The Walt Disney Company has finally unveiled the new website – aimed at delivering a pure entertainment experience for its “guests.” In the article, “Disney Unveils New Home Page With Entertainment Focus,” Kara Swisher discusses the new website and the effects it will have on the minds of the customers. This new marketing strategy aims at providing its old and new Disney fans with a vibrant entertainment experience that will continue on from the movies and television shows to their smartphones and tablets, and computer screens.

While it is clear that the newly-refurbished Disney.com will bring positive effects to the company, as smartphone/tablet users now have access to the world of Disney at any place they desire, it does impose some risks, says Disney Interactive co-President James Pitaro. The old users who are familiar with the services provided on the old website might leave the revised version, on which they will find difficulty looking for some of the old features that have been removed permanently.

 When a company makes changes to its marketing strategy, there are always risks that require company marketers to analyze and determine if the possible outcomes are worth the possible losses. In the case, Disney, as it attempts to target the smartphone/tablet users with its fun features available on the new home page, it is putting at risk the old “guests” who might still be looking for the original website with easy access to services other than fun games and video clips.