Disney Enables ESPN Fans to Dial In

ESPN, the largest provider of sports in North America is trying to go mobile. Disney, its parent company, has come up with an idea that will allow sports fans to watch games and get highlights and score reports on their phones. Their is one catch, the subscriber will have to buy one of Disney's new phones manufactured by Sanyo Electric Co. and get airtime minutes from Sprint Nextel Corp.'s national cellular network. These phones are not cheap costing $499.99. The billing statement would come from Mobile ESPN, not Sprint. It will range from $64.99 to $224.99 a month. This new idea is very challenging since the cell phone market already has heavyweights such as Verizon, T-Mobile, Cingular and Sprint. Their aim is to pull already existing customers away from their competitors. Will ESPN Mobile be able to exist in this already completive market? Will they have to lower prices to lure customers? Or will the existing companies provide their own sports service?