02/10/2008 10:33:32 AM 
I have often written about the privacy invasion problems of advertising on cellphones, but this Blyk is looking like a big success in advertising terms and in the build out of an installed base.
The advertising appears to be performing amazingly well, the network has achieved an average 29% response rate for the close to 500 campaigns it's run to date. The advertising success is due to the format, Blyk sends text and picture messages to its user base who see it as part of a conversation and don't have the hassle of browsing around mobile websites.
The company's installed base in the UK currently numbers 100K.
Advertisers seem to find the opportunities of brand conversation and interaction appealing with the likes of Adidas, Ford, L'Oreal, McDonald's all participating.
It appears Blyk is worth looking at for mobile operators and MVNOs in the US who are struggling to find ways of adding advertising revenue.
Blyk has looked at its whole model from the perspective of the user and provides the low-cost service that this demographic requires and thinks about advertising as an on-going information-rich conversation that the user interacts with, rather than simply media placement to grab eyeballs.
Posted by Ed Cotton
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