Disney dumps UK MVNO

Link: Adotas � Disney Freezes Plan for UK Mobile Virtual Network Operator.

ZDNet report stated today that Disney’s plan to launch a family-friendly mobile virtual network has been put on hold indefinitely across the Atlantic.

A Disney spokeswoman explained that the decision to freeze the plan was the result of a ‘rapidly changing competitive environment” in the UK. She added that ‘Retail distribution outlets in particular have consolidated in recent weeks, which has impacted our distribution opportunities.”

I’m not surprised. In fact I was surprised they were even considering it for the UK. It’s such a saturated marketplace. Price, price, price is the only way they’d get easy traction, I think. Whilst they’ve got a super brand, I think I’d have a severe issue giving my 10 year old a premium priced Disney phone when I can get a second line, or a pay as you go, for next to nothing — and definitely cheaper than Disney would be wanting to offer it to me. I think price would probably outweigh any content they might be able to offer. For me, anyway.