Sony Ericsson Mobile Event guide unveiled

The Mobile Event Guide is a free mobile application that fans can download onto their mobile phones giving them access to tournament schedules and results; video clips and pictures of matches as well as tennis player information and analysis.

Fans entering the Khalifa International Tennis Complex stadium in Doha will be greeted with a message from Sony Ericsson inviting them to download the Mobile Event Guide.

The technology is available to all Bluetooth enabled phone users who can download a version of the application that suits their mobile phone.

"Sony Ericsson is always looking at new ways to innovate and energise the fan experience," said Aldo Liguori, CVP and Head of Global Communications and PR, Sony Ericsson.

"This year's Championships looks set to be a great tournament and the Mobile Event Guide will help fans keep up-to-date with the latest action. We are looking forward to the start of this tournament in its new home in Doha; the Middle East is an important region for Sony Ericsson."

Players will have a personalised Sony Ericsson C905 Cyber-shot phone with a special version of the application.

The application will provide them with features including live updates on information including match statistics and personal schedules and maps of the stadium, using the new wireless feature of the C905 Cyber-shot phone.

The Mobile Event Guide is not the only new initiative being launched at the prestigious season ending women's tennis event.

For the first time on the Sony Ericsson WTA Tour, the Sony Ericsson Championships will witness the introduction of three-dimensional (3D) branding.

Sony Ericsson Championships number 1 seed, Jelena Jankovic commented, "Sony Ericsson is a leader when it comes to new ideas and innovations and they are always trying to improve things for the Sony Ericsson WTA Tour.

I think the Mobile Event Guide is a really great idea, I am a big fan of using technology to improve our sport for players, fans and media and this is the perfect way to do it. I hope everyone enjoys using it during the Season-ending Championships in Doha and hopefully it will help me improve my performance on court."

The application will be available on the popular Mozaic mobile portal from Qtel, also a Sony Ericsson Championships sponsor, providing an interactive update for people across Qatar.

Adel Al Mutawa, Executive Director of Group Communications, Qtel, said: "Qtel always looks to provide the highest level of support to every sporting event we engage with, and we are very pleased to be involved with the Sony Ericsson Championships. We see this as a long-term opportunity to bring the excitement and energy of the event to the widest possible audience within Qatar."

With a capacity crowd expected at the newly refurbished Khalifia International Tennis Complex the Sony Ericsson Championships is shaping up to be a fantastic event.

The Sony Ericsson Championships will run from November 4th to November 9th and the line up for the tournament has been finalised: Jelena Jankovic (SRB), Dinara Safina (RUS), Serena Williams (USA), Elena Demeniteva(RUS), Ana Ivanovic (SRB); Svetlana Kuznetsova (RUS), Venus Williams (USA) and Vera Zvonereva (RUS) will all compete for the singles crown. Doubles players Cara Black (ZIM) - Liezel Huber (USA); Anabel Medina Garrigues (SPN) - Virginia Ruano Pascual (SPN); Kveta Peschke (CZE) - Rennae Stubbs (AUS); and Katarina Srebotnik (SLO) - Ai Sugiyama (JPN) will compete for the doubles title.

The Sony Ericsson Championships will be held in Doha, Qatar for the next 2 years, after being held in Madrid for the past two years, with Justine Henin having won the title in 2007.

Sony Ericsson is committed to bringing entertainment, innovation and glamour to tennis by creating unique sporting events such as the 2008 Sony Ericsson Championships in Doha.

This tournament will bring the excitement of the game to a new audience, with the city of Doha set to benefit from the biggest tennis event ever to be held in the region.

Sony Ericsson strives to energize the audience experience at the Championships, by bringing them closer to tennis through the integration of innovation and technology.