In an interesting disruptive development in the operator space Blyk have announced they will be rolling out a purely ad funded MVNO across Europe - starting in the UK mid-2007.
While the concept of using advertising to cover the costs of mobile services is now generally accepted, and has neat parallels with commercial television, this is by far the most adventurous step in that direction I have come across.
The idea is that their subscribers (16-24 year olds only) all sign up to receive some degree of advertising, giving that magic 100% opt-in to keep the marketeers happy.
It will be very interesting to see the details as it rolls out, and to see how the traditional telcos react! Especially those for whom that age range is core.
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