Disney helps Optus attract users

Optus has announced a content partnership with Disney aimed at boosting the uptake of its broadband services.

Disney Connection will see a range of Disney educational and entertainment content provided free to Optus broadband customers from July.

Content will also include a massively multiplayer online role playing game (MMORPG) and other gaming content for use on Optus 3G mobiles.

Optus mobile customers would however be charged for mobile content such as ring tones, video clips and wallpaper, said Mark Handler Disney Internet Group executive VP and MD, at CeBIT in Sydney.

According to Optus director products and delivery, Chris Lane, the deal was part of its “tri-vergent strategy” aimed at driving adoption of, and promoting content across, its broadband, mobile and pay-tv businesses.

“Two years government and analysts were complaining about the position of Australia in the OECD broadband standing,” he said. “But now penetration in the home is in the mid 30s [percent] and shows promise for education and entertainment content.”

Lane said the move was not aimed at increasing the current slow adoption of 3G phones and content in Australia. Rather, it would help boost broadband adoption, and encourage people to upgrade to its faster ADSL2 network.

“We don’t expect to have an impact on 3G [mobile] adoption,” he said. “At this stage, 3G users tend to be in the early adopters phase and are not necessarily after Disney content for their phones.”

Handler said Disney would localize content for the Australian market, but ruled out the availability of Disney movies for download via Disney Connection.

The entertainment giant would also look at the potential for “broader distribution” distribution of its content with other local telcos, he said.