ESPN pulls plug on cell phone operation, seeks to partner with carriers

The Mercury News.com on December 31, 2006 appeared Disney has invested $150 million in developing Mobile ESPN and Disney Mobile to create an ¡§MVNO,'' or mobile virtual network operator. Mobile ESPN is going to be an MVNO and instead of providing its sports scores, news and video highlights with the other wireless companies There are already more than 175 MVNO brands launched or planned as of April this year. Each of these brands target a different audience. For example, Amp'd Mobile and Helio target the youth market while others might focus on immigrant or other communities. Analysts are skeptical because a brand as popular and well-funded as ESPN failed to succeed despite its sophisticated service. ESPN will continue to provide its service until the end of the year and will refund the handsets purchase costs and assist customers transferring to other carriers. Some MVNOs, including Disney Mobile, disclosed thier subscriber number. Amp'd recently announced it has approached nearly 50,000 subscribers, while Helio declined to comment