The Sun launches thesun.mobi

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The Sun has launched a new version of its website aimed at giving readers access to the news and views the newspaper has become famed for via their phones.

It's believed that the paper is the first of its kind in the UK to launch a .mobi site. Enabling readers to access, for free, the top 10 online stories, in addition to browsing content from the Sun's sport, Bizarre, Sun Woman, Mystic Meg and, of course Page 3 of the day, sections.

Visitors to thesun.mobi will also be able to download content such as ring tones, page 3 videos and wallpapers, in addition to virals and the ability to sign up to specific alert services.

"There are more than eight million consumers of mobile news and information services in the UK in any given month, and The Sun is keen to get a head start in extending its brand into the mobile space and reaching new audiences," said Andrew Bagguley, head of mobile strategy, at News Group Newspapers (NGN), the Sun's parent company.

"The flexibility and ease-of-use of the .mobi domain and open standards has enabled us to create content which is just as exciting and usable on a mobile as it is on a PC."

David Ryder, domain registry dotMobi's vice president of marketing and sales, added: "Thesun.mobi gives readers access to the paper wherever they happen to be - on a bus, at the beach, at a football game. The Sun is always there, in their pockets, on their mobile. Thesun.mobi creates a strong brand presence for The Sun in the mobile environment and enables the paper to launch exciting cross-channel marketing initiatives and extend partnerships and product offerings with advertisers."

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