The Pens are the Pittsburgh Penguins, the NHL ice hockey team which is also the current Stanley Cup Champions. (mobile app and ice hockey? Tomi to post about it? Surprised?). Yeah, this was pretty cool, ha-ha, ice hockey cool indeed. They launched an app to be used by fans, in the stadium, live while the game was going on. Hey, thats 7th Mass Media, eh? There with us while we watch the game, sitting in the Igloo (the Pens' home rink ie "stadium"). So they offered for example custom camea feeds, the goalie cam of course, and the bench-cam to see whats happening at the bench where the other players were sitting and waiting to get onto the ice, and yes, they had the Evgeni Cam, for Evgeni Malkin, the NHL superstar who was the NHL's top score this season. Cool idea! Now, how popular is a mobile phone service in America, at a live sporting event, intended to be used while the game is going on? Pretty amazing. The service was test-marketed this season to a selected gruop of 850 pilot project fans of the Pens (obviously fans with season tickets). They achieved a 49% adoption rate in this the first season. Cool indeed! Story at Computerworld.