Back in the early days of Engadget, everyone -- including us -- thought mobile virtual network operators (MVNOs) were totally poised to be the next big thing. And why not? You get to be a wireless carrier without having to operate your own infrastructure (which is by far the most expensive, difficult part). Just what the doctor ordered for the big, stodgy wireless carriers, each struggling to balance differentiating themselves while trapping their customers in their walled content and services gardens.

What we got instead was failed business model after spectacular failed business model, leading to a domino effect of collapses that left just a precious few companies standing. Let's take a look at the carnage over on Engadget Mobile, shall we?

Perhaps Disney hoped that its MVNO bearing the corporate name would fare a little better than its doomed sibling, Mobile ESPN, but it was not to be. Making good on some ominous verbiage last week from CFO Thomas Staggs, Disney Mobile has announced that it will "cease its wireless operations" as of December 31, 2007. MVNOs have generally had a tough time navigating through the dog-eat-dog world of profitable wireless service, and Disney Mobile was dogged from the very beginning with tough competition on kid-friendly features and hardware from larger rivals and a dearth of quality handsets. Though it seems that existing subscribers will be able to continue to use most or all features of the service through then, folks are being encouraged to pack their bags and move elsewhere by November 30 to ensure plenty of time to get numbers ported. Furthermore, hardware purchased directly through Disney Mobile will be subject to a reimbursement of some sort, with details going up early next month.

[Thanks, Paul D.]

Parents, rejoice: Disney wants you to know that your MVNO has arrived. Disney Mobile, Disney's second MVNO after launching Mobile ESPN earlier this year, pulls no punches about its target demographic -- family plans are the carrier's emphasis, although individual plans are also available. Family plan pricing on two lines ranges from $59.99 for 450 minutes to $249.99 for 4500 teenager-pleasing minutes; individual plans start at $39.99 for 400 minutes. All plans include "Family Monitor" for setting minute limits, "Call Control" to set schedules during which the phone cannot be used, and "Family Locator," a GPS-enabled service presumably similar to Verizon's freshly-launched "Chaperone." A potential roadblock to Disney Mobile's success in the rough-and-tumble MVNO game? Phone-savvy kiddies might whine about the phone selection -- a forgettable Pantech DM-P100 is the only model currently available, but fear not, boys and girls, a slightly higher-end LG DM-L200 is promised shortly.

[Via RCR News]