The Express and Star and Shropshire Star are ramping up their plans to make content available to readers via mobile phones.

Earlier this year the two papers launched new versions of their websites especially designed to be viewed on internet-enabled mobiles.

Now they are planning to use the new platform to offer a range of additional mobile content and services.

Ideas under consideration include music and video downloads, job and property alerts, and the development of branded mobile micro-sites for local football clubs and bands.

MNA Digital, the online arm of publishers Midland News Association, is working on the plans alongside mobile website specialist Wapple.

The two sites, www.expressandstar.com/mobile and www.shropshirestar.com/mobile were built using Wapple CanvasTM, a design and publishing platform capable of producing dynamic mobile websites.

“Wapple gives us the features, scalability and expertise to add exciting rich new content and services to our existing sites as well as deliver revenue generating advertising and e-commerce functionality,” said William Beavis, new media marketing manager at MNA Digital.

Anne Thomas, chief operating officer at Bromsgrove-based Wapple added: “It is great to be working with MNA that is pioneering many exciting ideas to provide a dynamic new channel for their readers.”

The Express and Star and Shropshire Star are not the only regional papers currently pioneering mobile content.

Trinity Mirror is also due to launch mobile sites for 12 of its regional dailies including the Birmingham Post and Mail and Liverpool Echo and Daily Post this autumn.