CNET UK goes mobile

Its two largest UK consumer titles – CNET.co.uk (www.cnet.co.uk) and GameSpot UK (www.gamespot.co.uk) can now be accessed from any internet-enabled mobile device, with sister sites silicon.com and ZDNet.co.uk to follow shortly.

SmartPlanet, CNET Networks UK’s new green and ethical reviews website, is scheduled to go mobile later this year.

The news comes at a time when mobile internet usage is soaring and demand for quality mobile advertising inventory is at an all time high.

Users can access a range of free content on the move, including news, reviews and commentary, either by visiting the mobile URLs (www.cnetuk.mobi) and (www.gamespotuk.mobi) or by texting GAME, for GameSpot UK, or CNET, for CNET.co.uk to 63320. The publisher expects the sites to appeal to its existing 10 million users and has partnered with mobile portals Nokia (Nokia.mobi) and 3G operator 3 to broaden its audience to mainstream mobile customers.

Further content partnerships with the portals of other UK mobile operators are currently being negotiated.

Geoff Inns, Business Development Director, CNET Networks UK, said: “The ability to deliver this kind of content has been around for a while, but the UK market is only just reaching the stage where we feel it is a viable proposition; mobile internet is attracting the critical mass market volumes we require and a recent upsurge in mobile advertising demand means that our new sites can offer clients the solutions they need.

“Overall, our move into the mobile market will deliver an important value-added service to our existing users, enable us to reach new users looking for information on the move, and provide new and innovative solutions to advertisers.”

Of the 42.4 million (88 per cent) people in the UK that own a mobile phone, 22 per cent have used their device to access the internet. At the same time, mobile advertising spend is reaching record levels – it currently stands at $454 million in 2007 in Europe, but is expected to grow to $3,462 million by 2011.

Nokia is working with CNET Networks UK to monetise the websites through advertising on the Nokia Media Network, the first premium mobile advertising network which offers brands the chance to advertise on top-tier operators, publishers and Nokia media properties. N-Gage, Nokia’s mobile gaming brand, has signed up as the launch sponsor for both CNET.co.uk and GameSpot UK.

"CNET.co.uk's tech-savvy audience are also advanced mobile users, and a great addition to the growing Nokia Media Network,” adds Mike Baker, VP and Head of Nokia Interactive. “Brands can now use CNET Networks UK’s mobile sites to integrate mobile advertising into their overall marketing strategies to ensure they can touch these key market influencers wherever they are."

CNET Networks UK selected MoMac and its fully integrated publishing platform, GoMedia, to build and manage its mobile sites. MoMac is the leading mobile publishing platform and has a wealth of experience in delivering all aspects of the mobile internet, which also includes a wide range of handsets and interactive user-generated content.

“With so many of the barriers to mobile internet browsing being removed, consumers’ appetite for good content from recognisable and trusted brands is growing,” says Ben Phillips, Commercial Director at MoMac UK. “More than this, by using the ad-funded model CNET Networks UK will not only provide great content for free but also deliver a highly personal, targeted digital channel for advertisers.”