BBC revamps its mobile browser

The BBC has relaunched its mobile presence with a new design and content and a major marketing campaign.

As reported in NMA (NMA 21.02.08), the relaunch includes a new bbc.co.uk site, which aims to build on the corporation's existing mobile browser proposition and emulate the online version of bbc.co.uk.

The BBC said the new site design offers users easier navigation through new content such as a section for BBC Radio 1's Newsbeat, which features up to date entertainment headlines and pictures.

The launch will be supported by a four-week marketing campaign, which will include TV, outdoor and ambient activity, such as in-ground media, ad-vans and Bluetooth, to target football fans across the country.

Fans at football games will also be encouraged to text the word 'football' to a number to receive links to the site or receive links via Bluetooth.

Matthew Postgate, BBC controller of mobile, said, "The refresh of our mobile browser service comes at a critical moment in the development of mobile in the UK. It's the first step to transforming bbc.co.uk on mobile into a much richer and more engaging experience."

"In the coming months, our mobile proposition will develop significantly, and include coverage of the summer's biggest sport events including Euro 2008, the Beijing Olympics and Wimbledon."

The BBC's mobile browser service attracts 2.7m unique users per month and is the number one mobile site in the UK, according to Nielsen Mobile. The mobile browser has seen an increase of 1m users year-on-year.

www.nma.co.uk Danielle Long 2008-03-10