Disney Launches Mobile Service in Japan

Disney's new mobile phone service in Japan, based on use of Softbank Corp.'s mobile network, will be Disney's third attempt to define a new content-heavy or otherwise segmented approach to the mobile market.After experimenting with sports content and service for kids, it now is targeting Japanese women in theirDisney's new mobile phone service in Japan, based on use of Softbank Corp.'s mobile network, will be Disney's third attempt to define a new content-heavy or otherwise segmented approach to the mobile market.After experimenting with sports content and service for kids, it now is targeting Japanese women in their 20s and 30s.

The reeason? The company reasons that since females older than 20 represent 75 percent of the 3.5 million subscribers to Disney's myriad Japanese mobile websites, Disney Mobile can use designer handsets and that content interest to drive adoption.

The new service launches with three phones, each programmed to speed access to Disney websites. Users also can personalize their screens and emails with Disney characters.

You have to appreciate Disney's willingness to experiment. It launched two segmented wireless services in the U.S. market, Mobile ESPN, based at male sports nuts, and Mobile Disney, used by children but aimed at worried parents. Neither got traction. Other retail providers arguably should hope the latest attempt will fail as well.

The reason is that if a content brand can carve out a new space for itself in mobile, with a slightly-different business model (driving traffic to content Web sites, supported by advertising or commerce, for example), it attacks the subscription-based traditional model.

Just as important, it would represent a further shift in value towards independent brands in the communications space, much as Apple as emerged as a mobile brand in its own right, and as Google hopes to. Some will argue that Disney has learned nothing from two earlier unsuccessful efforts. Others will say the Japanese market is sufficiently different that it is a reasonable bet.

It's an experiment of the sort IP Multimedia Subsystem is supposed to provide mobile operators: allow rapid new service trials to see what sticks. One has to appreciate Disney's willingness to keep experimenting, despite earlier lack of success.

Traditional prDisney's new mobile phone service in Japan, based on use of Softbank Corp.'s mobile network, will be Disney's third attempt to define a new content-heavy or otherwise segmented approach to the mobile market.After experimenting with sports content and service for kids, it now is targeting Japanese women in their 20s and 30s.

The reeason? The company reasons that since females older than 20 represent 75 percent of the 3.5 million subscribers to Disney's myriad Japanese mobile websites, Disney Mobile can use designer handsets and that content interest to drive adoption.

The new service launches with three phones, each programmed to speed access to Disney websites. Users also can personalize their screens and emails with Disney characters.

You have to appreciate Disney's willingness to experiment. It launched two segmented wireless services in the U.S. market, Mobile ESPN, based at male sports nuts, and Mobile Disney, used by children but aimed at worried parents. Neither got traction. Other retail providers arguably should hope the latest attempt will fail as well.

The reason is that if a content brand can carve out a new space for itself in mobile, with a slightly-different business model (driving traffic to content Web sites, supported by advertising or commerce, for example), it attacks the subscription-based traditional model.

Just as important, it would represent a further shift in value towards independent brands in the communications space, much as Apple as emerged as a mobile brand in its own right, and as Google hopes to. Some will argue that Disney has learned nothing from two earlier unsuccessful efforts. Others will say the Japanese market is sufficiently different that it is a reasonable bet.

It's an experiment of the sort IP Multimedia Subsystem is supposed to provide mobile operators: allow rapid new service trials to see what sticks. One has to appreciate Disney's willingness to keep experimenting, despite earlier lack of success.

Traditional providers will be watching as well, for signs a further shift in value towards "applications," and away from "access," might be possible. On the other hand, naysayers will say the communications business has only so much room for content-centric approaches. At the end of the day, they argue, the quality of services, measured in terms of dropped calls performance, audio quality, access speed and so forth, plus service attributes, are far more important to the typical mobile user than "content" features.

So far, the naysayers have been largely correct. The issue is who, and where, this might not prove to be such an iron-clad rule. Disney hopes to find out.oviders will be watching as well, for signs a further shift in value towards "applications," and away from "access," might be possible. On the other hand, naysayers will say the communications business has only so much room for content-centric approaches. At the end of the day, they argue, the quality of services, measured in terms of dropped calls performance, audio quality, access speed and so forth, plus service attributes, are far more important to the typical mobile user than "content" features.

So far, the naysayers have been largely correct. The issue is who, and where, this might not prove to be such an iron-clad rule. Disney hopes to find out. 20s and 30s.

The reeason? The company reasons that since females older than 20 represent 75 percent of the 3.5 million subscribers to Disney's myriad Japanese mobile websites, Disney Mobile can use designer handsets and that content interest to drive adoption.

The new service launches with three phones, each programmed to speed access to Disney websites. Users also can personalize their screens and emails with Disney characters.

You have to appreciate Disney's willingness to experiment. It launched two segmented wireless services in the U.S. market, Mobile ESPN, based at male sports nuts, and Mobile Disney, used by children but aimed at worried parents. Neither got traction. Other retail providers arguably should hope the latest attempt will fail as well.

The reason is that if a content brand can carve out a new space for itself in mobile, with a slightly-different business model (driving traffic to content Web sites, supported by advertising or commerce, for example), it attacks the subscription-based traditional model.

Just as important, it would represent a further shift in value towards independent brands in the communications space, much as Apple as emerged as a mobile brand in its own right, and as Google hopes to. Some will argue that Disney has learned nothing from two earlier unsuccessful efforts. Others will say the Japanese market is sufficiently different that it is a reasonable bet.

It's an experiment of the sort IP Multimedia Subsystem is supposed to provide mobile operators: allow rapid new service trials to see what sticks. One has to appreciate Disney's willingness to keep experimenting, despite earlier lack of success.

Traditional providers will be watching as well, for signs a further shift in value towards "applications," and away from "access," might be possible. On the other hand, naysayers will say the communications business has only so much room for content-centric approaches. At the end of the day, they argue, the quality of services, measured in terms of dropped calls performance, audio quality, access speed and so forth, plus service attributes, are far more important to the typical mobile user than "content" features.

So far, the naysayers have been largely correct. The issue is who, and where, this might not prove to be such an iron-clad rule. Disney hopes to find out.