Ad-funded mobile network Blyk has unveiled a new, content-based messaging service. Blyk says the service, which has been developed in partnership with mobile marketing and content services company Velti, and is due to launch in 2009, is based on the insight that messaging is the simple dominant mobile behaviour for its 16-24 year old demographic.
Currently, says Blyk, most mobile content services are built on the assumption that users will find what they want by browsing to it. Blyk and Velti say they are aiming to improve the member experience and discovery of content, by basing it on user preference.
When new members join Blyk, they are profiled based on their lifestyle and personal interests. Enabling Blyk to create awareness, build relationships, gain insight and drive call to action for brands through one-to-one interactions. The content service will work in much the same way. Blyk members will be informed of new content based on their lifestyle and preferences, encouraging them to interact with partner content enabling targeted, relevant communication based on personal tastes. The new portal at the heart of the service will use components of Veltis Mobile Marketing Platform (MMP) to optimise the targeting process and ensure the delivery of relevant content across Blyks network.
In true Blyk style, we have listened to our members – who continue to help shape our service and with Velti we have created the first content service primarily based on messaging, says Blyks UK CEO, Shaun Gregory. Success with this method is evident already from the very high response rates to relevant, content-rich campaigns on Blyk from media companies as well as from some food and sports brands using content within their campaigns. The enhancement of the service in partnership with Velti is a beautiful evolution of our existing business model.