CHATTANOOGA, Tenn. — Starting today, BlueCross BlueShield of Tennessee’s 3 million members will have the option of using their mobile devices to view key health care coverage information via the company’s new mobile website.

Registered members of BlueAccess, the company’s secure member site, will have access to popular health plan tools in an easy-to-use mobile format. Features of the mobile website include information such as current deductibles and co-pays as well as a search for in-network physicians.

“Now anywhere our members are, so is their health plan. Whether they’re standing in line at the pharmacy, watching their kids’ soccer game, or traveling, information is literally in the palm of their hands,” said Janet McConnell, director of brand strategy and new media for BlueCross. “This is the next evolution in providing the best value and convenience to our members. BlueCross mobile Web provides them with the data they need to make informed decisions about their insurance while on the go.”

It is estimated that there are more than 257 million data-capable devices in the hands of consumers. Based on the current rate of change and adoption, Morgan Stanley’s analysts believe that the mobile Web will be bigger than desktop Internet use by 2015. Additionally, a study by BlueCross revealed that eight out of 10 members expected their health plans to have a mobile website available.

Phase I will include the following easily accessible tools:

My Benefits will display what’s covered, who’s covered and what members pay.

My Balances allows members to create alerts, update e-mail contact information and shows remaining coverage.

Accounts shows premium payments and balances.

Find a Doctor can be used by anyone to easily locate an in-plan provider, including contact information and a map.

Currently the mobile Web is compatible with the iPhone, Droid and Blackberry, though quality and design features may vary with each operating system. Members and others who prefer not to register for BlueAccess will still be able to experience the full website on any mobile device by clicking the “Full site” link on the home screen. BlueCross will continue to expand the capabilities of the mobile website in 2011.

About BlueCross

BlueCross BlueShield of Tennessee's mission is to provide its customers and communities with peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for its 3 million members in Tennessee and across the country. Through its integrated health management approach, BlueCross provides patient-centric products and services that drive health improvement and positively impact health care quality and value. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company's website at www.bcbst.com.