Light Reading

Blyk Stalls UK Launch

Michelle Donegan
LR Mobile News Analysis
Michelle Donegan
7/9/2007
50%
50%

The U.K. launch date for ad-funded mobile service Blyk has slipped, though the startup's CEO is maintaining a "business as normal" stance.

The service provider's founder and CEO Pekka Ala-Pietilä tells Unstrung that the service will launch in the summer of 2007, the timeframe stated in May.

But Blyk's press relations team has broken ranks with its client, and says the service won't meet its original launch date. (See Blyk Preps Summer Launch and Blyk Plans UK Launch.)

"I know it won't be launching in August as scheduled," says a Blyk spokesman. "We don't have an official launch date."

That admission followed a report in today's Guardian newspaper, which stated that the mobile virtual network operator (MVNO) has delayed its ad-funded service by several months and isn't expected to launch until October.

Any number of factors could be delaying the service's launch, but Ala-Pietilä, the former president of Nokia Corp. (NYSE: NOK), would not be drawn on what aspect of the service needs the most attention right now. (See Nokia Changes Management.)

"When you are launching something you have to make sure that all the elements get a similar amount of attention... so that there is a complete experience for the consumers and advertisers," says Blyk's CEO. "You cannot single out any particular part as less significant."

Blyk will offer free calls and texts in exchange for receiving relevant advertisements -- initially targeted SMS messages -- based on user profiles and usage patterns. The service will be aimed at young people aged between 16 and 24.

Blyk has outsourced network operations to Nokia Networks and has an MVNO agreement with Orange UK . The mobile advertising platform comes from First Hop Ltd. The advertisers that are already on board include Buena Vista, Coca-Cola, I-play Mobile Gaming, L'Oreal Paris, StepStone, and Yell.com. (See Blyk Outsources to NSN and First Hop Pushes Ads.)

But what could hold up the service?

For one thing, Blyk is Orange's first MVNO partner in the U.K. According to one industry source, Blyk's service was always unlikely to launch on schedule because of Orange's lack of MVNO experience in Britain.

On the business side, the operator may not have finalized the tariff plans. The service won't be entirely free, and the line between free versus paid-for minutes and texts could be difficult to draw. But getting the tariffs right will be critical for this service because its youthful audience is particularly price sensitive.

In addition, Blyk is breaking new ground in the mobile advertising space. Getting relevant ads to consumers at the right time is new for advertisers as well as for the back office systems that will support Blyk's marketing plans.

One advertiser views Blyk as something of an experiment.

"Nobody really knows exactly what is the right mix of channels for promoting mobile applications and services," says Carey Bunks, senior vice president of business development at Yell.com, one of Blyk's advertisers. "Blyk is one of the things we want to try out."

— Michelle Donegan, European Editor, Unstrung

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Flash Poll
LRTV Custom TV
A New Security Paradigm in SDN/NFV

7|28|14   |   02:54   |   (0) comments


Paul Shaneck, Global Director Network Solutions for Symantec, discusses the evolving virtualized network, explaining how Symantec is leading the security discussion as it relates to SDN and NFV, and helping to ensure the network is protected and compliant.
LRTV Documentaries
Sprint's Network Evolution

7|24|14   |   14:59   |   (0) comments


Sprint's Jay Bluhm gives a keynote speech at the Big Telecom Event (BTE) about Sprint's network and services evolution strategy, including Spark.
LRTV Documentaries
BTE Keynote: The Software-Defined Operator

7|24|14   |   18:43   |   (1) comment


Deutsche Telekom's Axel Clauberg explains the concept of the software-defined operator to the Big Telecom Event (BTE) crowd.
Light Reedy
Numbers Are In: LR's 2014 Salary Survey

7|24|14   |   1:25   |   (7) comments


Our fourth annual Salary Survey paints a picture of who's hiring, firing, earning, and yearning for a change in the telecom industry.
LRTV Custom TV
Driving the Network Transformation

7|23|14   |   4:29   |   (0) comments


Intel's Sandra Rivera discusses network transformation and how Intel technologies, programs, and standards body efforts have helped the industry migration to SDN and NFV.
LRTV Custom TV
Distributed NFV-Based Business Services by RAD

7|18|14   |   5:38   |   (0) comments


With the ETSI-approved Distributed NFV PoC running in the background, RAD's CEO, Dror Bin, talks about why D-NFV makes compelling sense for service providers, and about the dollars and cents RAD is putting behind D-NFV.
LRTV Custom TV
MRV – Accelerating Packet Optical Convergence

7|15|14   |   6:06   |   (0) comments


Giving you network insight to make your network smarter.
LRTV Custom TV
NFV-Enabled Ethernet for Generating New Revenues

7|15|14   |   5:49   |   (0) comments


Cyan's Planet Orchestrate allows service providers and their end-customers to activate software-based capabilities such as firewalls and encryption on top of existing Ethernet services in just minutes.
LRTV Custom TV
Symkloud NVF-Ready Video Transcoding, Big Data

7|9|14   |   3:41   |   (0) comments


Kontron and ISV partner Vantrix demonstrate high-performance video transcoding and data analytic solutions on same 2U standard platform that is ready for SDN and NFV deployments made by mobile, cable and cloud operators.
LRTV Huawei Video Resource Center
The Evolving Role of Hybrid Video for Competitive Success

7|4|14   |   4:09   |   (0) comments


At Huawei's Global Analysts Summit in Shenzhen, China, Steven C. Hawley from TV Strategies speaks to us about the evolving role of hybrid video for competitive success.
LRTV Huawei Video Resource Center
How CSPs Leverage Big Data in the Digital Economy

7|4|14   |   4:48   |   (2) comments


Justin van der Lande from Analysys Mason shares with us his views on how telecom operators can leverage customer asset monetization with big data. His discusses the current status of big data applications and the challenges and opportunities for telecom operators in the digital economy era.
LRTV Huawei Video Resource Center
Accelerator for Digital Business – Future Oriented BSS

7|4|14   |   3:08   |   (0) comments


Mobile and internet are becoming intertwined; IT and CT are integrating; and leading CSPs have begun to transform to information service and entertainment providers. How should the BSS system evolve to enable this transformation? Karl Whitelock, an analyst at Frost & Sullivan, shares his views.
Upcoming Live Events!!
September 16, 2014, Santa Clara, CA
September 16, 2014, Santa Clara, CA
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 9-10, 2014, Reykjavik, Iceland
Infographics
Packet Design asks network professionals how they handle the cloud, SDN, and network management.
Today's Cartoon
Vacation Special Caption Competition Click Here
Latest Comment
Hot Topics
The Municipal Menace?
Jason Meyers, Senior Editor, Utility Communications/IoT, 7/22/2014
Cisco Puts a Fog Over IoT
Sarah Reedy, Senior Editor, 7/23/2014
Apple Earnings: Strong iPhone Sales, iPad Sales Slump, $7.8B Profit
Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/22/2014
Salary Survey Report 2014
Sarah Reedy, Senior Editor, 7/23/2014
Like Us on Facebook
Twitter Feed