7/24/2009 11:04:00 AM
Orange to offer ad-funded tariff proposition to customers
Orange will take on Blyk’s technology, to offer its customers an ad-funded proposal, as Blyk closes its service on 31 August.
It is thought the advertising funded MVNO Blyk has agreed a partnership deal with Orange following weeks of negotiations, which were reported by New Media Age on 2 July.
The MVNO is set to close its service at the end of August. Blyk’s 200,000 subscribers will be given four weeks’ notice from next Friday that the service is terminating and urged to sign up to a contract with Orange directly.
Mobile reported in May that investors had been reluctant to put further cash into Blyk, as the MVNO froze its expansion plans in the Europe.
Meanwhile, Blyk’s former UK CEO, Shaun Gregory, left to join O2 at the beginning of the year, where he has launched a mobile advertising business for O2, starting with a deal with the Fitness First gym chain.
Orange took on the Blyk MVNO in 2007. Blyk offered 16-to 24-year-olds £15 of free credit a month in return for them agreeing to receive adverts and take part in marketing polls.
The new partnership could see Orange expand the concept into a range of advertising-backed promotions as it competes with rivals in the entertainment sector.