AC Milan announced the launch of the mobile version of the club’s official website, acmilan.com. The presentation was held at AC Milan’s training grounds at Milanello. This makes the Italian club the first soccer team in the world not only in terms of international honours won but also in terms of integrated communications strategy. The new internet channel dedicated exclusively to mobile telephony represents an important innovation both when it comes to media as well as a direct link with the club’s supporters

In so doing Milan’s entertainment arm, The Entertainment Company which hosts millions of supporters worldwide has once again proved to be constantly on the forefront of technological experiment when it comes to new communication channels, with special focus on digital media.

The mobile version is easily accessible from one’s mobile phone. All one has to do is enter the link to the website, that is www.acmilan.com. The viewing of this site has been optimised on 4,500 different types of mobile phones. The original graphical aspect of the website was revisited but the red and black style was kept which the supporters are accustomed to.

The launch was held by Laura Masi, AC Milan’s Marketing Director and the team’s vice-captain Massimo Ambrosini as a testimonial.

“To launch an integrated communication strategy is equal to constantly provide our supporters with new services and means to integrate with the Club”, said Laura Masi. “For this reason our website is available in six languages, has three ad hoc versions which are taken care of by locals in Japan, Brazil and China and also offers facilitated access to persons with a disability. Moreover, as from today, the site will be portable and can be consulted at any time anywhere both in Italy and in the rest of the world. The mobile version will be available also in English.

The mobile version is made up of 7 sections:

· News: breaking news and headline news

· Live match: real time updates during matches

· Club: Information about current season (matches, results, standings, footballers’ statistics) and club history

· Youths section: this section is focused on the youths and all activity involving the under 18 teams

· Milan Foundation: information regarding the Onlus rossonera and projects for the current season

· Stadium: updates on stadium entrance, ticket sales for all matches and a site map of the stadium

· Sponsor: includes details of all of AC Milan’s commercial partners

“The development of this project has again shown how technology can become a fundamental point in improving the relationship with our supporters and guarantees the maximum exposure as well as updated information”, said Guiliano Giorgetti, who is responsible for the Club’s Web & CRM project.

For the realisation of the mobile version of acmilan.com, Milan collaborated with 365msport, partner of 01design, a company specialised in creating new communications format in the world of sports. “AC Milan has once again distinguished itself as a modern club who cares for its supporters. It is an honour for us to have worked with such a prestigious organisation” said Leonardo Castello, President of 365msport. “It is important to outline that this new communications channel will allow AC Milan to offer a better user experience to its supporters. I would like to express my sincere gratitude to all those who have made this project possible.”

Linked to this mobile version there is a version which was tested on the Nokia models – Nokia being a partner in this project – whereby using the Symbian platform it is possible to make the most of graphics and surfing mechanisms, with all the potentials of these new gadgets. At the same time, the mobile site of acmilan.com is perfectly compatible with all our mobile devices which use the Windows Mobile technology. A superior version will be available shortly, which promises to be more exciting and which will utilise the Flash Lite technology.

The highlight of the news conference was the comments by Massimo Ambrosini: “technology is an integral part of my life that is to say of a person who is constantly travelling”. “It doesn’t matter where I’m at, internet allows me to stay in touch with my family, my friends and it allows me to be constantly updated on what’s going on in the world. By using the mobile phone to surf the net, it is a precious opportunity for me, as well as being a very useful instrument, to destruct me in various occasions, be it when we’re playing away or at home.”