Walt Disney Internet Group Japan’s Dimo Project Article

Date: 2006/3/11

Case Statement: Walt Disney Internet Group Japan¡¦s Dimo Project

Summary:

WDIG launched Dimo project in June 2003. By Nov 2003, five million of Dimo inlayed phone sold. 50% i-mode subscribers and 80% of Dimo inserted phone owners aware of Dimo. By Apr 2004, Dimo had 14000 subscribers and fully recouped its initial investment. The problem is conversion remains low. Can Dimo set Disney main business in danger? What should WDIG do? Alternatives and Analysis:

Is advertising enough or perhaps need more coming back people to choose Dimo? Partner with mobile service provider to reach consumers is important because the major route to reach target customers and from the understanding statistics, it really is successful. Pertaining to stylish characters, image and perception in people¡¦s mind are important. Consequently , it is a must to invest intensely in promoting at the beginning. Additionally, visibility will probably be increased if more integration of Dimo into daily usages of mobiles like email, screen safers. For the success in linking Dimo personas to mCommerce e. g. ¡§Minkey channel¡¨ dedicating to fashion and beauty, we could create portable channels just like ¡§Skipe channel¡¨ for club, cars, and ¡§Zamo channel¡¨ for fun, playgrounds, etc . Do not need to worry about whether Dimo is destroying the Disney Core organization as actually it does, seeing that competitors have previously introduced competitive agents, Disney need to enhance Dimo further more and faster so as prevent the market head to competitors. I am able to see DWIG can power its key talents for making stylized characters as a competitive advantage for capturing this new industry. We need to look into the 1st purchase effects. To get supply, you will find increased customer reach/channels, fresh digitized companies ability to give time-sensitive data to buyer quickly and easily. To get demand, you will discover more usages on the cellphones, more requirement for fresh/new articles and elevated willingness to cover information especially time delicate...

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