Disney Mobile, Japan
When I was at Adventis, we worked on several strategies for brands to enter the wireless market as virtual network operators (MVNOs). We looked at a bunch of business models with Disney in various European countries, and then in Asia. There are a lot of challenges with creating a successful MVNO model; one being that the MVNO can end up competing with the host operator.
The Disney team in Japan was awesome, and the brand is incredibly strong there. We developed a true partnership model with Softbank that I think (biased) was the best mobile deal of its kind, and avoided many of the traditional challenges. It launched in 2008, and has done well.
How Disney Mobile Is Succeeding In Japan
Disney Mobile Japan