Wireless Firm Wriggles Into Sports Coverage

Ironman fans get event coverage via cell phones

By Larry M. Edwards
October 11, 2004

SAN DIEGO -- A local start-up formally launched its first product today on the notion that even a world of hundreds of television stations, hundreds of thousands of websites and non-stop news, there is still some wiggle room to report on sporting events that are difficult to cover live.

WiggleWireless Inc. unveiled Ironman Wireless, a subscription-based service that sends up-to-the-minute reports on the 2004 Ironman Triathlon World Championship to mobile phones via text messaging.

The company has 28 ironman events on tap for the coming year and is in discussions with marathon organizers as well.

For $9.95, a subscriber will receive periodic reports from the race course on up to five channels, which provide information on the progress and position of a specific competitor, race commentary and weather reports, as well as pre- and post-race reports.

The service is a partnership with Triathlete Magazine and World Triathlon Corp, and one dollar of each subscription is being donated to the Challenged Athletes Fund.

"These people are fanatics, we're getting orders from all around the world," said Jeff Pokonosky, the founder and president of WiggleWireless.

He said that because triathlons are rarely broadcast live on TV, the fans get frustrated. Official websites don't provide much relief, either, because fans don't always have access to a computer or simply get tired of clicking for updates.

The mobile phone is an obvious choice because it has become such an integral part of today's lifestyle for many people, Pokonosky said.

Beginning with the next event in November, images and video clips will also be available, but the pricing has not been determined, he added.

Are there enough of these events to make this a viable business model?

"Well, we're going to find out," said Pokonosky, who has worked in the wireless industry for 18 years. But he doesn't expect to be profitable on this first event.

After a six-year stint with Qualcomm Inc., Pokonosky left in 2002 to form WiggleWireless, which takes its name from trading cards. The company was originally formed to develop software applications for cell phones, but the technology is often gnostic, or carrier-specific, and targeted for a small, youthful audience.

Text messaging is agnostic, making development less complicated and less costly -- and there is a demand for it, he said.

"We wanted to go to events and offer this service to every consumer out there." Pokonosky said.

Prior to joining Qualcomm, he worked at Nokia Mobile Phones and Kyocera.

The company has seven employees; the data delivery service is provided by a subcontractor.

Larry Edwards is a long-time San Diego business reporter. He also writes the monthly Business Insights column for San Diego Magazine.

Have a hot news tip? Contact Larry at: larry@larryedwards.com.