When wireless becomes invasive

The proprietors of SBC Park think they're doing fans a favor by turning the entire stadium into one giant hot spot. They're not. In fact, the wireless industry risks becoming like that one annoying friend who has to be included in everything if it doesn't tread lightly into the sports/wireless mixture.

There's no question that wireless and sports already are irrevocably intertwined. U.S. Cellular, Alltel and Qualcomm all have stadium-naming rights. Nextel is the name sponsor of NASCAR, and Cingular and AT&T Wireless have long been major partners with NCAA basketball and Major League Baseball, respectively. Sports fans even have become accustomed to the instant scoring updates and the like that many carriers provide.

But carriers — and, indeed, the entire telecom industry — risk alienating fans when it becomes too great a part of the overall ballpark experience. In SBC Park, fans with laptops or PDAs can watch instant replays on demand and eventually order concessions. That may work in San Francisco, where the populace is known for its acceptance of new technology. And it may work for Giants games, but don't expect it to catch on at every stadium or make the jump to other sports. It's frightening to consider what might happen to the fan at Citizens Bank Park that shows up to a Phillies game toting a Dell or what damage might befall the fan across the bay from San Francisco who tries to show off a new smart phone to a fellow Oakland Raiders fan.

Shelling out millions for naming rights is one thing. Inserting wireless as part of the action is a step too far.