Blog

After an interesting week in Barcelona at Mobile World Congress, I took time to put 5 things down on what we learned related mobile and advertising:

1. Advertising spend is cut and moved to Blyk-like media. After a panel discussion I attended, a senior ad executive from Ogilvy came to me and said: “You know Timo, this year in advertising is about driving sales, sales and sales. The only thing people do for their brand is ensure that it is preserved while focus is on tactical sales campaigns. No brand building this year. And are the budgets cut or moved? Both – they are first cut, and the remaining moves below-the-line.” For a Blyk-like media this is not necessarily a bad thing as everything that gets a brand closer to its customer is now becoming increasingly important. This is certainly seen already as January 2009 was our best campaign month ever.

2. Mobile advertising fulfills variety of communications goals. “Our clients use mobile both for branding and direct response. Mobile can do both and it should be used to do both when appropriate for a campaign”, said Valerie Itey, Head of Mobile at Universal McCann in Spain. Another consensus was achieved that mobile needs to be integrated into the media mix. These are certainly our observations at Blyk as well: in 2008 our campaigns were equally split between awareness, engagement, driving sales and gaining customer insight. In the same GSMA panel discussion, Michael Smith, Deputy Director of COI Interactive from the UK, provided very good balanced views on this as well.

3. There are a lot of mobile advertising platforms around. It seems that everyone has one to offer. Literally, everyone: SIM card manufacturer, messaging platform vendor, WAP gateway provider, content provider, network infrastructure company and handset manufacturer. Even the ones making mobile phone chips have their ad platforms — not to even mention the traditional online brands, software companies, and focused mobile advertising platform developers. All these platforms do the same thing: campaign management, targeting and reporting, and are the best in what they do. It must be very difficult for operators to navigate in this environment where many people are selling platforms but only few are providing a business model to start generate revenues.

4. Mobile media is a strategic dilemma for operators. Almost every operator has mobile advertising among the top 3 strategic priorities in 2009, but most acknowledge that there is no strategy in place yet. The transformation from a telecommunications provider to a media company is a step to execute.

5. Mobile media is unique, and needs to be treated uniquely. Mobile is different to online, like television is different to radio. Mobile is about engagement more than any other channel. Mobile is a personal media built on communications between people, and generates a highest impact when advertising utilizes this unique nature. At Blyk we have taken this principle to youth market and built advertising on message dialogs – the same way you respond to your friend you respond to a brand.

Let’s see what 2009 will bring…

Blyk received great feedback on the campaign made for Green Thing about responsible consuming. We all can make small, better choices to make our future better. Find out more at Blyk’s media site in Ads in Action.

By the way, did you already follow Blyk Twitter feed?

On Blyk gives greater control and flexibility to content providers

MOBILE WORLD CONGRESS 2009, Barcelona – Velti, a leading mobile marketing
and content services technology provider, and Blyk have partnered to launch the mobile
operator’s new content portal – On Blyk. The new service is built primarily on messaging
and is now available to all Blyk users in the UK.

Currently most mobile content services are built on the assumption that users will find
what they want by browsing to it. On Blyk is based on the insight that messaging is the
simple dominant mobile behaviour for 16-24 year olds and that messaging can drive the
discovery of relevant content.

The new portal acts as a conduit for Blyk members interested in content from relevant
brands or lifestyle choices; which moves away from the traditional mobile portal
business model.

On Blyk enables content providers to host their content and then align pricing and
promotional activities in line with their objectives. Content spanning areas such as video,
chat, wallpapers, games and ringtones are delivered through On Blyk, from established
providers including Player X, Saffron Digital and Jumbuck, amongst others.
“We liked the proposition On Blyk offered us and joined the service when we realised the
flexibility of the Blyk network. We can control price points, promotional activities and the
discovery of our content, in a more efficient way than other operator offerings,” said
Tony Pearce, Player X CEO.

On Blyk was developed in partnership with Velti, using elements of its Mobile Marketing
Platform (MMP) to deliver highly targeted content to the network’s 16-24 year old
members.

“On Blyk is a great illustration of how Velti’s technology can ensure the relevance of
mobile communications, based on lifestyle or brand choices made by individuals. As Blyk
members use the portal we will be able to use this behavioural insight to deliver the
most compelling, relevant and timely content to them,” said Velti CEO, Alex Moukas. “On
Blyk’s use of our personalisation technology is a key element in determining what
content members will be receptive to and delivering a valued experience.”

You’ll find Blyk speaking at the following events at this year’s Mobile World Congress.

• Mobile World Congress Conference Session: Mobile Advertising – Moving to the Strategic Level
Thursday, 19 February
Time: 12:30 – 13:20
Location: Auditorium 3, level 0, Hall 5 (Fira, Barcelona)
Panel discussion – Crossing the chasm to strategic spend
Moderator: Paran Johar, CMO, Jumptap
Panelists:
Timo Ahopelto, Head Business Strategy and Advertising Solutions, Blyk

Cenk Serdar, Chief VAS Management Officer, Turkcell
Antonio de la Rosa Breva, Consume & Online Marketing, Microsoft
Valerie Itey, Mobile Marketing Director UM Digital
Michael Smith, Deputy Director of COI Interactive

• Event: Ogilvy Telco Conference
Thursday, 19 February
Time: 16:15 – 17:00
Location: AC Barcelona Hotel
Panel discussion – Discussion about the ways in which Advertisers and Telecoms providers can work more closely with one another to grow industry and user value
Host: Alain Heureux, IAB Europe President and CEO
Panelists:
Leif Fågelstedt, Chief Operating Officer, Blyk

Alistair Hill, Comscore M:Metrics
Dusan Hamlin, Inside Mobile
Andrew Grill, Gigafone

Friday, 20 February
Time: 10:20-11:00
Location: AC Barcelona Hotel
Presentation: Understanding Customers Better by Using Mobile Media
Speaker: Leif Fågelstedt, Chief Operating Officer, Blyk
– How customer insight forge stronger relationships with your subscribers/members and attracts
advertisers
– Why mobile interactive messaging enables a dialogue with customers that’s not possible through
other channels
– How done right advertising is not viewed as advertising at all but it becomes a service to the end
user

Friday, 20 February
Time: 12:00-1:00
Location: AC Barcelona Hotel
Panel discussion – A Look To The Future. Discussion with Brands & Agency leaders about the prospect of mobile and how it fits in future plans
Host: Jonathan MacDonald – Senior Consultant, Mobile Marketing, OgilvyOne EAME
Panelists:
Leif Fågelstedt, Chief Operating Officer, Blyk
Stefano Frigerio, Global Communication Planning Director, Unilever
Andrew Godley, OgilvyOne London BT Team

For those interested in seeing the types of brand messages that Blyk members are receiving, you may now view ‘ads in action‘ on the Blyk media site. This is a new site feature that enables ‘over 24s’ to get a feel for the Blyk experience. This is one of the enhancements of the Blyk media site and we hope you enjoy.

And while your visiting the site we encourage you to check out the other enhancements including better site navigation; a new audience insight section; twenty-two case studies representing brands in media & entertainment, FMCG, retail, travel, government & charity, and careers & education.