Disney Mobile Service to target Women in Japan
US entertainment giant Disney has entered the mobile phone market in Japan, saying that it is extremely confident in success after learning from its past mistakes in the US market. Walt Disney Japan will begin its new mobile phone service called Disney Mobile in March 2008. Further, Disney will be targeting a different audience this time around, and it’s not going to be children, rather it will be the women.
According to Duncan Orrell-Jones, senior vice president of Disney’s Internet, “We believe there’s a big audience out there for the service we’re offering.”
In Japan, Disney has revealed its plans to launch three new models of mobile phones per year.
It is known that the first of these phones will be manufactured by Sharp and is expected to include digital television- viewing capabilities as well as a chip that stores electronic money and allows users to use their phones like a debit card or train pass.
Disney Mobile Japan has said that in keeping with its target audience of young women, the first phone has been designed to look sophisticated in three metallic colors- pink, gold and silver, with a very subtle Disney theme. The cover of the mobile phone will include a monogrammed pattern of Mickey Mouse’s silhouette.
Further, it has been revealed that Disney Mobile subscribers in Japan will also receive a Disney email address.
Walt Disney Japan has collaborated with Softbank Mobile, a unit of Softbank Corp., where the latter company will handle all the back-end operations including customer service and sales of Disney Mobile service through its network of over 2,500 Softbank Mobile stores.
Walt Disney Japan has not revealed the price of the mobile phone or even the number of subscribers that it is expected to target in the first year.
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