UK Teen Focused MVNO Hits 100,000 Subscribers
Published on: 23rd Apr 2008
Note -- this news article is more than a year old.
UK based MVNO Blyk says that it has signed up over 100 000 members since its launch in the UK at the end of Sept 2007 six months ahead of schedule. Blyk gives its customer free texts and minutes every month in return for receiving up to six advertising messages per day.
The company says that the ad campaigns that fund the service have generated industry leading average response rates of 29%, at a time when trust in other forms of mass advertising is falling and brands are finding it increasingly difficult to engage with young people.
Shaun Gregory, UK CEO said: "Young people have embraced Blyk because it makes phone bills and contracts a thing of the past. We believe that communication should be free, like most other forms of media in the UK. Blyk provides brands and advertisers with an exciting way of reaching the youth market in a very personalised way that works. Reaching 100,000 members is significant for advertisers because it gives them the opportunity to engage with a mass youth audience in a highly efficient and cost-effective way. In six months we have built up a deep knowledge of our member base which now exceeds many established youth media players and with over 7 million 16-24 year old phone owners in the UK there is huge potential for growth."
Blyk's proposition is based on the insight that messaging is the simple dominant mobile behaviour for 16-24 year olds. When new members join Blyk they are profiled based on their lifestyle and personal interests. This profiling is 100% opt-in and it helps Blyk to build up a deep knowledge of its customer base and deliver relevant communications to them.
Blyk is launching in the Netherlands in the second half of 2008 followed by other European markets and has recently attracted new investors Goldman Sachs and Industrial and Financial Investments Company (IFIC), who join a roster that includes Sofinnova Partners and a number of private investors.