April 9th, 2007

Disney ARPU Isn’t Kid Stuff

Disney Mobile released a few operating metrics. (See story from RCR Wireless) A couple of the big metrics missing were total subscribers and total ARPU. Impressive though were 44 percent of the subscribers are kids on their own plan at $25 per month and 30 percent using the tracking services. If that is 30 percent out of the 56 percent of adults, it’s an impressive number at $13/month for the service. Our data show that few services rank higher than tracking a kid and controlling expenses.

Kids on their own “limited” plan tend to be younger – younger than 14 years. The tween market will be one of the hottest and fastest growing age categories according to our data. Looks like Disney is doing well with this younger segment. In his category, $25/month is better than $0 per month – what the majority of kids this age are generating in ARPU.

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