Mobile ESPN
Encyclopedia
ESPN MVP is a cellular phone-based sports information service offered by ESPN
and Verizon Wireless
. It has been carried on the Verizon Wireless
Network after it was relaunched in May 2007 as the ESPN MVP. Previously known as Mobile ESPN, it was an Mobile Virtual Network Operator
(MVNO) run by Disney using the Sprint's EVDO wireless network from November 25, 2005 until December 2006. The service was widely considered overpriced and a failure.
service, so that the user was able to receive an alert whenever a favorite team scores or some other newsworthy event occurs.
On September 2, 2006, Mobile ESPN streamed the first live sporting event ever delivered to a mobile phone in the United States. Fans watched live coverage from Ann Arbor
as Michigan
defeated Vanderbilt
, 27-7.
399. By July 2006, the handset was available for free with a rebate and a two-year commitment to the service. In summer 2006, ESPN rolled out the Samsung ACE, which resembled Motorola's RAZR phones and would ultimately replace the MVP.
Tom Shales and James Andrew Miller's Book, Those Guys Have All the Fun: Inside the World of ESPN, notes that Apple
CEO Steve Jobs
reportedly told ESPN President George Bodenheimer
that "Your phone is the dumbest fucking idea I have ever heard."
. Later, service became available in Sprint
stores in June 2006.
analysts considered Mobile ESPN to have "failed" and recommended that investors urge ESPN owner Disney to discontinue the service. It was estimated that Mobile ESPN and Disney Mobile combined would lose $135 million over the 2006 fiscal year.http://www.mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1002876073 ESPN had initially reaffirmed its commitment to the product, stating that they expected that price cuts in handsets, increased marketing efforts, and other incentives for customers would prove to be successful. However, on September 28, 2006, ESPN announced it would be discontinuing the service to take effect by the end of the year. http://today.reuters.com/news/articlenews.aspx?type=internetNews&storyID=2006-09-28T092832Z_01_N28300688_RTRUKOC_0_US-MEDIA-ESPN.xml&archived=False Those who had subscribed to long-term plans received refunds from ESPN.
ESPN
Entertainment and Sports Programming Network, commonly known as ESPN, is an American global cable television network focusing on sports-related programming including live and pre-taped event telecasts, sports talk shows, and other original programming....
and Verizon Wireless
Verizon Wireless
Cellco Partnership, doing business as Verizon Wireless, is one of the largest mobile network operators in the United States. The network has 107.7 million subscribers as of 2011, making it the largest wireless service provider in America....
. It has been carried on the Verizon Wireless
Verizon Wireless
Cellco Partnership, doing business as Verizon Wireless, is one of the largest mobile network operators in the United States. The network has 107.7 million subscribers as of 2011, making it the largest wireless service provider in America....
Network after it was relaunched in May 2007 as the ESPN MVP. Previously known as Mobile ESPN, it was an Mobile Virtual Network Operator
Mobile virtual network operator
A mobile virtual network operator is a company that provides mobile phone services but does not have its own licensed frequency allocation of radio spectrum, nor does it necessarily have all of the infrastructure required to provide mobile telephone service...
(MVNO) run by Disney using the Sprint's EVDO wireless network from November 25, 2005 until December 2006. The service was widely considered overpriced and a failure.
Application
Its key feature was a sports application that could access news, highlights, and scores. The Java-based application was able to provide real-time scores, such that the phone was frequently five or more seconds ahead of a television broadcast in updating scores. The application was also integrated with a SMSSMS
SMS is a form of text messaging communication on phones and mobile phones. The terms SMS or sms may also refer to:- Computer hardware :...
service, so that the user was able to receive an alert whenever a favorite team scores or some other newsworthy event occurs.
Content
The content was managed by an editorial team that created original content and repurposed content from ESPN.com's web site to fit the phone format. The majority of content on ESPN.com was also available on Mobile ESPN.On September 2, 2006, Mobile ESPN streamed the first live sporting event ever delivered to a mobile phone in the United States. Fans watched live coverage from Ann Arbor
Ann Arbor, Michigan
Ann Arbor is a city in the U.S. state of Michigan and the county seat of Washtenaw County. The 2010 census places the population at 113,934, making it the sixth largest city in Michigan. The Ann Arbor Metropolitan Statistical Area had a population of 344,791 as of 2010...
as Michigan
Michigan Wolverines football
The Michigan Wolverines football program represents the University of Michigan in college football at the NCAA Division I Football Bowl Subdivision level. Michigan has the most all-time wins and the highest winning percentage in college football history...
defeated Vanderbilt
Vanderbilt Commodores football
The Vanderbilt Commodores football program is a college football team that represents Vanderbilt University. The team currently competes in NCAA Football Bowl Subdivision as a member of the Southeastern Conference...
, 27-7.
Handsets
Mobile ESPN had only one phone available at launch, the Sanyo MVP, that retailed for as much as US$United States dollar
The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....
399. By July 2006, the handset was available for free with a rebate and a two-year commitment to the service. In summer 2006, ESPN rolled out the Samsung ACE, which resembled Motorola's RAZR phones and would ultimately replace the MVP.
Tom Shales and James Andrew Miller's Book, Those Guys Have All the Fun: Inside the World of ESPN, notes that Apple
Apple Computer
Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad...
CEO Steve Jobs
Steve Jobs
Steven Paul Jobs was an American businessman and inventor widely recognized as a charismatic pioneer of the personal computer revolution. He was co-founder, chairman, and chief executive officer of Apple Inc...
reportedly told ESPN President George Bodenheimer
George Bodenheimer
George Bodenheimer is the current president of ESPN Inc. and of ABC's sports division, known since 2006 as ESPN on ABC. He has been president of ESPN since November 19, 1998 and of the former ABC Sports since March 3, 2003...
that "Your phone is the dumbest fucking idea I have ever heard."
Service plans
The lowest price plan offered at launch was a US$34.95 plan that only included 100 minutes and no bonuses such as free nights and weekends. The lowest plan comparable to that offered by major carriers was a $64.95 plan which included 400 minutes of talk time and unlimited nights and weekends. In May 2006, new plans were rolled out at various price points, including a $40 monthly plan with 400 anytime minutes, free nights and weekends, and stripped-down data service. Though the cost of the full-service, 400 minute plan remained $64.95, the end result was that users were allowed more freedom to pick and choose the services they wanted.Distribution
At first, ESPN Mobile phones were only available at retailers such as Best BuyBest Buy
Best Buy Co., Inc. is an American specialty retailer of consumer electronics in the United States, accounting for 19% of the market. It also operates in Mexico, Canada & China. The company's subsidiaries include Geek Squad, CinemaNow, Magnolia Audio Video, Pacific Sales, and, in Canada operates...
. Later, service became available in Sprint
Sprint Nextel
Sprint Nextel Corporation is an American telecommunications company based in Overland Park, Kansas. The company owns and operates Sprint, the third largest wireless telecommunications network in the United States, with 53.4 million customers, behind Verizon Wireless and AT&T Mobility...
stores in June 2006.
Transition from service provider to content provider
Early results for Mobile ESPN were disappointing. Initially, ESPN was reported to have projected as much as 240,000 subscribers for the service, but the Wall Street Journal reported that Mobile ESPN had fewer than 10,000 subscribers. Merrill LynchMerrill Lynch
Merrill Lynch is the wealth management division of Bank of America. With over 15,000 financial advisors and $2.2 trillion in client assets it is the world's largest brokerage. Formerly known as Merrill Lynch & Co., Inc., prior to 2009 the firm was publicly owned and traded on the New York...
analysts considered Mobile ESPN to have "failed" and recommended that investors urge ESPN owner Disney to discontinue the service. It was estimated that Mobile ESPN and Disney Mobile combined would lose $135 million over the 2006 fiscal year.http://www.mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1002876073 ESPN had initially reaffirmed its commitment to the product, stating that they expected that price cuts in handsets, increased marketing efforts, and other incentives for customers would prove to be successful. However, on September 28, 2006, ESPN announced it would be discontinuing the service to take effect by the end of the year. http://today.reuters.com/news/articlenews.aspx?type=internetNews&storyID=2006-09-28T092832Z_01_N28300688_RTRUKOC_0_US-MEDIA-ESPN.xml&archived=False Those who had subscribed to long-term plans received refunds from ESPN.