Forbes' Louis Hau reports today that Disney has decided to shut down its Mobile ESPN service and instead look for opportunities to license its content to major wireless carriers.

"With a redefined approach, we have a greater opportunity to reach millions of fans while achieving our strategic and financial goals,'' ESPN Enterprises executive vice president Salil Mehta said in a statement.

"Despite that artful spin, it was clear that Disney was shuttering Mobile ESPN because of its inability to draw more customers," Hau writes. "During a conference call in August, Disney Chief Executive Robert Iger acknowledged that 'sales have been slower to develop than we had hoped.'"

But Adam Guy of the research firm Compete says Disney should have given the MVNO more time to grow, particularly through the NFL season. Guy says most customers are slow to switch carriers due to contract termination fees, and he notes that Mobile ESPN traffic had jumped 33% in August over the previous month.

"Sales of Mobile ESPN phones and service plans will stop immediately, but current customers will continue to receive billing and customer support for the time being," Hau writes. "In addition, customers can opt to terminate the service without penalty and will be eligible for a full refund of the purchase of their phone once they pay off their final bill."

The Mobile ESPN press release is here.