Yesterday, in London, Sony Ericsson proudly presented its Mobile Event Guide, a free mobile application that allows sport fans to access all the information about a sports program, local travel and tourism information, and that is updated via Bluetooth or Wi-Fi. The application will be launched for the first time at the Sony Ericsson Championships, the “prestigious season ending women's tennis event,” as the official announcement said.

Speaking of the new service, CVP and Head of Global Communications and PR, Sony Ericsson, Aldo Liguori, said, “Sony Ericsson continually strives for new ways of using its technical innovation to enhance the experience for those attending Sony Ericsson sponsored events. The Mobile Event Guide will enable fans at the Sony Ericsson Championships in Doha to access an easy-to-use, free service offering an indispensable guide to the tournament and city. We look forward to rolling out the application in the future for a variety of spectator events.”

The application runs on the Java platform, and is self-contained, meaning users don't need to keep their data connection on all day long. This is because by using wireless technology, Mobile Event Guide users can choose to receive live feeds and up to minute information. If not, the application will update itself every time users enter the stadium in Doha. Actually, the first time they do so, they will be greeted with a message from Sony Ericsson, inviting them to download the app via Bluetooth.

Speaking of which, most mobile phones with Bluetooth functionalities are compatible with the application, thus users will be able to download the version of Mobile Event Guide suited for their mobiles at the Sony Ericsson kiosks on the stadium.

In all fairness, the application does sound to be useful for sport fans, especially for those that will attend the Sony Ericsson Championships.