New Sun service merges print with mobile video

The Sun newpaper’s new mobile content service has achieved early success with around 11,000 users registered so far.

The barcode-based technology enables users to scan their mobile phone over pages of the newspaper, which in turn uploads relevant information onto the device. For example, a football fan could read a match report and use the technology to upload video highlights of the game.

Readers must download a piece of software onto their mobile to use the service, but new Nokia handsets come with it pre-installed. The application uses a barcode technology called QR (quick response) code.

It is thought that 3 has so far been the most active network in the uptake of the technology, with Orange also known to be interested. 

Ian Samuel, group head of mobile advertising for News International, said: ‘There is an educational process that needs to be done. In the next few months we’re looking to do another pull-out (supplement in The Sun) to further inform people on how to use QR codes.’

The Sun hopes the service will help to boost printed editorial and advertising content in the publication, and help print to become a more profitable medium.

The format has already proved popular with advertisers  - Ladbrokes, Sky and Twentieth Century Fox have already signed up. The Sun is looking for more advertisers and says the service has generated significant interest from other parties.