The groundbreaking work we did on Mobile ESPN, including building a native app on a feature phone before there were “apps”, helped us get to the leadership position we enjoy today in mobile.
In 2006, ESPN released a branded flip phone (The ESPN Phone).
For $399, it offered 24/7 sports news and grainy video highlights.
In the first board meeting after Disney acquired Pixar,
Steve Jobs met the ESPN President and told him "Your phone is the dumbest fucking idea I ever heard."
That was the entire interaction and Jobs walked away.
Apple was working on the iPhone at the time and would release it a year later, so Jobs knew the future of mobile was a multi-touch "internet communicator".
Also, it was very risky for ESPN to self-brand a phone. Mobile video and internet connectivity was too nascent. When there was lag or choppy video, users blamed ESPN instead of the carriers.
Ultimately, the phone lasted less than a year and only sold 10k devices (vs. an estimated volume of >200k).
And Disney took a $135m loss on its mobile phone division for the year.