Disney shelves mobile package

Marketing 25-Oct-06

Walt Disney has postponed the launch of its family-oriented mobile phone service, blaming changes in the UK mobile retail market that have resulted in poor distribution.

Disney Mobile was to be packaged as a family product, allowing parents
to impose spending limits, as well as limit internet access and block
chatrooms.

The service has already launched in the US, and was due to debut in the

UK later this year. However, insiders suggest it may never be introduced

here.

A company spokeswoman confirmed the launch had been suspended and could
not confirm when it would come to market. Disney said its decision was
prompted by mobile networks expanding their own chains.

In the US, parents can use Disney Mobile to track their children's
whereabouts using GPS technology. The service offers downloads including
TV programmes.