Disney site targets China's mobile market


SHANGHAI -- Walt Disney has launched a new Web site here dedicated to delivering branded games, photos and other mobile content to China's millions of users of wireless devices, the company's technology arm said Thursday.

On the heels of the premiere of Disney's first made-in-China film, "The Secret of the Magic Gourd," the Walt Disney Internet Group unveiled wap.disney.com.cn at a local trade show.

From the Disney Mobile site, consumers will be able to download streaming videos, wallpapers, icons and MP3 ringtones from Disney's telecommunications partner, China Mobile.

The service also enables parents to locate their kids' cell phones -- and their kids -- via global positioning system technology, and to control the length of their kids' cell phone use.

A free section open to all mobile users will offer content related to such products as the local game "Mickey's Great Wall Adventure" alongside information about Disney films, live shows and television in China.

The service employs wireless application protocol technology, the principal application used to access the Internet via mobile phones.

China now has more than 400 million mobile phone subscribers.

"This launch is significant, both because of the sophistication of the service and the breadth of content suddenly available to Disney fans throughout China," WDIG vp for mobile Norbert Chang said.

The announcement was made at the ChinaJoy gaming exposition, which runs through Sunday at the Shanghai New International Expo Center.