple.com/us/app/disney-movies/id379120492?mt=8
"According to Disney, more than 60 movies are featured in what it bills as the app's "innovative user interface," and the app can be updated as soon as new content becomes available. The company says that an iPhone/iPod touch version of the app will be available later this summer"
These two examples completely differentiate to what the other offers and therefore, the power the supplier has over Disney is HIGH since there are few brand named competitors besides Apple and Microsoft that can supply these unique offers and therefore, have the ability to INCREASE their prices to Disney. "Ideally, your organization would like to be a supplier organization in a market in which there are few substitutes for the products and services you offer." (Haag, p. 18). Buyer power will still remain low due to the differentiations of the two conglomerates above and the unique ways they offer the consumer to download items or play games.
Disney’s Supplier Power of Employees
The power would be REDUCED if Disney changes its approach and does not use strict hiring methods and diversity. "Our team of dedicated supplier diversity professionals engages in several activities to ensure that the diversity we find in our communities is reflected in our supply base:" http://corporate.disney.go.com/corporate/diversity/supplier_diversity_tools.html
Disney’s supplier power over their employees is HIGH because they have a very large work force and frequently change hands in top-management. "However, it would be increased if Disney's corporate level strategy is based on a horizontal and decentralized and informal management approach. Ideas are born from within the departments and are worked-up throughout the relatively low hierarchy, where the final decisions are made. The management focuses on group creativity and in team-work. For instance, the most creative employees usually met every Sunday in the purpose of coming-up with new ideas and new business concepts/strategies. The Sunday meetings are referred to as "Gong Shows", where all participants have to come-up with a unique idea.
As seen in this example, a large emphasis is placed on employee participation, especially on the most talented employees. Furthermore, the company is frequently refreshing its top management with new executives. "Top-flight" managers from the entertainment and the financial business bring with them new ideas and concepts which can be applied in the Disney Company. There is however a significant increase in expense attached to luring the very best to join the company. This increase in expense is directly related to special perk-packages, higher bonuses and escalated salaries that are offered to the top-executives." http://reocities.com/TimesSquare/1848/disney.html
Epcot’s Supplier Power of Employees would be reduced –
The power would be REDUCED if Disney changes its approach and does not use strict hiring methods and diversity. "Our team of dedicated supplier diversity professionals engages in several activities to ensure that the diversity we find in our communities is reflected in our supply base:" http://corporate.disney.go.com/corporate/diversity/supplier_diversity_tools.html.
Disney’s supplier power over their employees is HIGH because they have a very large work force and frequently change hands in top-management. "However, it would be increased if Disney's corporate level strategy is based on a horizontal and decentralized and informal management approach. Ideas are born from within the departments and are worked-up throughout the relatively low hierarchy, where the final decisions are made. The management focuses on group creativity and in team-work. For instance, the most creative employees usually met every Sunday in the purpose of coming-up with new ideas and new business concepts/strategies. The Sunday meetings are referred to as "Gong Shows", where all participants have to come-up with a unique idea. As seen in this example, a large emphasis is placed on employee participation, especially on the most talented employees. Furthermore, the company is frequently refreshing its top management with new executives. "Top-flight" managers from the entertainment and the financial business bring with them new ideas and concepts which can be applied in the Disney Company. There is however a significant increase in expense attached to luring the very best to join the company. This increase in expense is directly related to special perk-packages, higher bonuses and escalated salaries that are offered to the top-executives." http://reocities.com/TimesSquare/1848/disney.html.
Force 3. The Threat of Substitute Products are Low in the Five Forces Model is high when there are many alternatives to a product or service, and low when there are few alternatives from which to choose" (Haag, p. 18). Substitute products would be low for both Disney and Microsoft, but high for consumers downloading and purchasing Apple i-tunes and other applications that are associated with it.
Switching Costs – "are costs that make customers reluctant to switch to another product or service supplier." (Haag, p. 18) As an example in a non-monetary sense, with respect to The Disney Corporation, their switching costs would be LOW due to the differentiation of services both Apple and Microsoft provide. In retrospect to consumer switching costs between Microsoft and Disney, they would also remain low because there is no added on bonus such as the history of how many X-Box games you purchased if you decide to purchase the X-Box 360or download it to your computer, for example. However, if you (the consumer) choose to switch to another internet company to download music, you may be reluctant to switch due to Apple’s collaborative filtering, which basically means that i-tunes developed a unique profile that supplies the history of everything you had purchased and downloaded, so if you switch, you would have to start all over again because the new company will not have a profile or your past purchases and because of this, the Threat of Subsitute Products and Services are reduced to the consumer. Apple "has reduced the threat of substitute products and services, in a market in which there are many substitutes, by tailoring offerings to you, by creating a "cost" to you to switch to another online retailer." (Haag, p. 19)
Force 4. Threat of New Entrants are high "in the Five Forces Model is high when it is easy for new competitors to enter a market, and low when there are significant entry barriers to entering a market. Entry Barrier is a product or service feature that customers have come to expect from organizations in a particular industry and that must be offered by an entering organization to compete and survive." (Haag, p. 19)
1-Entry to Barrier Example 1- Apple i-tunes would be an example of a barrier to entry in relation to Disney because they offer the consumer many choices. Apple not only offers their unique style of touch screen features to their i-pod, i-pad and i-phone, they make it easy for the consumer to be entertained at the same time with Disney related features of many kinds. "The Disney App is everything you love and expect from Disney in one FREE custom application. At the touch of a finger -- find all your favorite Disney characters, play custom games, watch video, and listen to music. You can also get the latest news on all things Disney, buy movie tickets, and customize the App with exclusive character themes." http://itunes.apple.com/us/app/disney/id331622823?mt=8
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiw3E95omvv5epqqs_csEFGZ1JtxTkQvkmvbRicy1h7ThDW6c6fP9oD5kjwjN9RYjEH5SDezif9i9Yu1v_-jyizJyo2JsU8x9kRaBzAiUqW8QsTrI39uS118k7bqnUUGd5JFDGJDQZQGVk/s1600-h/itoons.jpg
2-Entry to Barrier Example 2 – Disney has their own entry to barrier in relation to their Disney World Resorts with the Disney Podcast which can download mobile applications to Apple i-phones. The application will give you exclusive information that only relates to the Disney World Resort you are located in at the present time, such as making dinner reservations to any Disney restaurant, GPS directions to Disney Theme Parks which also include directions as your walking around in Theme Parks and/or shopping in other locations without having to refer to a map.
http://disneyparks.disney.go.com/blog/2009/10/mobile-magic-first-disney-parks-mobile-app-details-screen-shots-unveiled/
3-"eTicket™ is simply the most advanced, most detailed, and most powerful Disney Park guide available! With nearly 3000 Points of Interest covering all of the Disneyland and Walt Disney World parks, resorts, and venues, eTicket has the information you need to plan and enjoy your visit right at your fingertips. eTicket is a downloadable application available in the iTunes App Store and requires the free upgraded iPhone 3.1+ software, GPS, and 3G or WIFI." Disney Guilty Party, a family-friendly mystery game for the Wiihttp://www.wdwinfo.com/eticketapp/
Force 5. Rivalry among existing competitors is somewhat at a medium because if you were to compare once again to Universal they are basically equal to some of the incentives they offer.Credit Cards – Both Theme Parks offer Loyalty programs. Disney was first in offering Visa Credit Card incentives
· Credit Cards – Both Theme Parks offer Loyalty programs. Disney was first in offering Visa Credit Card incentives
Epcot Business Initiatives
Disney prides itself on teaching children to become productive citizens. In fact, “building on our established infrastructure for addressing crucial issues related to the environment, community, workplaces and product development,” is what Disney tries to focus on (“Corporate Responsibility”). This is what sets Disney apart from Six Flags completely, like Apple whose set apart from Microsoft for the same purpose.
They have a “Special emphasis [that] has been placed on how these issues affect our key audience of kids and families,” (“Corporate Responsibility”). Therefore, differentiation is Disney’s business initiative. Disney believes that the time to make productive citizens is now, when children are young and naive. Six Flags just believes in ‘having fun’. This is what makes having a ‘Disney experience’ so much better than being at Six Flags. Disney knows how to tailor to a customer’s needs the right way through treating and understanding customers better; this is why they would rather choose Disney over the competition, the classic goals of a CRM (Haag, 44).
Top-Line
In dealing with customer relations, Disney follows a top-line or revenue enhancement initiative. They try to provide “entertainment and information,” at “…the most creative, innovative and profitable entertainment experiences and related products in the world,” (“Who We Are”). In short, Disney aims at being innovative and providing quality with regards to profit; also known as revenue enhancement.
Epcot Software
In terms of software, Epcot uses a variety of utility software for the customer’s protection; “We treat data as an asset that must be protected and use a number of tools (encryption, passwords, physical security, etc.) to protect your personal information against unauthorized access and disclosure,” (“Privacy Policy”).
However, they do not ensure virus protection: “Epcot Electric uses appropriate software to ensure the wellness and safety of the Site, we do not warranty that the Site or our digital correspondence with customers is free from harmful elements. Due to the rapid evolution of computer viruses and other internet issues, we strongly recommend that you use anti-virus software when accessing this Site,” (“Privacy Policy”).
From an organizational point of view, Disney focuses on a customer relationship management system so that they can keep track of customer information. Epcot uses application software to keep track of payroll software, “Transactional information based on your activities on the Site (such as paying your electric bill),” and the use of spreadsheets to “…combine your information with information we collect from other companies (such as demographic data) to improve or personalize our services, and we may use such information to inform you of Epcot Electric services which may interest you,” (“Privacy Policy”). This is a form of sales force automation systems that track all the sales steps. Disney uses this to forecast their revenue for the coming year or quarter.
In short, Epcot does all that it can to ensure its customers have an enjoyable experience, both online, and on the establishment.
Epcot's IT & Philosophical Approach
Walt Disney Imagineering is the master planning, creative development, design, engineering, production, project management, and research and development arm of The Walt Disney Company and its affiliates.
The Imagineering organization encompasses more than 140 diverse disciplines, including writers, model-makers, computer animators, artists, engineers, sculptors, filmmakers, scientists, programmers, special effects designers, architects, master planning, creative development, production and Walt Disney Imagineering Research and Development (“Walt Disney Imagineering WDI”).
By blending creativity and innovative technological advancements, Walt Disney Imagineering has produced some of the world's most distinctive experiential storytelling, including using Audio-Animatronics characters to tell the swashbuckling tales of Pirates of the Caribbean; developing a faster-than-gravity "freefall" through another dimension in The Twilight Zone Tower of Terror; and integrating high-speed, large-format film projection with a breakthrough ride system to take guests on a breathtaking hang glider flight in Soarin' Over California. Walt Disney Imagineering has been granted more than 115 company-owned patents in areas including ride systems, special effects, interactive technology, live entertainment, fiber optics and advanced audio systems (“Walt Disney Imagineering”).
Epcot is dedicated to themes of diversity and peace in a futuristic setting, and contains amazing displays and technological innovations, which can leave audiences full of wonder. The park is divided into several sections, including Future World and the World Showcase. Future World is the location of Spaceship Earth, Mission: SPACE, and other innovation and exploration themed attractions. In addition to Future World, the World Showcase features pavilions that represent 11 different countries and the 13-minute fireworks show at closing time known as ‘IllumiNations: Reflections of Earth’. Epcot also features international events annually, including food, flower, and holiday showcases (“A Brief History of Disney World’s Epcot Center”).
Disney's Epcot: E-Commerce & The Internet
Since Epcot is owned by the Disney Corporation, the aspects of how they do business with other entities in order to link their products and services are followed in the same manner as their parent company.
The Disney Corporation uses an abundance of E-Commerce models. A few examples resemble how a business sells products and services to customers who are primarily other businesses. Specifically, one example would be on how advertisers can utilize Disney’s services to promote their businesses on any of the Disney web sites for a fee. Advertisers would want to do this because of the branded name of Disney and Consumer to Business (B2C)
http://corporate.disney.go.com/corporate/business.html
E-Commerce occurs when a business sells products and/or services to customers who are primarily individuals. If a consumer wants to purchase something related to Epcot, they would most likely be connected to any of Disney’s on-line stores like thedisneystore.com which is their newly created website http://www.disneystore.com/. Disney’s sells its products to people that purchase items from any of their websites.
Disney's Epcot: Marketing Mix
The parent company of Epcot, the Walt Disney Company uses product, place, promotion and pricing as part of their marketing mix as well as maintaining a website and the use of online ads for their Business to Consumer segment.
When consumers search for Disney on Goggle or Yahoo, they will receive the Disney site toward the top of the list because they pay a fee to ensure their link appears as close to the top as possible. The parent company of Epcot, also allows banner ads to appear on their website, as shown above with the Office 2010. Customer’s interested in booking a vacation can experience one stop shopping from the link below which allows customers to make their accommodations right on line. http://disneyparks.disney.go.com/disneyparks/en_US/index?name=Vacation-Discounts-And-Special-Offers
In 2008 the company used a viral marketing promotion called “What Will You Celebrate?” was basically a chain letter that linked the recipient to a Disney webpage and once the page opened a video clip showed a reporter covering the theme park and the recipient’s name was digitally plastered all over the park dedicated to celebrating that person. The clever technique provided a special advertising message to the potential customer, because as we know most everyone enjoys seeing their name.
http://blogs.orlandosentinel.com/business_tourism_aviation/2008/12/disney-worlds-c.html
In 2009, Disney set up an e-commerce Web site called Disneystore.com which included additional merchandise that was not available on line in the past. It was created to complement customer’s “Disney experience”. It allowed customers the ability to purchase products outside their theme parks via the online service. Another clever marketing campaign.
http://www.dmnews.com/disney-launches-new-e-commerce-site/article/137019/
The Company traditional marketing mix also included additional components of people, process and presentation. The company has always set out to “make dreams come true”. They have several products and services that they offer at a reasonable price for those people interested in planning a vacation which will include visiting their Epcot Theme Park. The company originally targeted young children but soon realized that they would profit by targeting the parents of these children as well. The Epcot theme park offers a unique experience for any customer interested in the technology and cultural venue offered. Promotions are offered and discounts are available throughout the year. Part of their promotion is all the merchandise they are able to sell based on their Disney characters and movies. Disney’s reputation for their high level of service is successful in part by the addition of people, process and presentation they add to their marketing mix, which is filtered down to all of their affiliates, including Epcot.
http://www.plu.edu/~lessarde/doc/disney-paper.doc
Disney's Epcot: Payment Methods
Epcot has several systems to collect their payment. The parent company of Disney offers flexibility and has offered a flexible interest free payment plan for booking through their website. It actually allows you to deposit money toward your vacation for as long as you would like but the only requirement is that the vacation must be paid in full with 45 days of the actual start of the trip. Disney also offers a Disney Visa credit card with zero % interest for the first six months. The credit card allows you to earn reward points for everyday purchases in their stores and at their theme parks to name a few.
The company has a secure site and accepts all forms of payment including debit card or smart cards. You can also choose to use a PayPal account which will transfer your money directly to Disney through the Internet by transferring your funds. Disney will also accept electronic checks directly from your account to settle a bill. Disney allows you to book your entire vacation online and pay on the electronic method that is most convenient for you.
http://disneyvacationspecials.com/disney-world-payment-plans-offer-flexibility
“Disney Seeks to Take Its ‘Phineas and Ferb’ Cartoon Hit to Next Level”
http://www.nytimes.com/2010/06/22/business/media/22ferb.html?_r=1&ref=disney_walt_company
The article titled “Disney Seeks to Take Its ‘Phineas and Ferb’ Cartoon Hit to Next Level” was written by Brooks Barnes on June 21, 2010. This article introduces two new characters and what Disney hopes to accomplish with them is simple: top-line initiative or revenue enhancement just as they did with Epcot.
Disney has always tried to instill morals in stories, movies, and songs; in any of their projects, like they did with Epcot, or skits, there is a moral to guide children and people of all ages in the ‘right’ direction. Disney calls this differentiation:
“We have the ability to identify properties and emerging trends that are capturing the attention of kids — what’s the hottest license, what’s coming up — and ‘Phineas and Ferb’ is definitely one,” said Lisa Harnisch.
They believe through Phineas and Ferb that they can expect to gain the profits they need for the coming quarter and year while also entertaining people around the country with a story “about two stepbrothers and their pet platypus,” (Barnes). Epcot entertains in the same way by taking children through tours of several different countries including Norway, Italy, Germany, China, Japan, Morocco, United Kingdom, Canada, and France (all taken from the Epcot map above). They do this to teach children about the different cultures that makes the U.S. diversified. All in all, like the cartoons, they will teach children about ethics and food in different cultures.
They are trying to introduce the 2 characters in every way possible from having “Costumed characters…introduced at Disneyland, where posters advertising the show also adorn ticket kiosks… [having] the program’s first major merchandising line [that] will be introduced by mass retailers — Wal-Mart, Kmart, Kohl’s, J. C. Penney, Target —…a monthly magazine will arrive soon. In addition, Kraft has licensed Phineas Flynn and Ferb Fletcher to adorn its Macaroni and Cheese line (arriving in grocery aisles in 2011),” (Barnes). Disney is thinking of everything to get kids to adore these new characters and accept them as the SpongeBob replacement.
They wanted to treat children like adults rather than like babies. They “fought very hard early on not to dumb anything down,” said by one of two creators, Dan Povenmire (Barnes) but their song is catchy and is of pure entertainment. The same can be applied to Disney's Epcot attractions. They show children the different wonders of the world and the modern outlook that they would never imagine to be possible. Children brains have been said to resemble sponges; therefore, the time to learn is now while they are young.
“Getting a song into a child’s head is often the key to immortality — think about the theme music for ‘The Flintstones’”.
Besides being catchy, the song is a way “…for content to spread virally on the Web, particularly among college students,” (Barnes).
‘“I honestly was starting to lose hope about cartoons because all of the new ones seem to be mean-spirited or raunchy,” said Kirstie Barlow, a 19-year-old college student. ‘This show is funny because it’s witty. I don’t feel like my brain cells are dying when I’m watching it,’” (Barnes).
Works Cited
“A Brief History of Disney World’s Epcot Center.” Articlesbase. Creative Commons License. 11 July 2010
Barnes, Brooks. “Disney Seeks to Take Its ‘Phineas and Ferb’ to Next Level.” New York Times
21 June 2010: B1 +
“Company Overview.” The Walt Disney Company. The Walt Disney Company. 11 July2010
“Corporate Responsibility.” The Walt Disney Company. The Walt Disney Company. 10July 2010 <>.
“Culture.” The Walt Disney Company. The Walt Disney Company. 11 July 2010
“Disney’s Approach to Leadership Excellence.” Disney Institute. Disney.Com. 11 July2010
“Epcot Overview.” AllEars.Net. 11 July 2010
“Privacy Policy.” Epcot Electric. Fortis Utility. 12 July 2012
“Walt Disney Imagineering.” The Walt Disney Company. The Walt Disney Company. 11 July 2010 < http://corporate.disney.go.com/careers/who_imagineering.html>.
“Walt Disney Imagineering WDI.” Disney Professional Them Parks &Resorts Professional Internships. The Walt Disney Company. 11 July 2010
“Who We Are.” The Walt Disney Company. The Walt Disney Company. 11 July 2010
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