Sky plans big push into off-portal mobile sector with site relaunch

Sky is preparing the first stages of a major relaunch of its mobile site.

The broadcaster is to overhaul its off-portal presence having previously established distribution deals with network operators to promote its content on their portals.

The mobile rethink comes as Sky invests in its Sky.com web portal to take on the likes of MSN and Yahoo!.

Its mobile TV service will continue to be distributed via operators as their flat-rate data tariffs make it affordable to consumers.....

The revamp of its off-portal site is being triggered by the growth in mobile internet traffic, driven by flat-rate data bundles, the tearing down of operator's walled gardens and improved search functionality.

Sky's first step in developing its off-portal site will be to sell ads around the existing proposition. The broadcaster is believed to be in talks with mobile service providers including Ad Infuse and Nokia to host them.

"We're looking to start advertising on the site ahead of a relaunch," said a source at the broadcaster.

Sister News Corp titles The Sun and News of the World have each heavily promoted their mobile sites following their relaunches. The Sun has attempted to direct consumers to its mobile site by updating its strapline, through the use of quick-response barcodes and cross-promotions online and in print.

In November Sky unveiled an iPhone-specific site that launched on the same day as the phone. The site featured the broadcaster's first foray into mobile ads with a display campaign from British Airways.

Published by: Alex Farber

Published 15th May, 2008

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