Reuters writes: “Walt Disney Co (DIS.N: Quote, Profile, Research) said on Thursday it would stop operating its U.S.-based mobile phone service at the end of the year to reassess how it competes in a tough market for high-end cell phone services.”

“Disney said it would serve and support current customers of the service, with Family Center features that allow parents to display the location of a child’s phone on a map and monitor its use, until December 31.”

“Disney Internet Group President Steve Wadsworth said in a statement the company found the business to be “a difficult proposition in the hyper-competitive U.S. mobile phone market.”

“Disney’s offerings were among a slew of upstart services renting space on established providers networks to target niche markets such as families with young children or young adults.”