Case Analysis: Mobile ESPN

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Essay #: 062109
Total text length is 7,199 characters (approximately 5.0 pages).

Excerpts from the Paper

The beginning:
Case Analysis: Mobile ESPN
Summary of the Case
ESPN, a sports television network, launched a mobile version of its brand, Mobile ESPN, in 2006. Within the year the product was shut down and users were informed that its platform would no longer be supported. The company took a significant risk in the way that the product was delivered to consumers, because of the fact that it was housed in an independent cellular phone service plan. This required its clients to switch away from their existing cellular services in order to participate in the Mobile ESPN experience. As a result, the company’s clients faced high switching costs which prevented them from taking the plunge. In the end, although the company had a significant amount of money...
The end:
..... I were to relaunch this product I would create it as an iPhone or Android application, known as an ‘app.’ Apps are inexpensively priced on a one-time or monthly basis, starting as low as 99 cents. Companies who utilize apps can push new and updated information to subscribers’ phones on a daily basis, which allows the firm to gain many additional customers willing to pay such a low fee. As well, ESPN, could upsell its consumers on added-value programming to tap into higher-end consumers. The company could build on this platform slowly over the long term to maximize revenue potential.
References
Ferrell, O. & Hartline, M. (2008). Marketing strategy. Mason,
OH: Cengage Learning.
Kotler, P. (2008). Marketing strategy. New York: Free Press.