Disney to broaden location-based services in next six months: DMA2010

The Walt Disney Company will offer deeper location-based services in the next six months to broaden its entertainment experience and to become “site location-aware,” said AJ Rhodes, director of strategy and marketing at Disney.

Rhodes described the strategy October 11 at the DMA 2010 Conference & Exhibition in San Francisco, adding that radio and theater are prime targets for Disney's initiative.

"We want localize the experience," said Rhodes, adding that the company wants to provide special offers and bonus content via mobile.

He said the company partnered with Verizon late last year to create "Mobile Magic," Disney Parks' first mobile application.

Rhodes added that Disney has tracked more consumer engagement from a mobile web environment than from downloadable mobile applications. He said marketers must add value to their messaging to effectively retain customers in the mobile space.

"You have to clearly define what you are after in a mobile experience," he added.