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Blue Whale Systems Ltd a privately held company located in Chiswick, London, U.K. is offering free push email system for mobile phones and devices using open standards just like RIM BlackBerry.

The product BlueWhaleMail, is a push email application for mobile phones plus it also supports POP3 and IMAP4 email accounts as well as Yahoo, Gmail, and AOL.

It doesn’t work with Hotmail though as Microsoft does not yet freely support the required industry standards of either IMAP4 or POP3.

This ad-sponsored mobile push email service will initially be available for Nokia Series 60 and most of the current Sony Ericsson feature phones. The company is also working on developing the application for other platforms such as Samsung and Windows Mobile devices but no firm date has been given on its availability.

Blue Whale Systems is founded by Michael Maguire, who previously worked in the BlackBerry Applications team at Research In Motion. He said:

My team and I think there are some great dedicated mobile email devices out there – but we’re biased, because half of us helped build one of them. Unfortunately the rest of the world’s 1.1 billion email users have phones with unusable, hard to configure in-built email that few people can be bothered to set-up. With BlueWhaleMail, we’ve gone back to the drawing board so that people can keep the phone they like and still stay in touch on the go.

BlueWhaleMail can also connect to a user’s Facebook account, providing push status and news updates as well as allowing them to respond to and post responses. Work is underway to include other communication protocols such as instant messaging and RSS feeds.

The service is free to use but includes a banner ad at the top of the message viewer. It doesn’t require any smartphone and will work on ordinary phones too although initially it has been launched for Nokia S60 and some Sony Ericsson phones.

According to Richard Seward, co-founder and chief executive at Blue Whale Systems:

We wanted to deliver a great service without charging users. We didn’t want trial periods or subscription fees, but we didn’t want spam messages either. We believe that banner adverts at the top of the BlueWhaleMail message viewer provide an unobtrusive way to support the service.