The BBC has launched a new version of bbc.co.uk for mobile devices, with new content including a new section for BBC Radio 1's Newsbeat with all the latest entertainment headlines and pictures.

The refresh of 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, the mobile proposition will develop significantly, and include coverage of the summer's biggest sport events including Euro 2008, the Beijing Olympics and Wimbledon

A four-week marketing campaign that target football fans across the country will support the launch of the refreshed mobile service. 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 March 17.

The BBC's mobile browser service attracts 2.7 million unique users each month to its News, Sport and Weather sites, according to M:Metrics and the service is the No. 1 mobile site in the U.K., according to Nielsen Mobile.