The DfES sponsored youth portal has been chosen by O2 to provide free content to its i-mode customers when it launches on 27th September in the UK.

Developed by youth specialist agency Cimex, Need2Know will offer value added information for free, to young people about issues such as health, careers, relationships and many other areas that impact on their lives.

DfES project manager Steve Bruce says “i-mode presents us with a new way of reaching young people who may not have heard about need2know and the kind of information it offers. Our hope is that some important messages, particularly about topics such as health, will be beneficial to these new audiences”.

Cimex which is responsible for developing and maintaining Need2Know has been working on the project for some time. Explains David Hockin director at Cimex: “it’s not just a matter of transferring documents to another platform. The team has had to completely rethink the user experience of a small screen. This has involved an entirely different editorial, design and development approach, and naturally navigation and functionality is key to its success.”

For press information contact Juliet Bernard at Bluebear


About i-mode
O2’s i-mode marks a departure from the closed ‘walled-garden’ approach to content provision to an open environment, encouraging community building and innovative content services. It is easier for content partners to develop commercially viable customer-focused services with a low incremental cost model – i-mode sites can be built for less than £10K, reducing the immediate pressure for subscription revenues, and encouraging a diverse range of original services and content.

Continued 2/.
i-mode builds on O2’s market-leading position in the provision of mobile messaging and content services. With one in three text messages in the UK sent across the O2 network and Europe’s most successful online mobile operation, nearly 22 per cent of the group’s service revenues now derive from data. The addition of the i-mode capability to O2’s service portfolio in the medium term will complement the highly successful O2 Active WAP portal which now has well over 3 million customers and represents more than 50 per cent of UK mobile internet traffic.

About O2
O2 is a leading provider of mobile services to consumers and businesses in the UK. It is the leader in non-voice services, including text, media messaging, games, music and video, as well as always on data connections via GPRS, 3G and WLAN. Each month O2’s 14.6 million plus customers send more than three quarters of a billion text messages. O2 (UK) Ltd is a subsidiary of O2 plc, which also owns O2 branded mobile operators in Ireland and Germany as well as the O2 Airwave emergency services network in the UK.

About Cimex
CIMEX is an-award winning full-service digital agency employing 50 people working in the public, corporate, e-learning and training sectors. It specialises in creating accessible rich media experiences, brand communications and editorial content. Clients include: BBC, Channel 4, DCMS, DfES, COI, e-skills, Firetrap, Gambling Commission, Learning and Skills Council, NHS, Pearson, Permira, Royal Institution and Warner Brothers.


Published on: 12:00AM on 27th September 2005