"Disney's new CEO, Josh D'Amaro, is attempting to break silos within the company and simplify how customers interact with its brand. The new app would marry Disney+ with mobile platforms such as the Disneyland Resort and Disney Cruise Line Navigator apps into what's internally being described as a 'super app.'"
"The ambition has been at the center of internal presentation materials, and is indicative of the potential D'Amaro sees in evolving the company's direct-to-consumer business. D'Amaro's predecessor Bob Iger toyed with the idea for more than a decade, even testing a less comprehensive version in the UK."
"As Disney has released more apps in recent years, the company has periodically revisited whether to combine them. The ambition never gained traction due to logistical setbacks. Disney is currently working on merging its Hulu online video platform with Disney+, which has faced obstacles due to their separate tech infrastructure and programming rights."
"D'Amaro, who succeeded Iger as CEO in March, is keen to revisit the idea. He told shareholders at the company's annual meeting that month that 'Disney+ will continue to evolve beyond a traditional streaming service to become the digital center.'"
Disney executives are exploring the creation of a 'super app' that integrates Disney+ with various mobile platforms, allowing users to book tickets, buy merchandise, and access games and movies. CEO Josh D'Amaro is focused on breaking down silos within the company to enhance customer interaction. Although discussions are in early stages, the concept has been a recurring theme in internal presentations. Previous attempts to create a unified app faced challenges, but D'Amaro is determined to revisit this initiative as part of evolving Disney's direct-to-consumer strategy.
Read at Fortune
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