More discussion on Disney...

In response to my previous post, I have thought about and discussed some more information concerning the topic of Disney's situation. During a further discussion with a classmate, he discussed the following topics of this issue:

Recently Disney announced a new club called D23. The goal of this club is keep members up to date and involved with the company. In the past many Disney fans have lost interest in the companies offerings as they got older. This brings up the question, what web strategy should Disney use to keep these fans involved in the company as they age. One option is to offer multiple websites that appeal to different demographics. However, I believe that a better option is to offer a single web portal that offers content that appeals to all demographics. This approach eases the transition to new content as a member ages.

I also believe that Disney's approach to internet business with D23 is not ideal. Most internet user's are not used to paying for internet content, and while the D23 club offers other benefits besides website access, these benefits are very limited. According to http://disneyshopping.go.com other benefits include early screenings to new Disney movies, access to a Disney convention, a “surprise gift” and a membership card. However the only early screening listed for the club is for the movie “Up”, and the screening is only one day before the actual release of the movie. Disney says that in the future there may be more benefits to joining the club. If this is the case perhaps more people will be interested in paying the high membership price.

I think having a single website that offers appealing content to multiple demographics is the best strategy for a company such Disney. However they will be more successful maintaining fans if it costs less to join.


My response to him was rather similar as I agree with many of his points. My response follows:

I completely agree with him in saying that Disney should offer a single web portal that allows different content that is appealing to all demographics. He make a standout statement in saying that this approach eases into the transition to new content as a member ages. I totally agree with this statement because the more and more a user goes to this site the better it remains in their long-term memory. The more familiar they become with only having to go to one site when they want Disney products, services, news, etc., the better one is at navigating the site.

On the website Webpage design for beginners it discussed a particular page that was created and then went on to ask people to go to it and respond to what they liked and what was difficult to follow. After reading many of the responses, it was clear this page needed some help. The thing that seemed the most commented on was the organization of the page. With Disney choosing to have only one web portal, which I believe is the best strategy for them, they must make sure to stay very, very organized. Links to specific pages must be checked and double checked for error or broken links. I think having users try out the Disney site before its release to the public will be a huge benefit in the long-run. This way they can work out any mishaps before it gets out and negative talk begins.

He also make an interesting comment saying that their approach to the D23 business is not ideal as users will not want to spend the member fee. Lower these costs is something they should consider, at least until they see if people are truly wanting to be a part of this membership. Once they see that there is some interest in this product, then they can maybe begin discussing an increase in membership. Since many other sites do not force users to pay a fee, I think it is a good idea to shoot low and see what kind of response the public gives on this issue. Also, if they want to keep the price where it is, they may want to consider greater benefits to those who actually pay the fee to join.