Mobile media company LimeLife Inc. has launched a free mobile Web site for women who want to stay informed while on the go.

The WAP site at m.limelife.com features original lifestyle content such as latest fashions, music, celebrity news and games. Targeting young adult super-communicators ages 18-28, LimeLife traditionally includes its content on wireless carrier decks, but now moves off-deck with this expansion.

"We are traditionally a mobile software company," said Kristin McDonnell, CEO of LimeLife, Menlo Park, CA. "There is a large audience of people that use their mobile phone as a media device. We are focused on that audience and they need a place to go to get their horoscope, games and lifestyle tips. That was our motivation for this mobile site."

Regularly-featured mobile Web site sections such as "Celeb Planet," "Style or Die" and "Love Me" give LimeLife's mobile consumers free access to a broad range of lifestyle content options.

Visitors will also have access to free mobile Web games as well as LimeLife's popular downloadable premium mobile games and applications including Fashion Mogul, InStyle Mobile, Sleek & Chic fashion wallpapers and Daily Dose Text Alerts.

"LimeLife has a wide offering of mobile content and we're excited to expand that mobile portfolio to include our own original editorial content, in addition to making this content ubiquitous across channels and devices alike," Ms. McDonnell said.

In addition to the mobile initiative, consumers will be able to subscribe to and share their favorite LimeLife content with friends outside their mobile devices via Web widgets, RSS feeds and SMS text alerts.

Access to the site is free because it is ad-supported. Brands such as Jaguar, Range Rover, Thumbplay and Direct TV are advertising via banner ads on the site.

The site is optimized for a mobile experience.

"It's the latest celebrity news destination, with very bite-sized stories since we have the female mobile consumer in mind," Ms. McDonnell said. "The site is very much oriented towards the five-minute break, with fashion, relationship advice, galleries and mobile games.

"Site visitors can adopt mobile pets, participate in surveys via SMS polls, get beauty and love life advice and even get the 411 on their favorite shows," she said.