putting people first

by experientia
by experientia
3 November 2006

Goodbye, mobile phone bills. Hello, advertising. [International Herald Tribune]

Be the first to share
putting people first
by experientia

Blyk
Pitching itself as the world’s first advertising-supported phone company, a Finnish company called Blyk plans to roll out a free mobile phone service next summer aimed at 16- to 24-year- olds, first in Britain and then elsewhere in Europe, writes Thomas Crampton in the International Herald Tribune.

“Crucial to Blyk’s system will be creating advertisements that attract users, said Antti Ohrling, co-founder of Blyk and chairman of Contra Advertising, based in Finland.”

“We intend on only advertising information that people want and in a fun way,” Ohrling said. “To succeed, we must offer an enjoyable and simple user experience.”

As one could expect, the company’s staff list is filled to the brim with former Nokia people, including its CEO Pekka Ala-Pietilä, a former president of the Nokia Corporation, and Marko Ahtisaari, its highly regarded director of brand and design, who is a former Director of Design Strategy at Nokia (and son of a former Finnish president).

But claiming an advertising supported mobile phone operator as a “disruptive and potentially revolutionising new medium” seems a bit much.

Read full story

UPDATE: 7 November 2006

Meanwhile Business Week picks up on the story. It also underlines the “gold-plated” make-up of the company. Apparently the billionaire chairman of the German software maker SAP is one of the investors. But the question remains: “Why are so many smart people backing a company that has no revenue and doesn’t even plan to start operating until next year?”.

The trick is in the advertising. “Messages will be targeted to users and be integrated seamlessly with the handset.” Advertising will “never interfere with the primary function of the phone” and “if you do it in the right way, it’s something people [will] find useful and fun.”

“If the company’s approach proves successful, industry watchers say, it could dramatically affect the mobile phone industry and pose a serious threat to existing operators.”

Though Blyk will function as a “so-called mobile virtual network operator, or MVNO, meaning it will market service under its own brand but use the wireless network of an operator still to be named”, the company still faces serious challenges.

“For example, getting young people to sign up for the service will be a challenge, as will the logistics of shipping customers the SIM cards they need to use, and making sure the technology works. […]”

“Blyk must also convince advertisers. […] It will be difficult to measure what effect the ads are having.”

Read full story

Be the first to share
Related Article
19 December 2014
Beautiful users: book and exhibition
BOOK Beautiful Users: Designing for People Edited and designed by Ellen Lupton Princeton Architectural Press, 2014, 144 pages In the mid-twentieth century, Henry Dreyfuss, widely considered the father of industrial design, pioneered a user-centered approach to design that focuses …
Related Article
8 December 2014
Understanding human behaviour to improve mobile research design
Shirley Eadie, founding member and CEO of Pondering Panda, explored some of the idiosyncrasies of the human condition at last month's MRMW Africa conference [Market Research in the Mobile World], in order to help attendees …
Related Article
4 December 2014
There is no such thing as UX Design
Peter Merholz argues that the entire “field” of user experience emerged for one reason — to accommodate, and overcome, poor (or non-existent) product management practices. He now wants to retire the term: "'User experience design' served a …
Related Article
3 December 2014
Ericsson’s new ConsumerLab report about the smart citizen
Last month, Ericsson published its latest ConsumerLab report, entitled "Smart Citizens: How the internet facilitates smart choices in city life." The study covers 9 cities worldwide-Beijing, Delhi, London, New York, Paris, Rome, São Paulo, Stockholm and …
Related Article
27 November 2014
Deep dive into drinking occasions
Five years into his role as head of strategic insights at Heineken UK, Mick Doran believes that the brewing industry is learning valuable lessons from other FMCG sectors in becoming more consumer inspired and brand …
Related Article
27 November 2014
Are we viewing consumers as humans?
Underneath all the shopping, online searching, and purchasing is a human being who takes a particular action for very personal reasons, writes Jure Klepic in The Huffington Post. Those reasons maybe based on a response …
Related Article
27 November 2014
Intel, Tony Salvador, and design anthropology
Why would Intel need to conduct a tremendous amount of ethnographic research if all they are manufacturing are microchips? This short essay by Ioanis Hristodoulou eexamines Intel’s role in design anthropology on a worldwide context, exploring …
Related Article
21 November 2014
Everyday rituals and digital tech in the families of mobile workers
Quotidian Ritual and Work-Life Balance: An Ethnography of Not Being There Jo-Anne Richard and Paulina Yurman (Helen Hamlyn Centre for Design, Royal College of Art) David Kirk and David Chatting (Culture Lab, Newcastle University) Paper presented at the …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

29 October 2014
Experientia at EPIC: UX transforming a financial institution

In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]

25 October 2014
Experientia president to speak at User Friendly 2014 in China

Experientia president Michele Visciola is one of the keynote speakers at User Friendly 2014, the annual user experience conference of UXPA China, to be held in Wuxi, China, 13 to 16 November. The theme of the 11th conference is the “new era of the experience economy,” thus underlining the importance of transferring UX concepts and […]

19 October 2014
Event: Why the world needs anthropologists

An upcoming event is encouraging anthropologists to “come out of their ivory towers” and work more closely with their colleagues in the field, in order to bridge the gap between “pure” and “applied” anthropology. The international symposium “Why the world needs anthropologists” (Facebook page) will be held on 5 December 2014 in Padua, Italy. Experientia […]

See all articles