According to figures from the Yankee Group, global mobile data service revenues are set to rise from US$24 billion in 2006, to $129 billion in 2010. With Asia Pacific and Japan accounting for the majority of that figure, Walt Disney Internet Group (WDIG) is pursuing an aggressive mobile strategy in the region. Aiming for distribution in all the markets under his remit, which does not include China or India, Orrell-Jones says Vietnam will complete coverage that already extends across 11 markets via 34 telcos. Distribution, of course, is just one part of a three-pronged strategy that also includes localized and specifically created content for mobile; as well as exploring cross property opportunities within the Disney portfolio – be it movie, TV, theme park, holidays, cruises, gaming, e- or m-commerce. Orrell-Jones says there is also huge potential for cross-platform activity, “Over the coming year, much will be crossplatform as we are very encouraged with the potential for taking content on-TV, on-line, on-mobile.”

 

He says the key is localized and relevant content produced specifically for the medium, hence two of WDIG’s four creative hubs worldwide are in Asia – namely Shanghai and Tokyo. “It’s about being nearer to the consumer, at the moment 99% of WDIG’s mobile production comes out of Tokyo, for content localization purposes,” says Orrell-Jones.