Mobile ESPN, do we really need this? I tend to lean with not so much myself, but that is just me.

Unable to attract enough customers, Mobile ESPN said yesterday that it would shut its mobile phone service aimed at sports fans at the end of the year. The company said it would focus instead on selling its real-time scores and video to existing cellular providers.

The shift in strategy is a sign of the difficulty in attracting new cellular customers at a time when more than 70 percent of consumers already have an existing plan. Despite carrying exclusive material, Mobile ESPN was unable to compete with Cingular Wireless and other national carriers that offer customers the option of paying as little as $10 a month to join family plans…. Source: NYT