Zurich, Switzerland, on August 9, 2003, 10 MobileReporter were with Sony Ericsson T610 mobile phones on the streets of Zurich, to capture moments of the vibrant city of techno beets of the Street Parade. The images were transported by MMS (Orange network) to a MobileSpace site and from there the best pictures were selected to be in the Sunday print edition of SonntagsBlick. This page, was the first to be closed and available for printing at 17:00, whilst other photographers were still selecting pictures for the other pages of SonntagsBlick. Orange and Sony Ericsson placed an ad of the Sony Ericsson T610 next to content that was actually created by this phone type. The T610 became THE hero device of 2003 and 2004.