LG
DM-L210

The Disney Mobile service was part of a flurry of mobile virtual network operators (MVNOs) that emerged in the mid-2000s. Although it was announced in April 2006, the service went live in June 2006 and used the Sprint PCS network in the US. Other MVNO’s created at the time included Virgin Mobile and Boost Mobile. Disney’s service targeted its mobile phones at both teenagers (a growing opportunity for mobile phone sales at the time) and their parents. The company described this as delivering “the first comprehensive mobile phone service specifically developed to meet the needs of parents and their kids.” Disney Mobile’s offering in the USA provided the ability to track family members with a “family locator” service, as well as other features such “family monitor” which tracked the usage and spending of users, “call control” which offered the ability to bar calls to specific numbers and “Family Alert” that made it possible to send a message to one or all family members simultaneously. The venture launched with two handsets, the LG DM-L200 and the Pantech DM-P100. The handsets and their associated services were created to appeal both to hardcore Disney enthusiasts, but more broadly to families. Unfortunately, by September 2007 it was announced that Disney Mobile would cease operations at the end of the year. The company had been unable to secure enough subscribers to make the venture viable and some of its unique selling points, such as parental controls, were quickly becoming available on other devices.