I have been on the record saying I am not a big fan of the MVNO strategy. Even though I think Helio and Amp'd have the best offerings I always loved the ESPN service. My biggest beaf was that I could not use it. Nor could any other real sports fan with disposable income who work in corporate America because most of us use Treo's, Blackberries and other smart devices that keep us connected to work 24/7.
So my advice to mobile ESPN is dump the hardware not the business. ESPN Mobile is a sweeet service and if I could load that app on my smartphone I would pay an EXTRA $10 a month on top of my $50 a month EVDO data plan just to get all the juicy sports info as it happens. So please please ESPN Mobile dump the hardware but take your little Java app and UI and let me buy it and subscribe to you for a monthly fee.
My biggest beef with MNVo's was I didn't like having them choose my device. I would rather pick my device then pick my UI or apps. So if you know anyone at ESPN mobile please pass them this post.