BBC launches revamped mobile Web site

The BBC last week launched a new version of its flagship Web site for mobile devices. The mobile page emulates the appearance of the online site, the appearance of which has also been revamped.

The site has been designed to offer a more consistent and intuitive user experience, as well as easier navigation. It also features new content, including a section for BBC Radio 1's Newsbeat with entertainment headlines and pictures. Future plans for the site include coverage of this summer’s Euro 2008 soccer championships, the Beijing Olympics and the Wimbledon tennis championship.

To promote the redesign, the BBC has launched a four-week marketing campaign targeting UK football fans across the country with a number of TV, outdoor and ambient initiatives. In-ground media and ad vans at a number of matches will urge fans to text FOOTBALL to 81010 for a link to the BBC football site. At selected football grounds, Bluetooth technology is being used to send fans a link to the site.

Currently, the mobile browser service attracts roughly 2.7 million unique users each month to its news, sports and weather sites, according to M:Metrics. It is also the top-ranked mobile site in the UK, according to Nielsen Mobile.

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