On Blyk gives greater control and flexibility to content providers

MOBILE WORLD CONGRESS 2009, Barcelona – Velti, a leading mobile marketing and content services technology provider, and Blyk have partnered to launch the mobile operator’s new content portal – On Blyk. The new service is built primarily on messaging and is now available to all Blyk users in the UK.

Currently most mobile content services are built on the assumption that users will find what they want by browsing to it. On Blyk is based on the insight that messaging is the simple dominant mobile behaviour for 16-24 year olds and that messaging can drive the discovery of relevant content.

The new portal acts as a conduit for Blyk members interested in content from relevant brands or lifestyle choices; which moves away from the traditional mobile portal business model.

On Blyk enables content providers to host their content and then align pricing and promotional activities in line with their objectives. Content spanning areas such as video, chat, wallpapers, games and ringtones are delivered through On Blyk, from established providers including Player X, Saffron Digital and Jumbuck, amongst others.

“We liked the proposition On Blyk offered us and joined the service when we realised the flexibility of the Blyk network. We can control price points, promotional activities and the discovery of our content, in a more efficient way than other operator offerings,” said Tony Pearce, Player X CEO.

On Blyk was developed in partnership with Velti, using elements of its Mobile Marketing Platform (MMP) to deliver highly targeted content to the network’s 16-24 year old members.

“On Blyk is a great illustration of how Velti’s technology can ensure the relevance of mobile communications, based on lifestyle or brand choices made by individuals. As Blyk members use the portal we will be able to use this behavioural insight to deliver the most compelling, relevant and timely content to them,” said Velti CEO, Alex Moukas. “On Blyk’s use of our personalisation technology is a key element in determining what content members will be receptive to and delivering a valued experience.”