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Article

Title: Wake up call for niche phones

Author: Kim, Ryan Article Type: Product Analysis
Source: San Francisco Chronicle, pD1(2) Publication Date: Oct 2, 2006
URL of Publication: http://www.sfgate.com

Mobile ESPN is now defunct after eight months in operation. The demise of the provider was unexpected by analysts and served as a warning to other emerging niche phone carriers. Because ESPN is a leading brand with established content and had a strong marketing push, there are questions regarding the potential of the class of cellular carriers called mobile virtual network operators (MVNOs). Some analysts point to the need for better planning and strategy in beginning a cellular service. Mobile ESPN, which was launched with much publicity and an ad blitz at the Super Bowl, was meant for technically astute sports fans believed by the company to be interested in having sports scores, statistics, and video content viewable on their phones. Analysts have estimated that subscribers numbered in the low tens of thousands, paying a set fee for the phones and a monthly fee for the service plans. The niche carrier market is volatile, said Lewis Ward, analyst for IDC, and analyst Michael Gartenberg of Jupiter Research said the end of Mobile ESPN should remind carriers that brand recognition and strong content are not sufficient in the mobile phone world and that success can only come from finding the right balance of content, differentiated service, and matching it up with demographics and a price point for people.

Companies:
ESPN Internet Group

Products:
ESPN Mobile MVNO (Mobile Virtual Network Operator)

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