UK based mobile messaging firm Blyk has partnered exclusively with mobile operator Aircel - which has more than 48 million subscribers in India - to bring the concept of free mobile services in return for consuming SMS in India.
The mobile firm, Blyk, sends information/tips/alerts for various categories such as entertainment, sports, events, dating, relationships, astrology, career and lifestyle as interactive SMS or MMS to its subscribers.
How it works? To subscribe to the service, a user is required to purchase a subscription card/coupon (at Rs 74) from Aircel and register with the service. Once registered, the user will start getting content (SMS/MMS) related to the mentioned categories.
Also, based on the same interaction, Aircel will reward Blyk subscribers with free mobile services.
Information will be passed either as plain text SMS format or as text SMS clubbed with static picture, audio or video files.
Is it for advertisers? "Advertisers can use the service to serve branded messages, use it for conducting market research and test their products and advertising before unveiling it to the general public," says Shubhodip Pal, country manager, Blyk India, in a conversation with afaqs!.
Blyk has already roped in 21 advertisers including Levis, Nokia, Red Bull, ESPN and Smirnoff.
Aircel is promoting the Blyk service through various media. Pal says, "We will spend about 50 per cent of our advertising budget on digital marketing. The rest of the ad budget will be allocated to print, radio, OOH and below-the-line advertising."
There are no plans to use TV to promote Blyk services in India. However, Pal refused to disclose Blyk's exact marketing budget.