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Blyk on Aircel: Mobile Advertising Case Study
Ovum, Feb 2011, Pages: 9
Introduction
In November 2010, Blyk, a UK-based mobile messaging and media company, partnered with India's fifth largest GSM mobile operator, Aircel, to launch 'Blyk on Aircel'. Blyk on Aircel is an opt-in mobile advertising service that delivers advertisements to prepaid subscribers through interactive text and multimedia messages. The service is primarily targeted at India's burgeoning youth segment.
Features and benefits
- A case study that explores the current mobile advertising landscape in India.
- Provides advice for operators that are looking to launch mobile advertising in emerging markets.
Highlights
Blyk and Aircel’s partnership is unique due to its focus on the youth segment and the complementary capabilities that both companies provide. The key factor that differentiates Blyk on Aircel is its emphasis on context over content. Blyk's model does this by offering subscribers an interactive and engaging experience.
Your key questions answered
- What is the current state of the mobile advertising opportunity in India?
- Why has Blyk on Aircel been successful in the Indian mobile market?
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