Orange Launches Orange Shots Opt-in Ad Service

Orange UK is opening up part of its subscriber database to advertisers, following last years acquisition of ad-funded MVNO, Blyk.
Orange Shots is a mobile advertising service that enables brands to engage and interact directly with targeted segments of Oranges customer base. Launching with full-service commercial offers from 1 February, Orange Shots will initially be available to brands who want to interact with an audience of 100,000 customers from part of Oranges Monkey pay-as-you-go customer base. Orange says that new profiles and customer segments will quickly follow.
Orange Shots is designed to enable participating brands, to create rich, creative and engaging mobile advertising campaigns targeted towards customers interests and preferences. Orange says the solution will offer brands the ability to engage in real-time conversations with customers who are happy to hear from them; a highly-targeted audience base with no wastage; an opportunity to build an engaging and enduring relationship with customers as they get to know more about their profiles and interests; and high response rates, with great viral potential.
Orange Shots service works across SMS and MMS mobile platforms, encouraging customers to message back and give views and opinions. In addition to offers, customers will also receive a variety of benefits, including exclusive news and gossip, amusing and entertaining content, film and games previews, and up to date sports information, Orange says.
Orange has been testing Orange Shots extensively with its own content and brands including 4Music, Ubisoft, COI and Snickers since September 2009. Orange says that  brands who have already trialled the service have found it to provide a higher conversion rate than any other media, offering response rates of between 21-39%. Orange says its priority is customer and brand satisfaction and as such the audience roll out programme will be considered and measured. Orange customers have the opportunity to opt out at any stage, and Orange customer data will not be shared externally with third parties.
Orange adds that it plans to make Orange Shots, powered by Blyk Media, available to its entire mobile customer base over time, giving brands the opportunity to engage with a variety of specific demographic segments.
Orange Shots will transform mobile advertising as we know it, says Marc Overton, VP of Wholesale, Business Development and Partnerships for Orange UK. Its a win-win for brands, as well as our customers, with advertisers continually seeking new and innovative ways to engage with consumers, and our customers getting rewarded with access to exclusive, interactive content and offers, knowing that theyre tailored specifically to them and their interests.
We have asked Orange if there are any limits on the number of advertising messages that anyone opted in to the service will receive in a given timeframe, and we are awaiting a response. We have also asked the network to confirm that the response rates quoted do not include customers responding with a STOP message, or other message asking to be opted out of the service.