What works well in mobile? Broadly speaking - Convenience. We define the benefits of mobile services as:

1) Content, whereby the user assesses value to the immediacy of having it now.

2) Simplicity.

3) Context (e.g., location).

Here's a great chart from Ground Truth with its analysis of unique visitors viewing soccer content during key moments of the World Cup. ESPN designs a great application, but this service really resonates on immediacy.

See our Yahoo! Fantasy Football report for an in-depth case study on the value of mobile-only and multichannel customers.