Ad-funded mobile network Blyk hits user target early

by Ben Bold, Brand Republic 24-Apr-08, 09:05

LONDON - Blyk, the free advertiser-funded mobile phone service, has hit its UK target of attracting 100,000 users half a year ahead of schedule.

Blyk was launched in the UK just seven months ago and is aimed at 16-24 year-olds. It gives its users free texts and phone minutes every month equating to around £280 a year in savings. In return, customers must receive up to six advertising messages per day.

Shaun Gregory, Blyk's UK chief executive, 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."

The company claims that its "highly-targeted" advertising has achieved an average response rate of 29%. Advertisers who have signed up to Blyk include brands Xbox, Adidas, Penguin, Brylcreem, and the RSPCA.

Gregory said: "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."

He added that the UK's 7m-plus 16- to 24-year-old phone users gives Blyk a "huge potential for growth".

Blyk was founded by former Nokia president Pekka Ala-Pietila and is funded by investment bank Goldman Sachs.