The new services represent yet another step forward for wireless content in the U.S. -- steps that are beginning to turn into a stampede. As wireless carriers steadily improve their networks' data transmission speeds to include larger files -- and work out billing kinks to share the content revenue among more providers -- more and more content offers are filling the airwaves.

In this case, Disney is offering three monthly subscription services that include ringtones, graphics, animations, games and family-style information services.

Although Disney, through its ESPN and ABC divisions, has offered wireless content for a few years now, some of the latest services are a first in U.S. markets for content coming out of its "Magic Kingdom."

The services are riding on improved wireless networks that include AT&T Wireless's next generation GSM/GPRS (define) network that now overlays about 80 percent of its TDMA (define)-based network.

The newer network allows the content to be downloaded to handsets at transmission rates of between 25 kilobits per second (kbps) to 115 kbps, depending on the mobile device in use, an AT&T Wireless spokesman said.

With a wireless modem, such as a PDA, the rates average about 40 to 45 kbps, which is approaching dial-up speed for a laptop or desktop PC, and considered a much faster transmission speed for handheld devices. While the speeds are nowhere near the 2 megabits per second (mbps) 3G-standard network speeds (define), the rates are considered by many to meet 2.5G or even 2.75G definitions.

"Disney's Magic Kingdom" service includes ringtones, screensavers and games, such as a pet game that uses characters from its recent animated movie "lilo & Stitch." The "Fun for Families" feature offers family resource information and entertainment that is built on Disney's television shows such as "Teamo Supremo" and the Disney Channel's new show "Kim Possible." The City Lounge service is a mix of entertainment and pop culture games and graphics geared for adults and drawn from its Miramax and Touchstone production divisions.

For now, the new content features are available only for mMode customers with the Sony Ericsson T68i wireless phone. But AT&T Wireless said the content would be available on other phones in the near future.

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The services start at $3.99 each beyond standard mMode rates, which start at around $2.99 a month plus usage charges. Another key aspect of the services is that subscribers can use their phones to subscribe or upgrade to the new services, which would then appear on their next billing statement, a significant improvement in ease compared to past data offers.

The mMode service is currently deployed in major cities such as Chicago, Dallas, Las Vegas, Miami, Phoenix, Portland, San Diego and Seattle. An AT&T Wireless spokesman said the company expects to finish its upgrade to the GSM/GPRS network, considered the international standard, by the end of this year.

Separately, Disney also announced that it is also rolling out ESPN wireless content packages with Sprint's new PCS Vision wireless network.

The companies said the packages include Walt Disney Internet Group's first Java games in the U.S. and some of its first animated content, with ESPN ringtones that include the theme from "SportsCenter."