TheStreet.com is making its content more navigational on handsets via a new mobile-optimized Web site.

Readers can access the site by typing http://www.thestreet.mobi on their mobile device. Continental Airlines is the company?s premier launch sponsor.

?TheStreet wants to make our content available on any screen that our users engage with,? said Daryl Otte, CEO of TheStreet, New York. ?We recognize that information is being digested in multiple ways during the day ? both at work and on the go. 

?By launching a new mobile service, we are creating both the means to better service our customers with our products and providing advertisers a new vehicle to reach their key audiences,? he said.

TheStreet is a digital financial media company that distributes its content through online and mobile channels.

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Users can view top stories of the day, as well as current market data.

In addition, readers can browse through specific section news such as technology, banks, winners and losers, media, the economy, energy, retail and opinion.

Users who go to the TheStreet?s Web site via their handset will be redirected to the mobile site.

?TheStreet has among the most valuable audiences on the Web with very strong demographic characteristics,? Mr. Otte said. ?This service will give those who utilize multiple screens access to our fast-moving, perishable content how and when they need it.

?We currently have a line-up of mobile applications for iPhone, Android and BlackBerry devices,? he said. ?This new mobile Web site is a supplement to our mobile app strategy.

?We will continue to develop mobile apps to provide our users with differentiated features based on the unique aspects of the various mobile platforms.?

Here is a screen grab of the mobile site:

Mobile sponsors
Continental Airlines is running banner ads on the top and bottom of the site.

?Our sponsors value placement in our mobile platforms because of the highly engaged, personal experience our users have with their devices and the content we display through it,? Mr. Otte said. ?This is a limited, valuable placement and based on early feedback we?d expect that more sponsorships will develop.  

?We are rolling out our plans to spread the word, but we feel that our users will naturally migrate to it because it is easy to use, sleek and fast,? he said.

Final Take
Rimma Kats, editorial assistant at Mobile Marketer, New York