WALT DISNEY is to launch a UK mobile phone service aimed at families with children.
The service, called Disney Mobile, will use the O2 network and is expected to launch later this year.
According to the company, Disney Mobile plans to offer a family-package, which will include multiple handsets within the same subscription, allowing parents to tailor the service to meet the unique communications needs of their family.
The cartoon giant says its product will help parents cap the amount youngsters spend on calls.
It also allows parents to customise their children's handsets so they only dial pre-approved phone numbers.
Ipsos MORI research confirms that a majority of parents by three to one believe the benefits of children owning a mobile phone outweighs any disadvantages.
"Many parents want to stay in touch with their children by mobile phone but worry about them running up high bills, downloading inappropriate content, and being safe", commented John Carr, new technology adviser for the children's charity NCH and the Children's Charity Coalition for Internet safety. "This is a highly innovative service which will help both parents and children use mobile phones with greater confidence and help ensure more children and young people are kept safe."
Disney Mobile will be a so-called mobile virtual network operator, meaning it will use the cellular networks of other companies. In the United States, it is partnering with Sprint Nextel Corp.; in Britain, with O2 PLC.
Disney Mobile handsets will have a stylish, adult design and come with a hands-free kit the company said in a statement.
Details of call tariffs and which make of handsets will be offered have not yet been released.
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