Carriers haven't delivered a really easy and palatable experience. If you can deliver that with quick snippets of video, people will pay for that.

For ESPN, it means trying to get people to leave another carrier, and the way to do it is with something different. The market is primed for differentiation.

If you look at what resonates, what kind of video do you want live instead of waiting to get home, it's really about sports and news.

Most carriers want their users to stay on the company's home page, yet this could drive usage of data services.

Marketers thought they lost out on the Internet, and they don't want to lose out on mobile phones, too. There is a lot of interest on the part of studios to do something different in mobile.

It's a week to get away from your car and your cell phone and physically experience Florida.