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The service is at present only available , but ValueClick is aiming to launch the mobile version in April.

Picsel Technologies, a mobile phone software company, will provide the technology for the venture, using specifically designed content-driven tools.

Consumers will see a full colour mini-version of PriceRunner.co.uk with full functionality to compare prices. They will need to download a free application from the website or send a text to a shortcode, and the application will be sent back to the user.

Gary Goodman, marketing director for ValueClick Europe, has been given responsibility for developing the service, which ValueClick claims is a first.

Carl White, CEO of ValueClick Europe, said: "By working with Picsel, ValueClick has realised our aim of delivering the world's first free, mobile price comparison service. Picsel's mobile platform is the best we have seen and our service can now be delivered to almost every major wireless device.

"The alliance with Picsel represents tremendous scope for all the ValueClick businesses, not just for PriceRunner but for our other companies that focus on driving revenue for brands through digital advertising."

Imran Khand, CEO of Picsel Technologies, said "Picsel is all about bringing mobile content to life. Our core philosophy is to drive innovation and empower people to change the way they work, live, play and share information.

"PriceRunner shares this vision, and together we are taking the first step to deliver purchasing freedom to consumers through their mobile devices."