Disney Mobile reinvents itself in Japan

It seems that everything is ready for the launch of Disney Mobile service on March 1st in Japan. Softbank is going to provide its cellular network, while Sharp will ship the handset specifically tailored for Disney service. Additionally Yahoo! Japan, in part owned by Softbank, has built a portal site - Disney Web, full of Disney content and services.

Disney refuses to be called an MVNO operator, a taboo word after Disney MVNO failure in the United State last year, instead saying this is a service in collaboration with SoftBank Mobile operator. While Disney will have its branded handset and original domain for mobile email, it will leverage Softbank’s handset distribution channels and ensure compatibility with Softbank’s service plans and services. This close relationship with Softbank should reduce the risk of doing business as a stand-alone MVNO for Disney Mobile. They definitely learned their lessons from the U.S. experience. Apparently, not all. The introduction of only one handset model at the service launch, even in three color variations, raises some skepticism. The history tells that users like to have a choice and you can’t satisfy them with one-size-fits-all offering. Specs-wise, the handset is even based on Softbank’s 821SH model. In Disney’s defence, they are going after twenty something women as their main target, promising to release three handsets in a year.

Disney made several safeguards to prevent its failure in Japan and relies on its brand power among single young women who are the biggest spenders on brand products in Japan. Still, it may not be enough to pursue users to leave their existing providers and jump on Disney wagon. Japan is a mature market and the segment Disney targets at is 100% saturated. Other carriers in Japan are dead serious about customer loyalty and start implementing customer retention strategies such as free calls between family members making the job of luring customers from rivals even harder for Disney Mobile.

Phone Specs
Model:	DM001SH
Carrier:	Disney Mobile/ Softbank
Maker:	Sharp
Packet data:	W-CDMA
Form factor:	clamshel
Color variations:	silver, gold, pink
Weight:	101g
Dimensions:	49X101.5X12.9mm
Main display:	2.6" Wide QVGA mobile ASV
Talk time:	220min
Standby time:	300 hours
Platform / OS:	N/A
Memory:	N/A
Memory card slot:	microSD
GPS / Location:	No
Bluetooth:	Yes
Infrared:	N/A
USB:	N/A
Wi-Fi:	No
Camera:	2.0MP
Video calling:	No
One-seg TV:	Yes
Music player:	Yes (WMA/SD-Audio)
Browser:	Yes
Push-To-Talk:	No
Mobile Wallet:	Yes
QR-code:	QR code
Biometrics:	N/A