(From Sports Business Daily)
ESPN has cut the price of its MOBILE ESPN PHONE from
$199 to $99, according to ANNE BECKER of BROADCASTING AND CABLE.
Boston-based research firm YANKEE GROUP said "only 1% of all phones purchased in the U.S. cost more" than the original price of $199.
OVUM RESEARCH Vice President Wireless Telecom
ROGER ENTNER said ESPN "thought they could differentiate themselves as the ultra-premium product. People apparently did not agree with it completely."
But Mobile ESPN Senior Vice President and General Manager MANISH JHA said that "the service is 'off to a good start' and the company aims to break even or turn a profit with the lower price (although he won't give a target date)."
Jha -- "Our goal was not necessarily to accumulate as many subscribers as possible. Our goal is to always have measured and controlled growth."
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