Tesco Mobile said last week 250,000 customers were visiting its mobile web portal each month.
One in six of its 1.5 million-strong customer base is accessing its WAP portal for content and services.
Tesco Mobile chief executive Andy Dewhurst (pictured) said: “We’ve been delighted with the level of engagement our customers have shown. This is a service they want to use, presenting real revenue growth opportunities and the prospect of great new experiences for our customers as we grow content and applications.”
Tesco Mobile said both Tesco services and new concept microsites are being rolled out weekly, with specific content shops for media providers such as Disney, Sky Sports, Gameloft, Glu and EA Games available to punters.
Tesco Mobile and WAP-partner InfoMedia have trialled third party mobile advertising with advertisers including the BBC, ITV and EMAP and plans to roll out banner advertising across the portal in November.