A mobile phone network funded by advertisers could prove to be a boon to consumers and marketers alike.
Blyk is launching in the UK and plans to spread out across the Continent, targeting the 16 to 24-year-old market that firms typically try to focus on in their consumer lists.
Coca-Cola, L’Oreal and Buena Vista have all signed up to the venture, which will offer voice minutes and texts to customers who are happy to look at ads.
According to a report in Mobile Europe, ads will be real time and allow interaction, which will give high data intelligence and only send appropriate – and thus more likely to be read – messages.
Timo Laaksonen, CEO of Blyk partner firm First Hop, told the report that it could lead changes in the advertising market: “On the mobile side, there has been a lot of talk about advertising, but it has not really taken off well. There have been too many parties protecting their own revenues. Now here’s a player starting from scratch, so I think they need to do things differently to make a splash.
“I think they will teach a lot of people whether this is the right way to go about it or not and in the next year or so we will see if this is the right approach for the mass market.”