Mobile ESPN re-launches on V Cast

Mobile ESPN today was reborn as ESPN MVP, a BREW application on Verizon Wireless’ V Cast 3G service, offering all of the same features and capabilities as the ESPN’s former mobile portal but without the accompanying MVNO.

ESPN mothballed its virtual carrier in September after a nine-month run that produced lackluster results for the Disney-owned sports entertainment company. However, in February, ESPN announced its comeback with an exclusive deal with Verizon Wireless.

The new MVP application is available for free to VZW’s high-end data subscribers, those who subscribe to the V Cast service and buy its $15-monthly VPak subscription and own the proper phone. Right now, MVP is available over two RAZR models, the Motorola KRAZR and three LG Electronics phones, including the Chocolate. But ESPN said it plans to optimize the application for a growing number of EV-DO phones, giving it far greater exposure than over its own MVNO.

Mobile ESPN never released subscriber data, but in comparison, another specialty MVNO, Amp’d, which launched around the same time as Mobile ESPN, reported 50,000 subscribers when Mobile ESPN closed shop. Meanwhile, Verizon Wireless has more than 60 million customers, and while it does not break out how many of them are V Cast subscribers, Verizon Wireless officials said it was in the millions.

The advanced functions of the MVNO portal are all preserved in the new MVP application. Customers have access to SportsCenter video highlights, news alerts, ESPN’s detailed scoreboard application and access to a mobile version of Gamecast, which tracks real-time play-by-play stats and details of games in a visual interface. Customers can also track and manage their ESPN fantasy teams on the phone. There have been a few changes in format, though. ESPN rewrote the original Java application in BREW. Also, the portal no longer operates natively on the phone, with its Sideline navigation system on the top screen and real-time scores tracked on the idle screen. Instead it has to be actively launched from the application menu to be used.

While the deal is a multi-year exclusive agreement with Verizon Wireless, ESPN will still sell its content to other carriers, but it won’t be offering up the MVP app to anyone else until the agreement expires.

“We’ve gone long on this one,” said Lee Daniels, vice president of consumer product development at Verizon Wireless. “You won’t find an ESPN experience like this on any other carrier.”