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Summary:

Orange, a UK ISP and mobile phone company, is reportedly close to signing a deal with an ad-supported mobile virtual network called Blyk that would offer certain Orange customers credits on their service in exchange for receiving text-based ads on their mobile phones. According to an […]

orangeOrange, a UK ISP and mobile phone company, is reportedly close to signing a deal with an ad-supported mobile virtual network called Blyk that would offer certain Orange customers credits on their service in exchange for receiving text-based ads on their mobile phones. According to an article in New Media Age, Orange has been in talks with Blyk for months to offer subscribers aged 16-24 credits of £15 ($25) if they receive ads on their phones. The partnership looks similar to an effort by German carrier E-Plus to offer lower-cost mobile phone service to customers in exchange for ads.

Customers are asked to detail certain personal information when they sign up for the Blyk service, which is then shared with advertisers that use it to deliver targeted ads. I have little doubt that people in the desired age range would give up a bit of their privacy in exchange for cheaper phone service, and Orange could possibly see profits from advertising. Like, many ISPs and carriers, Orange has been looking at ways to offer advertising. It may also use this as a way to attract new customers who would graduate to an ad-free version of its service, although depending on how many ads subscribers viewed and how well the campaigns worked, perhaps selling eyeballs would be more valuable than selling phone service. My guess is that so far it isn’t. Blyk originally resold mobile service with the goal of delivering ads to its customers, but later backed off of that model, possibly because they couldn’t make enough money selling ads.

However, as mobile operators and ISPs try to mine the rich amount of customer data they have access to without alienating their subscribers, an opt-in program in which young adults sell their attention for credits on mobile phone service looks like something consumers would accept. Although there’s a certain irony in targeting ads at a group that’s too cheap to spring for ad-free cell-phone service, I wonder how long it will take to cross the pond into the U.S.

  1. [...] the ads. Mobile phone service providers have offered ad-supported services in the past but as GigaOM points out cell phone carrier Orange in the UK is looking to offer cell phone service at reduced rates to [...]

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  2. [...] The rest is here: Do Lower Phone Bills Justify Ads on Your Mobile Phone? [...]

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  3. [...] sottoscriva un contratto per ricevere messaggi di pubblicità fortemente targetizzata. Ora anche Orange UK decide di andare in questa direzione, ma in maniera diversa: offrirà £15 di credito ai ragazzi [...]

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  4. [...] and agree to receive a certain number of ads each week. Orange, a UK ISP and mobile operator, may also be entering into a partnership to deliver a similar [...]

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  5. [...] offering and profited handsomely from it. Why can’t it do the same with this voice offering? There is anecdotal evidence that some consumers might actually be happy paying for their mobile service by listening to [...]

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  6. [...] offering and profited handsomely from it. Why can’t it do the same with this voice offering? There is anecdotal evidence that some consumers might actually be happy paying for their mobile service by listening to [...]

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  7. [...] 这种“中间人”地位正是Google的强项。这家公司通过它的搜索将自己插入消费者与信息之间,并赚得钵满盆盈。有证据表明一些消费者可能会乐意通过收听广告来补贴移动服务费。 [...]

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  8. [...] offering and profited handsomely from it. Why can’t it do the same with this voice offering? There is anecdotal evidence that some consumers might actually be happy paying for their mobile service by listening to [...]

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