Blyk launches in UK today<br/> <br/>

Mobile virtual network operator (MVNO) Blyk chose today to launch a new service that provides UK users with free phone calls and text messages in return for viewing advertising messages.

The service is free to join but currently requires an invitation from an existing user in order to get an account and SIM card. Blyk has entered into a deal with mobile service provider Orange to provide the infrastructure.

Once the user is registered they will receive up to six messages a day that will either involve watching an advert or answering a marketing research question. In return each user gets 217 free texts and 43 free minutes a month. Users can also top up their phones as with pay-as-you-talk packages.

"We have always planned to launch at a time that delivers the highest level of service for both our members and our advertising partners," said Jon Fisher, the company's consumer marketing director.

"We are confident of delivering this and in light of our recent findings, we feel good about our launch strategy, and are proceeding as we have always planned,"

However, the service is only open to 16-24 year olds, and requires that the user has a phone capable of receiving MMS messages.

If the user doesn't have an existing handset then they can purchase one of several unlocked models on the Blyk website.

Virgin Mobile trialled a similar plan in the US, but Blyk is the first company to completely base a service on an advertising revenue model.

Many believe that mobile advertising is set for a large expansion in the near future, indicated by recent events such as Nokia's purchase

of Enpocket, and rumours of a handset release by online advertising giant Google.

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