Orange and Blyk ink mobile advertising deal

28 Jul 2009

British mobile network operator Orange UK has announced an agreement with Finnish mobile advertising company Blyk, Reuters is reporting. The partnership, which was rumoured earlier this month, will see Orange customers offered the option of receiving specifically targeted adverts via SMS and MMS in exchange for access to specially-created tariffs. Initial speculation had been that the offer would only be open to the cellco’s 16-24 year old subscribers.

In addition to the new deal, Blyk has confirmed that it will discontinue its mobile virtual network operator (MVNO) services in the UK; the company signed an MVNO agreement with Orange back in April 2007, and launched that September. It is understood that Blyk’s mobile customers will not automatically be transferred to Orange, but instead will be free to move to any operator they choose. Commenting on the decision to cease MVNO operations Blyk co-founder and CEO Pekka Ala-Pietila said that the move would allow the company to focus on its core areas of service.

United Kingdom, EE