Disney Mobile turning Japanese following U.S. failure

After shutting down two mobile virtual network operations in the United States, Walt Disney Co. is hoping the third time is the charm; the company is restarting its “Disney Mobile” offering, this time in Japan.
The company said it will work with Japanese mobile operator Softbank Corp. to sell Disney-branded phones and services in the tough Japanese market, beginning in the spring. The move is notable as several high-profile electronics companies, including Samsung Electronics Co. Ltd., have reportedly found difficulty in the crowded Japanese market.
In a joint press release, Walt Disney’s Japanese subsidiary and Softbank said that they will “cooperate across multiple layers of the service to leverage each others’ strengths and deliver a differentiated mobile experience.” Disney Mobile will be distributed through Softbank retail stores; distribution was cited as a key factor in Disney Mobile’s failure to take off in the U.S.
Walt Disney Co. has cited prior success in mobile content in the Japanese market, which it entered with a major content deal in 2000 with NTT DoCoMo. Disney claims that it is the No. 1 mobile entertainment brand in Japan, and that it has more than 3 million paid subscribers.
Disney Mobile in the United States is scheduled to be shut down as of Dec. 31. The MVNO offered sophisticated parental control and family messaging options, as well as handset tracking and Disney content. Disney previously attempted an MVNO offering based on its ESPN business, but shut the operation down after less than a year due to its disappointing performance.