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OVERVIEW
An early entrant to the mobile content market, the Walt Disney Internet Group (WDIG) has emerged as a worldwide leader in mobile content providing carriers and consumers across the globe with some of the most compelling mobile entertainment available today. WDIG operates two mobile publishing businesses: mDisney Studios (www.mDisneyStudios.com) which develops content drawn from critically acclaimed Disney branded properties and franchises; and Starwave Mobile which develops content from popular brands and franchises from third parties.
WDIG entered the mobile market in 1999 when it launched informational, text-based content services in the U.S. under the ABCNEWS and ESPN brands. In August 2000, the widely recognized Disney-i service launched with NTT DoCoMo in Japan including Disney branded graphics, ring tones, games and utilities. The following year Disney branded entertainment content launched in the U.S.
Disney entered the mobile business early, determined to work with others in the space to help develop this young industry and to leverage early learning into market leadership. Today, Disney works with nearly every major carrier and distributes its content in more than 40 countries around the globe. Its library of mobile content has grown to more than 6,000 products across 20 product categories.
The Walt Disney Company is expanding its mobile businesses under the Disney, ESPN, EXPN and ABC brands, by working with major carriers and handset manufacturers and developing content for all major wireless technology platforms. It is committed to embracing advanced technologies and introduced one of the industry's first 3D games, Kingdom Hearts mobile, as well as one of the first truly multiplayer mobile games, Homies Dominos n' Dice. Further, WDIG is establishing channels to offer mobile content directly to the consumer.
U.S. MARKET
Overview
In the U.S, Disney distributes content including ringtones, graphics, games and information services under the ABC, Disney, ESPN and Starwave brands.
Brands
- Disney branded content is based on classic and more recent animated characters (Mickey, Minnie, Goofy, Nemo, The Incredibles, and many more.)
- Walt Disney Pictures and Touchstone theatrical releases
- ABC News (streaming headlines)
- ESPN (video highlights, games, ring tones etc.)
- Kingdom Hearts mobile (3D game)
- Movies.com (movie and theatre information)
- SoapNet (soap opera updates)
Carriers
- Alltel
- Cingular
- Sprint PCS
- Verizon
- T-Mobile
- US Cellular
INTERNATIONAL MARKET
Overview
Since entering the international market with its first major mobile deal in August 2000 with NTT DoCoMo, Disney has become the No. 1 mobile entertainment brand in Japan with distribution on all 4 major carriers in the market. In Japan, Disney has more than 3 million paid subscriptions (100 – 300 yen/month) as well as a free Disney Fan Magazine with nearly 1 million subscribers.
Based on early learning in Japan, Disney has expanded the business globally, with main offices in Tokyo, Munich and London and content available in more than 40 countries through deals with 80 carriers and distributors.
Disney draws upon central content production where possible, and maintains local operations for business development localization.
International Services (Sample)
- Character Town, Disney and Starwave graphics, ringtones and games
- Melody Place ringtones
- Games services including Game World, Disney Arcade and Disney Sports
- Voicetones – familiar character voice ringtones of popular Disney and Disney/Pixar characters
- ToonTime, Disney Onstage, phone personalization services, character clocks, photo framing services
- Horoscopes/fortune-telling
- Pooh collections (including graphics, ringtones, calendaring, eCards and more)
- Mail Connection/Café (e-mail personalization through emotive icons)
- Pixar gallery
- eCards, animated cards
- Magical Journey (simple lessons in the English language)
- I-cademy, Disney trivia quiz, scheduling and calendar services
Distribution
Disney branded mobile content is available through carriers and/or distributors in more than 30 markets such as:
Austria, Belgium, Canada, China, Croatia, France, Germany, Hong Kong, Hungary, India, Ireland, Israel, Italy, Japan, Korea, Macau, Netherlands, New Zealand, Norway, Philippines, Portugal, Singapore, Spain, Sweden, Switzerland, Taiwan, Thailand, UK and US.
Disney mobile content is embedded on cell phones from:
STARWAVE MOBILE
Overview
In October 2004, WDIG launched Starwave Mobile, a publishing business focused on content licenses from third-party companies and non-Disney brands from within The Walt Disney Company. This strategic expansion of its wireless business leverages WDIG's established content and operations teams and its global industry distribution relationships to a wide range of content beyond Disney-branded properties.
The Starwave brand comes from the Starwave Internet business, which was one of the earliest and most recognizable Internet publishing and technology companies. Starwave launched ESPN Sports Zone Online and ABCNews.com in the mid 1990s. The company was purchased by Disney in 1998 and it became the foundation for WDIG's world-class consolidated technology platform and infrastructure.
Mobile Games
- Trivial Pursuit®
- Homies Dominos N' Dice
- Don Bluth's Dragon's Lair
- Rubik's® Cube
- Hudson Entertainment: Bomberman™, Burger Time™, Adventure Island™, Lode Runner™
Mobile Entertainment Services
- Consumer Reports® ShopSmart
- Homies – the popular Latino and Urban figures created by artist David Gonzales are available for download nationwide
- Pucca - a popular series of characters from Korea which Starwave distributes in Japan
- Hudson Entertainment - The Source™ Mobile Channel – the mobile edition of the #1 selling music magazine on U.S. newsstands and the most trusted hip-hop brand in America. Hip-Hop fans come for daily news updates, ringtones, downloadable wallpaper, and a sense of participation in the Hip-Hop community.
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