March 2008
BILD is breaking down the barriers between classic broadsheet and mobile internet. Readers who want to find out more about a specially-marked BILD article simply photograph it with their mobile phone camera and send the photo to 4242. This gives them direct access to additional multimedia content such as photos or videos on BILD's mobile portal, and this content can then be sent to their mobile phone. The service is possible thanks to the new image-based search engine "otello", which Vodafone is showcasing at CeBIT.
All articles that are associated with additional mobile content have a special symbol next to them. In the pilot phase, there will be mobile video content relating to sport, news and entertainment in Europe's biggest daily newspaper. Anyone can use the service, whatever mobile network they use. There are no special requirements of image quality, and photos taken with mobile phones are fine. The search queries cost the price of a standard MMS message at the rate in the user's mobile contract. BILDmobil customers don't pay any further costs for the use of the mobile portal or for the video downloads. All other users pay the data transfer costs according to their tariff.
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