The Times Online has launched Times Mobile, which may be the first South African news Web site to publish mobile multimedia content, BizCommunity reported.

“The African mobile market is currently the fastest growing in the world, so it's important that every media company gears their strategy towards having a strong presence in the mobile arena,” said Colin Daniels, publisher of The Times Online.

The new Times Mobile site, launched Tuesday, is created specifically for mobile, and allows users to download specific features for mobile, BizCommunity reported. It is built on a platform that detects users' handsets, and then adapts the screen size and user experience for each mobile device.

“In South Africa, far more people have access to the internet via their mobile phones than from regular PCs. Therefore, we need to be able to offer our digital content in a user-friendly and accessible way to our readers. We also expect this mobile platform to turn into a highly effective advertising channel,” said Daniels, according to BizCommunity.

Times Mobile was developed with The Times in partnership with Norway-based Boost Communications and South Africa-based Avusa iLab.