Orange is the New Blyk

Free mobile operator Blyk is on the verge of signing a deal with Orange to provide the network which is due to launch in just a few months. A number of advertisers have also confirmed their partnerships.
In development since 2006, Blyk is a pan-European free mobile operator for young people, funded by advertising.

Voda, O2, and 3 have already confirmed that they won’t be getting involved with Blyk, choosing to implement their own advertising schemes to offset decreasing revenues from services.

Orange already have a deal with 3 UK to provide a back-up service, but have been looking for a fully-fledged MVNO deal, which is where Blyk steps in. The free service said it will confirm a signed deal with the network within a few days.

The service is aimed at younger mobile phone users who are happy to receive targeted ads in return for free phone calls and texts.  

Major brands, including Buena Vista, Coca-Cola, I-play Mobile Gaming, L’Oreal Paris, StepStone and mobile have confirmed that they will be among the first advertisers to use the Blyk network when it launches in the UK this summer.

Blyk will work closely with this diverse group of advertisers to pioneer usage of its creative ad formats and sophisticated profiling system. The member profiling enables brands to build a dialogue with a highly relevant group of young consumers who welcome the interaction and information. The impact of the campaigns can then be tracked in real time, allowing advertisers to view, assess and adjust their activity accordingly.

Lee Jury, Executive Director of Buena Vista International, said; “We are
delighted to be working with Blyk, to ensure we can communicate relevant releases to selected demographics through this highly targeted, unique, measurable and personal channel.”

I-play Mobile Gaming CEO, David Gosen, said; “Blyk provides visibility on who and when people are playing mobile games, information which the industry has been sorely in need of. CRM is a basic business principle to driving revenues and building loyalty and we haven’t been able to put this in place until we have access to real data on what our customers are doing. Now, thanks to Blyk’s offering, we can start to have some transparency on this issue.”

”We are extremely pleased to be working with some of the most forward-thinking brands who value the direct access and accountability that Blyk provides. The diversity of brands reflects the broad range of advertising opportunities through the Blyk network.” said Jonathan MacDonald, UK Sales Director.

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