News International, publishers of The Sun newspaper, Sun Online website and Page3.com has launched Sun Mobile, a new channel for Sun branded content designed specifically for mobile phone users.

The WAP site currently features the latest monophonic and polyphonic ringtones from leading artists as well as the latest Java games. It also contains many Page 3 wallpapers and screen savers of all the current favourite girls including Nikkala, Nicola T, Krystle and the latest Page 3 idol Keeley. The site will develop quickly to include a full range of mobile content services presented under the Sun branding in an easy to use "browse and buy" experience powered by Bango.

"It is vitally important that The Sun has a strong presence in all media whether it be print, web or mobile," said Simon Ashley, Commercial Manager, News Group Digital at News International. "Sun Mobile gives us a direct, interactive relationship with our customers on mobile. It's an important step as it allows us to develop a totally new revenue stream as well as develop the Sun's brand awareness within the youth market who are comfortable with accessing us via new media."

News International is marketing the new mobile site, developed by Blue Star Mobile, to its 9 million Sun newspaper readers and to the 3 million people who access the Sun Online website. Sun Mobile is accessible to users anywhere in the world who can choose to pay for content on their phone bill, using their credit or debit card or by other methods using Bango technology.

50% of traffic for Sun Online comes from the US and Canada. "Bango's ability to provide easy access from these countries and collect payment from them, whatever network they choose, will enable us to capitalize on the cross-fertilization between the web and mobile channels," added Ashley.

Bango enables users in over 130 countries to experience the smooth, browse and buy easy payment experience that they get from their operator portal. "Bango allows content providers such as News International to extend the reach of their service beyond their current readers and provide fast and simple one-click payment for content," commented Ray Anderson, CEO of Bango.

Phone users on any UK network access the site by texting SUN to 83055 and receive back a special link that opens the mobile site on their screen. Overseas, users can text SUN to +44 7786 203222

Although the Sun brand has a presence in operator portals Vodafone live! and Orange World, News International wanted to have its own mobile site with which it can build brand loyalty and develop new forms of interactivity to delight users.

A simple, cross-network call to action is used to promote the Sun Mobile site. From the newspaper and on the website, The Sun promotes access into various areas of the site, into Page 3, Sun Wallpapers, Sun Tones and Sun Games.

Bango provides the services to ensure easy access to Sun branded content, collection of micro-payments, detailed tracking of user spending patterns, and the tools for peer-to-peer viral marketing.

About Bango

Bango has developed and deployed an open, global, infrastructure platform that enables content providers to market, sell and deliver their products and services directly to mobile phone users on all mobile networks using the mobile internet.