Rough Guides has revealed that its Rough Guides Mobile travel application is now installed on 5 million mobile phones throughout Europe.
Created for Rough Guides by Creativity Software, Rough Guides Mobile is a mobile application which provides travel content through a navigable map interface, allowing consumers to access useful travel information for over 200 cities in 33 European countries. It is embedded on all new Motorola handsets sold through retail in Europe and is offered by Samsung through its Fun Club portal in the UK. 
The news comes as a recent spate of acquisitions signals the intention of some large mobile players to begin delivering travel guide content across mobile devices, says Rough Guides. Tom Tom, the supplier of GPS personal navigation devices, has acquired TeleAtlas, the second largest supplier of maps in the world, while Nokia has acquired Navteq, which is the largest supplier of digital maps in the world.
Todays traveller wants travel information that they can trust available to them in whatever format best meets their needs, says Rough Guides Marketing and PR Director, Liz Statham. Rough Guides are known for telling it like it is and we are delighted that our travel information can now be accessed by millions of mobile phone users, many of whom will already be loyal Rough Guide book buyers.”
Saul Olivares, Marketing Manager of Creativity Software adds:
Were very pleased with the tremendous success of Rough Guides Mobile. While many companies are aligning their strategies to ensure they are able to offer valuable content to mobile phone users, we are already present in more than 5 million phones throughout Europe. Mobile device manufacturers are realising the importance of delivering branded and rated travel content to their consumers, and this is exactly what Rough Guides Mobile offers.”