Blyk has announced an exclusive partnership with Orange, moving away from its MVNO model, to be in place on 26 August.
The youth-focussed MVNO recently announced a similar move in the Netherlands with Vodafone.
Blyk co-founder and CEO, Pekka Ala-Pietilä said: ‘We’ve had an excellent relationship with Orange UK in our capacity as an MVNO and our move to operator partnering naturally served to propel the evolution of this relationship. We see this as a major building block for Blyk’s international expansion and continued growth.’
Blyk uses interactive texts and multi-media messaging to engage with its target audience aimed at allowing them to engage with brands more easily.
Orange,VP of Wholesale, Business Development & Partnerships, Marc Overton said: ‘ Orange has enjoyed a close working relationship with Blyk since it first entered the market in 2007. It is a progressive, innovative, and exciting company and one which matches a proven capability with Orange ’s ambition to grow its media business in order to offer a portfolio of opportunities for consumers and media houses alike.
‘Integrating Blyk’s capabilities into our own will allow Orange customers access to great brand offers, benefits and promotions in a timely fashion which are specifically tailored and relevant to them.’