Tuesday, 27 January 2009

Blyk set to launch new offerings – UK

Blyk, an ad-funded youth MVNO, has announced changes in its ‘free’ allowance starting February 16, 2009. Under the new offering, members will receive a GBP 15 (USD 20.65) monthly allowance including MMS, data, calls and SMS, with their respective costs as 20p (USD 0.28) per MMS, GBP 1 (USD 1.38) per MB of data, 15p (USD 0.21) per minute for voice and 10p (USD 0.14) per SMS.

Members aged between 16 to 24 years used to receive 217 minutes and 43 SMSs free in lieu of obtaining advertising messages from brands of their choice. According to Antti Ohrling, Chief Executive Officer of Blyk, the decision has been made owing to the numerous requests from its subscribers for a more flexible offering. He added: “We have seen about a 30 per cent jump in requests to join Blyk since we announced this change.”

The move follows suit with other MVNOs looking to upgrade their service offerings to stay competitive with MNOs and super MVNOs such as Virgin Mobile. Subscribers are demanding more and looking to pay less; they expect to have the ability to send MMS and browse networks such as Facebook. Many discount MVNO brands only offering voice and SMS may this year start churning as a result of this effect and lose the higher ARPU users but retain the “emergency phone” subscribers who may top up with GBP 5 (USD 7) twice a year.