Amidst a near frenzy of investment and optimism about content and marketing on mobile devices, ESPN quietly announced it is canceling its widely hyped, privately branded mobile phone service.

I applaud ESPN for making such a progressive move by launching the service, and even more for its willingness to accept that it didn't work out.

The moral of the story: not everything mobile will be a huge hit, but you'll never find the huge hits if you don't try new things.