At The Races launches 3G service to Vodafone UK customers

July 10, 2005

At The Races announced that its ground breaking interactive 3G service is now available to Vodafone 3G customers.

Matthew Imi, Chief Executive of At The Races said, "We are very pleased to have launched on Vodafone so quickly and look forward to working with our betting partner William Hill, to market this excellent service to an increasingly large customer base. We are able to track usage by customers of the service in real time and the response is already very encouraging. Bearing in mind that this is the first service of its kind anywhere in the world, let alone the UK, we should see real growth from this point forward and the fact that At The Races is first to market for a product such as this will enable our service to become front of mind for 3G racing enthusiasts."

Using their video call function users simply dial 83415 on their handset to view live ATR TV coverage with full commentary and then press '1' at any time to connect directly through to the William Hill call centre. From there they can place a bet, if they are over 18 with a valid account, while they watch and press '#' to revert instantly to the live coverage with full audio feed.

The At The Races 3G service is now available across the 3 and Vodafone 3G networks in the UK.

The At The Races 3G service is powered by Requestec which aims to launch a number of similar short code applications for other brands.

Video call charges for the At The Races 3G service are billed by the network operator on a per second basis at £1.00 / minute.

Users wishing to bet over the service must be registered customers of William Hill or can register when they opt to go through to the call center to place a bet.