British Free Mobile Service Delayed

By Digital Trends Staff July 9, 2007

British Free Mobile Service Delayed How would you like to be able to make free calls and texts on your cell phone in return for accepting ads? Blyk, a start-up founded by the former president ofNokia, has been hoping British users will find the idea attractive. But the service won’t be happening for a few months yet. Blyk was supposed to launch last month, but it’s nownot expected to go live until October, a delay that won’t please company head Pekka Ala-Pietila. But the company already has ad deals in the bag with L’Oréal, Coca-Cola and Buena Vista Pictures, as well as local contentfrom Yell, which is owned by Yellow Pages. Additionally, Blyk has signed up mobile gaming group I-Play and recruiters Stepstone. According to a press release, “Blyk has been in development since January 2006 and is backed by individual private investors and Sofinnova Partners.” The delay is bound to ratchet up pressure on the company, especially as Stelia Haji-Ioannou, the founder of successfullow-cost airline Easyjet, is planning a similar service. Bylk won’t own its own phone network, but will operate as a mobile virtual networkoperator, of MVNO, leading capacity from Orange. In the U.S. something akin to Blyk is already being experiment with, as Virgin has started Sugar Mama, under which users get free airtime for every ad-backed action they take.

Digital Trends Staff

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