CELL-PHONE PACTS WITH AT&T, SPRINT ANNOUNCED.

Byline: Brent Hopkins Staff Writer

NORTH HOLLYWOOD - Mickey Mouse will soon be on the phone - literally - as the Walt Disney Internet Group announced Thursday it has separate deals with AT&T Wireless and Sprint to bring its signature characters into the cellular world.

The online subsidiary of the Burbank-based media empire will offer content to cell users - offering them ring tones, games, screen savers and information - for a small fee. Already successful with limited services domestically and the expanded, high-tech offerings internationally, WDIG now plans to capitalize on the latest generation of cellular technology. Although Americans have been slow to adopt the full-featured gizmos embraced by Asian and European markets, Disney sees room for growth on the phone front.

``We wouldn't be here unless we saw a lot of potential,'' said Kim Kerscher, director of communications for WDIG. ``But there are a lot of unknowns. We've had a lot of success in Japan, where they have more services. There've been a lot of technological things that had to fall in place for us to start here.''

For AT&T users, that comes in the form of the Sony Ericsson T68i phone, the high-end model offering a color video display. Using the pricey phone, they can access Disney ring tones, from ``Zip-a-dee-doo-dah,'' to more modern fare like the ESPN ``Sports Center'' theme, play games and download entertainment content. For $3.99 a month, they can access three different services, the general purpose ``Disney's Magic Kingdom,'' the youth-oriented ``Disney's Fun for Families'' and the adult-targeted ``City Lounge.''

On the Sprint side, PCS Vision users can access the services through their video-equipped phones, playing ESPN-themed games, hearing a variety of ring tones and downloading screen savers. Their charges are based on downloads, starting at $1 per screen saver and ring tone to as much as $4 per game.

``These are more of a fashion statement now,'' said Ritch Blasi, a spokesman for AT&T Wireless. ``A lot more people want to personalize their phones. I want to hear a personalized tone when my kids call, so I can have a Disney tone. Then when my boss calls, it's the 'Mission: Impossible' theme.''

Both services offer access to an animated game based on ``Lilo and Stitch,'' where gamers can baby-sit and care for an animated alien. Sprint users can also download ESPN sports games for $3 to $4 fee.

``Gaming's expected to continue to grow,'' said Stephanie Walsh, a Sprint spokeswoman. ``It's something our customers keep saying they want, and with Disney's Internet group, they have some great content.''

Since the services are still in their nascent stages, it's difficult to gauge their earnings potential, said analyst Jeffrey Logsdon, managing director of Gerard Klauer Mattison & Co., Based on Mickey's past successes, however, and the immense numbers of Disneyana fans, he predicted a strong response.

``Disney has been highly successful over the years in licensing their characters and generating a significant amount of profit because of that,'' Logsdon said. ``When you think of brand extensions, this is probably a profitable place for Disney to go.''