CNN tapped mobile messaging service provider Clickatell to bring SMS coverage of this month's Beijing Olympic Games to fans on their handsets.

Fans can register from their mobile phones by logging onto the CNN mobile site at http://cnnmobile.com/beijing08 and clicking on "alerts" to begin the registration process. Alternatively, fans can send an SMS text message to 447800001266 and enter the two letter country code of their choice.

"This isn't CNN's first mobile initiative," said Chuck Drake, executive vice president of marketing at Clickatell, San Francisco. "They already have a mobile site in place and do mobile alerts for headline news.

"People are not always at their PC and therefore the next logical step was to offer Olympic coverage on the mobile phone," Mr. Drake said.

Clickatell has worked with CNN since 2007 to provide a broad range of news via SMS alerts, and is now powering the CNN Beijing 2008 SMS gold medal alert service.

More than four billion TV viewers are expected to tune into the Beijing Olympic Games -- many of whom can be reached by mobile phone. Roughly two billion of the world's mobile phone users are active users of SMS text messaging.

The free gold medal alert service from CNN will enable fans to get real-time SMS updates with their favorite country's gold medal tally.

A hyperlink within the alert will give one-click access to exclusive blogs from CNN's correspondents in Beijing, allow users to comment on the Olympics blogs, watch video round-ups of the latest sporting action, visit the events timetable, and upload images or video to CNN's user generated service, iReport.

Given the worldwide appeal of the Olympic Games and the varying time zones around the world, this mobile service will break down the barriers of time zones for many viewers who would otherwise face late nights of TV or after-the-fact online coverage to tune in to the most exciting moments of the Games.
CNN isn't Clickatell's only client.

Clickatell provides messaging services to healthcare organizations Cell-Life, ComplyRx and the National Health Service (see story).

Additionally, Clickatell and South African short-term insurer Santam have teamed up to deliver a fraud reporting channel using SMS text alerts for claims processing (see story).

"CNN is going to be advertising these Olympic alerts on its site," Mr. Drake said. "That is huge global reach and that's why we expect a great deal of usage."