Europe UK : The BBC has launched a new version of bbc.co.uk for mobile devices.

Building on the success of its existing market leading mobile browser proposition, the new version emulates the new appearance of the online version of bbc.co.uk.

The new design offers a consistent and intuitive user experience with easier navigation. New content on the site includes a new section for BBC Radio 1's Newsbeat with all the latest entertainment headlines and pictures.

Matthew Postgate, BBC Controller of Mobile, said: "The refresh of our mobile browser service comes at a critical moment in the development of mobile in the UK. It is the first step to transforming bbc.co.uk on mobile into a much richer and more engaging experience. In the coming months, our mobile proposition will develop significantly, and include coverage of the summer's biggest sport events including Euro 2008, the Beijing Olympics and Wimbledon."

The launch of the refreshed mobile service will be supported by a four-week marketing campaign which will target 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.

The television trail will run on BBC channels from 17 March.

The BBC's mobile browser service attracts 2.7 million unique users per month, making it the No. 1 mobile site in the UK, according to Nielsen Mobile, an increase of 1 million year-on-year (59%).