The ad-funded MVNO Blyk is to launch a content portal aimed at its youthful user base.
The deck will roll it out next year with content from providers such as Heat magazine. It will be powered by Velti, which will use targeting components of its Mobile Marketing Platform (MMP) to personalise the experience for subscribers.It's an interesting development as Blyk has previously focused on text and MMS as the means of communicating with its 16 to 24 year old customers. The company always claimed that browsing was not pervasive enough to compete with messaging as a channel.
This will remain the case, with Blyk and Velti stressing that users will not be expected to browse idly, but will receive targeted links to new content based on their profiles.
Alex Moukas, CEO of Velti, said: “The more a Blyk member uses the content portal, the more insight we have to work with. This means we can provide more targeted and valuable content as the relationship grows.”
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