It’s looking to tap into the ongoing growth of the mobile internet, extend its reach to new readers and create a further revenue stream.
The Independent’s mobile site is being built by Bluestar Mobile in its first deal following acquisition by mobile agency YOC.
Bill Swanson, digital MD at The Independent, said launching a mobile site was vital as the medium became commercially viable.
“The growth of the internet has invoked an enormous change in the world of publishing and now the ubiquity of mobile devices and the evolution of the commercial model surrounding them has finally made the medium a viable one for publishers,” he said.
The launch follows a string of mobile websites from rival newpaper publishers including News International, Trinity Mirror and Telegraph Media Group.
YOC now claims to serve 170m mobile page impressions a month via a range of sites it manages, including for The Sun, The Times, The News of the World, The Mirror and The Guardian.
This story first appeared on newmediaage.co.uk