Turns Out People Don't Want To Buy Mobile Service From A TV Station
from the the-end-of-branded-MVNO-hype? dept
The company also seemed to forget the key thing: as nice as it may be to get sports content on your mobile phone, the key reason people buy mobile phone service is to communicate, not to get sports info. Getting broadcast style content may be a nice-to-have, and it may be high up on some people's lists of cool features, but mobile phones are about communication first. And, when you think of communications, ESPN isn't a brand name that comes to mind. So, despite a ridiculous amount of advertising, it turned out that very, very, very few people ever felt it was worth their while to sign up for mobile phone service from ESPN. As was rumored late last night, this morning the company has announced plans to shut down the offering by the end of the year. At least they'll be refunding the purchase price of the phones to the few thousand people who signed up. There is still some potential for MVNOs that look for ways to offer services that mobile operators are avoiding, but hopefully this wakes up those who figured that every big name brand would have their own mobile phone service to the simple fact that selling telecom services requires more than a big consumer brand.