2 Entertain tests demand with mobile clips

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2 Entertain, which has an exclusive license with BBC Worldwide, will make the clips available to consumers from a mobile web storefront created by New Visions Mobile.

The initial mobile trials will form part of the promotional activity with customers encouraged to access the mobile site by texting "2entertain" to 84477 or by using a QR code promoted on the 2 Entertain website and other marketing materials.

Stuart Snaith, managing director at 2 Entertain, said: "We've been considering mobile for some time and this will be a good test for us in the market.

"We see mobile as a huge opportunity for customers to pre-order our products, so the next phase will be to offer customer the opportunity to purchase our releases via mobile."

2 Entertain has selected New Visions Mobile to provide the technology to enable it to market, sell and promote its products on mobile.

Julia McNally, sales director for New Visions, said: "This is the first time we've provided a mobile storefront dedicated to the sale of non-digital merchandise.

"This 2 Entertain initiative once again shows that mobile is rapidly becoming a key part of the marketing mix."