Disney and SOFTBANK MOBILE 's communication network to enter the Japanese mobile phone business

Although it is reported as a preliminary report in each direction, that Disney uses SOFTBANK MOBILE 's mobile phone network and dealer network and enters the Japanese mobile phone market. The terminal also plans to develop and sell disney-specific terminals jointly with SOFTBANK MOBILE.

Details are as below.
Disney mobile entry consideration - NHK News

Disney to enter the mobile business in Japan (Society) - Sponichi Annex bulletin

Mobile, borrowing entry into the line · Disney next spring as well

Chunichi Newspaper: Disney to Mobile Enter Softbank provides line: Economy (CHUNICHI Web)

Current affairs dot: Disney to enter the domestic mobile market = Softbank's line use - next spring

The start time is Spring next year, Disney sets its own amount of communication and service contents on its own. To contract, I go to a store of SOFTBANK MOBILE, and it seems to contract with Disney there. Along with this, it seems that we are deciding to cancel Disney's mobile phone already deployed in the United States.

Disney, MVNO model mobile service discontinues within the year: ITpro

So, what is going on in this Japanese market entry is "MVNO" (Mobile Virtual Network Operator). in Japanese,"Virtual mobile communication carrier".

A virtual mobile network operator (Mobile Virtual Network Operator = MVNO) does not own a physical mobile circuit network such as a mobile phone or PHS by itself, but borrows it from another company actually holding it (resale Receiving), the business that carries out communication service by its own brand.

By the way, the story that Disney of this time will enter the Japanese mobile phone business has been out earlier.

【Way of intensive serial communication major reform】 (1) New entry and mobile phone industry shakeing with MVNO: ITpro

He also refrains from big tales. Walt Disney Group, an entertainment giant ESPN parent company, plans to introduce Disney brand mobile phones in 2006. With a very strong brand called Disney as a weapon, we incorporate a wide range of fans. It depicts a business model of distributing Disney content to mobile phones.

Even if there is a certain risk of MVNO, it should be able to develop advantageally if there is brand power ...... This business model that Japanese mobile phone market surrounds like a box garden, so on the contrary brand power emphasis Will it work favorably if deploying? Disney's thought and disappears and disappears, but in what direction will it eventually flow? It is already differentiated by just saying "Disney" ... ....