Disney today unveiled plans for the launch of its Japanese mobile service on March 1, claiming that it is confident the MVNO will be a success despite the brand’s previous mobile failures. Disney will use Softbank’s network to provide its ‘Disney Mobile’ service. Three handsets from Sharp will be available at launch, featuring an application that will allow subscribers to directly access Disney websites. Disney’s characters will be available for use on standby screens and to decorate e-mails free of charge. Further pricing details were not forthcoming.

Disney will become Japan’s first MVNO. Last year the company hung up on an MVNO in the US that used Sprint Nextel’s network, and in 2006 discontinued a similar service based on its ESPN Sports television network. “We are extremely confident” in success, said Duncan Orrell-Jones, VP of Walt Disney Internet Group Asia Pacific. Orrell-Jones said the failure of its US operation was mainly due to its business model, “where we did everything on our own.” He added that the MVNO model with Softbank is a “much more powerful model that gives us collaboration across everything from handsets to service to distribution.”