FT launches new mobile website

The london-bsed Financial Times has unveiled a mobile-specific version of its online edition FT.com, in an attempt to tap the increasing demand for content by people on the move.

The new site retains the overall character of the original, while offering users a touch screen facility, improved access, search and customisation options, and optimised content for the iPhone and BlackBerry.

The company said phase one of the launch includes a new touch screen interface, improved search and the ability to follow and customise stock options. Though the site will work on any mobile device, it has been optimised for iPhone and BlackBerry, which the FT said account for more than 60 per cent of its mobile audience.

According to a statement, users will also be able to store personal preferences on the site based on their FT.com profile. Further functions, which will be made available in the first quarter, will include interactive mobile charting, and a designated application for the iPhone.

Rob Grimshaw, managing director of FT.com, said in a statement that the mobile destination would allow the FT to reach a younger, "new and growing" audience.

Grimshaw added, "Many of our readers look for an executive briefing from the FT, so we focused on providing quality over quantity of content. Our research also showed the FT has a younger demographic on the mobile web and this offers us an opportunity to reach a new and growing audience. We have already seen strong demand from clients for sponsorship opportunities."