Millions of people watch sporting and musical events on TV, and now, events are empowered by the web. Internet technology has increased the demand for information, anytime and anywhere. Moreover, it has helped to increase audience numbers and bring viewers a cyber-step closer to the action. Now they are about to get even closer, because the next-generation media happens to be mobile.

Mobilizing the event is the latest addition to the media mix, giving users virtual access to action while on the go. With no respect for longitude or latitude, mobile portals are on hand to offer the latest information, entertainment and media services, and the chance to take part - a whole event experience in your pocket - wherever you are in the world.

"A mobile portal's function is to provide a point of entry to a specific content experience," says Mark Murphy, solutions architect at Ericsson. "There are many different types of community that engage in their own type of portal and experience."

Murphy recently designed Ericsson's showcase mobile portal for one of sailing's toughest challenges, the Volvo Ocean Race (VOR). Last time the race was held, in 2001/02, 800 million people followed it on television. This time, people around the world can monitor the adventure live on their mobile phones.

Mobile portal technology has come to the forefront in the past five years. As Eric Frisk, innovation director, Ericsson Mobility World, explains: "Mobile portals have started to generate significant uptake, with sports, music and news being the most popular categories. It has been proved that mobile channels attract users and enhance usage on the web."

Mobile portal technology has come to the forefront in the past five years. As Eric Frisk, innovation director, Ericsson Mobility World, explains: "Mobile portals have started to generate significant uptake, with sports, music and news being the most popular categories. It has been proved that mobile channels attract users and enhance usage on the web."

Fans can conveniently receive SMS and MMS news alerts, stream video clips, read mobile blogs and listen to crew commentary via their mobile phones. "It's about gathering all the content that the Volvo Ocean Race brings to the web experience and distributing it to the handset," Murphy says.

Mobile portals and channel content can be adapted to suit many different kinds of event. In view of their versatility, Ericsson expects mobile event services to grow significantly. "Each year, there are several major global events," Frisk says. "Mobile channels can be applied to several types of event, from the Olympics and the World Cup to music festivals and global big-name pop tours. These events are always supported by services on the internet and will become increasingly available via mobile channels."

There are also a number of opportunities to "mobilize" events on a smaller scale. For example, there are many national events for which a mobile portal could be developed. Portals could also be designed to give sports fans the opportunity to follow their teams throughout the season.

As Murphy says: "It's a short hop from the Volvo Ocean Race to promoting any kind of content or event. The VOR mobile portal showcases the possibilities and the extent of what can be achieved. Now that has been established, the strategy is to have these portal solutions in place in each of our hosting facilities. We can provide a quick turnaround for an event or campaign, developing a portal in a relatively short period of time to deliver the same kind of services."

Join the VOR mobile portal
- Send "JOIN" in an SMS to +46 737 494949
- Click "Yes" to the reply SMS
- Register your choice of language, the stopover you are interested in and the team you want to follow