• Report on ESPN's Mobile ESPN Service: ESPN is reportedly shutting down its Mobile ESPN cellular service. Launched in February this year after a Super Bowl ad campaign using Sprint Nextel's network to provide cellular service, video clips and other sports-themed content via ESPN-branded phones.
• Service Premise and Plans: ESPN hoped sports fans would flock to the new service. Plans start at $39.99 per month with normal cellular features and basic sports content. Subscribers wanting to watch highlights need to pay an additional $14.99 per month or $24.99 per month for the Total Sports Package.
• Promotion and Reception: ESPN promoted the service heavily through commercials on ESPN.com, TV networks and radio affiliates, but consumers and industry analysts were not impressed. It was a latecomer to a crowded cellular field and its brand appeal was not strong enough.
• Aftermath: Users of the service are likely to become Sprint Nextel customers when Mobile ESPN shuts down. ESPN is expected to seek deals with other mobile carriers to package ESPN-branded content for cell phones.
• Further Reading: Wall Street Journal: Mobile ESPN Is to End Venture, Seek New Strategy (subscription required)