Ad-funded MVNO deviates from previous strategy in what is essentially a joint venture.
Until now, Blyk has worked on the basis of buying wholesale minutes from operator partners, then offering customers (aged 16-24 years) free calls and texts in return for them opting into receive various commercial messages.
The service was launched along this business model back in 2007 in the UK, with Orange providing the network and minutes.
However, the FT reports that the new deal with Vodafone Netherlands will see the operator providing the infrastructure, Blyk providing the ad tech and sales, with both sharing the revenue.
In the article, Byk founder by Pekka Ala-Pietila said the new approach meant the companies overheads were reduced, and its growth prospects increased.
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