Wise Startup Blog

Well, I’m sure those of you who saw the latest Super Bowl noticed the ESPN Mobile commercial. It depicted a man walking through a sports heaven. In the sports heaven were NBA players, hockey players, NASCAR ..Cars, and even a WNBA player. Now I personally think the commercials were very original and pretty entertaining. While this commercial might have been a success if it were simply a brand building commercial for ESPN the network, but this commercial was to advertise their new MVNO (Mobile Virtual Network Operator).

Mobile ESPN is designed for sports fans who NEED to be up to date on all of the latest scores/statistics/low resolution videos immediately. Now the idea seems novel at first, until you consider that ESPN offers a very similar service for FREE on their website, espn.com.

Mobile ESPN does offer more features than the ESPN.com, so maybe it’s worth it. The following rate plans are available:

• 100 minutes $34.99
• 450 minutes $64.99
• 900 minutes $84.99
• 1350 minutes $104.99
• PLUS Sanyo MVP Phone Kit $199.99

The ESPN service is obviously very expensive, but it does include a data plan so you can visit other websites (no SI.com, however). Typical data plans range from $20 (T-mobile) to $40 (Cingular), however, other carriers offer a better assortment of minute options including family plans. The lack of a free phone makes ESPN Mobile even more expensive, because you have to shell out $200 for a phone while most carriers are offering FAR (Free After Rebate) or some discount if you sign on for 1, 2 year plans.

But I digress… While we can tell that ESPN Mobile is a pricey option, there may still be some customers that will be interested in this service. I think the key to reaching these individuals is to target them specifically. There has been a second commercial released which depicts a man sitting on a bench using his ESPN Mobile while he is in Sports Heaven, again, and there is a dog performing tricks behind him, a dirt bike rider sitting next to him, amongst others.

I have not done any market research for this product, but I do not think many dog show enthusiasts or motocross fans? Would be interested in this product. I think ESPN should focus on the football, baseball, basketball die-hards. If they want to continue with this Sports Heaven theme they have going, I think they should dump the non-traditional sports and focus solely on the big 3 (maybe consider NASCAR, as it is the fastest growing “sport”).

Personally I think ESPN should change their whole ad campaign and focus on the guys that will be using this service, and benefiting from it. You know those times when your know-it-all friend claims to know Dan Marino’s passing efficiency in 1997? Prove him right or WRONG! INSTANTLY! That is if you can even access past statistics.

So ESPN, I hope you’re listening, don’t target the dog enthusiasts and try to hard to make a cutesy commercial. Your ESPN the network commercials are great, but we already have a TV. Instead of trying to bring in users from outside your niche, I think you need to focus on your niche. Just because your fans love sports, it doesn’t mean they are convinced they need to have instant statistics. And considering cell phone customers are forced to pay a $150 early termination fee, maybe you’ll consider offering a bit of a discount on that $199.99 Sanyo.