In March 2008, Disney Mobile was introduced as the inaugural Mobile Virtual Network Operator business by The Walt Disney Company Japan. Through a collaboration with Softbank Mobile, we utilized their sales and manufacturing networks. My responsibilities included managing the creative aspects of this fresh brand, encompassing hardware and software design, mobile content creation, marketing strategies, and sales initiatives aimed at a key demographic of young adult women.
Every device design incorporated elements inspired by Disney stories and themes. I traveled extensively throughout Asia to complete the design of these phone devices, which provided a fantastic learning experience in industrial design.
Dentsu spearheaded our advertising efforts. As our subscription numbers continued to rise steadily, we transitioned our communication strategy from chic-cool tactics to adult-cute, aiming to appeal to an audience with a stronger affinity for Tokyo Disney Resort.
Flagship Store Design
Disney Mobile established a store within the SoftBank store located on Omotesando, a prominent commercial avenue in Tokyo known for setting trends.
Mobile Content Development
Another enjoyable aspect of this project involved developing service content. Many subscribers accessed and downloaded this innovative content as part of their member benefits. The content included customizable user interfaces, original music produced as ringtones, animated wallpapers, and emojis. We worked closely with numerous artists, designers, and musicians to produce these unique offerings.
Disney's mobile career venture grew to encompass all three major mobile carriers in Japan, extending until 2018 and introducing the Disney brand into the daily lives of hundreds of thousands of users. I fondly recall the thrill of launching such an exciting business alongside an incredible team and creative partners.