Ladbrokes, the British gambling group, is adding boldly to its Grand National horse race marketing plan to take place this weekend. Its plan involves taking over the active home page of the Planet 3 mobile portal for a period of 24 hours.

It has been reported that Ladbrokes is looking forward to extending its cross-platform presence as regards the UK's single largest sports betting event.

The campaign, comes close on the heels of Ladbrokes' initial foray into mobile display advertising, which took place last week during preparations for the Cheltenham Festival. It is booked by the Inside mobile agency.

Planet 3's CEO, Bob Fuller reports that the company was begun in 2005, and is owned by Hutchison Whampoa of Hong Kong. Fuller says that his company is not just a 'telco,' or not even just a technology or media company, but rather all three together.

According to Fuller, Planet 3 represents a fantastic example convergence. Convergence is a term that may be applied to the long awaited coming together of the telecom and entertainment industries. The company stands as being Britain’s first 3G mobile company or what is termed, “third generation”.  Planet 3 has more experience, and a greater understanding of what customers really want, as compared to its larger rivals, according to Fuller. Both ITV as well as Sky are of the opinion that the mobile market represents the future of media. Fuller says that even the BBC is moving in that direction.

Fuller believes that rather than the iPod or some portable games console, it will be the mobile phone that ultimately puts all the soon to be available entertainment into the consumer's hands.

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