A mobile first: Blyk to market content through messaging

Blyk, the free mobile network for 16-24 year olds funded by advertising, announces the launch of its new content service built primarily on messaging. In partnership with Velti, leaders in mobile marketing and content services, Blyk will expand and deepen the existing content messages being delivered to over 200,000 of its members on a daily basis.

Blyk’s content service, to be launched in 2009, is based on the insight that messaging is the simple dominant mobile behaviour for 16-24 year olds. Currently most mobile content services are built on the assumption that users will find what they want by browsing to it. Blyk and Velti aim to improve the member experience and discovery of content, basing it instead, on preference, not on a mobile application. 

When new members join Blyk they are profiled based on their lifestyle and personal interests. For brands and content providers, Blyk can create awareness, build relationships, gain insight and drive call to action through one-to-one interactions. For members, the content service will work in much the same way. They will be informed of new content based on their lifestyle and preferences encouraging them to interact with partner content– enabling targeted, relevant communication based on personal tastes. The new portal will use components of Velti’s Mobile Marketing Platform (MMP) to optimise the targeting process and ensure the delivery of relevant content across Blyk’s network.

Shaun Gregory, UK CEO of Blyk, said: “In true Blyk style we have listened to our members - who continue to help shape our service – and with Velti we have created the first content service primarily based on messaging. Success with this method is evident already from the very high response rates to relevant, content-rich campaigns on Blyk from media companies as well as from some food and sports brands using content within their campaigns. The enhancement of the service in partnership with Velti is a beautiful evolution of our existing business model.”

Alex Moukas, CEO, Velti, said: “Blyk’s business model rests on delivering relevant brand communications to its members. Velti’s MMP platform provides the personalisation and marketing infrastructure required to ensure that value is derived for the brands and mobile users alike. The more a Blyk member uses the content portal, the more insight we have to work with. This means we can provide more targeted and valuable content as the relationship grows. Velti is very happy to partner with Blyk and the new portal makes one of the most exciting mobile operators in the industry even more accessible for innovative brands looking to reach the youth market.”

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About Blyk

Blyk is the free mobile network for 16 – 24s that’s funded by advertising. Blyk links young people with brands they like and gives them free texts and minutes every month. Blyk was co-founded in 2006 by Pekka Ala-Pietil? and Antti ?hrling and has offices in Helsinki, Finland; London, UK; Amsterdam, The Netherlands.  Blyk is now operating in the UK, with other European markets to follow. For more information visit http://about.blyk.com/.   

About Velti

Velti’s market-leading mobile marketing technology platform, coupled with its experience in the mobile advertising industry, enables clients around the world to deliver an extensive range of highly targeted marketing campaigns. With operations in 25 countries, and a mobile marketing joint venture with the Interpublic group, a top global holding group of advertising agencies, Velti has the ability to reach through its platform an estimated 1.4 billion consumers. Velti’s unique Mobile Marketing and Advertising Platform manages the full cycle of planning, execution and monitoring of multiple campaigns across differing mobile formats and channels, offering customers more than 70 mobile marketing and advertising templates, which can be managed from one user interface. For more information, visit www.velti.com.

For further information, please contact:

Nick Miles, PR Manager
nmiles@velti.com
+44 (0)207 633 5034 

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