Clunky Flow

 

via Eirepreneur , via loic.tv

Another video from that ad hoc gathering of techies who responded to
Martin Varsavsky’s (FON) open invitation to pop round his farm on Menorca last weekend.
Marko Ahtissari presents Blyk a nascent pan-european free mobile operator for 16-24 yr olds funded by advertising.

http://try.vpod.tv/?s=0.0.198200

I especially enjoyed seeing this vlog as I have been keeping an eye on Blyk but their blog is not particularly active. So a big up to Martin Varsavsky for hosting presention and Loic for posting the video.

 

Summary:

 

• Blyk will operate with MVNO license

• Its a mobile operator with the ethos of a media company.

• Will lauch in UK middle of this year using Orange as a partner (MVNO license provider)

• Have signed L’Oreal, Buena Vista and Coca Cola as advertisers.

• Will also channel and local brands that will be more directly relevant to the audience

Marko then set about debunking some myths:

1. Myth: Content is King Debunked by the fact that calling, texting and looking at the clock are the facts of real usage. (I couldn’t agree more.  Content is not King.  It plays a poor second fiddle to connection. Always has. Always will. Content is highly visible. Connection is where the value lies.) 
2. Myth 2: Push advertising is bad.  Debunked by their own research and that of others that show that about 70% are willing to receive push advertiwsing.  But relevance is the key. Messaging is welcome once it is perceived to be relevant.( I like this ‘cos it chimes in with core assumption of what own social telephony startup will be all about.  That’s why the mother company was called Relevant Media -> relevantm.com )
3. Myth 3: Text is history. Debunked by the reality that SMS appeal is only growing and MMS has not taken off as predicted. Of course cost is a big factor and that will change over time. But for now a company has to operate within the realities that exist today. Blyk backs text because they know that it is better to be rich in context and relevance as opposed to beign rich in pixels.

In reply to the question “Why 16-24 year olds?” :  2 reasons: It is a good market segment to start with because this is a group that is difficult for advertisers to reach. And this is a market segment that is diffcult to make money from as an operator.  Thus making it easier to get an MVNO license for this particular segment.