NBA star Carmelo Anthony of the Denver Nuggets has released his own branded mobile application — it goes beyond the normal strategy of selling wallpapers and ringtones to trying to create a community around the player as a brand. The service, Melo Mobile (www.melomobile.com), costs $1.99 per month and lets users create blogs about Melo, and interact with other users — for example, while watching a game they can take a picture, type text, and post it to their personal Melo blog, and view and comment on other member’s pictures and so on. It’s a pretty significant effort for a single player, but it’s good that it’s not another attempt to pass off a couple of photos and a voicetone as a “premium service”.
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