Blyk – the first completely ad-supported MVNO – launched this week in the UK market. There has been a lot of controversy about Blyk’s innovative business model – providing free SMS messages and voice minutes in return for watching ads. Blyk services will be limited to their target 16 to 24 year old demographic, and they plan to recruit their subscribers on campus and through viral invitation.
Marko Ahtisaari is a key member of the Blyk team, responsible for the user experience as well as brand design and development. In this interview, Marko talks about the special advertising formats that Blyk will use, and explains why Blyk actually has to think more like a media company and less like a mobile operator.