IPC extends NME brand with mobile service

by Alicia Buller, Revolution UK 08-Aug-07, 11:35

LONDON - IPC Ignite has unveiled a mobile service for NME fans – providing access to live news updates, microsites on the music festivals, rock photography, music blogs, realtones and over one million downloadable tracks.

Ignite has worked with mobile services agency Saffron Digital to develop the site, which is available on any WAP-enabled mobile phone. Users can access the site by texting the word NME to 63456.

“With the iPod generation, mobile is a key platform through which consumers interact with both music and the music world,” said IPC Media’s head of mobile, Miles Ross. “Now, with NME Mobile, music fans will be able to get music, news and more on their handset. NME Mobile is the best mobile music service on the go.”

NME recently refreshed its brand, unveiling a raft of changes in an attempt to connect with Britain's fickle music fans. The radical look-and-feel changes were the result of extensive reader research.

“We are a widely recognised brand. Its recent refresh sees more interaction with readers and the website, NME.COM, has also enjoyed success this year with a record-breaking day of traffic following the Glastonbury festival,” claimed Emily Hutchings, publisher of NME.
“Now, by taking the brand mobile, NME will be everywhere it needs to be for music fans.”