WEF 2008: Mobile will be a 'natural extension' of Telegraph reporting and website

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There used to be something here that couldn't be migrated - please contact us at info@journalism.co.uk if you'd like to see this updated! Telegraph.co.uk ’s mobile plans will be ‘a natural extension to our website’ and reporting processes, the site’s chief information officer said today.

Telegraph Media Group sees ‘huge potential’ in the mobile market in 12 to 18 months and will develop and launch mobile services during this period, Paul Cheesbrough told delegates at the World Editors Forum .

Mobile devices will become a ‘key part of the journalist’s tool kit’ and as familiar as using email, he added.

Some of the paper's 550 journalists have already received training in using mobile.

While around a third are enthusiastic about the medium, Cheesbrough said, another third will need support and a final third are reluctant to be converted.

Making a profit from mobile content is currently ‘very difficult’ for publishers and a key concern for the Telegraph.

As such the group will look to monetise ‘not just the content, but the experience around that content’.

The transferral of online display advertising will also be a key factor in the commercial success of the platform.

Reports of slow uptake of mobile internet by users is not of particular concern to the paper, Cheesebrough added.

"It is a very nascent market platform, but you should never forget the volume of devices out there. A small percentage of that market is a high volume of people."