Mobile ESPN's Fallout

ESPN's announcement that it's shuttering its mobile offering was expected. But what does it mean for other emerging MVNOs like Helio and Amp'd? Perhaps the biggest lesson: consumers aren't going to shell out money to buy phones for niche content. Appealing to a demographic -- as Disney Mobile does, complete with Disney-styled phones is one thing; telling somebody to build their entire persona around sports is another. Virgin Mobile is profitable and has more than 3 million customers because it appeals to young people, not because it's touting specific content. Also, size does matter: when you invest a combined total of $150 million in Mobile ESPN and Disney Mobile, and ESPN pulls in only 30,000 subscribers, you're not long for this world.