I foresee shenanigans Dodgers Pitching Coach Rick Honeycutt on the phone with the bullpen during a game between the Philadelphia Phillies and the Los Angeles Dodgers at Dodger Stadium Major League Baseball and T-Mobile Reinvent the Bullpen Phone It�s a sight familiar to any baseball fan: the manager with the dugout phone to his ear. The manager�s face is always in the same gruff expression. And the handset is always in the classic Western Electric style. Starting next season, however, stone-faced managers will be able to call the bullpen on a Samsung Galaxy 3 operated by T-Mobile. On Jan. 8, MLB announced a �multi-year, multi-million dollar partnership� with the mobile carrier that includes new bullpen phone technology for teams. Instead of swinging open a box like a Bell lineman of old, managers, at least at ballparks that opt for the new system, will pull one of four handsets from a pink rack like the one T-Mobile showed off at the Consumer Electronics Show. Why would baseball introduce touchscreen smartphones for managers to tell bullpen coaches to warm up a lefty? The need, after all, is for brief, secure voice calls between two fixed points about 500 feet apart, preferably without making anybody look like a gossiping teenager. A wire (usually) does the job. Joe Garagiola Jr., MLB�s senior vice president for standards and on-field operations, says the league told T-Mobile to use the traditional landlines as a template. �You pick one up; the other one rings. You can�t call out. You can�t call in. That�s where we needed to be. So that is essentially where we are,� Garagiola says. To get there, however, T-Mobile had to shackle its mobile technology. �We always design our networks so they capture and serve as many customers as possible, so what we�ve done in this case is actually lock features down and disable them,� says Mark McDiarmid, vice president for radio engineering at T-Mobile. The bullpen system uses �geofencing� as a kind of cord to keep the phones from working when removed from the bullpen or dugout. To prevent interference and dropped calls in a notoriously demanding wireless setting, T-Mobile will install picocell base stations and small antennae in both sets of dugouts and bullpens that will send signals over a reserved slice of the company�s radio spectrum. �Effectively what we�re doing is using a little piece of spare real estate,� says McDiarmid. And running, you might say, an invisible wire across it. Yet the new system is not, Garagiola insists, just a fancified version of the decades-old one. A little bit of added mobility, he says, can mean a lot. �In a number of ballparks, there is a considerable distance between where the pitcher is warming up and where this phone is,� he says. �Now the bullpen coach can be talking to the pitching coach while he�s standing right behind the pitcher, as opposed to either looking from a distance or saying, �Let me put the phone down and go run over there, and I�ll come right back.�� Saving bullpen coaches a few paces is nice. So is capturing new revenue. According to Eric Smallwood, an analyst at Front Row Marketing Services, the average baseball broadcast features five calls to the bullpen�each captured by TV cameras. That airtime adds up to $6.7 million in potential advertising value during national games on Fox, ESPN, and TBS, plus another $8.5 million for the phone calls� exposure during games on regional networks. Not every team will install the new system. The Chicago White Sox, who play at U.S. Cellular Field, probably aren�t on board. So T-Mobile will not reap all of that. But the phones are part of larger deal that includes airtime with all of MLB�s national broadcast partners. �It�s a great opportunity to tie in,� says Smallwood. �What better way to align your product?� Boudway is a reporter for Bloomberg Businessweek.