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dotMobi, the first and only Internet address created for mobile phones, today announced that Britain's most popular newspaper, The Sun, is the first UK national newspaper to launch a .mobi web site.

thesun.mobi gives readers access to the paper from any mobile phone or device that can access mobile internet services. On-the-go readers now have free access to the top 10 online stories for News, Sport, Bizarre and Sun Woman as well as daily Mystic Meg horoscopes and Page 3 of The Day.

Other content available for download includes Page 3 wallpapers and videos, a host of ringtones, and other videos such as The Sun Virals. Readers can also sign up to receive alert services including news, sports, Bizarre, football, Mystic Meg, lottery results and racing tips.

"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, News Group Newspapers. "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."

"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" said David Ryder, dotMobi's VP of Marketing and Sales. "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."

Readers can either type "thesun.mobi" into their phone's browser to access the site or text SUN to 85080 to receive a link to the site. The alert services will be advertised on thesun.co.uk site.

About dotMobi

Headquartered in Dublin, dotMobi - a wholly owned subsidiary of Afilias Limited - is a worldwide leader in enabling the development & discovery of quality mobile content through innovative services, in turn helping businesses and individuals reach the world's billions of mobile phone users. dotMobi spurs mobile industry innovation by giving content providers the tools they need to ensure the Web will work on mobile phones with speed, accuracy and relevant content. (Learn More)

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