Case Name :      Walt Disney Internet Group Japan’s Dimo Project

Authors :           Philip Sugai

Source :             Ivey Publishing

Case ID :            904A26

Discipline :        Marketing

Case Length :    28 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The Walt Disney Internet Group (WDIG) Japan has recently launched an entirely new set of interactive mobile character/agents for the NTT DoCoMo iMode platform, called Dimo. Having built Japan’s most successful mobile entertainment business using traditional Disney-branded characters and related content, these Dimo characters have been designed to go well beyond entertainment and become valuable guides, assistants, and friends for users of the continuously evolving mobile Internet and the increasingly complex tasks enabled by this platform. Although the WDIG Japan team feels strongly that these types of character/agents will be the future of human-device interactions, subscription figures six months after Dimo’s launch suggest that Japan’s mobile consumers may not share this belief.